How to write compelling copy by breaking the rules

by Tom Trush

Could you use a little extra confidence when it comes to writing?

Time and again, people tell me they can't write, especially when creating their marketing materials.

But often all they're doing is over-thinking the process.

I believe responsibility for this problem rests with someone who had an early effect on your writing mindset.

Your first English teacher.

Don't get me wrong -- English teachers are wonderful people. In fact, my mom is a retired English teacher.

For 30 years, she grilled 7th and 8th graders on grammar, spelling and punctuation. Then, she brought those lessons home to my twin brother and me, and made sure they were permanently placed in our brains.

When I began writing copy, one of my biggest challenges was learning how to ignore writing "rules." That's because effective copy has less to do with proper grammar and sentence structure than you might think.

The key to crafting words that sell is writing the way you speak.

In daily conversations, you likely use short sentences, small words and sentence fragments. It's no wonder using this same style when writing makes your message easier to understand.

Unfortunately, lots of lawyers believe expertise is conveyed through lengthy words, elaborate adjectives and professional jargon. But all this approach does is intimidate your prospects and make your writing unpleasant to read.

Prospects must relate to what you're saying if you want them to take your desired action.

When writing for promotional purposes ...

• Don't be afraid to start a sentence with "and" or "but."

• Use sentence fragments to give thoughts greater emphasis.

• Don't avoid one-sentence paragraphs.

• Use contractions to create a more casual feel.

• Don't rely too much on your thesaurus.

Also, I'm a big fan of using an ellipsis (...) at the end of a phrase. Subconsciously, your mind often convinces you to keep reading when you see an ellipsis because it's a signal for an unfinished thought.

NOTE: When deciding whether to use these suggestions, always first consider your readers. As a general rule, match your writing to the conversational tone you would use when speaking in front of the audience you're targeting.

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© Trey Ryder

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