The key for every copywriter, whatever the subject matter, is to find the clearest, most appropriate way to speak to their audience. That means neither hamming up nor dumbing down, but simply finding the best way possible to transfer a message.
This is a link to and quote from my first article for the rather smashing website, Fuel Your Writing.
They approached me about writing a regular slot on copywriting, as it’s a subject they haven’t touched on before. I said yes and wrote this as something of an intro to the subject.
