When I first started writing blogs and other forms of long-form content in 2009, I used language that I’d never use while talking in everyday life. That was a mistake. It was boring and formal and forgettable and just… wrong.

I stopped following all the hyped-up guides and advice that pop up like weeds online and just started reading and consuming online content like sustenance. After every article I read, I asked myself what made me like it or dislike it, how easy it was to get through, and how motivated I was to continue reading it.

It didn’t take long to recognize a pattern. The blogs/articles that were the most fun to read were the ones that didn’t take themselves too seriously. Even the most serious topics can be funny if it’s done correctly. 

I remember reading a blog post about a certain historical figure’s exploits while I was in college. The writing was hilarious, engaging and even addictive. I couldn’t stop reading even though I didn’t even half care about the topic.

I just wanted to see what outlandish or creative or unique thing the writer would say next. Do you see how powerful that is?

If the content on your business’s website is written in a way that makes people want to read every letter on a page, they’ll consume and internalize the message you’re trying to send. You can turn a person’s time on your website into a curated experience that will not only make your business memorable, but it will set you apart in a real way.

Think about what most people would consider the “coolest” brands out there right now. Off the top of my head, there’s Dollar Shave Club, Liquid Death, Oatly… even MailChimp. You know what they all do? They use hyper-original, super-recognizable language and copy in a way that makes it impossible for them to get lost in the endless noise of online competition.

Here’s an example. In one of their ads, Dollar Shave Club said, and I quote, “Our blades are f***ing great.” It seems simple with hindsight, but it’s more ingenious than you’d think. DSC’s competitors were saying things like “Your skin will thank you” (Schick) or “Quality blades, fair prices” (Harry’s.) Those taglines aren’t bad, but between the three, which one do you think people could quote a few days after hearing it?

That’s the key. Write the way real people talk and don’t be afraid of taking risks or being a little less “PC.” 

Now, of course, you need to know your audience like the back of your hand before you get too crazy with your copy, but as long as you’re not marketing to the U.S. Department of Formality & Uptightedness, your audience will probably appreciate language that’s a little bit deviant. 

Before every piece of content I write, I remind myself that the internet (and consumer markets in general) is absolutely flooded with other things that people can choose to read. So, if I write like everyone else, why the hell would anyone choose to read my unoriginal content when there’s a literal ocean of mediocrity they can choose from? Content that is written the way it’s expected to be serves absolutely no purpose. It’s a waste of time and money to write like everyone else does because even the few who find it will check out 2-3 sentences in.

You don’t have to be the world’s wittiest writer or even the most original, but you do need to be something no one else is. If you write in a way that’s just unapologetically you, you’ll do just fine. Great, even. Let go of the fear of failing to conform to expectations, because you can create new standards and forever alter expectations if you do it right.

If you write content that’s just plain fun to read regardless of the material, you’re in a better position than 90% of your competition.

And, if you only take one idea from this article, it should be this: Stay away from jargon and overly technical language when you write for your business. Even if your product or service is highly technical and specialized, avoid jargon like the plague. Not only is it boring (and most likely hard to understand for the average reader)], it immediately lumps your brand in with the plain old competition. It turns your brand into the color grey - nondescript and plain and most useful for the walls of a spare bedroom.

Also, humor will never go out of style, but it needs to be used in the right way. Copy that tries too hard to be funny is usually the opposite. Copy that tries to make every sentence into a joke is just annoying. It’s a dance - a balance. Use humor when it fits into the natural flow of the writing or when it illustrates a point better than the alternative could.

A few, carefully placed zingers will have a bigger and better impact than an article full of standard puns or wordplays ever could. It’s important to remember that the average person reading your content does want to be entertained, but they also want to learn something and/or be introduced to new ideas. If humor aggressively overtakes your copy, it loses a good chunk of its value.

The last tip I’d like to leave you with is this: Be concise. Many blog posts on the internet today could be 2,000 words shorter without sacrificing any valuable info. No matter how funny your copy is, most readers will check out if you don’t keep the value bombs coming. No one wants to read 2 paragraphs of content that doesn’t deliver any real value beyond a halfhearted chuckle here and there.

So that’s it. Take these three points with you:

1. Know your audience better than your sister and write specifically for them. 
2. Be genuinely original and unique and ignore any precedents and expectations. 
3. And don’t waste words - communicate your points without wasting the reader’s time.

Bonus point: Be consistent. All of your written content should sound like it came from the same brain. Great copywriting is as recognizable as logos or brand colors. Readers should know it’s you within the first 1-2 sentences.

Anyway, I love copywriting and creating as much as I love meeting people who feel the same. I’m always up for talking about words and the things they can do, so reach out at any time and let’s talk!