The Secret to Great Copy Writing
by Gary Maxwell
Many people wonder what the "secret" is to great copywriting. Is it the way the writer
uses turns of phrase? Is it their rhythm? Their great vocabulary?
While these may have something to do with a copywriter's skill, it isn't the single biggest
factor to writing great copy. The secret is to simply write like you talk. In a word, be
conversational. The best copywritersand the best copyhave one thing in common: they
both employ the conversational voice.
Nobody likes to be sold. When copy uses puffery and stale, easilyrecognizable words
and phrases, the customer thinks "blatant sales pitch" and moves on to something else.
But when they read words that sound like their neighbor talking over the back yard fence,
their defenses go down and they feel as if the advertiser is honest, sincere, and full of
integrity. So, when writing your copy, write like you talk.
A simple test is to read your copy aloud after you write it. Anything that sounds stilted
and wooden to you would probably sound the same way to your target market. Rewrite it
to make it sound more natural.The more conversational your copy sounds, the more it
will pull...and more sales will be the result.
About the author
Gary Maxwell is a commercial writer based in Shrewsbury, Pennsylvania USA. With
nearly 15 years of experience in business and industry, Gary brings extensive knowledge
and understanding to the commercial writing arena. As a writer, he has published
extensively at the local, regional, and national level, and as a proponent of the SOHO, his
contributions can be seen in the latest edition of homebusiness expert Barbara Brabec's
Home Made Money: Bringing in the Bucks (August 2003), as well as The Linux Journal