Business Writing: When Not To Be Professional

It's time to write your next ad or brochure. Maybe some web content. You've done all your research, and you're staring at a blank computer screen. You want to look good in print. You want to put your "best foot forward." And, of course, you want to make a barrel full of money.

Well, you're going to have to pick one, because you can't do all three.

Not, that is, if "looking good in print" means sounding like an educated professional. Or using perfect grammar. Because unless all of your prospects are English teachers, they're going to respond better to more natural writing ? writing that reads like people actually speak.

Real people don't speak like "professionals" write. (Neither, for that matter, do most professionals.) Real people use sentence fragments. They start sentences with "and", "or" and "but."

Every now and then they kind of trail off like?

One thing real people do not do is use big, fancy words when shorter ones will do. And neither should you.

Real people do not say things like, "I am committed to finding the lowest cost alternative." Why, then, would you want to be "focused on providing" it?

Copywriting that uses stuffy, complex language just doesn't sell. You know what I mean: The verbose, impersonal, corporate-speak that sounds more like a mission statement (which nobody cares about) than a personal communication. The kind that strokes the CEO's ego when it should be stroking the prospect's.

With that in mind, here are some tips to help bring your writing back "down to earth":

1. Picture your prospect. Get a mental picture of the one typical person you're writing to. If you have to, get a real picture from a magazine or even your family album and tape it to your computer screen as you write. Then write like you're talking to that one individual.

2. Read your copy out loud. If you stumble over anything, so will your reader. Rewrite until your words flow smoothly and sound natural.

3. Read your copy to someone else. Preferably a group of people. If, when you are finished, they tell you what a great job you've done, you have failed. You've succeeded when they ask you how to get what you're writing about.

Never be afraid to be personal in your ads, web pages, sales letters ? any time you are communicating with a prospect. Make it sound like you are actually speaking to them.

If you still want to "look professional", use the money you make and go buy some nice business clothes!

Lisa Packer, author of "How To Dramatically Increase Your Business... Without A Blockbuster Budget," is an independant Copywriter and Marketing Consultant. For more helpful articles like this one visit http://www.dramatic-copy.com

---

Better Links Directory

Grammatical Mistakes DONT Sell

When you receive a sales letter with typos or grammar... Read More

19 Secrets to Making Your Ad Copy More Effective

The sales letter is the key; the sales letter is... Read More

7 Essential Tips for Reviewing and Approving Copy

Nothing can turn strong copy into a 97-pound weakling faster... Read More

Headlines That Pull, Persuade and Propel!

When writing direct response copy, there are a few things... 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

Writing Tips for Your Website

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

Organizing Your Data to Write Better Copy

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

How To Really Connect With Your Customer In Your Copywriting

One of the least talked-about areas in copywriting education is... Read More

Health and Fitness: A Huge Industry in Need of Writers

Think about how much you read about and spend on... Read More

So Youve Decided to Hire a Freelance Copywriter - A Guide to the Collaboration Process

Whether you're an executive or a small business owner, chances... Read More

Memorable Sales Copy -- How to Write it

Want to know the secret of creating MEMORABLE promotional copy?... Read More

Five Sections of Your Copy Guaranteed To Get Read

Only about 20% of your copy is going to get... Read More

Tomorrow?s Clichés Today

I went to Google and entered a couple of different... Read More

Are You Asking the Right Questions in Your Copy?

It's a common approach to writing copy. You begin by... Read More

Three Steps To Pump Up The Drama In Your Copy

All the world's a story. Video games have storylines; newspapers... Read More

Copywriting Businesses - How You Can Get Started

Do you have the training and skills needed for copywriting?Are... Read More

What A Ghostwriter Needs To Do To Earn Top Dollar

The huge demand for writers online is really for ghostwriters.... Read More

How to Build Benefits from Features Fast and Easy with the Solution Approach

Every salesperson and fledgling copywriter hears the harangue: DON'T SELL... Read More

Power Keys To Writing Power-Packed Marketing Copy

In order to maximize your sales efforts and fully seize... Read More

Prevent Procrastination With Positive Pressure

My wife and I recently bought a house.It's currently being... Read More

Progressive Headlines Guide Customers To Buy

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

The Five Rules Of Influential Web Writing

Building a professional reputation requires a campaign founded on your... Read More

How to Negotiate Rates with a Freelance Copywriting Expert

Lots of people who seek out my copywriting services are... Read More

Magic Words That Sell and What Words to Avoid

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

Hooks, Lines & Sinkers

Hands up if the title to this article made you... Read More