Keeping copy simple, clear and to the point.
There’s a fine book called How to do Better Creative Work by UK adman Steve Harrison. In it he mentions how in his early years he was enthralled by what he describes as “the romantic ideal of copywriting”. By this he means how he felt the long shadow of various copywriting greats fall across his keyboard as he struggled to match up to their high ideals, reading everything they wrote and putting their message into practice. Feeling yourself part of this tradition will sustain you through late nights and the inevitable disappointments that come with our job. Learning a little about what those pioneers thought and how they worked is also surprisingly useful. The world – and with it copywriting – has of course changed beyond measure, but while facts age, principles remain. Acquaint yourself with them and feel good as a result.
As UK ad man Roger Mavity has written, “An answer that’s not utterly perfect but is pragmatic and therefore leads to action is an answer that will deliver for you”. His point is that a slightly imperfect solution (as all solutions inevitably are in the real world) No, however you look at it, the pursuit of perfection isn’t appropriate in our line of work. Instead make it as good as you can in the time available and with the resources at your disposal and start sharing. That’s the way to make something great.