If you want to make your ads and sales letters "monkey simple" to read, comprehend and understand...then listen to this:

The late, great copywriter Eugene Schwartz once said ad copy should be like a display window. It should be clear and not call attention to itself in any way whatsoever. With no smears, no cracks in the glass, and no distracting decorations around it.

And there are two extremely powerful ways to make sure your ads fit that criteria.

The first is to use simple, easy to understand words, phrases and ideas. In other words, if a child can't understand it, you probably should not include it. (Yes, I realize there are exceptions to this, but it's good advice no matter what market you're writing to either way.)

And the second way to make your ad copy "display window clear" is to limit your paragraphs to just one -- and only one -- idea or concept.

For example, if you have a paragraph that says:

"Here