It's easy to complicate things. Especially when it comes to writing. Texts get all pompous, sentences too long and there’s loads of pretentious jargon (for example, transportation instead of transport or even “the bus”). Relax. Imagine there’s a person from your target audience sitting in front of you. What would you like to say to them? And how would they respond? Use this trick the next time you are writing a text. You’ll discover you get to the point quicker, the language is simpler and you make an effort (within reason) to get them to do what you want.

• Do: When you feel your copy is ready, go through it twice to remove any clichés, complicated sentences and jargon. Be hard on your texts (because the reader certainly will be).

All tips and insights are from the book Sälj det med ord (Sell it with words) written by Mattias Åkerberg