Words that are easier to say, are more trustworthy than those more complicated. The more difficult it is what we read or hear, the less reliable we think the person or the text is.
For example, a sentence like:
- “Much attention has been paid lately to the increase of criminal activity in our city”
can be phrased like that:
- “People are getting more and more interested in the increasing crime activity in our city”.
Simpler language tends to sound sincerer, too. "Put," "give," "take," "get," "say," – these are the most basic verbs you can use to convey your meaning in an easy way.
Read an in-depth analysis by Ryan McCready and see how texts with easier words sky-rocketed with their popularity. His findings suggest that the most popular of all were the texts on the level of a 6th grader (that is – a middle schooler).
In other words, when you create your copy, try making your words sound simple and easy to understand even for a 12-year-old child. Besides the Zeigarnik effect, and all the other biases described above, this will greatly boost your ratings.
There are also some programs which help you make sure that your texts are easy to read. One of such is the Hemingway app. Its features include identification of longy sentences, highlighting difficult phrasing, and grading the overall level of the text.