Five Letters – The fundamental intention of your sales copy must always be to make a sale. Therefore, it is vital that it is accessible to as many people as possible. Some years ago, the reading level of many newspapers had crept higher – the result? The readership, decreased. People realised that by setting the reading level lower, more people would be encouraged to buy the publication.
Elitist sales copy doesn’t make good sales. Many publications nowadays write copy at the reading level of a thirteen year old. Whilst there are exceptions, this is a good benchmark to start from. With this in mind, ensure that the majority of your text consists of words no longer than five letters. Remember, you’re not trying to prove how clever you are, you’re trying to maximise your response rate.