“Personality-packed” copy has become something of a buzzword in the online business world.
It refers to copywriting that’s not boring or corporate but rather is human and personable. Additionally, personality-packed copy should embody the energy of the brand behind it.
However, many people equate this type of copywriting with high-energy, bubbly, unserious tones. You know, the style used by the internet-famous white business owners like Jenna Kutcher, Rachel Hollis, and Melyssa Griffin.
Here’s are some examples to show you what I mean:
“I worship coffee like a deity, I read books like my life depends on it and think La Croix is one of the greatest inventions of the last decade,” – Rachel Hollis’ about page.
“I’m a digital marketing expert, self-education mastermind, data-obsessed algorithm avenger, detail-loving self-care activist, stubborn-as-heck achiever and individualist, small town puppy parent, frequent flier, margarita mixologist, and a mac-and-cheese-eating mama,” – Jenna Kutcher’s home page
“Hi! My name is Melyssa Griffin and I am OBSESSED with teaching online entrepreneurs and bloggers how to make their passions profitable (and popular)!” – Melyssa Griffin’s about page.
On one hand, I understand the attraction of this type of “personality-packed” copy. It’s fun, light, easy. It feels worlds away from stuffy corporations.
But on the other hand…
I would never, ever talk like that in real life. Or in my writing.
Because I’m not bubbly or irreverent or high-energy. I’m thoughtful and earnest.
How do people like me–the quieter folk of the online business world–show our honest personalities in our writing?
Here are a few ways:
Take a stand
Sensitive, quiet, serious people are often shrewd observers of what’s going on around them. They notice things that others don’t. Or they have such a strong inner sense of what’s true that they have a take on something that’s pretty different from what’s being said.
Use this gift of yours to your advantage. Instead of trying to mimic the high-energy writing of others, slow down. Figure out what you really think about a topic. And then create content that will blow people away with how unique (and often true) it is.
Your original thinking on an issue is like a homing signal to like-minded people out there, including potential customers and clients.
They’ll think: Finally someone is saying what I’ve been feeling.
And that’s not easily forgotten.
Pacing refers to the way your writing causes a reader to slow down or speed up their reading. You notice pacing most when you’re reading a suspenseful novel and you find yourself speeding up, zooming through the climax.
You can use pacing in your writing to show your personality and add oomph… without adding a bubbly quality.
To slow down your pace:
- Use longer sentences with more flowery language
- Make paragraphs longer than usual
- Use “pausing” punctuation like ellipses or commas
To speed up your pace:
- Use short staccato sentences (sometimes even one word long)
- Use short paragraphs
- Use lists
- Ask rhetorical questions
Pacing imbues your writing with a distinctive “feeling,” or mood. For example, if you want to show excitement or intensity without using cutesy phrases, exclamation points, or emojis, use several staccato sentences in a row.
It’s the difference between:
“I’m losing my FREAKIN’ mind over here waiting for this oh-my-gosh-amazing conference to start!!” [High energy intensity and excitement]
“I find myself holding my breath waiting for this conference to kick-off.
I can’t wait…
To be in a room with my heroes.
To experience transformation.
To radically shift my perspective.
To grow.” [Low energy/serious intensity]
Be bravely vulnerable
The language of traditional “personality-packed” copywriting is surface-level human. Designed to read easy and make someone smile (without having to think too hard).
But you? You’ve never been a surface-level type of person.
So show your personality and humanity by inviting the reader to go deeper with you.
Use your powers of empathy and self-knowledge to drive home a truth, explain a concept, or even make a sale. Share your story in a real, vulnerable way rather than a chatty way.
This bravely vulnerable style of writing helps people connect with you and “get” who you are. And trust me, it won’t feel corporate or boring at all.
There’s nothing wrong with the “personality-packed” copy most of us are familiar with. But it’s important to be genuine in your copy.
So, for those of us who are quieter, more sensitive types, the bubbly, irreverent copy that dominates the online business world doesn’t feel true to who we are.
Hopefully, these tips have made you feel a sense of relief in knowing that you can be yourself and still have personality in your writing.