How to write copy that sounds like you
Writing copy that sounds like you seems like it should be the easiest thing in the world.
It isn’t.
This is one of the main issues my clients come to me struggling with - and when you think about it, it’s not surprising. We spend years at school, university and in corporate life learning how to write in a formal, ‘professional’ manner - so it’s no surprise that when we come to write web copy, we struggle to sound natural or conversational.
Then, if we try to follow someone else’s template or style, we can end up sounding salesy or just inauthentic.
How to edit so you sound more like yourself
If you're editing something that you've already written, the best advice I can give you is so simple that most people dismiss it. Please don't. It really helps.
Read it aloud. Notice where you stumble over words, where you have to pause to draw breath, and anything that just doesn't feel quite right. Our ears are attuned to hear problems that our eyes just can't spot. You really can make your page sound more like you just by doing this one thing.
How to write so you sound more like yourself
If you haven't written the page yet, my advice is equally simple. When it comes to the moment when you sit down to write, pause before you actually start writing. Close your eyes and imagine your very favourite client, student or customer. Imagine they're right there in front of you, and write directly to them. Or, if you find talking easier than writing, record yourself talking as if to them, and then just transcribe what you've written.
You HAVE a unique voice and you use it every day - it's just that something about the copywriting process may be blocking your access to it.
A counter-intuitive tip
One related point that I'd like to make here is that, in my view, using a template for copywriting can actually HELP me to access my own voice. A reliable template means that when I sit down to write, I already know broadly what to write about and where, so I can focus on tuning in to how I want to write it.
Without following any template, my attention ends up being split between the what and the how, which weakens my voice. By contrast, when I use a template, I'm not wasting time reinventing the wheel working out how I'm going to structure the page - all my effort can go into making sure it sounds like me (and reflects the language and concerns of my clients).
If you want to dig a bit deeper into uncovering your Brand Voice (which is what sounding like yourself when writing for your business really means), have a look at how to find your brand voice.
What else can help you find your writing voice?
If you really want to develop your own writing voice, the best way to do that is to develop a regular writing practice - preferably a journaling practice (at least to begin with) so that you can focus on your own voice without having any concerns about how you're being perceived.
Here are a couple of blog posts to help get you started:
How to build a regular writing practice
3 Great Reasons To Write Regularly
3 things to remember, so you can write in your own voice:
Imagine that you’re speaking to your favourite client and write down exactly what you’d say.
After you’ve written a piece, read it out loud. Don’t imagine reading it aloud, actually speak the words out loud. Listen for anything that doesn’t feel quite natural, any hesitations or anything at all that just feels a bit off. Keep tweaking, until the whole piece just feels natural to say aloud.
Try to get into a regular writing habit - the more you write, the easier it will be to find your voice.
And finally, if you want copy that sounds like you and feels like coming home, check out my 1:1 services.