There are two very easy, simple ways to tighten up your writing and at the same time make it feel more friendly: 1) switch from future perfect tense to present tense and 2) use contractions. Whenever I write for my business or I review a client’s writing, these are some of the first edits I make because they are quick changes that go a long way.
Here’s what to look for your copy and what to do instead:
Trick #1 – Kill the Will
Instead of: I am going to write you an email.
Convert "am going to" simply to "will."
New sentence --> I will write you an email.
Grammatically I don't even know what you call the "was", "am" or "to" that often precede a verb. (Forgive me, Ms. King and Mr. Hager!)
But I do know that a verb ending in -ing is called a present participle and it's usually not necessary.
Getting rid of it makes the verb action strong and immediate.
Plus eliminating unnecessary words matters a lot when your copy shows up in space-restricted places like mobile phones or FB ads.
Here are a few more:
You are going to learn… --> Learn…
I will be meeting with you once a week. --> We meet once a week.
Gain hours in your week without having to say no… --> Gain hours in your week without saying no…
Trick #2 – Contract Your Words
There are lots of ways to make your copy friendlier and more like a human being would say it.
One quick thing you can do is use contractions wherever possible.
You do not have to complete this form. --> You don't have to complete this form.
They are going to be posted to the website. --> They'll be posted to the website. (Note: For this one I eliminated the "going to" as well.)
You will get five private sessions. --> You'll get five private sessions. (Or drop the "you" since it's already implied --> Get five private…)
Related bonus trick: Swap out the grammatically correct version of common words for their equally common slang conjunctions:
what do you know --> whatcha know
going to --> gonna
let me --> lemme
Using contractions and conjunctive slang are little things, but they help copy flow and feel casual.
If your copy is reading like how you talk to a best bud, that is a good thing!
👀 Oh, hey look! 👆 There's a present participle AND a contraction I can make in that sentence above. ^^
If your copy reads like how you talk with a best bud, that's a good thing!
Because people like doing business with people they like.
Have a comment? Or a specific question about what you just read?
Email me—I really will respond. I love getting email from readers, and I’m happy to give you a quick strategy or tip to make sure you’re rocking your message and your marketing feels fun and productive!