Making your marketing content easy to read is a sure way to get others to actually read it.
This is especially true for online content. When we read online we tend to scan, focus on headlines and bullet points, and avoid long paragraphs.
Using verbose language, complicated words and long paragraphs is almost guaranteed to make your readers tune out. The trick is to get out of your head and put yourself in the shoes of the reader. All that information may seem necessary and straightforward to you, but will your target audience feel that way?
Keeping your paragraphs short, avoiding jargon, acronyms and pointless words, and sticking to your key messages will help make your content easy to read.
As I wrote before, proofreading is king. When in doubt, sleep on it and review again later, or ask a colleague to take a look at the content you’ve written.
Paulina Zelazny Copywriting 