5 ultra clear copy examples that demand attention

Hello writer friend,

If you’re not being clear with your messaging, you’re not being read.

You could have the best cause, project or offer in the world, but if the next org has clearer messaging, your audience will snub you quicker than Trump snubs fact checkers.

People crave simplicity. The human brain needs to understand what you have to say faster and more easily than you might think.

When people grasp your message quickly, they're more likely to come along with you for the rest of the ride.

Before we get into how to achieve this, here’s another newsletter you might like. It’s about running an effective newsletter. (Ooh, meta.)👇️

OK, here’s how to write crystal clear copy that gets attention.

1. Understand who you’re writing for

Understanding who you're talking to is crucial. What motivates and challenges your audience? What level of knowledge do they have about you?

Creating clear messaging starts with knowing the answers to these questions—and tailoring your message based on the answers.

Example: WaterAid UK

The UK water charity, WaterAid, tailors its messaging to different audiences. For the general public, they use simple, emotive language:

Whereas for potential corporate partners they focus on the benefits to businesses while still keeping it clear and simple:

Related.👇️ 

2. Say one thing

If you say lots of things, you don’t say anything. 

What does your organisation do? All of your further messaging will come from this one thing.

Distil your message down to its core. It’s not as easy as it sounds and can’t be covered in just one issue of this newsletter. (In fact, I’m building a whole course around this.)

Example: RNLI (Royal National Lifeboat Institution)

The RNLI’s homepage headline is a masterclass in brevity. 👇️ 

It’s who they are and what they do. Simple.

Once you've written your one thing, edit it mercilessly. Cut any words that don't directly contribute to your core message.

3. Use simple language

Goes without saying (but I’ll say it): Avoid jargon and complex language. Opt for words that are easily understood.

Example: The Trussell Trust

Instead of using complex economic terms to describe food poverty, the Trussell Trust say: 

While not particularly concise, it scores points for using simple language in the name of clarity.

4. Be specific

Use concrete details and specific examples to illustrate your points.

Example: SolarAid

Instead of vague statements about helping people, SolarAid gets specific. They speak in terms of numbers of people impacted by access to safe solar light, how much people can save, and how many tonnes of CO2 emissions are prevented. 

They even have a cool interactive tool so donors can calculate their impact depending on how much they donate. Clever stuff.

5. Use analogies and metaphors

Familiar analogies or metaphors can turn complex information into clear and compelling ideas to get behind. 

When used in the right way, they act as anchors in your audience’s mind so they don’t have to think too hard.

Example: EarthJustice

EarthJustice is an environmental law organisation. Their tagline is:

This could have easily been a jargon-filled, legal-speak sentence. Instead, by using the metaphor of the Earth having a lawyer, they successfully distil what they do and why they do it into just seven words that everyone can understand.

It can be tricky to think about these things when writing your messaging, but it will pay off.

A lack of clarity means your message will get scrolled past or clicked away from again and again.

Keep at it, test and seek feedback from your audience. With practice and persistence, you'll soon start getting your message across to the people who matter.