I’ve noticed that offer copy often gets good response rates when it employs the same spoken language of the reader.
Copy that “speaks your language” has a certain amount of credibility. When I see copy that I think isn’t right on the money, I often ask clients how they’d explain it to me themselves.
A large percentage of the time, what they say in the first person is more natural and to the point than the original written copy.
So, if you want copy to resonate with your readers, listen to them and/or explain your offer to someone before formally writing it down. Then, capture what you just said spontaneously, and write it down immediately thereafter. LC