The other day, Pooja, my wife, was almost convinced, that I had lost my mind.
It so happened, that I was reading out a piece of content that I was going to publish online.
What was I up to exactly?
Most brands out there, use copy that is robotic, corporate, and almost makes the reader puke. And so here is a tip that I learned from Nick Usborne through this copywriting course – Conversational Copywriting.
Read out the copy to your colleague.
Or your wife.
Or your mother.
If it’s not possible to read it out to a person, just read out the copy loudly, and imagine as if you are reading out this copy to an actual person.
The effect is staggering. This exercise makes the copy much more conversational.
For example, when you are talking to your friend, you wouldn’t use the phrase ‘visually appealing’. Instead, you would say, ‘It looks great.’
You wouldn’t say “Adopt accelerators to evolve your way of working.”
You would say, “Change the way you work.”
Jargon is the enemy of simplicity.
Complexity is the enemy of meaningful conversations.