A scandalously simple way to write conversational copy
Easy Read
Writing naturally, and conversationally is the most powerful force in copywriting.
I was 25 years old when I realised I could write to earn money.
Fresh from 4 years at University two degrees and not a baldy what to do next.
I remember my brother coming to me with the idea of starting a business, a marketing agency. So I shrugged and said “what’ve I got to lose?” Fast forward 4 years and I’ve learned more than I ever did in Uni.
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And there’s one lesson I clung to early on: people respond to people.
They respond to writing that is dynamic, conversational, and human.
Copy should feel like a conversation at the bar, a natter with your hairdresser, or with the taxi man after a night on the town.
Comfortable. Familiar, y’know?
It should feel dynamic and evoke something visceral in the reader – inspiration, joy, curiosity.
It’s that little voice in your head that talksfasterwhenIwrotethis and SHOUTED WHEN I WROTE THIS!
Conversational copy makes people feel like they're listening to you speak.
Writing this way is hard.
It takes practice.
(It does)
Writing for yourself is one way …
… but writing out the words of others is vital when getting to grips with this style.
Conversational sentences, the kind you aspire to write one day.
I transcribe, by hand, work from people I admire.
This is called copy-working. It’s a foolproof way to being a better conversational writer.
But don’t pinch their words for your own. It's copy-working, not copy-catting. This is a learning exercise only.
Take this email from Eddie Shleyner to his son, Beau:
Simple words. Simple sentences. But damn … they’re so rich and colourful. Eddie is a master at conversational copy.
Write this out. It’ll take five minutes. Then go to www.verygoodcopy.com and transcribe another, and another, until you get there.
