Nicolas Cole argues that confused readers leave. Your job is to make the message as clear as a stop sign or a hot label. On landing pages and offers, give readers a direct signal they understand instantly, not prose that makes them pause and think.
If the reader is confused, they're gone. It's not, "If the reader's confused, they will block their afternoon to figure out what you're saying." We have a joke internally: big red stop sign in the road. A stop sign doesn't say, "Hey, when you reach this line, please be sure to slow down for the safety of you and everyone else." The big red stop sign says, "Stop." Or when something's really hot, it doesn't say, "Please be careful before touching, otherwise it will lead to discomfort due to heat." It says, "Caution: Hot." And so that, especially with like landing pages and offers and like high-level thing, that's the mode that your brain has to be in is like, I am optimizing for the person who is driving and just needs to know stop or go.
What Every Writer Gets Wrong About Their Audience #writing #creator #writingtips
