Copywriting has a number of potential pitfalls. One of the biggest is this:
“Oh my god, I must be really getting good at this… the training has started boring the shit out of me!” – Me
Yeah, you know what I mean. Becoming an expert means that more and more topics become easy. More than easy. Simple. Obvious. And it becomes harder and harder to remember what it feels like to not know this stuff intuitively. Dan and Chip Heath in their fantastic wonderful must-read book Made to Stick call this the Curse of Knowledge. Knowing stuff isn’t a curse, but feeling that everybody knows this stuff is. Because it’s the reason 90% of presentations, copywriting and articles suck a pile of ass.
When you forget what it felt like when you were a newbie, it’s likely you’ll talk about a subject using terms and assumed knowledge that will leave most readers confused, angry and embarrassed. If your website copy has this problem, do you think many customers will warm to it, and you? Absolutely not.
How to avoid the Curse of Knowledge when copywriting
Avoid jargon
Use the plain language version, especially with verbs. There are three big temptations to use jargon:
- It’s faster. Using an example I overhead recently: “We’ll break the mirror and hot-swap the scuzzy drive” is a lot faster to say than “We’ll turn off data replication between the disk drives then replace the hard drive without turning the server off”. (Also, pronouncing SCSI as “scuzzy” never stops being fun.)
- You feel cool when you’re using it. Cop shows, procedural dramas and all CSI franchises are successful because we love watching people talk in the confident shorthand of insider language. Actually using it feels even better.
- You look goddamn smart. The easiest way to look authoratative is to use jargon the other person doesn’t understand.
Resist all these lures. People are more likely to give you money when they feel confident, and they’re more likely to feel confident when they understand what’s happening. Real experts are the ones who make a complicated subject accessible.
Explain the terms
Every single time you use a technical term, explain it. You will feel like a complete idiot when you’re copywriting your 100th article about real estate and you have to explain the body corporate AGAIN, but your reader hasn’t read all 100 articles. They’ve only read this one, and so they don’t know what a body corporate is.
No acronyms
It’s a lot easier to type EPA than Environment Protection Agency, but a new or confusing acronym will derail your reader. Some people use the full version the first time and then the abbreviated version, and that might work. Respect your readers. If they need the full version every time, use it.
Keep a sequence
Your readers are struggling with new concepts. Don’t bounce around. Help them understand the progression of events. “First you’ll sign the document, then we’ll complete the conveyancing work, then we’ll courier it to the real estate agent”.
Don’t get fiddly
There are a lot of fascinating details that you know about this topic. Intruiging facts and interesting you-might-not-knows abound! Naturally, you want to share them and, you know, sound a bit cool in the process. It can’t hurt to tell them about the sidenote, right?
It really can.
- Stress matters. Anyone looking for information on divorce law is probably not in the mood for amusing anecdotes.
- Don’t get in the way. If your customer is trying to complete a task (especially one that will earn you money), make that task as simple as possible. Eliminate everything unnecessary.
- Respect cognitive load. If you have readers who are already struggling to absorb ten new terms and concepts, more information is just going to burden them – no matter how cool and interesting. (Mechanics always seem to do this to me. I just want to know how often to change the oil, people!)
- Keep ‘em separated. Write an article: Ten Fascinating Things You Didn’t Know About Roofing. These are often really popular, because everyone likes trivia. They just don’t like it as much when they’re trying to calculate how much a new roof will cost and whether they can afford it and if they should go with the Colorbond steel.
Explain it to your mum
Or your neighbour. Or the bored dude on the bus. Write it to someone who doesn’t know or care about your subject. Write so that someone skimming the words can follow it, because that’s how people read on the internet. They scan, and if your writing is too dense or eye-squinting, they’ll leave.
Incredibly important point
All of the above is true even when your audience are experts. They might not know about the specific subject area you’re talking about (small business accounting instead of corporate accounting). They might not be as expert as they claim to be. They might just have one or two tiny acronyms they’ve never understood and will be grateful to you for explaining. They WILL appreciate you making it easy to read.
Is your copywriting easy for your customers to read? Tell us in the comments!
