Writing Clear and Concise Marketing Materials

No one is waking up at 7am, sipping coffee, thinking, “Wow, I really hope someone explains holistic wealth architecture today.” People want clarity. They want content that feels like a conversation, not a lecture. They want to understand what you’re saying the first time they read it. Write like you're talking to a real person. Not trying to win a Pulitzer. - Use short sentences. - Cut the jargon. - Sound like someone they’d trust with their money, not someone who spends weekends writing whitepapers for fun. Confused clients don’t ask for clarification. They move on. Here’s how to make your content clearer: 1. Ask yourself: Would my mom understand this? If the answer is “probably not,” simplify it until she would. No shade to your mom, she’s just a great clarity filter. 2. Use the “friend test.” Read it out loud. If it sounds weird or overly stiff, imagine explaining it to a friend at lunch. Rewrite it like that. 3. Replace jargon with real words. Say “retirement income you won’t outlive” instead of “longevity risk mitigation strategy.” Your clients are not Googling your vocabulary. 4. Stick to one idea per sentence. If your sentence is doing cartwheels and dragging a comma parade behind it, break it up. 5. Format like you actually want them to read it. Use line breaks. Add white space. Make it skimmable. No one wants to read a block of text the size of a mortgage document. Writing clearly isn’t dumbing it down. It’s respecting your audience enough to make content easy to understand. What’s the worst jargon-filled phrase you’ve seen in the wild? Let’s roast it.

Your prospect has a shorter attention span than a goldfish. Here’s how to write copy their brain actually wants to read. If your messaging is making it to the primary but doesn't make the prospect want to reply, it’s probably the spammy email structure your buyer’s brain is already wired to ignore. Most sales copy works against how people actually process information. That’s why I use these four brain-based principles to help reps write copy that earns attention, fast. 📌 Steal these: 1. Cognitive Overload When you share too much, your message gets ignored. The brain can’t hold it all, so it dumps what doesn’t feel urgent. This is why simplified, benefit-led copy outperforms long value dumps every time. If you want them to retain it, reduce it. 2. The Primacy Effect Buyers are more likely to remember the first thing they read. That’s why your first line matters more than anything (that & optimizing for preview text IYKYK). It needs to be clear, relevant, and benefit-driven. If your opener is weak, the rest doesn’t get read. 3. Decision Fatigue Your prospect is tired. They’ve already made dozens of decisions today. If your message is complicated, it’s easier to delete than decode. Use white space. Use short sentences. Make your CTA an easy yes. Write at a 3rd grade reading level. 4. Pattern Recognition The brain loves patterns ... and it also spots the bad ones. If your subject line screams “quick question” or your CTA feels forced, it triggers a mental spam filter. Your intent doesn’t matter. Their brain has already said no. When reps understand how the brain actually works, they stop trying to out-pitch the problem. And they start writing like they respect the reader’s brain. 📌 Which of these four do you see sellers breaking most often? ✨ Enjoyed this post? Make sure to hit FOLLOW for daily posts about B2B sales, leadership, entrepreneurship and mindset.

Many people are deploying ads without looking back twice and asking WHY. This Clarity Check Framework can help make sure that you creatives have a purpose - because they all should. Before launching any new ads, ask yourself these 7 questions: 1️⃣ What is the primary message we want the audience to take away? ↳ The core of any ad is its clear, single message. Ensure your main point isn't buried by secondary details or complex language. ↳ A clear message ensures quick understanding, crucial in today's fast-paced world. 2️⃣ Who is our target audience? ↳ Knowing your audience—demographics, psychographics, behaviors—is essential. ↳ Tailor your message to resonate with this group specifically. A targeted ad speaks directly to your ideal customer, increasing engagement. 3️⃣ What problem does our product/service solve? ↳ Consumers seek solutions, not just products. Clearly outline the problem your product addresses and position it as the best solution. ↳ This connection creates a strong reason for the audience to act. 4️⃣ What is the unique value proposition? ↳ Your UVP is what differentiates you from competitors. Highlight it clearly—be it quality, price, or features. ↳ This distinction should be evident in both visuals and copy to solidify why your product is the best choice. 5️⃣ Is there a clear and compelling call to action? ↳ Guide the audience to the next step with a clear, urgent CTA like "Shop Now" or "Learn More." ↳ A strong CTA bridges attention and action, making it a crucial element for conversion. 6️⃣ How does the ad emotionally connect with the audience? ↳ Emotions often drive decisions more than logic. ↳ Determine the emotional response you want—whether it's humor, trust, or nostalgia—and ensure your ad delivers it. 7️⃣ Does the visual and textual content align and reinforce the message? ↳ Visuals should not just complement but enhance the text. ↳ Consistency between what’s seen and what’s read ensures clarity and prevents confusion, maximizing the ad’s impact. Was this useful? Like, follow, and repost ♻️ so others can learn too!

We once took a spontaneous trip to Las Vegas. No itinerary, no set plans – just showed up with my bags packed and a "let’s see what happens" attitude. The first night, I found myself lost in a maze of casinos and buffets, and let’s just say… it wasn’t the carefree experience I’d imagined. So, I switched gears. I started planning my days around specific shows, restaurants, and spots I wanted to visit. The difference? Suddenly, the whole experience was more exciting, and way less stressful. That's how copywriting works – having a clear plan and knowing where you're headed makes the journey much smoother for everyone. Ready to write content that works? Here are 5 simple rules from one of the world’s greatest copywriters to help you write like a pro. 1. Make It Simple Complicated writing? No thanks. When you’re writing, remember this: clear > complex. Your goal is to make sure anyone reading your content gets it without effort. No jargon, no fluff – just clear, simple sentences. Be succinct and avoid repeating yourself. Simplifying your writing means making it easier for people to understand and connect with. 2/ Spend as Much Time Writing the Headings as the Body Headlines are key. Your headline is the ticket to get someone to read more – but don’t neglect your subheadings either. A great headline grabs attention; a great subheading keeps it. They need to work together to guide the reader through your content. Think of them as signposts on a road trip – they tell your reader where they’re headed and what they’ll discover along the way. 3/ Focus on Benefits, Not Features When you’re writing, think about the “why” behind your product or service. Benefits sell. Features tell. No one cares if your product has 10 settings on the blender. They care if those settings make their life easier, faster, or more enjoyable. So, focus on what’s in it for the reader. Make them feel the benefits, not just hear about the features. 4/ Write for the Reader (Not at Them) Imagine you’re having a conversation with your reader. When you write, speak directly to them. Use the word “you.” Be personal. Think about it: writing for someone is about giving them something they want to read, but writing to them is about giving them what they need to hear. It’s more engaging when you make it feel like a direct conversation, addressing their concerns, and offering real value. 5/ Tell Them What to Do Next Ever read a piece of content and think, “Okay, but what now?” If you don’t tell your reader exactly what action to take next, you’re leaving them hanging. Without clear direction (aka your call-to-action), they might not take any action at all. So, make sure your content guides them toward the next step – whether it’s buying, signing up, or learning more.