Writing Content That Informs and Entertains

A year ago, I was that guy—writing copy that sounded like a university thesis. Buzzwords, jargon, and enough fluff to fill a pillow factory. My readers? Confused. My conversions? Nonexistent. Then I stumbled upon brands like Moosejaw and BarkBox. Their copy felt like a friend texting me, not a robot pitching me. That’s when I realized: conversational copy isn’t just “casual.” It’s strategic. It builds trust, makes you memorable, and (most importantly) gets results. Here’s how brands like these taught me to write copy that clicks with people: Conversational copywriting is all about writing like you're talking—no jargon, no sales-y pitch. But how do you nail it? Here’s a guide based on brands that get it right. Thread 🧵 1/ Moosejaw Fun and quirky copy that hooks you instantly. Examples: ✔️ “We love NFTs (Nacho Fun Times).” ✔️ “Remember to season your concrete after shoveling snow.” ✔️ “No, our website isn’t powered by hamsters in wheels… yet.” Takeaway: Don't be afraid to let your personality shine—it’s what makes people remember you. 2/ BarkBox What do they sell? Adorable joy for dogs. ✔️ They use relatable humor + 100% satisfaction guarantees. ✔️ They speak their audience's language—dog parents, not just dog owners. Takeaway: Know your audience. Write for them, not at them. 3/ Innocent Drinks Natural products, natural tone. ✔️ They use ultra-specific details like “botanical” to emphasize quality. ✔️ They lean on transparency to eliminate buyer anxiety. Takeaway: Be real, and get specific—your audience will trust you more. 4/ OkCupid DTF? They redefine it. ✔️ Their copy flips expectations. ✔️ They invite users to define their version of dating. Takeaway: Play with cultural norms to create an emotional connection. 5/ Gymit Copy that feels like a casual gym chat. ✔️ They make gyms approachable—not intimidating. ✔️ The honesty in their tone makes them relatable to everyone, not just fitness buffs. Takeaway: Use language that removes barriers for your audience. 6/ Lego Timeless yet relevant. ✔️ Nostalgia meets values. ✔️ One ad paired a retro toy with a modern message about equality. Takeaway: Tie your brand’s history with current values to create powerful storytelling. Conversational copy isn’t magic—it’s empathy. Think: What would your audience actually want to hear? Then say that.

Nobody’s attention span has magically shrunk to goldfish levels. That’s just an excuse bad marketers use to justify their uninspired ideas. People binge entire seasons of Netflix in one sitting. They’ll watch a 3-hour YouTube breakdown of why The Matrix is the greatest movie of all time. Attention isn’t the issue. Consideration is. Here’s the truth: People don’t owe you their time. They’re ruthless with what they let into their mental real estate. And if your content, pitch, or ad isn’t immediately worth considering? Swipe. Scroll. Bye. So how do you win the consideration game? 1️⃣ Hook Hard, Hook Fast If you don’t grab them in the first 3 seconds, you’re toast. Nobody’s waiting around to see if your post, ad, or email might get good. ➝ Example: Start with a bold statement, a jaw-dropping stat, or a relatable pain point. “Lost $100K in one day? Here’s what I learned.” Now they’re hooked. 2️⃣ Say More with Less Your audience doesn’t have time for fluff. They’re busy dodging a thousand other pieces of content competing for their attention. ➝ Tip: Kill every word that doesn’t add value. Then kill the ones that don’t spark curiosity. Write like Hemingway, not a textbook. 3️⃣ Make It About Them Nobody cares about your product or service. They care about what it can do for them. Every word you write should scream, “Here’s how I’m solving your problem.” ➝ Question: Are you showing them why this matters to them, or just talking about yourself? Be honest. 4️⃣ Earn the Right to Keep Them If you get someone’s attention, congrats. Now earn it. Whether it’s your ad, email, or video, make sure every second builds on the last. No dead zones. ➝ Pro Tip: Build in micro-hooks throughout your content. Make them think, “I need to see what’s next.” The Bottom Line: People don’t have short attention spans—they just have options. Respect their time, hook their interest, and make them want to stick around. If you can do that? You don’t just win their attention. You win their trust. And trust is where the magic happens. So, what are you doing to earn their consideration today? 👇 Let’s hear it.

How to write good copy for the internet (a guide). Bad copy kills businesses, good copy makes them. I think we’re entering an era where the best products don’t necessarily win, the best copy does. Most people write copy like they are writing instruction manuals. They got lost in explaining how the sausage is made and no one cares. And even worse they use that same robotic copy in the content they create. 1. Paint a picture Make your reader see, feel, and believe in the world you're describing as if they're living it. It's like telling a story that they become a part of. 2. Conversational tone Write like you're chatting with a friend. It should feel easy and friendly, making your reader feel right at home. 3. Use line breaks generously Space out your sentences like breathing spaces in a conversation. People don't have time to read dense paragraphs when you are competing with TikTok. 4. Hone in on a single focal point Keep your message tight around one big idea. It's like using a spotlight in a dark room to show off the most important thing. 5. Shows credibility with examples Use real stories or examples to prove your point. It's like showing a picture to prove you've been somewhere cool. 6. Anticipates concerns and works through objections Think ahead about what might bother your reader and talk it out. It's like answering their questions before they've even asked them. 7. Entertaining Keep things fun or interesting so your reader enjoys reading. It’s like adding a dash of spice to make a meal tastier. 8. Know who you’re trying to reach Write for someone specific, like you know exactly who they are, what they like, and what they need. It’s like picking out a gift for a friend. 9. Show how the product works Explain how things work in simple terms. It’s like explaining a game so everyone can play. 10. Has clear calls-to-action Be clear about what you want your reader to do next. It’s like giving clear directions so someone doesn’t get lost. 11. Don’t be a robot Put some personality in your writing. It’s like wearing your favorite outfit instead of a uniform. 12. Be different than your competition Stand out by being yourself. It’s like choosing to dance to your own music when everyone else is dancing the same. 13. Use positive words Use words that make people feel good and hopeful. It’s like smiling through your words. 14. Avoid exclamation points Use them sparingly. It’s like not shouting in a conversation. 15. Clear and concise Keep it short and sweet. It’s like telling a story without adding unnecessary details. 16. Safe copy is risky copy Dare to be different. It’s like taking a new path through the woods instead of the worn trail. 17. Be interesting, be brave Write something that grabs attention. It’s like telling a story that no one wants to end. 18. Every word matters Choose your words carefully. It’s like picking out just the right ingredients for a recipe. I hope this guide has been helpful.

What do your ads say vs. what do consumers hear? The problem: most ads often sound like ads. That’s why they don’t cut through the clutter. So how do you write ads that don’t sound like ads? Here are 8 tips: 𝟭. 𝗕𝗲 𝗔𝘂𝘁𝗵𝗲𝗻𝘁𝗶𝗰: Use a genuine and relatable tone. Speak to your audience as you would to a friend, not like a salesman. 𝟮. 𝗙𝗼𝗰𝘂𝘀 𝗼𝗻 𝗘𝗺𝗼𝘁𝗶𝗼𝗻𝗮𝗹 𝗕𝗲𝗻𝗲𝗳𝗶𝘁𝘀, 𝗡𝗼𝘁 𝗙𝗲𝗮𝘁𝘂𝗿𝗲𝘀: Highlight how your product or service improves the consumer’s life. Show the real-world impact. Appeal to the customer’s felt need. 𝟯. 𝗧𝗲𝗹𝗹 𝗮 𝗦𝘁𝗼𝗿𝘆: Share real stories or testimonials that resonate with your audience. Stories are more memorable and engaging than generic claims. 𝟰. 𝗨𝘀𝗲 𝗖𝗹𝗲𝗮𝗿, 𝗦𝗶𝗺𝗽𝗹𝗲 𝗟𝗮𝗻𝗴𝘂𝗮𝗴𝗲: Clear, straightforward language helps your message stand out and be understood. 𝟱. 𝗖𝗿𝗲𝗮𝘁𝗲 𝗩𝗮𝗹𝘂𝗲: Offer useful information or entertainment. An ad that educates or amuses is more likely to be appreciated and remembered. 𝟲. 𝗖𝘂𝘁 𝗢𝘂𝘁 𝗔𝗱 𝗦𝗽𝗲𝗮𝗸 𝗮𝗻𝗱 𝗖𝗹𝗶𝗰𝗵𝗲𝘀: Ditch the overused phrases and marketing cliches. They can make your message sound insincere and unoriginal. 𝟳. 𝗨𝘀𝗲 𝗗𝗶𝗮𝗹𝗼𝗴𝘂𝗲: Incorporate conversational elements or direct quotes. This can make your ad feel more like a natural interaction than a sales pitch. 𝟴. 𝗨𝘀𝗲 𝗛𝘂𝗺𝗼𝗿: A well-placed joke or a bit of lightheartedness can make your ad more engaging and memorable. Just ensure it aligns with your brand's tone. Remember, the goal is to connect and entertain, not just to sell. When your ads don’t sound like ads, your audience will not only listen but also engage and remember your brand. Let's create ads that speak to people, not at them. 💬 What strategies have you found effective in making your ads sound less like ads? Share your thoughts below! ⬇️ ♻️ Repost to help others with their marketing and advertising. And follow Tom Wanek for more! Image credit: Tom Fisburne - Marketoonist

Being an average writer is actually an advantage on LinkedIn. Seriously. Because you're forced to keep it simple. And simple wins every time. Here's an embarrassing truth: The "big guys" taught me this over a year ago. But I ignored it. I was paralyzed trying to write these mind-blowing, Dan-Koe-style philosophical posts. Every post had to be "enlightening." Every sentence had to sound "insightful." Meanwhile, "basic" writers were crushing it. Why? They understood human psychology (or maybe they were just lucky...but it worked). --- Here's how to package your ideas so people actually read them: 1) Break. Everything. Up. Nobody reads walls of text. They scan. So give them something scannable: • white space everywhere • one thought per line • make it breathe 2) Use the most powerful word in copywriting Just say "you." Why? Our brains perk up when addressed directly. Like hearing your own name. 3) Repeat yourself (strategically) Start with your main point. End with your main point. The brain remembers first and last things best. 4) Speak in absolutes (delete weak words) "You could try" → "Do this" "This might help" → "This will change how you write" Confidence triggers trust. 5) Use real numbers "A few tips" → "7 specific techniques" "Some clients" → "12 clients in 30 days" Specificity = you sound credible. 6) Create plot twists with "but" "I was growing on LinkedIn...but my email list was dead. Then I discovered..." "But" creates tension. Our brains need to resolve it. 7) Add timestamps "A while ago" → "March 2023" "Recently" → "Last Tuesday" Specific details feel real. --- Look, great ideas still matter A LOT...they're the most important thing to focus on, develop, and hunt down. But they need simple packaging. Otherwise? You're just writing for yourself. Master these basics first. THEN break the rules strategically. --- Found this helpful? Follow Aldis Ozols for more on social copywriting and selling (I'm kinda obsessed lately).

As an expert in advertising, I can confidently say that ad creatives are the heart of any successful campaign. A great creative doesn't just grab attention—it holds it, builds interest, and drives action. But what truly makes an ad creative stand out in today’s crowded market? Here are the core principles that make or break an ad: 1️⃣ Grab Attention in the First Few Seconds Your audience's attention span is shorter than ever. You’ve got 3 seconds—maybe less—to catch their eye. Whether it's a bold visual, an intriguing hook, or a shocking statement, make sure the first impression is unforgettable. 2️⃣ Emotional Connection > Features While it's tempting to list features, great ads tap into emotion first. Whether it's joy, fear, curiosity, or nostalgia, people are driven by their emotions. Build your ad around how the audience will feel rather than what your product does. 3️⃣ Simplicity is Key A cluttered ad overwhelms and confuses. The most successful ads deliver a single, clear message. Avoid overloading your audience with too much information. Focus on one problem, one solution, and one powerful call to action. 4️⃣ Tell a Story People love stories. We’re wired to respond to them. Craft a narrative that resonates with your audience's pain points, desires, and values. Whether it’s through relatable characters or real-world scenarios, stories make your message more memorable. 5️⃣ Call to Action (CTA) Every ad should have a clear and compelling CTA. What do you want your audience to do next? Whether it's “Shop Now,” “Learn More,” or “Get Started,” make sure the CTA is easy to spot and easy to act on. 6️⃣ Test and Iterate Even the best creatives can be improved. Never assume you’ve nailed it on the first try. A/B test different visuals, copy, and CTAs to see what truly resonates with your audience. Use data to optimize your approach and maximize results. 7️⃣ Consistency Across Channels Make sure your creative works seamlessly across multiple platforms—whether it's social media, display ads, or email campaigns. Consistency in design, messaging, and tone builds brand recognition and trust. The best ads don’t just sell—they connect, engage, and inspire. Found this useful? Like, follow, and repost ♻️ so others can too! ps. struggling with creative bottlenecks? We can help.