But it does come with a couple of teeny problems.

Like what?

Umming and ahhing is one. We all do it when speaking extemporaneously, but it’s probably best to leave them out of your sales copy (along with massive words like extemporaneously).

Tangents are another reason not to write like you speak.

De-railing a train of thought

Tangents?

Yep. You know, when you’re chatting away about something, say with a client or a mate, and you bring up something which reminds you of say Eurovision. And before you know it, you’re talking about the fact that the British lad who did so well in the 2022 edition reminds you a bit of Aslan, the lion from C.S. Lewis’ trippy Narnia books, with his mane and soft beard. Did you know, he’s been a musician for ages (Sam Ryder, not Aslan) but he started getting noticed by putting videos on Tik Tok during the pandemic. I turned 40 recently and I’m slightly ashamed to admit that I don’t really know what a Tik Tok is. Anyway, what was the question again?

Oops, sorry. Went off on a tangent there myself. See how it’s broken up your train of thought? I’m now going to have to work really hard to drag you back to my original point.

Write like you speak with the two Cs

A simple way not to get in your own way when writing for your business is to remember the two Cs, “conversational” and “clarity”.

Did you do the air quotes with me then? Air quotes are a funny thing, aren’t they? I don’t use them a lot, and I’m usually a bit put off if someone uses them in person but they felt right here.

Apparently the term “air quotes” first appeared in a 1989 Spy magazine article. I love reading spy novels. When I was 15, I told my career advisor at school I wanted to be a spy and she just said, “No, choose something else.” My second choice was “Radio DJ”, but that wasn’t in her book so she gave me some advice on becoming an office administrator ended the meeting and oh dammit I’ve done it again, haven’t I.

Sorry about that.

Write for one person

Anyway, the two Cs to remember for your online copy = “conversational’ and “clarity”.

Of course keep your writing warm and conversational, as if you’re talking directly to one person.

But leave out the umms and the ahhs. And above all make sure that your conversational style doesn’t get in the way of the point you’re trying to make.

Clarity above everything.

If you need any help getting some clarity or personality into you business writing contact me for a free discovery call to see how I can help.