I’ve always enjoyed writing my marketing content in a witty, conversational tone. It’s just my style and I think it makes my writing more engaging and down to earth. 
Writing in a conversational tone means that from time to time I use sentence fragments, split infinitives, one-sentence paragraphs, slang, end sentences with prepositions and do a few other things that would make my old English teacher’s head spin around a few times.
But so what. I write the way I speak and I’m fine with that.
The voice you create for your sales copy is determined by your target audience and the identity you want to create for your brand. Think of the voice currently being used to sell Ram Trucks here in the U.S. to blue-collar dudes. The copy style is gritty, edgy, tough, rough and direct.
Think the guys writing that stuff care about using a fragment here and there? I don’t think so, pal. (Can you here Dennis Leary?)
Now consider the voice used in ads for BMW. The style is elegant, dignified, refined and even somewhat proper. BMW sells cars to a more high-end, educated crowd so they are likely to be more concerned with proper writing rules than the guys and gals crafting Ram Truck ads.
Be Your Authentic Self!
Bottom line, it’s Ok to break or bend a few grammar rules to give your copy a distinct conversational tone.
Every marketing campaign for your books or products should have a voice that skillfully positions your product in the market.
If your book or product revolves around who you are as a person—be authentic and genuine. Don’t try to sound like somebody you’re not. Just be you.
Again, this may mean breaking a few grammar rules to give your copy a more conversational edge.
Remember, there’s writing to please your English teacher—and then there’s writing to sell books and products. And they are two completely different animals.
However, there are some basic grammar rules you should always follow. For example, here is a common mistake I still make when I get in a hurry.
“There’s multiple benefits in my book that set it apart from similar titles.”
Do you see the mistake I made? This sentence must be written this way:
“There are multiple benefits….”
Here is my final thought. There is a fine line between casual, conversational writing and writing that is sloppy crap. Always know where that line is and do everything you can to never cross it.
If you got a knowledge boost from this post I encourage you to share it with your crowd!
Want to learn more? Feel free to give me a call at (303) 697-4793.