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Learn to copy write — Tue, 22 Dec 2009 05:14:13 +0000

I have also tried the same technique as you have said on your post, i recently have an idea how to gain some income with that type of techniques of your.

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Doug - Velocity, B2B Marketing Agency — Mon, 02 Nov 2009 14:15:38 +0000

Yeah — the ‘you’ one is a big one too.
I wrote a post about exactly that a while back:

http://www.velocitypartners.co.uk/2008/04/04/the-power-of-you-the-2nd-person-singular-in-b2b-copywriting/

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Dianna Huff — Fri, 30 Oct 2009 12:08:53 +0000

@James and @Doug — Completely agree with you. One thing I do push back on is when clients want to remove you” from the copy in order to use the formal third person, which drives me insane.

@Roy — Yep, I agree about Boomers and GenXers not wanting to end sentences with prepositions. I still have a hard time with that one. I can always hear my high school English teacher saying, “It’s behind the preposition!” in response to a question such as, “Where’s such and such at?” D’oh!

However, I don’t know what I would do if I couldn’t start a sentence with “and” or “but”!

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Roy Jacobsen — Fri, 30 Oct 2009 03:20:16 +0000

Diana,
Great post! Thanks for the link to my article, and for adding another voice saying “Yes” to contractions (in certain contexts).

To me, you have to answer to the question “What tone (conversational, formal, academic, etc.) will be most effective for this audience, purpose, and medium?” In my experience, a conversational tone (with contractions, sentence fragments, and 1st and 2nd person) works great much of the time.

Regarding Jennifer Alvey’s article about what Boomers and GenXers were trained to do, how much do you want to bet that they were also trained to not end sentences with prepositions, to not begin them with “And…,” “Because…,” or “Hopefully,” and to not split infinitives? (Split infinitives? Whoops!)

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Doug - Velocity, B2B Marketing Agency — Thu, 29 Oct 2009 18:51:39 +0000

Couldn’t agree more.
Contractions make copy more conversational and much easier to read.
I use them ALL the time and it’s one of the things I really push back on if clients are averse to it.
Copy needs to be more like speech.
Bravo.

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James Daniel — Thu, 29 Oct 2009 08:48:32 +0000

I find the key is explaining to a client that copy is a conversation, not a formal piece of writing – so it has to mirror the way we all talk, not the way we think we should write.

But the issue goes beyond contractions – it’s also about eliminating jargon and corporate speak: ‘make sure’ is better than ‘ensure’, ‘ok’ is better than ‘endorse’ etc. I think it was Gary Halbert who said you have to join the conversation that’s going on in the customer’s head…and that starts with replicating their speech or thought patterns.

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Dianna Huff — Wed, 28 Oct 2009 20:23:35 +0000

Cheryl,

Yes, I sometimes run into the third person vs. second person problem, too. And I agree, it is the client’s copy and if he/she wants to change it, of course I’ll do it, but it always makes me sigh in frustration.

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Cheryl Goldberg — Wed, 28 Oct 2009 19:14:43 +0000

Dianna,

I find this issue also comes up with regards to third person vs.second person and the use of sentance fragments–for special effect.

When people comment on these techniques, I push back in the sense that I explain the reasons for the choice. Often I can get them to come around once they understand the rationale–but if they don’t, well it is their piece.

Cheryl

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uberVU - social comments — Wed, 28 Oct 2009 13:31:53 +0000

Social comments and analytics for this post…

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Wed, 28 Oct 2009 13:17:41 +0000

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