7 steps to keep your writing materials out of the trash

Whether it’s a marketing brochure or an internal email, your message won’t land with your audience if it’s stuffy or laden with jargon. Here’s how to lighten up the tone of your writing.

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All too often, promotional leaflets and brochures end up in the trash and company emails get ignored or deleted.


On the whole, marketing messages are bland, generic and devoid of character. They make us cringe, lack any personality or charm and could, quite frankly, have been written by robots trained to string words together in the most soul-destroying way possible.

This is a great shame, however, because readers enjoy copy that’s engaging and uplifting and connects with them on a one-to-one level. They want to feel valued, appreciated and respected while holding onto the belief that you’re talking with no other customer but them.

That’s where conversational writing skills come into play.

Writing in a conversational manner doesn’t simply involve recording yourself and typing what you said. After all, people rarely speak proper English when they talk. Most conversations are littered with grammatical mistakes, nonsensical or vague words, and unfinished sentences. The key to conversational text is editing it so it no longer sounds like writing.

Confused? Check out the following tips:

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