Here’s another secret for addictive copywriting: People want connection. They crave it.

(How else can you explain the popularity of Zoom during the pandemic, or of dating apps…  all the time?)

So writing copy without thinking about your audience is simply not going to cut it — not if you want writing that hooks people in.

You might think of marketing as something impersonal since you’re targeting people on a large scale. But actually, the opposite is true: the best and most addictive copywriting is highly personal.

Here’s how:

Write Conversationally

Getting personal with your copy makes the reader feel like it was written just for them. That connection is what will keep them coming back to your writing time and time again.

The best way to do that?

By pretending you’re talking to a friend as you write.

Anytime you’re going to write copy, begin by imagining a single person you’re talking to, your Potential Client.

Now take that a step further: give them a name and a backstory. What do they like or dislike? What are their pain points? It’s especially helpful if you’ve done some customer journey mapping. (Want a quick “cheat?” Think of your favorite client… now write specifically for them!)

Hold that person’s face in your mind as you write — that’s who you’re writing to and for.

More Tips for Addictive Copywriting that’s Personal

• Write in active voice to keep the reader engaged (it’s also easier to read than passive voice)
• Lean into using contractions. When you’re talking to a friend, do you say “that is correct” or “that’s right!” — go with the wording that sounds most like you.
• K.I.S.S., or Keep It Simple, Stupid! Don’t use big words or jargon — you’re not going to impress your readers with those. Write in a way anyone can understand.
• Use first and second person (“I” and “you”) to pull the reader in. After all, you’re talking to them.

This isn’t formal, academic writing. No one wants to read your college essay in a newsletter!

Cracking the code for conversational writing is key to getting folks to buy in and read everything you’ve got to say.