a single source, nothing corroborates it
Break the grammar rules that sound like a person
Contract the verbs, start sentences with conjunctions, and let a rule go where the break makes you sound human rather than institutional. Prefer full stops to commas so the sentences stay short, and turn passive constructions active, since the passive reads at a remove from whoever is doing the thing.
The method
- 01
Contract your verbs, since only academic writing spells them out in full.
- 02
Open sentences with conjunctions to keep the rhythm moving.
- 03
Let grammar slide where the rulebreak makes you sound like a person.
- 04
Use more full stops and fewer commas, so sentences stay short.
- 05
Rewrite passive constructions into active ones; the passive reads indirect and clumsy.
What it returned
Credited to David Perell
Sources
- My guide to conversational copywritingHarry Dry · Marketing Examples · 7/ Use contractions · undated
- 17 tips for great copywritingHarry Dry · Marketing Examples · 12) More periods, fewer commas. · undated
the second source
Three plays a week, for the phase you are in
No roundup of links, no news. Three tactics more than one builder arrived at separately, with the numbers each one returned and the disagreements left in.
More in copy
- Keep the personality that drives some people off7 unconnected
- Interview buyers and write the page in their sentences6 unconnected
- Re-aim one durable claim at today's worry5 unconnected
- Answer the predictable objection with a specific4 unconnected
- Say the thing only you could have said4 unconnected
- Tighten the headline until only your segment fits4 unconnected