Keep it simple stupid. KISS is the acronym developed by engineer Kelly Johnson of Lockheed Skunk Works, which created the Lockheed U-2 and other spy planes, and it is often applied to the design, film animation, and business worlds. When it comes to copywriting, keeping it simple is often necessary and the best course of action when marketing products. You want your content to be read by as broad a range of potential consumers as possible, and you often want to avoid jargon and highly specific technical language. Is that the right approach for you?
Copywriters are often charged with making complex products or subjects simple, and this is usually the best method for creating understanding and engagement with your audience. But, in some cases, it may be necessary to use more complex language, more sophisticated copywriting, in order to differentiate a product or establish a business’s mindshare in a specific area.
When do you employ this shift in methodology? You could do this when your product or service is more technical or scientific. Let’s say you sell dandruff shampoo. No, it’s not normally a “technical” or complex topic – but making it so can help establish your authority and the efficacy of the product. Your active ingredient, for example, is 2% Ketoconazole, which eliminates fungal concentrations on the scalp. It can also help reduce DHT buildup, which can help those with male pattern baldness. Explaining this, and perhaps providing a visual, can set your shampoo apart.
Customers like to buy from experts, and when you use more sophisticated copywriting, you may find that your expertise becomes more well-established. You are also seen as providing “proof” for your assertions, which is more than many competitors do.
Most of the time, simple copywriting is the best option, but in some circumstances, it may behoove you to make it more complex, still ensuring it is understandable.