Say What You Need to Say

Most people unknowingly sabotage their sales copy. They have great products, compelling offers, and deep expertise, yet their message fails to connect.

Why? Because they make one critical mistake that instantly loses their audience.

If your words aren’t sparking action, there’s a reason. And once you fix it, your message becomes impossible to ignore.

Today, we’re diving into the single most important rule of copywriting: Say what you need to say.

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Say What You Need to Say: Clearly and Simply

Business owners are often masters of their craft. They know their product inside and out. They understand every technical detail, every nuance, and every unique feature.

But when it’s time to sell? That deep knowledge can work against them.

They over-explain. They over-complicate. They try to sound clever instead of being clear.

And worst of all, they write as if their peers were the audience—not their actual customers.

Its the curse of knowledge!

If your goal is to convert readers into buyers, you have one job. To explain clearly and quickly how your product helps them.

That’s it!

Here’s how to do it:

1. Keep It at a 5th-Grade Reading Level

A confused mind says “no.”

Your audience isn’t reading your sales message for entertainment. They’re reading it to make a decision. If they have to work to understand your offer, they’ll tune out.

Use simple words. Short sentences. Direct statements. Tools like Hemingway Editor can help simplify your writing and ensure it’s easy to digest.

2. Say What You Mean

After you write your sales message, read it out loud and ask yourself: “What am I really trying to say here?”

If your message is buried under fluff, rewrite it.

Your audience isn’t playing detective. Don’t make them decode your offer. Just tell them—straight up—what they need to know.

3. Cut the Fluff

Never use three words when two will do.

Every extra or redundant word is a barrier between your audience and the action you want them to take. If a sentence doesn’t add value, cut it. If a phrase can be simplified, simplify it.

The best sales messages are tight, clear, and to the point.

The Golden Rule of Copywriting

If your audience doesn’t understand your message, it’s not their fault.

It’s yours.

Your job is to remove confusion, eliminate fluff, and just say what needs to be said.

So before you hit send, ask yourself:

• Is this clear?

• Is this simple?

• Does this make it easy for my audience to say “yes”?

If not, edit. Simplify. And say it again—clearly.

Here’s to making your message impossible to ignore.

From The Swipe File: Steal These Subject Lines

1. Did you ever think [you’d get some good result]?
   Example: Did you ever think you’d be living in your dream home?
   

2. [Number] things [type of person] needs to know...
   Example: 10 things every elementary teacher needs to know...
   

3. Here’s a little [type of] magic...
   Example: Here’s a little copywriting magic...

   
   Cheers!
   The InBoXer Team