Do you want to write engaging copy? Copy that people breeze through, that holds their attention? All you need to do is read it out loud and ask yourself, does this sound like me?
I’ve known some really interesting people in my life. Give them a pen though, and their personality vanishes. In fact, a lot of the smartest people I know write the most boring stuff. I know they don’t speak like that, so why do they write like that?
Too many play it safe, afraid to stick their neck out
When they speak they’re engaging and witty. Then they write and my god it’s dull. They become robotic.
All empathy drains away, replaced with a procedural coldness. Like a quirky little hedgehog becoming an impenetrable ball of prickles. Afraid to express themselves, scared of being human. Sure, it contains all the right info, but it’s such a struggle to get through.
Stop reading, start listening
All writing has a voice. Far too often it’s the voice of an accountant.
You can almost hear it when you’re reading. Monotone. Dry. Depressing.
Maybe your boss wants to play it safe, use ‘corporate language’. Remember though, this is the same boss that wants you to build relationships, establish bonds with colleagues and customers.
Maybe it worked at school. Ticking all the boxes for correct grammar and whatever. Well, we’re not at school anymore. We’re not aiming our copy at teachers. We’re not going to get marked down, we’ll just get ignored.
Humans are social animals, we crave a connection. We like writing that doesn’t ask too much of us. Writing that speaks our language. Easy-to-read and conversational.
Engaging Copy Takes Individuality
Be yourself. The interesting, unique person that your family and friends love.
Being yourself can be daunting, but engaging copy has to be personal. It’s a window into your mind, exposing your thought process. The human aspect is what draws people in. Be one of the heard, not one of the herd.
Engaging Copy Really is This Simple!
Once you’ve written something, read it out loud. Ask yourself, does that sound like me?
Try it now, find the last thing you wrote and read it out loud. Ask yourself, does it sound like you? Does it even sound like a human?
If it doesn’t, then imagine you’re talking to a friend. What would you say? Write that. Find your voice. Let it come through.