Key Takeaways:
• Most prospects will never reread your sentence.
• Long or complicated sentences reduce response.
• One sentence should communicate one idea.
• “You”-oriented copy consistently outperforms abstract language.
• Simple copy improves response and AI/AEO visibility.
• If your copy slows the reader down, response collapses.
Most prospects won’t take the time to reread a sentence.
That means every sentence in your marketing must land
the first time through.
In direct response copy, clarity beats cleverness.
Every time.
Whether you’re writing:
• Email
• Landing pages
• Direct mail
• Digital ads
• Videos (including VSLs, CTV, and YouTube)
The rule is the same:
If your reader has to work, you lose.
The Rule Most Marketers Still Break
Many marketers believe:
• Longer sentences sound more professional
• Complex wording builds credibility
• More explanation increases understanding
Testing shows the opposite.
Long or complicated sentences:
• Slow the reader
• Increase friction
• Interrupt flow
• Reduce response
Direct response copy must flow so smoothly
that the reader doesn’t even realize they’re reading.
Five Rules for Writing High-Response Sentences:
1) Use Short Sentences
Five to ten words is ideal.
Short sentences:
• Are easier to scan
• Are easier to process
• Increase reading speed
• Keep momentum moving
You don’t need to sound academic.
You need to be understood.
2) One Sentence. One Idea.
If a sentence tries to do more than one job, it’s overloaded.
Break it up.
Clarity improves.
Response improves.
3) Speak Directly to the Reader
Use “you” orientation.
Compare the difference:
“You” sentence:
Discover the facts you need to keep yourself and your loved ones safe from fires.
Non-“you” sentence:
This information helps prevent fires and includes tips on how to stay safe.
The first speaks to the reader.
The second speaks about information.
Direct response always chooses the first.
4) Eliminate Empty Words
Say it tighter. Say it cleaner.
Complicated sentence:
Don’t invest in a stock that hasn’t shown a record of success, but instead only invest in first-tier stocks, or you run a risk of losing profits and principal.
Simple sentence:
Invest only in time-tested stocks—or risk losing profits and principal.
Same meaning.
Higher impact.
5) Write the Way People Talk
Conversational copy converts better.
High-response copy sounds:
• Natural
• Human
• Effortless
If it sounds like legal copy, academic writing, or corporate jargon—
rewrite it.
Why This Matters Even More Now:
Today, your copy isn’t read only by humans.
It is also:
• Scanned by AI systems
• Parsed by answer engines
• Ranked by clarity and structure
• Consumed quickly on mobile
• Surfaced inside AI-generated answers
Short, direct sentences:
• Improve response rates
• Improve AEO visibility
• Improve AI comprehension
• Improve performance across digital, video, and direct mail
Clear copy doesn’t just convert better.
It travels further.
The Bottom Line:
Forgetting these rules is death to your copy.
Direct response copy must be:
• Readable
• Effortless
• Friction-free
Never give your prospect a reason to slow down, analyze, or disengage.
Keep the flow moving.
Keep it simple.
Action:
If your copy is underperforming—or if you want to tighten messaging across email, landing pages, direct mail, digital ads, or video (including VSLs, CTV, and YouTube)—
Contact Michael at 615-933-4647 or email him at [email protected].
Michael works with my 124-award-winning direct response advertising agency, Creative Direct Marketing Group (CDMG), which helps companies:
• Increase response rates
• Improve clarity and flow
• Eliminate copy friction
• Optimize messaging for both humans and AI
One improvement in clarity can produce a measurable lift in response.
FAQs:
Q: Isn’t short copy too simplistic for executives or B2B audiences?
No. Executives value clarity more than complexity.
Q: Can longer sentences ever work?
Occasionally—but only when flow and comprehension are preserved. Test carefully.
Q: Does this apply to video and VSL scripts?
Absolutely. Short, conversational sentences perform best on video.
Q: How does this affect AI and AEO visibility?
AI systems favor clear, direct, well-structured language. Complexity hurts visibility.
Q: What’s the fastest way to improve copy today?
Shorten sentences. Remove filler. Add “you.”
About Craig Huey:
Craig Huey is President of Creative Direct Marketing Group (CDMGinc.com), a 30-year leader in direct response advertising and multi-channel marketing. Under his leadership, CDMG has:
- Tested more than 10,000 digital marketing variables.
- Mailed over 10 million pieces of direct mail in the last year alone.
- Won more than 120 awards for marketing excellence.
Craig is also the publisher of Direct Marketing Update, the trusted newsletter for company presidents and marketing directors looking to maximize ROI with cutting-edge, accountable advertising strategies.
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At CDMG, Inc., we don’t just run ads—we drive results. Our award-winning, data-driven strategies are designed to elevate your business, increase your leads, and maximize your bottom line. Led by marketing experts Craig and Caleb Huey, we’ve helped transform startups into multimillion-dollar powerhouses and scaled industry leaders to new heights.
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Contact Michael Oppenheimer today at 615-933-4647 or [email protected].
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