Natural language works – so why use anything else?

How many times have you come across a website, user guide, brochure or even an advert that speaks to you in a really unnatural way?

I see it all the time. Sometimes I see language that’s overly complex and completely inaccessible, other times I’m greeted with informal brands that are trying too hard to be your pal – a bit ‘dad at the disco’ if you will.

What’s wrong with talking to your audience normally, using everyday language? There’s no need to use convoluted words, old-fashioned expressions, slang that’s out-of-place or meaningless jargon.

I feel this way about all sorts of writing, but it’s especially true when it comes to writing for business. With business content, we must always remember why we’re creating it: its purpose is usually to sell something. So make sure you don’t lose the context or meaning by not thinking about your audience and talking to them appropriately.

Here are 4 tips that all good copywriters follow:

1. Keep your sentences simple and straightforward – the more complex your subject matter, the more important this is.

2. Write positively, not negatively, and be active, not passive.

3. Never use waffly words or phrases that just take up space.

4. Read what you’ve written out loud. If it doesn’t sound natural, change it.

Natural language works – so why use anything else?


Rick Duris is CopyRanger.

Leave a Reply