Too many business owners and marketers write in an overly formal or overly salesy manner. If you want people to listen to what you say, speak and write conversationally.
People relate to people. That’s why professional copywriters most often try to write conversationally – as if they’re talking to a friend across the kitchen table. Here’s are five easy tips on how to do that and give your websites, advertisements and brochures that personal connection.
- Never use a word that would send your reader to a dictionary. Use common, everyday words that won’t be misunderstood.
- Don’t write and speak AT your audience; write and speak WITH your audience.
- Use contractions liberally. Why? Because that’s the way people talk.
- Follow good grammar rules ONLY so far as they make it easier for you to write conversational copy.
- Don’t assume a knowledge level of your audience unless you’re absolutely sure they have it.
- Never use acronyms (like OAS, Telco, USMCTA, or OTC) without first using the actual same (like Organization of American States)
Use Present Tense, Second Person
Whenever possible, write in the present tense (the “now” form), and in the second person (the “you” form). It’s just plain easier to read and understand. And is better conversational writing. Compare these two sentences.
- “People will feel like a pampered celebrity on a Sun World Cruise.”
- “You feel like a pampered celebrity on a Sun World Cruise.”
Eliminating “will” takes you out of the uncertain future and into the present. Changing “people” to “you” brings in the more powerful second person.
If you’re not a copywriter, try writing it yourself first and then do yourself a favor…send your copy to a professional copywriter service for a “second opinion”. I promise it will be worth your while.
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