How to Make Complex Ideas Simple in Your Writing
The Copywriter Column #216
The deeper you get into any subject, the harder it becomes to explain it simply.
We've all been there. You sit down to write about something you know inside and out, and somehow what comes out reads like a textbook written by a committee of academics stuck in an ivory tower.
But if I’ve learned anything after years of writing copy across numerous industries and verticals, it’s that the ability to make complex ideas simple isn't just a nice skill to have – it's what separates good writers from indispensable ones.
The fix?
A simple shift in how you approach your writing process.
Slow Down to Speed Up
Most writers think speed equals efficiency, so they sit down and immediately start typing whatever pops into their head first.
But the fastest way to clear, simple writing is to actually slow down. I'm talking about slowing down in two specific ways…
First, give yourself breathing room. If writing an email normally takes you 20 minutes, block out an hour. Think of this extra time like a designer uses white space – it creates clarity and impact. When you're not feeling rushed, your brain has space to think strategically instead of just reacting.
Second, think before you write. (Revolutionary concept, I know.) But most complexity comes from writers who skip the thinking phase and jump straight into stream-of-consciousness mode. Always outline first and know where you're going before you start walking.
Write for Clarity, Not Sophistication
Even if you're writing to highly educated, incredibly smart people, they still want information they can digest quickly.
Your vocabulary isn't the star of the show – your ideas are.
This means choosing connection over impression every single time. Simple language equals faster comprehension, which equals better results.
And here's the key: “clear” doesn't mean dumbed down. It means accessible.
Think about it this way – your reader could probably understand your complex explanation if they really focused. But why make them work that hard?
Their time is valuable, and their attention is limited. Give them the respect of making your ideas easy to grasp, regardless of how smart they are.
The 4-Step Simplification Process
When you're ready to tackle a complex topic, here's what I would do:
Step 1: Define Your Core Message
What's the ONE thing you want them to understand? Write it in a single sentence before you start. If you can't distill it down to one clear point, you're not ready to write yet.
Step 2: Identify Your Reader's Starting Point
What do they already know about this topic? Where are the potential confusion points? You can't build a bridge if you don't know where both sides are standing.
Step 3: Build Your Bridge
Connect their current understanding to your new concept using familiar ideas to explain unfamiliar ones. Take them from point A to point B in logical, digestible steps.
Step 4: Cut Everything Else
This is the hard part. Kill anything that doesn't serve your core message. If it's not essential to understanding, it's clutter. Yes, even that really clever analogy you're proud of... especially that one.
Simplicity Isn’t a Limitation
I think the best thing to remember is that simplicity isn’t a limitation nor does it represent a lack of ability. Just the opposite, actually.
The writers who can take complex ideas and make them accessible are the ones who get hired, get promoted, and get remembered.
So next time you sit down to write about something complex, try this process. Slow down, respect your reader's time, and be ruthless about what stays and what goes.
Your readers will thank you.
Want to simplify your approach to copywriting?
The Minimalist Copywriter's Playbook is a free micro-course that strips away complexity and reveals the core strategies that transform your copy (and your results).
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