The K.I.S.S. Principle in Copywriting

Posted by Vaibhav

July 29, 2008

If according to you, copywriting is all about including lengthy sentences, jargons and complicated words in the copy; think again! Ever since website copywriting evolved over the years, the number of copywriters increased manifold. Moreover, in an attempt to lure people to a website, use of attractive words in form of jargons started becoming common with copywriters, and the same thing continues even today.

Though copywriting is free from all barriers as far as creativity and thought process is concerned, it must be undertaken keeping in mind the reader’s capability to understand. This is particularly true when the aim is to attract large traffic. Hence, it is very essential to adopt the K.I.S.S. (Keep It Short and Simple) Principle in copywriting.

The ultimate objective of a copywriter is to communicate the message of the website. If the content includes long sentences and convoluted terms that are hard to comprehend, the readers may get turned off. This would not serve the purpose of communicating the message and create a negative impression in the minds of the readers about the copywriter.

Secondly, nobody has enough time to interpret what the content is trying to convey. In case the web page does not help people find the information they need, it is a failure on the copywriter’s part to not satisfy the needs of his customers.

On the other hand, a short and simple copy allows the readers to get acquainted with the web page easily. This encourages them to visit your website time and again, spread positive word of mouth about your website, and avail the service or buy the product that you offer.

Web copywriters should know how to convince the readers with strong influential words that are supported with proper justification. An eye-catching headline does more than 50 percent of the job in gaining the reader’s attention. Hence, utmost care should be taken while creating a headline, followed by short sentences and paragraphs that are easy to understand.

With ‘Less being More’ for online readers, the K.I.S.S. principle is therefore a necessity if you wish to hone your copywriting skills and enhance the popularity of your website.

Copywriting