Is Your Web Copy Plain Talk?

It's true, we were all taught in school to express ourselves differently on paper, than the way we speak. To follow rules of grammar, and inject an artificial air of formality.

Forgetting about this training when you write web copy is one of the best thing you can possibly do, unless you're selling to the academic community. And forgetting about it may not be as easy as you think.

Do you write like you're speaking to a friend across the table?

Maybe even use a little slang, now & then?

Or do you worry about your high school English teacher committing suicide, if he or she were to ever stumble across your stuff?

If so, do yourself a favor. Get over it.

Marketing Communications should never be about trying to impress. Prospects should never have to think about what the heck you're trying to say.

So keep your sentences short.

Avoid big words.

Keep plenty of free space around your copy, so it looks easy.

The mind can only really think of one thing at a time. If you want your prospect to concentrate on something, make sure your points don't require more than a split second to understand.

Look at the below example, taken from an ad for a special day care course for kids. It's put on by a government agency that promotes apple agriculture in their region.

The point of the text is this. "Bring your kids here, because we'll teach them something, instead of just baby-sitting them".

Read the example, and then the revision in plain talk.

--------------------------------------------------------------

EXAMPLE

This program encourages students to conduct simple investigations of apples. Students experiment, observe, and keep records as they become 'immersed" in a multi-sensory study of apples. Students will make notes in learning logs as they investigate and discuss the activities. In the learning logs the students simply record what happened during the activities and their reactions to what happened.

Students may later use their notes as the basis for language arts activities, such as writing poems. Writing first serves as a tool for learning and later becomes one of the possible end-products of the lessons.

PLAIN TALK REVISION

Hey Mom and Dad, kids love to learn about apples. They're naturally curious, and learn best by tasting, smelling, squeezing, rolling, & tossing.

It's so much fun.

They love sharing the experience with their classmates, and can't wait to write home about what happened. And the feelings they express in the special diaries we give them are priceless.

You'll be giving your kids a head start at putting their thoughts down on paper. One of life's most important skills.

And what better way to get them out of your hair for a while?

-------------------------------------------------------------

Can you dig the difference?

I do a lot of work in the computer networking field, and often need to read product specs & documentation. And it drives me nuts!

Why is this stuff so full of techno babble, hyperbole, and long-winded bafflegab? Is all of the rocket science talk supposed to impress me into wanting to do something with their gadgetry?

Almost every product or service imaginable has a technical side, and you can never over educate. But it shouldn't feel like school.

Maybe you think you're selling a commodity, and there's not much to the customer's decision, but price. Think again. There is always a technical differentiator.

One of the greatest skills you can acquire is to be able to boil the froth off complex concepts, so that they become easy to understand.

Customers crave facts, and proof, even logic in order to feel comfortable with their decisions, once you've stirred up their emotional desire.

Inject them painlessly with web copy that comes across as "plain talk"!

Copyright 2005 Daniel Levis

Daniel Levis is a top marketing consultant & direct response copywriter based in Toronto Canada. Recently, Daniel & world-renowned publicist & copywriter Joe Vitale teamed up to co author "Million Dollar Online Advertising Strategies ? From The Greatest Letter Writer Of The 20th Century!", a tribute to the late, great Robert Collier. Let the legendary Robert Collier show you how to write words that sell...Visit the below site & get 3 FREE Chapters! http://www.Advertising-Online -Strategies.com/ad-strategies.html

---

Copywriting Makeover: Making An Emotional Connection - Part 2 of 2

In part one of this article series we began looking... Read More

How to Write Carrot-Wielding Copy!

A significant reason behind websites that fail is the lack... Read More

3 Reasons why Content is Still King

Back in the late nineties, the phrase 'Content is King'... Read More

Why Your Advertising Copy is not the Most Important Part of Your Ad

If you own a shop in the middle of the... Read More

Copywriting Makeover: Search Engine-Friendly Can Also Mean Visitor-Friendly

When it comes to search engine optimization, copywriting plays a... Read More

Your USP is Useless

One of the keys to writing good marketing copy is... Read More

Its Time To Start That Swipe File

Just as great fiction is an art, so is great... Read More

Power Words And Phrases

I like to use power phrases when writing sales material.... Read More

Internet Marketing 102: Copy What Works

Internet Marketing- Forget the experts, latest software program or even... Read More

5 Critical Mistakes Most Freelance Copywriters Make

Think you have what it takes to be a freelance... Read More

Can Anyone Succeed as a Freelance Copywriter?

This is a question that can be answered in a... Read More

Copywriting Tricks: Nailing the Voice

Professional copywriters are well-familiar with what's commonly referred to as... Read More

Progressive Headlines Guide Customers To Buy

Headlines are, without a doubt, one of the most important... Read More

16 Golden Rules of Master Copywriting

You could spend thousands of dollars on advertisement and have... Read More

More Insider Secrets to Great Copywriting - Judging Your Target Market

This week we're going to reinforce the training that Recruits... Read More

Magic Words That Sell and What Words to Avoid

We all know words are powerful. Whether written or spoken,... Read More

Writing Tips for Your Website

Now that your website is up and running, it's time... Read More

Is Freelance Hiring Right For You?

Assume you were faced with the task of hiring a... Read More

Give Me $1 And Ill Have A Powerful Marketing Weapon

One of my most powerful marketing weapons costs me less... Read More

Accelerate Your Freelance Copywriting Master Business Plan!

Ever wish for your own copywriting business?Ever wish you could... Read More

Ad Copy - Your 12 Point Inspection!

You're ready to launch that new product or promotion, &... Read More

Copywriter Rates, Getting The Facts Beforehand

Have you ever had the experience of hiring a freelance... Read More

Organizing Your Data to Write Better Copy

Last quarter I talked about interviewing / gathering data. So... Read More

Website Promotion: 10 Secret Motivational Triggers That Make People Buy

Unless you know the secret motivational secrets that make people... Read More

Freelance Technical Writers - How Much Are You Worth?

Where can you find out about freelance technical writing pay?... Read More

Advice From Successful Freelancers: Starting & Maintaining A Freelancer Career

For the e-book, Advice from Successful Freelancers: How They Built... Read More

Working With a Freelance Editor

If you are interested in creating information products, you will... Read More

A Free Lesson On How To Easily Write Ads That Are Guaranteed To Make You Money

COPYWRITINGAfter determining what we are going to sell, the next... Read More

Better Copy: The Interview is the Key

Most of us spend our days persuading others to buy... Read More

Sticky Homepage Copy in 30 Seconds

Yes indeed, that's all you've got, 30 seconds to make... Read More

Creative Copywriting?

There is a difference between creative writing and copywriting. It... Read More

Top 8 Techniques - Secrets - Create Ad Copy For Your Business To Sky Rocket

Perhaps the most important benefit in the material that follows... Read More

Pulling Sales with Your Ad Copy

One of the best marketing tools available to your internet... Read More