Paragram Co
Branding, Diseño Web y Social Media

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Improve your writing style and connect with your ideal client

Have you ever been in the shower and built the most beautiful piece of writing in your life, just to find that it has already vanished from your brain? Or worse, you are in front of the Word document, the cursor blinking in the endless wait for you to start writing, and at that moment your brain goes for a walk.

In real life, and not in the imaginary world of our showers, what we say is as important as how we say it. You're not alone if you have trouble capturing your thoughts on paper (or in pixels on a screen). Writing, finding our voice, and sharing with others in a clear, digestible, and engaging way is an art that can be learned and, like everything else in life, improves with practice.

First of all, I feel the need to make it clear that to talk about serious issues or to position ourselves as experts we do not necessarily have to use a boring and formal tone. You can be fun, talkative and authentic without losing the formality at all, connecting with the reader and keeping him or her interested for much longer. 

What do you prefer, to talk to someone who sounds like himself or to the generic writer of all the copypaste articles on the internet? Impregnating your personality in your texts is one of the most efficient strategies to differentiate yourself.

I assure you that if this post had started with "in the text below we will be explaining the techniques..." you would not already be in the fifth paragraph. Hence, without further introduction, I bring you some points to take into account when producing your captions, articles or blogposts, emails, etc....

Your friends: grammar and spelling

Good grammar is always important, no matter where you are, and it's easy to maintain correct spelling when typing on the devices you use thanks to the invention of the wonderful spell checker tool. In conjunction with this, it is also important to know when to use capital letters for your own words and to know how to determine the correct use of phrases (which can sometimes mislead our informal use against correct use) and interjections.

As for the other spelling rules? Don't worry about that! It is always important that the reader perceives a real human being behind what you write, so do not be afraid to use phrases and prepositions that do not always adhere to the rules of grammar. The last thing you want is to look like a robot.

It's worth breaking the rules, but as they say, to break them you have to know them. Don't be afraid to start with a preposition, make very short sentences, repeat words (did you notice?), use capital letters to emphasize a point, or use expressions that are not necessarily found in the SAR (but that your audience knows).

Make your text easy to read

One of the most important aspects of writing is to ensure that the reader can perceive the text presented to him or her intuitively and without difficulty. In the end, we want them to understand us, don't we?

It is imperative to divide the content using visual elements such as: titles, bold letters, lists, dividers and so on. All this to ensure that the reader does not tire and can understand the message without problems. The vast majority of readers only scan the text (Nielsen), leaving 80% of your beautiful words unread - why not make it easier?

The ideal is to avoid compound sentences, i.e. with commas and multiple parts. It is better to have short, concise sentences.

Use short paragraphs (even a sentence as I allowed myself to do up there) and whenever you can, make a list. If you have more than three points to share, don't hesitate to click the bullet button.

Format your text to communicate better

I preach a lot about creating a universe, giving your brand unique and unique characteristics that differentiate it. These usually come from you: the entrepreneur.

The best advice I can give you: write like you talk.

What we look for with captions, blogposts and emails is that in a written way, we make the user or client feel as if they are talking to us. That doesn't happen if we're pretending to be more formal than we really are.

Hasn't it happened to you that you read a message on Whatsapp from a friend, and you hear his voice in your head? It happens to me all the time. That's what we have to do with our writings, to get people to see us in person and say, "Wow, you're just like on your blog", and proceed to love us forever.

Some tips:

  • Use parentheses to make comments (such as things you would say to enlarge the text, which are not necessarily part of the text), explain something, or use some sarcasm or humor.
  • Use italics intelligently to emphasize how you want something to sound like this, not like this. (Did you hear it in your head?)
  • Don't forget to use words in bold to highlight important things you don't want the reader to overlook.


Drop some of your magic into it.


Finally, the most important thing is to BE YOURSELF! Don't worry about sounding extremely formal and professional, you're not writing an academic essay. Try to write like you usually do. If you get angry when you write, then write "arghhh". If you're very excited, why not let it show with a few capital letters?

If it gets easier, tape yourself speaking (yes, I hate hearing my voice too, but for the common good...) and then transcribe what you said. Then you will be able to realize those little details that make you be YOU.

Your personal voice is inside you, just keep writing until you find it!