Tip from a 1982 David Ogilvy internal memo:
“#2. Write the way you talk. Naturally.”
Really, it’s that simple.
Ignore the complex words.
The long sentences and chunks of paragraphs.
And it’s ok not to have perfect punctuation all the time
Whoever reads your text will be “speaking” them out loud in their head… so make it simple to be understood.
*only ignore this if you are writing a proper book. maybe.