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.

Filed under: Ad Copy, Audience, Brochure Copy, Copywriting, Copywriting Training, Readability, SEO Copy, Script Writing, Web Copy