Big is beautiful. Unless you're writing. Then, big is just pointless. That's our writing tip for the day: use short words.

How do you make your writing feel natural, and connect with your reader? You're not the first person to ask.

You. Yes, you. I'm talking to you. Not people. Not customers. You.

Loosen up, man. Let's use language that brings us together. In fact, let's bring words together.

Say I want you to do something. Would you like me to ask nicely? OR SHOUT AT YOU!?

Hands in the air, punk. Step away from the keyboard. This is the copywriting police.

To cut a long story short, you need to think about what's easier to read. Long sentences? Or short ones? (Hint: It's not long ones.)

Think of paragraphs as pizzas. If they're too big for your reader to handle, slice 'em up. Oh, and hold the Emmental.