Two Simple Writing Tricks to Strengthen Copy and Make it More Friendly
There are two very easy, simple ways to tighten up your writing and at the same time make it feel more friendly: 1) switch from future perfect tense to present tense and 2) use contractions. Whenever I write for my business or I review a client’s writing, these are some of the first edits I make because they are quick changes that go a long way.
Here’s what to look for your copy and what to do instead:
Trick #1 – Kill the Will
Instead of: I am going to write you an email.
Convert "am going to" simply to "will."
New sentence --> I will write you an email.
Grammatically I don't even know what you call the "was", "am" or "to" that often precede a verb. (Forgive me, Ms. King and Mr. Hager!)
But I do know that a verb ending in -ing is called a present participle and it's usually not necessary.
Getting rid of it makes the verb action strong and immediate.
Plus eliminating unnecessary words matters a lot when your copy shows up in space-restricted places like mobile phones or FB ads.
Here are a few more:
You are going to learn… --> Learn…
I will be meeting with you once a week. --> We meet once a week.
Gain hours in your week without having to say no… --> Gain hours in your week without saying no…
Trick #2 – Contract Your Words
There are lots of ways to make your copy friendlier and more like a human being would say it.
One quick thing you can do is use contractions wherever possible.
You do not have to complete this form. --> You don't have to complete this form.
They are going to be posted to the website. --> They'll be posted to the website. (Note: For this one I eliminated the "going to" as well.)
You will get five private sessions. --> You'll get five private sessions. (Or drop the "you" since it's already implied --> Get five private…)
Related bonus trick: Swap out the grammatically correct version of common words for their equally common slang conjunctions:
what do you know --> whatcha know
going to --> gonna
let me --> lemme
Using contractions and conjunctive slang are little things, but they help copy flow and feel casual.
If your copy is reading like how you talk to a best bud, that is a good thing!
👀 Oh, hey look! 👆 There's a present participle AND a contraction I can make in that sentence above. ^^
If your copy reads like how you talk with a best bud, that's a good thing!
Because people like doing business with people they like.
Have a comment? Or a specific question about what you just read?
Email me—I really will respond. I love getting email from readers, and I’m happy to give you a quick strategy or tip to make sure you’re rocking your message and your marketing feels fun and productive!