It’s easy to slip into ‘marketing speak’ when writing copy. But naked attempts to sell are likely to raise your readers’ defences. Try reading your copy to a colleague. Can you read it naturally? Or does it make you feel uneasy? If the latter, this could be a sign that you need to write in a more natural style.
Record yourself explaining the product to a friend. Transcribe it. Use that as your first draft.
Paste a line. Rewrite it using Write like people speak.
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For example, writing ‘we save your life’ is more informative and powerful than ‘lives are saved’.
First, you must get a reader’s attention, then capture their interest before arousing desire and, finally, encouraging action.
Starting multiple words with the same sound can lend texture to your writing and encourage people to pay attention.
Run a ten-minute sprint with Write like people speak as your prompt. Free, with no sign-in: it stays on your device.
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