I wrote the last post about writing out loud - writing copy in a conversational style. But, as a technical tip, I didn’t really touch on the central practical question. Namely, “how does someone write out loud?”
Well, part of that is up to the writer. You have to find your own style, and your own process. However, the biggest thing that will help you ‘write out loud’ is well, writing out loud. Really. write a first draft, then read it to yourself. If you don’t want people to think you’re crazy (I’ve given up on that by now), find a secluded place to do it. Things that sounded good in your head will sound silly out loud. Things that seemed correct will sound too formal, and things that looked incorrect will sound right.
It’s said (tongue-in-cheek) that the only rule for good writing is to not start a sentence with a comma. I think there are a few more, but the point stands: write freely… write like you’d talk, and write well.
I wrote last week that I never received better than a B+ in any English or Writing class… that I’m writing for a living not on natural talent, but on guts. Well, the main point is still valid, but I stand corrected on the grade thing: I got an A- in a Junior-year college writing course. The class was titled “Writing Out Loud,” and while I spent most of my time eating cookies and writing about construction workers, quite a bit from that class still sticks with me.
Namely, the writing concept at the core of the course: not writing for a stagnant page, or stagnant professors. Writing like you’d talk. Or, writing out loud. Of course, the stuff was solid, and followed basic rules, but you get the point. And really, looking at my own work and at the good startup copy out there, that’s how it reads. It’s casual, engaging, and real. It respects the reader, not as superior to the writer, and not as inferior. As a friend.
I’ve written this before. Startup customers don’t want to be sold. They just want to know who you are, and what you made. Don’t tell them like you’re a great American author, and don’t tell them like you’re an idiot. Just, well, tell them. Write out loud.
