September 20, 2010

One of the things most people do wrong when it comes to writing copy is they pretend they are writing an English paper in school.

They use full sentences, perfect sentence structure, include about 3-4 paragraphs of “set up” before they get tot he meat of what they’re trying to sell.

A sales letter or other promotion is basically a little salesman who is doing a lot of work for you. It’s salesman who is having a conversation with a prospect trying to sell her on your product or service.

Therefore, it is imperative your sales copy have a conversational tone to it.

Try this: The next time you write a sales letter, read it out loud to someone. It will become obvious when a sales letter is written like a textbook, and when it’s written in a conversational manner.

Further, make sure you use smaller words, shorter sentences, and sentence fragments. In other words you have to write like you talk.

Nobody talks in complete sentences all the time. Which is why you have to have some sentence fragments in your copy.

One way to help you write conversationally is to pretend you’re sitting in front of your prospect in a bar or a restaurant. What would you say to them? How would you say it?

By doing this, you are writing conversationally. And it is going to be easier to read by your audience and your sales could skyrocket.

Lastly, you want to make sure you get into the “meat” of what you are offering right away. Like I said, pretend you just sat in front of them when you write. Would you bore them with setting up the story, or would you cut to the chase and tell them what you’re offering.

Keep Selling!


Sean McPheat

Internet Marketing Academy

One thought on “Copywriting Tips: Is Your Copy Conversational?

  1. Shorter sentences increase readability. There’s tons of evidence to back that up in consumer psychology – kinda like a confirmation of the KISS principle!

    Using the “you” pronoun (couldn’t it be any simpler?) grants instant connection as well. The text flows more as a conversation instead of a formal essay.

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