Write the way you speak
And how your customers speak.
I had a marketing intern join team Daily CMO today.
First task is to create a carousel ad.
He started working.
He launched Gemini (no surprise), and prompted a 6-slide carousel. A few headlines popped up. He then chose his favourites.
WHOA. I stopped him right there.
And gave him a quick masterclass on writing copy that actually works.
Here’s the thing – your customer don’t care if your copy is written by you or AI. They only care if what you’re offering solves their problem.
But to make them care, you have to engage them. And the way to engage them is by relating to them.
Two golden rules of copywriting:
- Write the way you talk
- More importantly, write the way your audience talks
We were writing a Facebook carousel for an E-Commerce Analytics platform. Here’s what AI gave us vs. what we changed it to:
AI: Tired of Juggling E-Commerce Data Across Platforms?
Us: Which platforms are we profitable on?
AI-Prompted: Understand your performance potential.
Human Edited: Identify our/your most profitable products.
AI-Prompted: Drowning in E-Commerce Data?
Human Edited: Find hidden revenue opportunities in your E-Commerce data.
See the difference? One is made to sound good; the human versions sound like something the customer would actually say.
The secret is to stalk your audience. (All great marketers I know do that). Understand how they speak, act, and think. Then write exactly like that.
This is the same principle I use for emails launches
Using real words the customers use.
Go into the minds of your customers. Figure out how they speak and the words they use.
Then use the exact words in your messaging. If you want to turn your email list into sales without feeling salesy, join me in Inbox to Income.
Learn more about Inbox to Income (Starts Aug 20th)
Tomorrow, I’ll tell you what’s inside.