Conversational Copywriting: Don’t underestimate “chatty” writing

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Dear Copy Bitch: I’m banging my head over here because, once again, I’ve encountered a client who thinks writing web copy and feature articles in third person is “right” and that “conversational” is unprofessional. I know you advocate conversational copy, so how do you handle this with clients?

—Frustrated Copywriter in Boston

Answer: I feel your pain, Boston Copywriter. This writer does not believe that one should write in third person because the tone one creates is stuffy and aloof. (See?)

And I’d give my favorite George Clooney poster in exchange for the name of the first person who perpetuated the myth that conversational and professional are mutually exclusive terms.

You can be serious, professional, and conversational (next time you get “junk mail” for a charity, read it and consider the tone); fun, professional, and conversational (ditto for junk mail trying to sell you a new cell phone service or credit card); and annoying, unprofessional, and conversational (my neighbor, when he’s trying to sell God-knows-what from his balcony at 2am).

I wish I had a magic wand that I could wave over clients and it would remove any memory of the damage done by well-meaning high school teachers. “Formal writing” is fine for legal briefs and dissertations (I use the word “fine” loosely, because I think both of these items would be easier to read if written in a conversational tone). How many people go, “I’m in the mood for a good dissertation to bring with me to the beach?” No one that I can think of.

I’m also willing to say this: conversational copy is more important now than ever before, thanks to social media. You can’t have effective social media without having conversations, and you can’t have effective conversations if you’re not, well, conversational. As far as I’m concerned, this goes for ALL industries, even those notoriously “formal” ones.

So what can you say to your client? How can you prove your theory that conversational is more effective?  The best way is by conducting a split test, also known as A/B testing, because the proof will be in the conversions.

For web pages, this works really well, and it’s cost effective. Set up two landing pages for a particular campaign and have one page be in “client speak” (let the client write it–just edit it for typos) and the other be in your winning “conversational tone.” See which one converts better.

One thing you should keep in mind is this: it’s hard for some people to let go of rules that they’ve been holding onto since the sixth grade. Either accept this and applaud their baby steps or start working with those folks who recognize the beauty and effectiveness in a well-placed “bullshit.” (Guess which direction I’m taking my business in?)

Learn more about my no-BS approach to marketing writing here.

Burnout and Creativity: Sometimes You Need to Walk Away

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Ah, burnout and creativity. The two go together like PB&J, milk and cookies, sprinkles and ice cream . . . OK, you get the idea. But just because you’re a creative—a copywriter, fiction writer, whatever—that doesn’t mean you must burn out.

Here’s a question I got from a site visitor about burnout and creativity. . .

Dear Copy Bitch: We’re kindred spirits: I’m a copywriter by day, and at night (for the last three years anyway) I’ve been working on a memoir. Lately, I just can’t seem to do either well, even though I try forcing myself to write through it. I’ll admit that sometimes I work seven days a week, but I’ve always seen this as dedication to my craft. I don’t know. Maybe I’m just blocked. Would love to get your take. Thanks. Love the blog!

—Miami Memoirist

Sometimes, the most important thing you can do when the writing isn’t clicking—be it client copy or creative writing—is to step away from the computer, throw down your legal pad, or cast aside your journal.

Listen, I don’t believe in writer’s block, and I’m the biggest proponent of “Ass in Chair” and banging it out and working through it because I know that nine times out of ten, you can. But then there’s that stinky tenth time. You know, the one that causes neck and back spasms that leave you drooling on the carpet. The moment when you just. Can’t. Write. Another. Word. (Again, I don’t think this is a block; it’s your mind’s way of telling you it needs a rest—there’s a big difference.)

What to do when burnout and creativity clash?

So step away. From the whole gosh-darn thing: from the room in which your computer purrs, from the house in which your writing festers, and get thee somewhere else. Anywhere. The park, the movies, the bookstore, your best friend’s house. Just get out. Leave it alone. For as long as you can manage (ideally 24 hours, but I realize this isn’t always feasible—even a morning or afternoon can do wonders). Try not to think about it (ha!). Seriously, though, give yourself permission to breathe and to take a break and to allow your mind and body a Take Five.

Go back to it the next day and see what happens.

Now, start carving “Take Five” time like this into your schedule. If you draw peace and inspiration from spending one morning a week with the dogs at the dog park, then book it. If you love film and feel that a Wednesday matinee is one of the best things since George Clooney’s birth, then block out that time and don’t feel guilty, either. This is one of freelancing’s perks. Take advantage of it. If you need yoga three times a week to keep the mental muscles happy, do it. Dedication to craft is commendable. But so is dedication to your own sanity and self-care.

And if that doesn’t solve the creative burnout conundrum?

Maybe you need to walk away a bit longer. If you can, take it. (I know this is hard if you’re a freelancer, but if you have to “call in sick” for a few days, do it. Let clients know you’re sick and all deadlines need to be moved out X days. Note: I don’t always follow my own advice. Be gentle with yourself, too.)

If you need help—ask for it. (I also know this is easier said than done. But your mental health is important.)

Sometimes you need to do something more drastic with your creative life. I had a come-to-Jesus moment like this a few years ago when I was spiraling because of my fiction writing life. I stepped away from it for the first time in 20 years, and DAMN, was that hard. But I needed to do it.

I’m not sure how to end this missive. Just know you’re not alone. Try to find those folks who can support you. And do the self-care you need to do.

Need inspo? Here are two of my favorite books on writing.

I use Amazon affiliate links. If you use one of the links to buy something, it won’t cost you more, but I’ll earn a small commission. I only recommend stuff that I believe in. I own both of these books and regularly recommend them to fellow writers.

  • Bird by Bird: Some Instructions on Writing and Life by Anne Lamott. This is a classic. I got this as a Christmas gift from a guy I loved back in the mid-90s. It’s the best thing that came out of the relationship. 😉
  • On Writing: A Memoir of the Craft by Stephen King. If you’re not a Stephen King fan, you might be tempted to skip this recommendation. Don’t. You don’t need to be a fan or familiar with his work to appreciate this incredibly honest book.

The difference between i.e. and e.g. (plus how to remember)

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The difference between i.e. and e.g. has confounded many writers, including this one back in the day. Not to mention keeping the difference straight once you learn it. I have a trick that works! But first things first.

Let’s discuss the difference between i.e. and e.g.

In Latin, i.e. stands for “id est,” which means “that is.” So, use “i.e.” when you mean “that is” or “in other words.”

In Latin, e.g. stands for “exempli gratia,” which means “for example. So, use “e.g.” when you mean “for example.”

Now, here’s the trick!

  • Think of the e in e.g. and the e in example to help you remember. Some people also use a phonetic trick: “For eggsample.” (And the “eg” in “eggsample” reminds them that’s what the abbreviation stands for.)
  • Likewise, think of the i in i.e. and the first word of the phrase “in other words.” Both begin with the letter i.

OK, here are some examples that demonstrate the difference between i.e. and e.g. in sentences.

1. If George Clooney were ever to speak to me, I’d probably get all supercalifragilisticexpialidocious (i.e., I’d sputter nonsense for lack of anything brilliant to say).

2. I love anything with chocolate (e.g., ice cream, cakes, pies, etc.).

Update: I caught Get Shorty on the telly the other day.

Here’s a funny (NSFW) scene that demonstrates the i.e. vs. e.g. conundrum.

Language is fun. Here’s the writing reference book I recommend to help you keep things like i.e. vs e.g. straight.

I still have my copy (although it’s the fifth edition). The version I’m linking to here is the 10th: A Writer’s Reference by Diana Hacker and Nancy Sommers. Note: This is an Amazon affiliate link. If you buy, it won’t cost you more, but I’ll earn a small commission.

How to Use a Semicolon Correctly

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Are you wondering how to use a semicolon correctly? I usually tell people to avoid using them, mainly because most folks don’t know how to use them correctly. And when it comes to copywriting, semicolons aren’t necessary or useful 99.9999% of the time.

But I’m also a big believer in “knowing the rules.” (Knowing the rules makes it easier to break them in a savvy way.)

How to use a semicolon correctly

Here’s the good news about semicolons: You have only two rules to remember. The first deals with sentences where you’re probably itching to put a comma, period, or semicolon, and you don’t know which one to choose. The second rule deals with items in a series where you’re already using some other form of punctuation within the series, most likely a comma.

Let me explain.

How to use a semicolon correctly: rule #1

Here’s what you need to remember about Rule #1: Whatever comes before the semicolon should be able to stand on its own as a sentence. Ditto for what comes after it.

Example:
Winning George Clooney isn’t everything; it’s the only thing.

I could have just as easily written this: Winning George Clooney isn’t everything. It’s the only thing.

Here’s another example of proper semicolon usage:
I’m supposed to go to the movies tomorrow; however, the weather will likely interfere with my plans.

What comes before the semicolon could stand alone as its own sentence. And what comes after the semicolon could stand alone as its own sentence.

Notice the word “however,” which is called a conjunctive adverb. Other conjunctive adverbs include therefore, moreover, hence, and furthermore. These words are used as transitions between two independent clauses, and they should be followed by a comma.

See? This is one of the reasons why I tell people to avoid semicolons. The problem is that so many people don’t know how to use them correctly. The other reason? Go back and re-read the two George Clooney sentences above. Even though they mean the same thing, the punctuation does have a subtle effect on how your mind reads it (you might be unaware of this effect because that’s how subtle it is, but it’s there).

I think you should haul a semicolon out of your bag of writing tricks when the piece you’re working on calls for this effect. But that means using the semicolon once or twice, not every sentence or every other sentence. Copywriters and business writers should avoid semicolons 99.9 percent of the time (there’s always an exception). And even creative writers should have a darn good reason for littering a page with ’em, at least in this copy bitch’s not-so-humble opinion.

By the way, do NOT think that semicolons and commas are interchangeable. They are not. If you put a comma in place of the semicolon in the examples above, you have what’s called a “comma splice.” And it’s illegal. You could be arrested. Consider yourself warned.

How to use a semicolon correctly: rule #2

This rule isn’t optional. If you’re writing a sentence that includes a series and within that series you use some sort of punctuation (most likely a comma), you must use a semicolon to separate the items in the series. It’s for clarity’s sake.

Example: Last summer, I visited Boston, Massachusetts; Baltimore, Maryland; and George Clooney’s birthplace.

Want to see the semicolon in brilliant action? Read Martin Luther King, Jr.’s “Letter from a Birmingham Jail.” Check out the 12th paragraph (but if you’ve never read the whole thing, you should…it’s a powerful piece of writing).

Do you need a good reference book on writing? Here are my go-to writing and editing resources.

Note: I use affiliate links for some of them. If you use one of the links to buy something, it won’t cost you more, but I’ll earn a small commission. I only recommend stuff that I believe in.

  • Grammarly. The free version is great at catching critical errors. I used it for about a year before upgrading to the premium tier, and I’m glad I did. You can sign up for the free version here. (If you sign up or buy via my affiliate link, it won’t cost you more, but I’ll earn a small commission.)
  • A Writer’s Reference by Diana Hacker and Nancy Sommers. (Amazon affiliate link link.) I have the fifth edition, which is excellent. I’m thinking about upgrading to the 10th. Hacker was incredible. She died in 2004, but her memory lives on.
  • Dreyer’s English: An Utterly Correct Guide to Clarity and Style by Benjamin Dreyer. (Amazon affiliate link.) Another gem. I gave this one to Mr. Word Nerd.