I am going to share with you the #1 secret regarding how to write great copy. It’s a secret most marketers don’t know or put to practice. And it could mean the difference between getting “heartbreak” results and having copy that converts like crazy.
It’s all about writing like you talk!
Most people who get started writing copy write like they’re writing an English paper in school. They have proper sentences, an intro paragraph that sets up the paper, and good vocabulary.
The only problem is that’s not how people talk!
Here is a small test: take an English paper or something written for an academic audience and read it out loud to someone. If they’re like most people, they will immediately be bored to tears.
The key to great copy is to write as if you’re sitting across from your target prospect at a bar or restaurant. You’re talking to them one on one about your product or service and trying to convince them to buy. And the language you would use would be very different as if you were writing an English paper.
That means shorter sentences and regular language. Don’t use big words. And feel free to use sentence fragments.
To test this out, read your copy out loud to someone…especially someone in your target market. You’ll immediately notice the sentences that are too long or do not have a conversational rhythm. These are the sentences you’ll need to edit properly in order to sound conversational.
Some great examples of copywriters who are really good at their craft are Gary Halbert and John Carlton. Be sure to study their copy and notice how their writing is conversational in tone.
Last point: don’t ever say something you wouldn’t tell your prospect in person. This will help you keep your copy short and to the point, and not run on forever. After all, you wouldn’t talk to a friend in a run-on sentence, would you?
So the next time you write your next sales letter, take a look and see if it’s written in a conversational matter, as if the prospect is sitting in front of you. If you can do this, then your copy has a huge chance of converting your prospect into a buyer.