We write simply,
but we don’t simply write
Simple is hard. If it takes you seconds to read and no effort to process, you can be sure it took hours to write. This is precisely why all writers love the old saying:
“I would have written a shorter letter, but I did not have the time.”
But simplicity is critical to conversion, because humans are psychologically wired to instinctively trust simple things.
“…people prefer things that are easy to think about to those that are hard.”
So if your copywriting isn’t easy to read, it isn’t working.