Crank up the income by dumbing down the copy
I love Perry Marshall. The guy’s a wellspring full of great information (not the useless kind!) whom I first encountered through his great Definitive Guide to Adwords. But this post isn’t about how he helped me with Google Adwords.
No, it’s about the really useful trick that he taught me today about how to increase your sales by decreasing the IQ required to understand your sales copy.
In his own words:
One of the secrets to writing great copy is making it REALLY easy to read. 7th grade reading level or lower = good copy. College level = BAD copy. Bad. (Always!) Most of Gary Halbert’s classic letters read at the 4th to 5th grade level. That’s why they’re so “primal,” so persuasive.
He also pointed me to a great free tool which will help determine your own copy’s readability. Check it out here.
For example, this blog post is readable by a 5th grader – too bad it’s not a sales pitch, eh?
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