Size Matters…and Bigger Isn’t Always Better

ALWAYS, ALWAYS, ALWAYS, choose short words in favor of
long-winded ones, simple words over anfractuous ones, and
plain words instead of inscrutable ones.

When writing effective copy designed to persuade and compel your
audience to take action, learn a lesson, or communicate knowledge,
it’s best not to confuse them.

As George Bernard Shaw once said, “The greatest problem with
communication is the illusion that it has been accomplished.”

If it isn’t short, simple and plain, you might very well be committing just this error.

Okay, but what about sentences and paragraphs? The same rules apply…mostly.

Short and precise is better.

That means you want your sentences and paragraphs to be concise—no run-ons or highly punctuated sentences, filled with unnecessary words that communicate multiple ideas like the one you’re reading right now.

Having said that, I will now tell you that precision and shortness are merits to your copy, but you must not allow monotony to creep in.

While keeping them concise, your sentences and paragraphs should fluctuate in length. Include some short ones. Use only a couple words. Then write another, longer one to shake up the rhythm and keep your reader moving through the text.

Now do the same with your paragraphs.

Write a one-sentence paragraph, then write another with 2, 3, even 4 sentences. The point is NOT to write with the boring structured style you were taught in grade school. You aren’t writing a dissertation. You’re writing to sell!

Quick Tip 1:
Keep in mind this caveat. Using plain English, simple words, concise sentences and brief paragraphs does NOT mean you MUST write short copy. Long sales letters for example can be far more compelling and convincing than short ones by pulling the reader in using success stories and case studies, revealing more valuable and persuasive information, and getting the reader emotionally invested.

Quick Tip 2:
Adjectives are piranhas that feed on your copy. Read this advice on adjectives that appeared in a letter to D.W. Bowser in 1880.

Committed to your marketing success,
Lina Penalosa
March 7, 2006