Some words are ear words [best heard], while others are eye words [best seen].
Copywriting that is compelling and conversational melds the two frontiers of ear and eye; having been written to persuade, motivate and impassion. It creates a relationship or bond, and the more connected you feel, the more likely you’ll collect around the storyline.
The words used in shirtsleeve English – written as you would speak – are the exact ones that create connection and rapport.
Using contractions, sentence fragments and informal language makes the writing more relatable, builds a natural affinity and engages you.
And engaged readers build communities around each other and spread the word.
So if you want your words to creep and your reader’s eyes to roll down the page, use shirtsleeve English.
Have you rolled up your sleeves before you started writing?
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