Keep your copy clear and easy to read. Use short words, sentences and paragraphs. Substitute big words with basic words of 5 characters or less. These are words that everyone understands. Limit sentences to a maximum of 1½ lines in length. Avoid paragraphs of more than 4 , 5 lines. Eliminate anything that could possibly deter further reading. Clarity and simple everyday language is crucial. Write copy that is easy to read and flows continuously, keeping the reader moving along. Make your message impossible to misunderstand. Don't give prospects the opportunity to put a different spin on it.