Sometimes a good copy is associated with formal English. In reality “less is more” and simplicity is the real answer.
This quote works a treat as a reminder for all copywriters:
“Make your copy straightforward to read, understand and use. Use easy words; those that are used for everyday speech. Use phrases that are not too imprecise and very understandable. Do not be too stuffy; remove pompous words and substitute them with plain words. Minimize complicated gimmicks and constructions. If you can’t give the data directly and briefly, you must consider writing the copy again.” Jay Abraham
Enjoy your writing!