I was looking for information on readable copy the other day and came across this in an article*:
If a 3-year-old asks you, “What’s that?” when you’re holding a rake, tell her more than just its name. Say it gathers up the fallen leaves, that it’s made of metal, that it’s blue. Tell her it starts with the letter “R” and show her the word. Expounding on a simple lawn tool will be a better springboard for her to eventually start reading and writing.
Now I’m not suggesting that your readers are three year olds, but we all respond to colourful descriptions, stories and something that brings whatever you’re writing about to life. You’re creating readable copy that engages people.
I’m not a fan of purple prose so wouldn’t recommend ‘the rake lay on the ground, left forlorn amongst the furrows. It had been there so long that the weeds were beginning to wind around the tines.’ That really doesn’t count as readable copy.
You’ll do better with ‘when your garden needs action, this sturdy blue rake will tackle the job with ease, and its bright colour ensures you don’t lose it easily in the undergrowth!”
Create a vision and people will read your copy and connect with it.