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Copywriting informally

by poohlikeshunny
4 replies
Hello! I am a first time poster here...but have been trolling for awhile deciding if I wanted to begin my venture into online marketing and money making. I've decided to give it my all and not look back so it's good to be here!

One thing I wanted to ask all of your professional opinions on are informality vs formality in copywriting. Honestly, when I copywrite, I sometimes follow a "stricter" approach and follow many of the rules I have learned. However, when going back and reading my own copy, the ones that sell ME the best are the ones where I write the whole copy as if I am speaking.

So I include a lot of informal language and am very casual in my writing for those kind of sales letters.

So in a nutshell, would you feel more inclined to get into a sales letter that is written with a "professional" tone? Or one that has more of a "Hey, what's up?" kind of tone?

Thanks!
#copywriting #informally
  • Profile picture of the author John_S
    In many ways, especially the products and target market likely in this forum, informal is the way to go.

    However many copywriters, Bob Bly comes to mind, do white papers which are a little more formal. The basic idea is know your customer, and write for the audience you target.

    Informal does work in a number of situations you wouldn't normally think. Perhaps the better way to think about it would be "relaxed." Too much formal writing comes off like a high school term paper attempting to impress the teacher with all the buzzwords and technical jargon.

    Trouble is, it may be technical jargon potential customers may only have a vague understanding of. And people very rarely buy when they get the feeling they don't understand.
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  • Profile picture of the author Sandor Verebi
    Originally Posted by poohlikeshunny View Post

    However, when going back and reading my own copy, the ones that sell ME the best are the ones where I write the whole copy as if I am speaking.

    So I include a lot of informal language and am very casual in my writing for those kind of sales letters.

    So in a nutshell, would you feel more inclined to get into a sales letter that is written with a "professional" tone? Or one that has more of a "Hey, what's up?" kind of tone?

    Thanks!
    Welcome Poohlikeshunny,

    As John pointed out right, it depends on what you want to sell, to whom, how, why. You need to know your audience, on what kind of approach they resonate well to. I'm on the same opinion as John, the best way to write to them as I conversate with one of my acquintance IMHO.

    I also avoid loud slangs, technical jargons, because the IM is international, so your letter will be read in many countries of the world where people may not appreciate them. According to it, they may never buy from you.

    Many successes,

    Sandor
    _______________
    "The largest source of the richness is between your two ears."Brian Tracy
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    • Profile picture of the author poohlikeshunny
      Cool, looks like we are all on the same page. I guess I should focus on keeping it simple. Thanks!
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      • Profile picture of the author dorothydot
        Well-written ad copy uses words that the ideal prospect would use. You need to find out how that prospect would talk - and I pretty much guarantee it is not in "formal" business-ese.

        That said, what would speak to a landscaping company would use far different phrases than you'd use to speak with, say, an experienced computer professional.

        One great way to find how your prospects think and talk is to visit forums. Another is ... go to a local restaurant and sorta quietly listen to people talking around you.

        People-watching is a fascinating hobby!

        Hope this helps,
        Dot
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        "Sell the Magic of A Dream"
        www.DP-Copywriting-Service.com

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