Why would you want to learn to write content like a psychopath? It’s a metaphor. And this article has nothing to do with murder (well, not directly). In any case, not all psychopaths are murdery so maybe check your not-so-unconscious bias, yeah? Although, I do mention serial killers.

Keep It Simple, Shithead.

The K.I.S.S. principle is, in principle, sound advice. But like almost every rule, people try to apply it to everything, regardless of context. For example, I read on LinkedIn that the word ‘arduous’ is difficult to understand. The author didn’t stop there… people who use “fancy words” are doing so to impress.

FFS.

Furthermore, we should use simple language, “so we can reach a broader audience”. I’m sorry, what?

Who’s deciding what the simple language is? Are we to contact a local authority?

“Sales copy should be easy to understand, Sarah!”

👉 >>Content writing and copywriting: your website needs both<<

Indeed, why place obstacles in the way of customers buying your stuff? Sales copy should be clear in terms of what you’re asking of your audience, but that has nothing to do with using primary school language. Why? Because we should know our market and understand how they speak/think/take a dump.

Learn to write content like a psychopath.

Psychopaths know their market. Especially serial killers. They understand a thing or two about niching. Ted Bundy targeted brunettes and Jack The Ripper focused on prostitutes.

That’s me cancelled.

Write without care or conscience to those who hate your content. They are dead to you.

Taking content writing advice from social media results in bland, common-denominator trash. Broad appeal content is, by default, devoid of any discernible personality. And like attracts like, so when you dumb down your content, you intice stupid clients, not smart ones.

You’re not selling products to the entire world because not everybody wants them so you don’t have to speak to everyone (it doesn’t work anyway). On that basis, content shouldn’t be universal.

Marketing isn’t a popularity contest, despite what a lot of folks say on LinkedIn. The only people who matter are potential clients so use the language they speak.

When you understand what they understand, you can write just for them. The same applies to jargon. Unless you’re writing for an audience beyond your field, go ahead and use industry terms. That content is for people who know that language, it’s not for the great unwashed.

I’m unlikely to attract clients who don’t understand the word ‘arduous’. I also won’t attract folks who dislike sarcasm and swearing (and my off-colour jokes). The reality is that I don’t want those clients, we wouldn’t work out.

Article first published, 23rd April 2024.

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