When you’re writing sales copy for your business, showing a little personality is a good thing.
It’s also a good idea to use natural language whenever possible, so people know you’re a real person who is genuinely interested in helping your prospects and customers.
I write conversationally when I write copy, and so do a lot of other folks I trust and admire.
However, there are limits to how far you should take that advice.
Are you taking a risk when you use slang?
Unless you have proof that your audience uses slang — and wants to see it in sales copy — you should avoid using it in your persuasive emails, sales pages, and other types of “selling” collateral.
And when I say “slang,” I’m also including alternative spellings, slang abbreviations, and hyperbole.
I know there’s a high probability I sound like an old grandmother shouting at kids to stay off her lawn — but lately I’m seeing this trend more and more frequently in sales copywriting. And I suspect it’s radically decreasing conversions.
Types of slang to avoid in copy
Want to see some examples? These are all words and phrases I’ve recently noticed on sales pages and in emails that were designed to sell me something:
Pleez (or worse yet, pleeeeeeeeez)
Chances are, you’ve got your own list of words that annoy you when you see them in professional writing. My list could go on for a while, but I’ve chosen some of my biggest pet peeves. I wince