Dear Friend,

 

Happy Halloween! This has always been one of my favorite holidays--partly because of my love for chocolate, partly because of my affinity for spooky tales.

 

Of course, at this point, I can't remember the last time I actually donned a costume.

 

When tasked with a writing assignment, many people feel they have to put on writerly airs. They feel they have to communicate in some universally accepted form known as "good writing."

 

In fact, no such universal form exists.

 

And the best writing connects with the reader on a personal level. This article shows you how to translate your voice to paper and write more effectively.

 

Read on, and let me know what you think.

 

M.

 

 

Find Your Writer's Voice

 

Clients often tell me, "I can't write. I write like I talk."

That's not a bad thing. In fact, the ability to write in a conversational tone marks a very effective writer.

As I write this article, I'm flying down to Florida to learn from masters of the writing craft. One of my favorites is Paul H., a pleasant, down-to-earth guy who's one of the most brilliant writers I've ever met.

Paul encourages writers to practice "barstool-speak" in their copy. When you sit down to write, pretend that you're sitting at a bar with your audience. How would you talk to him or her?

I guarantee that you wouldn't mentally compose a five-paragraph monologue, making sure to start each paragraph with a topic sentence. (And if you would, I'm guessing that other patrons likely steer clear of you.)

Too many of us carry still-raw scars from our freshman writing classes in college. We think that "real writing" needs to sound formal and educated, using those esoteric SAT words that most of us never learned even when we were taking the SAT.

It's a pity because nothing could be further from the truth.

Don't get me wrong. Some circumstances call for a much more conservative, formal writing style. But usually, a friendlier, more personal approach works better.

Who are you more likely to listen to? A stranger who's preaching to you from on high? Or a close friend, someone who connects with you as a person?

I'd place my bets that those of us who didn't go to Catholic school will choose the latter.

When people hear your "voice" in your writing, they connect with you as a person--especially people who know you. That's why one of the main goals of copywriting is to get inside the reader's head, so you can talk to him or her as a close friend and confidant.

Instead of dismissing your writing abilities because you write like you speak, embrace this talent and make it work for you. Here's how:

• Write what you have to say. Don't worry about how it sounds. Just get the message down on paper. 

• Cut out extra words. If you have verbal fillers such as "like" or "just," take them out. Consider doing the same with adverbs like "really" and "very" and words that end in "-ly."  

• Print out what you've written. It may sound like a pain, but we can't proofread effectively on a computer screen. Besides, it'll make the next step easier.
  

• Read your words aloud. Circle any areas that sound awkward and fix them. If you run out of breath, add a comma, or break the sentence down into shorter sentences.
  

• Rinse and repeat. After two or three passes, your words should sound like you--only better. Using your writer's "voice" is one of the most effective ways to connect with your audience.

Until next month.