I often find it amusing when I read my emails.
It almost always starts off with “Dear Marc”, and then goes on with “Please find herewith…” or “Kindly be advised..”
I find that amusing because not only does it sound old-fashioned and boring, they are just not written in the language that people speak.
Do you feel the same way too?
In modern sales writing, it is important that your messages are the same as what you would say to your readers if you were speaking to them face-to-face. If you were talking to somebody in person, you wouldn’t use words like “Dear Sir” or “Please be advised” would you?
Let’s say you want to invite somebody out on a date. Can you imagine going up to that person and saying “Dear Michelle, I would kindly like to invite you to a seafood restaurant tonight. It is a very famous restaurant located in town. Please kindly RSVP. ”
You wouldn’t say it would you?
In fact, you are far more likely to say something like this, “Hey Michelle, there’s this new restaurant in town that’s famous for its amazing seafood! Why don’t we go try it out?”
See the difference in the emotions? One is written in the way that WE would speak, while the other is written in the way that our great-grandparents were taught to write in school.
In copywriting, it’s all about the results. Sometimes it doesn’t really matter if you write in perfect English or grammar as long as you achieve these 3 things:
- Did you get your intended message across?
- Was it interesting (and FUN) for other people to read?
- Was it written in a conversational tone that you would normally say face-to-face with a friend?