People buy things they understand.
If it’s too complicated, they’ll often choose someone else who can describe it better.
Even if it’s an inferior brand.
In describing our products/services, we need to:
Describe a clear path to purchase
Cut excess copy
Use layman’s terms
Avoid overused terms (“family-owned,” “customer service,” etc…)
A simple website and clear call-to-actions go a long way.
Look at your marketing with fresh eyes and ask, “Is it easy to understand?”