You should already know that clarity trumps persuasion for making sales. In fact, to borrow a metaphor from direct-response expert Dean Rieck, your copy should be like a shop window—completely invisible, affording a perfect view of the thing you’re selling.
But as with most important things in life, that’s easier said than done.
Fortunately—as with most things in life—much of the mystery can be removed by adopting a system that takes care of the basics. So let me introduce you to my Four Keys for writing clear, shiny copy that affords prospects the perfect view of whatever it is you’re selling.
Key #1: Conversational style
I’m sure you’ve heard it said that people don’t buy from websites—they buy from people.
And I’m sure you’ve also heard that people seldom buy from people they don’t like and trust.
Which is why hyped highlighter copy doesn’t tend to work. There’s no real personal connection, because it doesn’t read like anything a person would say—certainly not a person you’d be inclined to like or trust.
The same goes for verbose, puffed-up “corporatese”. No one talks like that—and if they did we’d assume there was something ludicrously wrong with them.
The solution is to write like you would talk.
Simple, right? So simple you probably reckon there’s no need to read the rest of this section—but you’d be wrong.
Because actually, writing like you talk is hard, and you’ll likely fail at it to start with. That’s because you have to make a shift in your thinking before it will click for you.