| Dear Chase, I had a realization recently. Humans actually do a terrible job at communicating. At least, adult humans do. I realized this when I was looking at people's websites and I saw 4 in a row that just made me sad. 4 websites in a row where I read the first 100 words, and still had absolutely no idea what their product was or what it did. This is a PROBLEM. I see it with emails. I see it with ads (sometimes). I see it with websites. I see it on Twitter. People try so hard to make their copy sound sexy and smart that they forget to actually tell you what it does. You probably see this all the time. Something like: "We're democratizing the future of cloud computing by creating opportunities for passive, uninhibited data collection." Do you know what that means? No. No one does. And I pulled that from someone's ACTUAL website. Luckily, I'm dumb enough that I've never written any copy that sounds like that. I just write the first thing that comes to my mind. It doesn't sound sexy. But it communicates effectively. And it converts way better. This email is really just to let you know that I'm starting a movement. #WriteLikeAToddler2023 It's gonna be a thing. Whenever you're writing copy for a product or a service, I want people to write it like an actual toddler before anything else. For example: If this was a landing page for a Facebook Ads agency, you're not going to write "We develop bespoke, scalable, and sustainable growth marketing campaigns designed to exceed your business objectives." That's gibberish. No one knows what you're talking about. First, write it dumb. And then edit it. "Facebook Ads that make you more profitable." Not great, but it's very clear what you're offering. You wrote it basically the way a toddler would write it. All we need to do is make one creative tweak and you have a headline that everyone understands, and it's still effective. "Facebook Ads that give you a lifetime discount on your customer acquisition costs." Boom. Way better. No confusion about what you're offering at all. And it's a pretty good angle, too. Honestly, if you use the word "bespoke" in your copy, you're dead to me. Straight up. I want everyone to check their ego at the door. No more trying to impress people with how smart you are. If you wanna look smart, cool. If you wanna make money and actually convert customers, keep it simple. This one tip alone can take someone from being a bad copywriter to being pretty good. So I hope you pass this on to everyone you know, Chase. Love you. Happy belated birthday by the way. Yours truly, Alex. Sent from my Bespoke iPhone
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