It’s a copywriting writing mistake I’ve seen a million times. But don’t you make it too. The problem? Medical copywriting that is not presented in the right conversational style. It’s either too stiff and formal (happens a lot in medical), or too overblown with hype (which is never believeable).

Neither approach is good.

Remember, all of your marketing 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. Instead, think of them as your campaign’s voice and personality.

The voice of your medical marketing campaign is what really makes it come to life. Depending on your audience and strategic objectives, your campaign should 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 represents a good starting point.

After you choose the appropriate voice for your campaign, write all of your marketing materials in this conversational style.

Not sure about the type of voice that is perfect for your business? Here’s a quick solution: Just 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 a voice through which you should write your marketing materials.