One of the best pieces of advice that every copywriter and business owner should take to heart is:
Write like you talk
Or in other words, write conversationally.
Why? Because rarely anybody else does.
The internet is full of marketing speak and content that sounds like a robot talking.
It's full of companies who call themselves "innovative", and "best-in-class", and "high-quality." Sounds generic and boring.
But writing like you talk is actually easier said than done.
We have conversations all day. We write emails to friends which sound friendly and natural. Why can it be so difficult to use this same voice when we write for a or our company?
It's like our brain gets awkward suddenly and tries to sound professional and formal because it's all "corporate."
Happens to me as well.
Here are some tips to avoid that:
- Write to one person only (you can picture this person in your head)
- Read everything you write out loud (if it sounds like something you would NEVER say, delete, and rewrite)
- It's ok to break some grammar rules if it makes the sentence flow and sound better
- Imagine you're explaining something to a friend at a bar over a few drinks. Write like this.