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You Don't Need a PhD to Convert Customers

Have you ever visited a landing page and felt like you needed a doctorate just to understand what the product does?

I see it all the time - overly complex language, $5 words where simple ones would do, and phrasing so convoluted it makes my head spin.

It's a disease that afflicts so many companies. They think using big, impressive words will make them sound smarter and more authoritative.

But you know what? It has the opposite effect.

The Shocking Truth About Intelligence

Here's something the turtlenecked intellectual crowd won't tell you:

The average IQ is just 100.

That's it. The mean score that half of humanity falls below. A nice, round, triple-digit number.

Now I'm not saying people are dumb. There's brilliance and nuance in everyone. But formal education does not equal intelligence.

Most people don't have PhDs. They use everyday language to communicate.

So why are we writing landing pages filled with jargon that leaves them scratching their heads?

It's Time to Speak Human

Here's my advice: Ditch the MBA-speak. Forget the big words. Speak like a normal human being.

Use simple words. Write with clear, direct grammar. Make it stupid easy for your customers to understand you.

I'm talking:

• Short sentences

• Common vocabulary

• Straightforward explanations

Look at it this way - would your grandma understand what you're selling? If not, you've got more work to do.

The companies who crack this code gain an enormous advantage. Their messaging actually resonates because it's written for human beings, not academics.

I'd Love to Hear From You

Have you struggled with making your messaging too complex? What's something simple you could say instead of a big, fancy word?

Hit reply and let me know. I'm looking forward to reading your human-speak!

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Your Turn: Simplify Your Copy

Take a look at your website, landing pages, and marketing materials. Identify areas where the language is overly complex or filled with jargon.

For each instance, rewrite the copy using simple words, clear sentences, and straightforward explanations. See how much more accessible and actionable your messaging becomes.

Remember, the goal is to make it easy for your customers to understand what you're offering and how it can benefit them.

By speaking their language, you'll create a better user experience and increase your chances of converting prospects into loyal customers.

Prompt: Simplifying Language for Better Customer Conversion

Context:

This prompt is based on the observation that many companies use overly complex language on their landing pages, which can alienate potential customers. The goal is to make messaging more accessible to the average person, as most people do not have advanced degrees and prefer straightforward communication.

Language:

Please use casual language for your responses.

Expectations:

You are expected to provide strategies and examples for simplifying complex language without losing the original meaning. Focus on translating business jargon into everyday language, ensuring that the advice is practical and immediately applicable.

Actions:

Identify common examples of business jargon or complex language typically found on landing pages.

Provide simplified versions of these examples.

Offer general guidelines for writing clear, accessible content aimed at the average consumer.

Explain the benefits of using simpler language in terms of customer engagement and conversion.

Restrictions:

Avoid using technical terms, academic language, or any jargon in your responses.

Do not exceed 500 words for the entire response.

Ensure that the simplified language maintains the professional tone and intent of the original messages.

Do not include any personal opinions or anecdotes. Focus solely on actionable advice and examples.

See a practical case here

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