In communication and copywriting, simplicity is the masterstroke that can make all the difference.
The power of simplicity can be understood through a famous anecdote about monkeys, peanuts, and a jar. This story is more of a fable and isn’t based on the scientifically documented behavior of monkeys. The story goes like this:
Researchers supposedly used a large jar with a narrow neck to catch monkeys for a study. They’d place peanuts into the jar, which would then be fixed to the ground. A monkey would smell the peanuts, reach its hand into the jar and grab a fistful. However, the neck of the jar would be too narrow for the monkey to withdraw its hand while it was clenched around a fistful of peanuts. The monkey would be trapped, not by physical constraints, but by its own unwillingness to let go of the peanuts.
The moral of the story is that our own attachments and desires can sometimes trap us, and letting go can sometimes be the key to freedom. In copywriting, often times it is better to let go of words and phrases to craft simple but effective copy.
However, simplicity can be elusive. Many people fall into the trap of overcomplicating things, equating complexity with intelligence, or struggling to fully grasp the subject. This leads to verbose and convoluted communication that loses the reader’s attention and discourages them from continuing to read.
Steve Jobs, the renowned innovator, understood the importance of simplicity. He famously stated that “Simple can be harder than complex.” Jobs had the ability to distill complex concepts into straightforward ideas, making groundbreaking technology accessible and intuitive for everyday users. His success serves as a testament to the power of simplicity, not just in technology but across various professions.
How Can You Make Copywriting Simple?
Here are five main tips and techniques:
#1 Know what you want to say: Clarity starts with choosing words purposefully and knowing the structure, point, and subject of your writing.
#2 Use structure: Map out the logical flow of your ideas to help readers understand your message.
#3 Be concise: Remove unnecessary words and phrases to make your writing more impactful.
#4 Define your audience: Tailor your voice and tone to meet the needs of your readers, and explain complex words and topics along the way.
#5 Use simple words: Avoid unnecessary complexity and use precise words.
In addition to the tips above, you can employ specific techniques to create concise and summarized texts that effectively communicate your message.
Use headlines and subheadings: Break down the content into sections and use clear and concise headlines and subheadings to guide the reader. This allows them to quickly scan the text and grasp the main points.
Utilize bullet points and numbered lists: When presenting a series of key points or features, bullet points or numbered lists are highly effective. They provide visual structure and make the information easily digestible.
Employ the “inverted pyramid” structure: Begin with the most important information at the beginning of the text, followed by supporting details in descending order of importance. This ensures that even if readers only skim through the content, they will still capture the main message.
Use visual aids: Incorporate relevant visuals such as infographics, charts, or diagrams to convey complex information in a concise and visually appealing way. Visual aids can enhance comprehension and leave a lasting impression on the reader.
Edit and revise ruthlessly: After completing the initial draft, review the text meticulously and eliminate any unnecessary words, phrases, or sentences. Be ruthless in your editing process to ensure the final version is clear, concise, and impactful.
Conclusion
In the end, the ability to simplify and summarize is not just about words on a page—it is about delivering ideas with impact, capturing attention, and forging meaningful connections. So, let go of complexity, embrace brevity, and communicate with clarity. Simplicity is the masterstroke that can elevate your communication, your life, and your copywriting to new heights.
And remember: In copywriting, every word counts.
