It helps if your copy has a natural, conversational style. To achieve this, as Jim Durfee has suggested, imagine you’re sitting opposite your prospect and then, in the guise of the brand you’re representing, write as you’d speak.
This means using language they’ll understand instantly. Which words are they? Well, of the 80 most-used words in the English language, 78 have an Anglo-Saxon root. These are the short, simple words we use every day.
There’s one short, simple word you should use a lot. Read your copy and check that “you” appears three times more than “I” or “we”. This helps you write about the subject from the reader’s perspective.
Excerpt from: D&Ad Copy Book by D&AD