Best way to keep a conversational tone?

[Dexx]

Hey guys,

I'm trying to write a salesletter for an upcoming product, but I'm finding that when I read it out loud, it doesn't come across as "casual conversation."

Basically I find that I don't write the same way I speak...the sentences I use when writing (which I suppose appear more "professional") aren't sentences I would use if just talking to someone across from me...you know?

I've considered just doing a voice-to-text transcription, but I don't "think of what to say" as smoothly as I do when I am able to write it down...then tweak the idea I'm trying to get across.

Anyone have any tips on how they pull this off?

[robzeeb]

Hi Dexx. I've been writing for quite a few years and when I get stuck and the writing gets too staid, I write a letter to a good friend explaining what I have been trying to say in the copy. I've never sent any of the letters yet but when I go back and read the letter, the difference is obvious. Might work for you.

[Dexx]

Originally Posted by robzeeb

Hi Dexx. I've been writing for quite a few years and when I get stuck and the writing gets too staid, I write a letter to a good friend explaining what I have been trying to say in the copy. I've never sent any of the letters yet but when I go back and read the letter, the difference is obvious. Might work for you.

That's perfect!

I was trying to figure out why I write in a completely different tone then as if I was talking to someone, and that's exactly it...I don't write as if I'm to someone (just writing "as a professional expert") as opposed to writing to someone like I WOULD have a conversation.

So perhaps I should write the sales letter as if I'm writing an old friend to tell them about something great I found that could really help them? Similar to how I'd write a pre-sell email to a list?

Come to think of it, I *do* remember Frank Kern mentioning how he actually imagines he is writing to a specific "avatar" ... an individual that represents his market...but he writes his letter as if he was talking to that ONE person's needs (since their needs reflect the common needs of his market)

~Dexx

[dennisjarrel]

Talking it out also works. Boot up the good old sound recorder and say what you're trying to say, then go back and put polish on the conversation you just had with yourself.

[Dexx]

Another great idea! Thank you

[Nicholas Spear]

Put your recorder on - sit down with a beer and a smoke (if you do) and start to tell the cat what your selling - you will end up with your conversational tone and all you have to do is transcribe it.

If you don't have a cat the next best thing will do - lol you just need to chat - try telling your partner what it is your selling.

Anyway the upshot is listen back to the recording and transcribe it. Then just check the grammar so that it reads smoothly - our brain cannot process the written version of what we actually say that quickly because it does not fit with grammar rules for reading - so when writing in a conversational style it does not read well - writing in a smooth as spoken does - do you see the difference?

Hope that has helped or at least given some ideas

[clever7]

Write a letter to a friend with the intention to help him solve his problems thanks to the fantastic product you are trying to sell.

[TheHothive]

Just write it in a casual tone as possible. You will not completely get the attention of your readers or potential customers if you will do it in a stiff manner. Avoid using jargons, instead use words that readers are more familiar with so they will get the message of your letter.

[fasteasysuccess]

You can do the old john carlton trick of 2 guys at a bar exercise as well. Just like been saying...you are at a bar speaking casual about your product/service and speaking to one person(your ideal target person).

[greattechno]

thanks very much for sharing

[Ross James]

I can't remember who the copywriter is... But I remember reading somwhere that this guy was using a weird NLP technique to assist in his characeter while writing his copy... He was anchoring his university baseball cap that he wore all through oout college. something to that effect, weird but cool stuff man.

[Peter01]

write it as if you were talking to the person standing next to you, was the advice I was given.

[Ross James]

Originally Posted by Peter01

write it as if you were talking to the person standing next to you, was the advice I was given.

I know a guy that does this but with his dog, weird stuff man.

[sethczerepak]

How to Make Your Copywriting Sound More Natural | Cashflow Copywriting

BAM!

[Ken_Caudill]

Conversational tone is not writing like you talk.

This guy explains it well:

ARTICLE: Don't Write Like You Talk - Freelance Technical Industrial Copywriter Resources

[Dexx]

Damn it! I hate conflicting advice, lol

Thanks guys!

~Dexx

[TheHothive]

Originally Posted by Dexx

Damn it! I hate conflicting advice, lol

Thanks guys!

~Dexx

Just write it in a casual tone like what most of us suggest you to do but make sure that formal grammar matters are not sacrificed in reaching out to your readers (your prospect clients/ consumer).

[janellelk]

Awesome feedback! Definitely will have to employ a few of these tricks! I really like the letter to a friend a lot.

Darn, I can't post the link I wanted to share about creativity killers.. but check out copyblogger under creativity killers for something that really helped me out.

[Dean Jackson]

Hey Dexx,

One thing that may help you is starting a blog and studying other top bloggers. Writing "naturally" will come easier once you get some practise. I remember taking a year long break and when I came back, it was pretty hard to get back into the "flow".

Here are a few blogs that I follow:

Salty Droid
John Carlton
Copyblogger
Problogger
Zen Habits
Paul Hancox

A quick Google search should bring them up.

There is a guide for sale called "ProBlogger scorecard". A highly recommended resource if you use these tips

- Dean

[Henry White]

I stick to what I know, what I feel passionately about - and thus already know my target audience very intimately. More often than not, I can just compose the copy as if it was personally addressed to one of them. Even so, it is never, ever perfect the first time; any really "good" writing, content or copy, ALWAYS takes a lot of rewriting and editing. Which is where Dragon comes in worth it's weight in gold. It's so much easier to work with too much than not enough.

A little tip I picked up eons ago from an book publishing editor (which really had to do with marketing research leading up to second and subsequent editions): it always helps to give marketing a leading voice in what the author(s) need to add or
change. Applying that to a new project would seem to indicate having a working draft of your sales copy in hand while you're finishing the project will tighten up your final product of both.

Long term: my theory is that if you want to write well you have to read "good" writing, study it, deconstruct it, imitate it and assimilate it. That certain would apply to copywriting.

[jtunkelo]

One thing you can try is role play. First read the letter as you've written it, and make a note of your own reactions, then make those fixes.

Next, read the letter as your prospect, and make notes of your reaction AS that person. The difference may surprise you if you're able to fully step into the shoes of the prospect.

The outcome should then read like two parts of the brain talking to each other. Kind of.

[Hugh Thyer]

Get some great sales letters and spend 15 minutes writing them out by hand before you write the copy. Gets you in the right frame of mind for this style of writing.

[Summertime Dress]

I have my 10 year old read it to me...the parts he doesn't understand I explain...that's my new copy.

[yuanyelss]

Can speak out. A good guide and the old tape recorder that you want to say, then you just go back to the conversation with their own shiny...

[Dexx]

Amazing feedback gang! I know others are secretly appreciating this advice as well, keep 'em coming for all Warriors to benefit from!

~Dexx