Yesterday, my colleague Johan and I were editing down some sales copy.

You know the kind of job. You obliterate every superfluous word until you achieve total clarity.

Net result, prose so simple that everyone assumes they could have written it themselves.

Simple is best

It opened Johan’s eyes. “It’s almost as though I’m not fulfilling my role,” he said.

“What do you mean?”

“Well, before I started work as a copywriter, I assumed that the writing would need to display more ingenuity. But the greatest ingenuity lies in the simplicity of getting the message across with no apparent effort.”

So true. The only problem is getting your clients to see it the same way. How do you get someone to pay for something they think they can do themselves?

The answer, of course is to let them do just that. Do you agree?