WHY A COMMUNICATIVE TONE IS SO IMPORTANT IN COPYWRITING

​There are two jobs paths out there that tend to get confused. One is technical writing. The other is copywriting.

They are not the same.

If you were to ask me for my number one stance on copywriting, it’d be this:

Dry, boring, technical jargon has. No. Place. In. Copywriting.

Technical writing is about providing facts. It offers details but leaves the ultimate decision to the reader.

Copywriting is about persuasion. It does everything it can to prompt the reader to make the decision you want them to make.

And you can’t persuade if you don’t write in a communicate tone.

Why not? Well, I could tell you . . .

​But I’d rather just show you.

The Two Approaches

Say you’re writing about a pair of comfortable active slippers (slippers you wear out the house) that you’re selling. You try two different approaches—the technical approach and the communicative approach. Here’s what they look like:

Technical approach: These shoes are designed to be both comfortable and stylish. The shoes feature a fully lined plush interior and are designed for a snug yet breathable fit, while the bold colors and cute styles make it a natural part of any casual outfit. It’s also available in various sizes.

Communicate approach: We’ve all been there. Sitting at work, trying to pay attention to what’s being said, but all you can think is, man, these shoes are killing my feet! Forget the days of those torturous shoes and slip into these oh-so-light slippers. Snug yet breathable with a fully lined plush interior, these fun, colorful slippers are so comfortable, you’ll forget they’re there.

There’s no doubt that the second approach is better. But what makes the first approach so bad? Is it so terrible to simply provide facts for the reader to decide on?

But here’s the thing. Writing is communication. And like any communication, there are two people involved: the reader and the writer. That means that for every sentence you write, there’s an unspoken question that comes before it.

So, to show you what’s the technical approach, let’s actually verbalize the questions and see how it reads now.
 
 
The Test

Technical approach:

Reader: Oh, hey there! Just heard about these active slippers. I don’t really got what they are—could tell me why I should buy them?

You: (Clears throat): These shoes are designed to be both comfortable and stylish.

Reader: Oh. Um . . . that’s good to know, I guess. I still don’t get why I should buy them.

You: The shoes feature a fully lined plush interior and are designed for a snug yet breathable fit, while the bold colors and cute styles make it a natural part of any casual outfit.  

Reader: You’re just telling me facts now. You’re not even listening to me.

You: It’s also available in various sizes.

Reader: You know what? I’m good.

And now let’s try the communicative approach:

Communicate approach:

Reader: Oh, hey there! Just heard about these active slippers. I don’t really got what they are—could tell me why I should buy them?

You: We’ve all been there. Sitting at work, trying to pay attention to what’s being said, but all you can think is, man, these shoes are killing my feet!

Reader: You’re right! I feel that way all the time. It’s actually why I’m here.

You: Forget the days of those torturous shoes and slip into these oh-so-light slippers.

Reader: Mmmmm. That does sound tempting. But I’m not just going to take your word for it. Could you explain what makes them better?

You: Snug yet breathable with a fully lined plush interior, these fun, colorful shoes are so comfortable, you’ll forget they’re there.

Reader: Wow! That sound perfect. Thanks for taking the time to chat with me. I’ll check them out now.

 
And that’s why a communicative tone is so important in copywriting.

In short:

It makes your readers feel like you’re actually interested in them.

And when you’re interested in them . . .
​
They become interested in you.
​