What Works by Robert Cornish & Wil Seabrook

Author:Robert Cornish & Wil Seabrook
Language: eng
Format: epub
Publisher: Wiley
Published: 2012-07-16T16:00:00+00:00

Speaking Human

I can never fully understand why companies write copy for their websites or material that sounds so complex. People simply don’t talk that way. Think about any casual setting where you’ve had a conversation with someone and business has come up in the conversation. How did it go? What was said?

Be authentic when writing copy. Be natural and communicate in human terms. Otherwise, you risk scaring people away or at least boring them half to death. People want to read in human terms they can understand. It’s easier to digest and more productive for your company to communicate with your audience this way.

I can’t tell you how many websites I’ve come across and still have no earthly idea what they do after reading their summary page. I’ve come across companies that sell VoIP telephones but have such overly complicated copy that it’d be easy to think they make some kind of NASA communications device that has absolutely nothing to do with the general public. Give that impression and the general public will think they have no business being on your site. All these companies needed to say was, “We sell telephones that operate using the Internet to make installation, use, and your bill simple.”

In this day and age, simple is beautiful. There’s plenty of confusion out there, so you don’t need to contribute to it by crafting complex messaging that loses your prospects. Write copy that is simple and sounds human. Focus on communicating with your audience in a way that makes sense. Don’t use jargon—ever. Make your prospects’ lives easier by communicating in simple terms they can understand. Do this with any video, e-mail, or promotional piece you create, and you’ll see the effectiveness and the results, as they relate to sales, skyrocket.

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