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Yes, simple writing makes more money. Here’s why…

Harvard Business Review recently came out with a brilliant article re-affirming what we’ve been saying here for quite some time: Simple writing makes money.

In fact, the simpler your writing is, the more money you make.

There was one part of the Harvard piece, though, that caught our eye: Generally, the fewer caveats you make, the more readers will be engaged with what you write.

… And the more money you’ll make.

What often happens is this: A copywriter sits down and fills a page with copy. Along the way, they think “I need to counter this objection,” and “Oh, what if they ask that?”

And by the end, half of the copy is caveats designed to handle objections.

In reality, clear and effective copy can make a sale without falling into the caveats trap.

To close sales more often, here’s a simple framework to use:

  • If an objection is primary—meaning most customers will not buy without having it cleared up—try including it in your important copy.
  • If an objection is secondary, try leaving it to your FAQ section at the bottom of the page.

For example:

  • “But does it have gluten?” is a primary objection for a company selling food products to gluten-free customers. The answer should be front-and-center.
  • “But what if the plane crashes?” isn’t an objection airlines need to mention in their primary copy, because it isn’t actually a primary consideration for most people booking flights.

Alex Lim is a certified book reviewer and editor with over 10 years of experience in the publishing industry. He has reviewed hundreds of books for reputable magazines and websites, such as The New York Times, The Guardian, and Goodreads. Alex has a master’s degree in comparative literature from Harvard University and a PhD in literary criticism from Oxford University. He is also the author of several acclaimed books on literary theory and analysis, such as The Art of Reading and How to Write a Book Review. Alex lives in London, England with his wife and two children. You can contact him at [email protected] or follow him on Website | Twitter | Facebook

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