It’s a copywriting mistake I’ve seen a million times. But don’t you make it too. The problem is sales writing that is not crafted in the right conversational style. It’s either too stiff and formal or too overblown with hype. Neither of these options is good.

Remember, all of your sales copy must have a common and consistent conversational tone throughout your marketing campaign. How do you do this? It’s simple. Don’t think of your writing as words on paper. Think of it as your campaign’s voice, personality and most important—its heart.

The voice of your campaign is what really makes it come to life. It’s what breathes sincerity and believability into interactions with prospects. Depending on your audience and strategic objectives, your campaign may have a voice that emanates:

  •  Authority
  • Intelligence
  • Confidence
  • Wit and humor
  • Grit and edginess
  • Know-how
  • Compassion
  • Wisdom
  • Insight

Obviously you’re not limited to this brief list, but it definitely gives you a good starting point. After you choose the appropriate voice for your campaign, write all of your marketing materials in that conversational style.

Not sure about the type of voice that is perfect for your business? Here’s a quick solution: Be authentic and real and consider the style and tone you use when you speak to prospects.

In most cases, the style you use to speak about your business to prospects is the ideal choice for your marketing materials. If you are sincere and authentic with prospects, don’t make the mistake of thinking you need to be flashy and stylish with your copywriting.

When you come from the heart and your passion and integrity pours forth towards your prospects through your sales copy, you’ll be amazed how much easier it is to connect with them and establish meaningful relationships.