If you’re taking the time to look into copywriting for your business, you’re clearly ahead of the game. But you don’t have to constantly prove it to people, especially when marketing your business.
True intelligence is being able to explain the most complex of ideas in the simplest of ways. It’s not about showing off your vocabulary, or demonstrating your intelligence. Trying too hard to look intelligent quite often results in people thinking the opposite. So unless you’re writing for an extremely technical audience, such as the scientific or medical sector; there really is no need to be using jargon.
Nor should you be writing fancy or flowery prose. You aren’t writing a novel or a play, you’re trying to make sales. The more complicated you make your words, the less interested your target market will be in reading them.
For example, which would you rather read?
1. ‘Cease all vehicular motion at this location when light signalling systems are alternating between illumination and caliginosity’.
2. ‘Stop here when lights are flashing.’ While this may be a bit of an extreme example, the first sign looks like it was written either by a crazy person or an idiot.
You don’t want to come off as either, so keep it simple.
People can recognise intelligence without any effort from you, so focus your attention on making your writing easy to read.