Copy doesn’t convert unless it gets read.
 
Obviously.
 
To make copy readable, it needs to:
 
*brief
 
*made up of short sentences
 
*be understandable
 
*be skimmable
 
…and much more.
 
I’ve come up with an easy hack to make my copy readable:
 
When I imagine writing to my avatar (you should be doing this), I imagine he/she sits on a bus.
 
That way, I write in a way where the prospect could grasp everything, even if they could get distracted, have a short attention span and might be exhausted from work.
 
That way, I include busy prospects—not just the ones in the market for reading a sales letter.
 
-F