I don’t actually mean the best copy is the copy written in the smallest font, of course.
I mean the best kind of copy is the copy that doesn’t draw attention to itself. ⠀ ⠀
The kind of copy you don’t even realise you’re reading until you’ve read it. ⠀ ⠀
The kind of copy that lets the story you’re telling, breeeeeath, rather than suffocating it under a tonne of long words and sub-clauses.⠀ ⠀
My advice is: keep your sentences short and your words simple – just like you do when you’re having a chat with someone in real life.⠀ ⠀
Because a reader can spot a writer who’s trying to show off from a mile away – and that’s not good copy because it’s taken the reader out of the story.⠀ ⠀
Same rules apply, whether you’re writing ad copy, product descriptions, a newsletter or a novel.
We’ve all been there, wanting to impress our reader with our favourite new long word, finding excuses to shorhorn it into our copy – but I’ve learnt from experience that actually, keeping it short, is keeping it sweet!