We often think that using simple and clear language is a sign of low intelligence. We're afraid we might lose authority if we write and sound like a 4th grader.
But here's the thing. Explaining complex things in a simple way is actually a sign of high intelligence.
In 2010, US attorney Sean Flammer ran a fun experiment. He sent two excerpts from a potential pleading to 800 judges across the US. Each judge received the original ‘legalese’ version, a plain-English version and a survey. The survey asked the judges to pick which of the two writing samples was more persuasive.
Ready to be shocked?
The judges preferred the plain-English version to the original by 66% to 34%. And that preference held no matter their age, gender or background.
But perhaps most telling were the judges’ comments. Several wrote that the plain-English version was more persuasive because of the succinctness of its argument.
One judge even said that it was “simpler, more direct prose. Getting to the point trumps pontificating any day.”
So what's the lesson here? If you want to persuade your reader, write in plain English. It cuts through the noise and makes you look smart.
“Oh, but I don’t have time to write killer copy”, “I don’t know how to write good copy and I’m sick of wasting money on cheap copywriters”, “I tried hiring a copywriter on fiverr, but the copy was meh”. Does this sound like you?
Well, good thing Copy Samba exists. Let’s find you an A-List copywriter, shall we? Or holla us at firstname.lastname@example.org