Remember: what people most enjoy online is talking with friends. Be it email, Facebook or IM.
And unlike banking and buying, it always carries a personal tone.
Mimic it, and your customers might actually like you. (Rather than cringe at your jargon.)
Talk to your friends
Connecting with readers can be as simple as saying "you." (Or, if personalizing, using their name.)
They subconsciously assume that you’re writing just for them.
If you don’t address them (and instead self-promote), they’ll go somewhere that does.
Your offering’s unlikely to be unique.
What can be is your relationship with readers.
Speak in your voice
Writers constantly struggle to "find their voice." But it’s already there.
You use it to speak with friends, colleagues, cashiers, waiters—and yourself.
That’s the voice you should use for the web. It gives readers a sense who you are—and of the people behind your offering.
Here’s a trick: write copy in your email browser, where you’re usually personable.
Pretend that you’re writing to a good friend, and you couldn’t be dry if you tried.
And hey, check out some more personable writing tips. Learn how to write compelling copy with our free 25-page e-book, Breakthrough Web Writing.