Amrit Hallan has a great article about the elements of good copy on his site
amrithallan.com . The first rule he mentions, Keep It Simple, is one I whole-heartedly agree with for all forms of writing. Overblown language and complicated constructions stick out like a sore thumb and simply turn people off, and this rule is particularly relevant on the Web. If you're not talking your readers' language there's always another site that is...and it's just a few clicks away.
His rules are as follows:
- Keep it simple
- Cut to the chase (don't waste your reader's time)
- Indulge in conversation (talk to your reader!)
- Study your market (know who you are talking to)
- Make your message customer-centric ('I, me, you' instead of 'we and us')
- Be perceptive
- Sincerity gives you strength
- Avoid superlatives (If you write like a pompous ass, your readers will probably think you are one!)
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