The Tone Of Voice In Copy

Interesting piece...I was taught a lot of this when I started training as a technical author, but when I work on user documentation, I don't really have to use it.

And yet I use it all the time when I am copywriting, even though it was never mentioned in the copywriting stuff I studied. I guess it pays to try and study all writing disciplines to some extent.

Great stuff. I'm always amazed at how much work goes into "simple" writing.

And I'm equally amazed that most copywriting courses never talk about the skill of writing. Instead, they focus on formulas--which is useful, but only to a certain point. What separates the great copywriters from the rest of us (among many other things) create a tone that resonates with their target market.

That's probably the most powerful way to form an instant connection with a prospect. If they feel understood, they're more likely to keep reading. And if they keep reading, they're more likely to buy.

The ability to write in the voice of a character is a big hole in the average copywriter's game. I learned how to do it in the fiction writing workshops I took. Acting classes help too.

But more than anything, simply getting out and listening to people talk is key. I used to spend hours on Boston Common people watching (and listening). Public transportation is another great way to train you writer's "ear".