Writing effective sales copy requires much more than a few fancy words or evocative language. In fact, it has a lot less to do with impressive vocabulary and much more to do with clarity.
Accessible chunks of information will undoubtedly make a better sales pitch than complex jargon which alienates half of your readers. Don’t try and wow your prospects with your impressive writing skills, instead concentrate on selling the benefits of your product/service. Straightforward copy, that gets to the point quickly, is often the most effective.
The brain can only absorb so much information at a time. Before you look at the content of the copy, address how it looks on the page or screen. Are there large blocks of unbroken text? The way that you present your copy is crucial. With the constant stream of sales copy being churned out, most will only get a quick glance. It is essential that the layout tackles this by being easily digestible, and communicating the fundamental message promptly.