Don't Write Like You Think...Write Like You Talk

Written by Paula Morrow

The Internet has provided us marketers with an amazing opportunity. It's leveledrepparttar playing field - regardless of your background, you can now pursue a profitable business in your area of interest.

But selling online brings its own set of challenges. One ofrepparttar 108182 most difficult being able to establish a one-on-one, personal customer relationship.

So how to overcomerepparttar 108183 anonymity ofrepparttar 108184 computer screen and create this critical bond?

One ofrepparttar 108185 simplest ways is through your words.

Words are your online ambassadors, so why not have them reflect your personality?

If you're enthusiastic, write enthusiastically! If you're thoughtful, let your words convey this, too.

A great example of someone who does this extremely well is Bob Gatchel, Mr. Internet Cheapskate himself. On his website ( and through his emails, you soon come to feel like you know him personally, that he's your best friend.

How does he do it? By adding emotion, writing in facial expressions and by carefully using capital letters for effect. The end result isrepparttar 108186 representation of a VERY ENTHUSASTIC person.

Which, having seen him at a seminar, he truly is in real life. In his writing, Bob really lets his personality shine through.

You can dorepparttar 108187 same. By writing like you speak (or 'writing in your own voice.')

In school, they try to teach ou 'writing for business.' The pressure was to be 'textbook perfect.' Nothing is further thanrepparttar 108188 truth. Actuallyrepparttar 108189 opposite holds true.

You are attempting to make a connection - one living, breathing human being to another.

[Before going on, I wish to sincerely apologize to Mrs. Williams, my tenth grade English teacher, for what I'm about to recommend...]

When you talk, you break most ofrepparttar 108190 rules. Real people start a sentence with 'and.' You use slang. You combine words - do not becomes don't; you have becomes you've.

Copywriting Successes and Failures: A Comparison Of the Good and Bad

Written by Karon Thackston

by Karon Thackston © 2002

It’s about 7:00am and time to start my day. While my exact routine varies, one ofrepparttar first things I always do is check email. Asrepparttar 108181 flood rolls in, I have my finger poised onrepparttar 108182 delete button… aimed and ready to fire. But then something catches my eye.

On this morning, I decided to take a closer look at one email in particular. That led me to also lend a critical eye to some other ads as well. So below, I’ll give you my evaluation of a few ofrepparttar 108183 many email ads I’ve received… which ones got my attention, which ones I just rolled my eyes at… and why.

Attention Getter

Here’s one that is well targeted, indeed! The headline read: “Inquiry About Becoming An Affiliate.” That got my attention because my copywriting course does have an affiliate program. I’m always interested in adding new affiliates torepparttar 108184 group. So I read on.

Part ofrepparttar 108185 message is below:


Good morning. I would like to inquire about possibly working with you and your company on an affiliate basis.

My company maintains a fresh, 100%, opt-in email database exceeding 15,000,000 qualified consumers. These consumers have specifically requested to receive purchase information regarding your product(s) or service(s).

If you're interested, I would be glad to speak with you about a cost-per-action (CPA) email campaign that WILL make additional sales and generate alternative revenue.


Whilerepparttar 108186 generic line about my product(s) or service(s) let me know immediately that this was a “canned” ad, it still gave me something to think about. Did I respond? Yes! Why? If I could getrepparttar 108187 copywriting course in front of over 15,000,000, and payrepparttar 108188 same affiliate commission I was paying anyway, what would I have to lose?

Rolling My Eyes

However, amongrepparttar 108189 pile of emails were some real duds. I must get 10 of these ridiculous emails a week. You’ve no doubt seen them, too. They say something like “I joined this program a few months ago and promptly forgot about it.” Oh please!

Why did I roll my eyes at this one? While it started off good, it wasn’t punchy enough to get me to respond right away. That’s no major crime. It often takes repeated exposure ofrepparttar 108190 same message to get a good response. But… when you getrepparttar 108191 exact same message from several different people 3 or 4 times a day – you find out quickly that this is an overused ad, not a personal recommendation.

Cont'd on page 2 ==> © 2005
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