Copywriters, use more contractions!

If there’s one piece of advice I’d offer to copywriters (other than embrace SEO), it’d be, “Use more contractions!”

I’ve lost count of the number of freelancers who’ve sent me samples chock-full of things like “we will” and “you are” and “we are”. Even fairly conservative audiences like to read the way they speak (within limits). There’s nothing wrong with a bit of “we’ll” or “you’re” or “we’re”.

In fact, when editing freelancer work, I’ve found that introducing more contractions is all that’s required to transform something jerky-sounding into something smooth and easy-to-read.

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