I have read quite a few articles about copywriting and have been surprised to find that many of them make it seem a lot more complex than it is.

In my mind, there is only one principle: make sure that anyone who reads what you have written understands what you mean.

To make sure that happens, don’t use big or obscure words just for the sake of it and, particularly in this age of instant access to enormous volumes of information, avoid being overly formal and unnecessarily verbose.

You can still use clear and correct English while writing in a conversational tone.

If people understand your copy easily, not only are they more likely to read more but they are more likely to feel as if you’re connecting with them.