“Because it’s not difficult to convince your best friend to do something for you.”
Have you been in this scenario at least one time this month?
Who’s calling me from this mysterious number, 614-555-2664?!
Probably a sales call.
I’ll just answer it just to make sure I’m not dissing my brother-in-law who might have purchased a new phone.
Hi, my name’s Jennifer Hollingsworth. How are you today?
Doing well, how are you?
I’m with the Clarence Financial Group and I’d like to tell you about an exciting, new offer you can have for FREE today!
I’m sorry, I’m working. I have to–
This AMAZING offer is only available a limited time and–
I know, I know, I just–
–so it’s TRULY a once-in-a-lifetime opportunity…
Wait a minute…
…if you act now, we’ll give you an ADDITIONAL bundle of products ABSOLUTELY free.
Hey, Jennifer? YOUR DADDY HATES YOU!
Whether you’re retiring, need a life insurance policy or–
A robot! And it almost had me going!
Has that happened to you like, MORE than once this month? If so, you’re a sucker! Like me 😉
“So why do you allow your copy to sound like a mechanical toy that’s low on batteries?”
Get to the point.
No one likes talking to anything that sounds like a robot.
If you do for some sick reason, it’s probably because you’re trying to see how inadequately it portrays a human being. Like punching in some rude, bizarre question to see how it reacts.
So here’s the big issue I want to bring up. There’s this terrible, terrible trend in rookie copywriting of sounding like a machine.
Would you like to read about the benefits of this product now? Click “yes” if you do and “No thanks” IF I SOUND LIKE FREAKIN’ SIRI!
It doesn’t matter how sophisticated or high-end your brand’s tone is. People want to speak to people.
Are you a person? Think about it.
So why do you allow your copy to sound like a mechanical toy that’s low on batteries?
Okay, I may sound a little harsh. That’s because I’m freakin’ passionate about it!
“Close the gap between your speech cadence and texture and the keyboard and screen in front of you.”
Readers love natural-flowing copy AND it converts.
Neville Medhora‘s a great example (and salesperson) whose copy converts because he writes how he speaks. And it’s wacky. And fun.
And that wacky, fun flavor to a lot of his copy SELLS because Medhora is wacky. He is fun. It’s the reason he can sell people on pretty much anything.
But! Just watch him write. He talks –moving his mouth — WHILE he types. The words he lays down come straight from his physical mouth and onto the digital page. No mental gap between the two.
So when people read Medhora’s copy, they don’t consume stale information from a soulless word-spewing robot. Instead, they get language that pops, dances, sways side to side, is super useful and makes jokes. Just like Medhora does when he speaks.
That’s the stuff people wanna read!
“Just sound natural, like the little best friend of your customer is sitting inside your paragraph speaking to them.”
Take action, copywriters. Close the gap between your speech cadence and texture and the keyboard and screen in front of you. And while you write, ask yourself constantly, “Am I full of robot dookie while writing this sentence?”
Then capture the language as it rolls off your tongue instead.
A super brief concession.
I know, you can’t always be yourself in copy. You’re usually selling someone else’s product and posing as something you’re not. Unless of course you build a personal brand and use it to sell stuff, such as Neville Medhora.
Imagination is key to unlock the natural voice of a brand that’s SO-NOT-YOU.
But look, this is where your creativity and unrequited love for acting come in to play.
“Imaginative people have a knack for impersonating anyone.”
Once you’re in that intimate mental space with your reader, explain why they should … click, sign up, scroll down, stick around, give you their time, or buy, or comment, or … do WHATEVER it is you wish they’d just do.
Because it’s not difficult to convince your best friend to do something for you.
“WRITE as you SPEAK.“
Keep being awesome, though.
All the while, of course, you’re using your ground-level, master copywriting skills to structure your piece so it converts. You’re not throwing away your kick-butt skills. You’re just doing it without sounding like a 3,000,000-year-old robot newly discovered on Venus.
Resources to revolutionize your copy.
Like, seriously dawg, it’s time for a fresh lesson in writing killer copy.
All these amazing folks have free, proven tips they publish relentlessly to help keep you writing like a god. I don’t think I’m a great copywriter or entrepreneur (yet), but these people are helping me get there!
WRITE as you SPEAK. Whether it’s your voice or someone else’s you’re using those dormant acting skills on. You should sound natural either way.
After all, imaginative people have a knack for impersonating anyone. Robots are at a total disadvantage.
Just sound natural, like the little best friend of your customer is sitting inside your paragraph speaking to them.
You get my point.
Wrap it up!
Never EVER go all “robot” on your poor customers again. If you do, they’ll just…”hang up” on you!
Wanna bump shoulders?
Feel free to comment below or shoot me an email if you have thoughts. Would love to hear from you, distant-person-interested-in-the-same-stuff-I-am! firstname.lastname@example.org
P.S. Seriously, contact me. But first, STOP THE ROBO-TALK. ACT NATURAL!