How to make your writing ‘invisible’?

invisible copywriting

Gary Halbert says…

When it comes to writing, especially ad writing, the best writing of all is…

…Invisible…

Because when you are selling, you don’t want people to notice your writing style or say ‘wow, it is good writing’.

You want them to take action. So, your writing should be invisible.

One of the many ways to make your writing invisible is writing like one is talking.

You see, when we talk we don’t use perfect grammar. We even repeat words and speak in almost incomplete sentences.

We also use transition words like but, if, when, so.

Additionally, our sentences, when we talk, are simple.

These are all the things, when followed, that make the writing ‘invisible’.

Let me show you some examples.

Example of repeating words…

I think mostly I wrote it because so many people were always commenting about “The Gary Halbert Style” of writing. I think all good writers do develop a “style” of their own. But I think what I wanted to prove was, a really good writer could write in almost any kind of style and from almost any kind of “voice”.

Notice all three sentences of the above paragraph almost start with ‘I think’.

Now, of course, Gary could have used synonyms or alternative phrases to convey ‘I think’. But he didn’t.

Maybe it’s because he wanted to keep his writing conversational or invisible.

The next example is of incomplete sentences.

What I really need is a good rain shower. I know damn well I do. That would truly be magnificent. Phone booth dripping. Everything grey and lousy. Nobody on the streets. Just me and a bunch of pigeons.

This one is taken from D. Salinger’s The Catcher in the Rye. Notice the sentences without proper structure. Even kind of incomplete sentences.

Another example of transition words is again from Gary Halbert. I think the phrase ‘anyway’ is Gary’s favorite.

I have seen it multiple times in his newsletters that I read daily.

So anyway, today I’m going to start by telling you about a little trick that will improve your copywriting.

…And…

Anyway, a couple of paragraphs back I wrote: “and if you can find a way to use it, you can dramatically increase your sales volume.

The last example is of simple sentences. This one is from jeans manufacturer Hiut Denim…

We make jeans. That’s it. Nothing else. No distractions. Nothing to steal our focus. No kidding ourselves that we can be good at everything. No trying to conquer the whole world. We will just do our best to conquer our bit of it. So each day we will come in and make the best jeans we know how.

Note the everyday expressions above: That’s it; no kidding ourselves; we will just do our best; our bit of it.

That’s what ‘invisible’ writing is.

Alright. So, these are some ways with examples to make your writing invisible or conversational.

Hope you find some value.

Thank you for your attention and time.

By Sami

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