It's worth remembering that keeping it simple is the best way to communicate with prospects.
Savvy marketers know that no matter what the message, customers want to get it fast and easy. So follow these basics of fast-read copy:
Respect the prospect
- Most sentences should be no more than 5 to 10 words long. Short sentences keep readers moving through the message.
- Each sentence should contain no more than one big idea. Put more than one thought into a sentence, and prospects may have to stop to digest and analyze. Never make the readers stop.
- Speak directly to the reader as "you". Example: Here are the things you can do to keep your family safe.
- Don't add words that don't add much meaning. Examples: Ink pen, future plan, ongoing talks.
- Don't write anything you wouldn't say in a casual conversation. Ideally marketing copy shouldn't sound like marketing copy.
Source: Direct Marketing Update