Whenever I read a back cover blurb
(marketing copy)
for a book
and it is super complicated,
I stop reading
and move to the next possibility.
Why?
Because if the marketing copy
is too complicated for me to understand,
the product likely will be also.
You might not be selling books
but this is how your target audience
views your marketing copy.
If it is too complicated,
they don’t struggle to figure it out.
They move on
to a product that is simpler.
Follow the rule of one.
One message.
One emotion.
One target readership.
One concrete use for the product.
One great story of how people use it.
Keep it simple with your marketing copy.
If your prospects ask for more,
you now have a conversation with them.