Greek and Business Speak- Why You Should Keep Your Copy Simple

Simple straightforward language always triumphs over heavily jargoned business speak.

“Learn to Drive”

That is the slogan used by ‘BSM’ - UK’s leading driving school.

Even though it’s deceptively simple, it’s pretty cool if you come to think of it.

If we take it apart, we’ll see that it serves four different purposes at the same time:

1. It puts forth the key value proposition — that you will learn to drive
2. It defines the service. It answers the key question. “What is it they do?”
3. It’s a call to action. It asks the reader to act on it. It shouts “Come learn to drive”
4. And by keeping it this straightforward, it makes it seem like BSM is the natural market leader. It defines its market positioning as the default option.
5. It demonstrates respect to the target reader. It doesn’t provoke, sugarcoat or patronize. It gives the latitude for choosing for themselves.

And What’s not in it?

-Scientific NLP techniques

-Clever puns or choice of words

-Appeal to the customers emotions

-Projected imagery

-Prophecies or promise of a transformation

Now that’s how simplicity works. It gets across the key message point blank.

It is so powerful that it makes its competitors’ taglines like ‘For the road ahead’ sound quite pretentious.

You can’t really compare a simple slogan to full-blown copywriting now, could you? It ‘s just an everyday phrase converted into an ad. Perhaps it was just a placeholder until some clever jingle took it’s place. It just sounds like it wasn’t even deliberately created. No?

That doesn’t really matter. BSM had set aside the need to look different, to overbuild brand image to create something that truly communicates the value and need to the customer in a simple, effective manner. Creating the simplest possible message isn’t easy at all. Nor is it a straightforward process. So often ideas get confused and our need to make the message original and creative get’s in the way. So much so we lose sight of what is important, “Advertise to sell” Not to look good.

When it appears to be ridiculously simple, oftentimes, that’s exactly how you know you have arrived at the the most effective solution.

The most effective slogans and ad copies have been simple and straightforward. Infact one of the most famous quotes of Claude Hopkins, the Father of Scientific Advertising, goes like this

“My words will be simple, my sentences short”.

He chose simple straightforward copy that clearly states its value proposition, over funny, entertaining ads that may be interesting to view but don’t really succeed in convincing the customer of their value and efficacy.

Consider his other quotes:

“The only purpose of advertising is to make sales. It is profitable or unprofitable according to its actual sales.”

“Ad-writers abandon their parts. They forget they are salesmen and try to be performers. Instead of sales, they seek applause.”

“Don’t try to be amusing. Money spending is a serious matter.”

To arrive at the heart of the matter, it is important to understand and eliminate all the layers that lie between the key message and the customer. That will help you clear away the fluff and cut to the chase.

Here are a few questions you can answer from the target reader’s perspective that would help you keep it simple and effective.

1. Why your company? Why not your competitor?
2. WIIIFM? What is in it for me?
3. Is the price justifiable? Am I getting a good deal?
4. What’s the guarantee that it will work?
5. What am I getting?
6. Do I have any questions regarding this product?
7. What would my biggest objection be about buying this product?

By keeping things simple not only do you get across the message quickly, you also respect the target readers intelligence to grasp things and then make a choice for themselves. It is a subtle thing, but when done right, it never quite misses the target.