The main goal is not to complicate the already difficult life of the consumer.

Avoid whatever business language is currently hip (strategic, mission-critical, world-class, synergistic, first-mover, scalable, enterprise-class, etc.). Business language does not make a business pitch.

The simplest way to make your copy easy to understand is to sell the benefit of your product or service, not the features. In this way, you put the focus on the listener, where it should be.

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