Copy doesn’t convert unless it gets read.
To make copy readable, it needs to:
*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.