-Use clear language instead of creative language
-Clear language does not necessarily equal brief. A sentence can be as lengthy as needed, as long as it's compelling and intrigues the prospect.
-Creative language can quickly become confusing if you're not careful
-Clear language lets you test your value proposition so you can gather more data + further learn what's working and what's not
-B2B: I would almost always recommend clear language.
-B2C: I would strongly lean towards clear language even though creative language tends to be commonplace (just think of how many TV commercials you've seen where you have no idea what they're actually selling)
-Merging clear language & creative language is extremely difficult to pull off, but it can be done. For instance, the 2018 "It's a Tide Ad" is the gold standard of combining clear messaging with a creative concept.
-Clear language doesn't need to be boring
-When your messaging interests your prospect, clear language becomes exciting
-It's relatively easy to transform confusing language into clear language, but it's difficult to find the exact language that excites the prospect.
-At least in my experience, most language tests don't produce significantly different results, but once in a while, the difference can be significant
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