Evade the Copywriting Text Trap

Put your thesaurus down.

While it might be tempting to fill your copy with gigantic, $10 words, big words impress few people other than your high school English teacher--and probably not even her. It's the messages in your copy that matter, not your ability to use a thesaurus. Big words slow your audience down, meaning fewer people will actually get your message. The tone of your copy should match your audience, and you should write for your audience, not your report card.

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