Last week, I saw something I’d never seen before. 🤯

Doing competitor analysis for a client, I found a piece of copy the Hemingway app considers “Post-graduate.” That means readers need a college degree to comprehend it.

It’s an insurance client. And yes, buying decision-makers usually have advanced experience and credentials in this sector.

But I don’t care how many letters you have after your name… 𝗻𝗼𝗯𝗼𝗱𝘆 𝘄𝗮𝗻𝘁𝘀 𝘁𝗼 𝘀𝗹𝗼𝗴 𝘁𝗵𝗿𝗼𝘂𝗴𝗵 “𝗽𝗼𝘀𝘁-𝗴𝗿𝗮𝗱𝘂𝗮𝘁𝗲” 𝗹𝗲𝘃𝗲𝗹 𝗰𝗼𝗽𝘆. They just don’t.

Readability is a fundamental part of copywriting but it’s often overlooked. You can have your product/market fit right, funnel optimized, and messaging nailed. But if the message isn’t digestible, you’ll lose a lot of people at the outset.

Improving readability is such an easy and magical way to increase engagement and conversion rates. Here’s how:

• Clear, simple language
• Short sentences and paragraphs
• Headers for scannability
• Bullets, icons and graphics