Keep It Simple Stupid (KISS)

We’ve become a world of impatient readers. People scan their way across text. They are looking for meaning and relevance in what they read. When writing for direct mail, web pages or any marketing materials, the KISS principal should be adhered to. If it is possible to cut a word, always cut it. If a two-syllable word can be replaced with just one syllable, then replace it. Get rid of complicated words and write clearly. You’ll have better readers and more effective marketing.