Articles like this one warm my heart.

For my entire career, I fought for this. I can’t count the times I heard the questions the author lists in the second paragraph.

Remember always that you’re writing to people. Research like this shows how people respond to clear, concise writing without BS, jargon, and buzzwords. That holds for marketing copy as well as the prose in your book. In fact, a good business book should be selling ideas just as surely as a good brochure or website.

“Respondents also were more likely to respond to the
call to action after reading text written in plain language.

The best writing flows like a song. You won’t get that from the typical sales person, technologist or—God forbid— lawyer.

But enough from me. Click the image to read the article and please write accordingly.