By now you’ve probably noticed that we’re not fans of proper grammar, punctuation or big words.

That’s because we made a very deliberate decision years ago to write the way we talk. All our blog posts, emails, social messages and other content are written this way. Even this book.

We do this for two reasons:

First, marketing writing only has one goal: To make people care.

People have short attention spans and no patience. If they don’t understand something immediately, they move on. That’s why we care more about being understood than having perfect grammar.

Second, we want our writing to feel like a conversation. After all, our product is a conversational marketing and sales platform and our main goal is to help people connect.

To do that, we can’t just talk to our buyers — we need to talk with them. It’s a two-way conversation.

That’s why everything we write should feel like an email from a friend. It’s not necessarily witty or well versed. It’s not an academic paper or an article in The New York Times. And it definitely shouldn’t sound like we needed to pull out a thesaurus to write it.

No, it’s nothing like that. When we write something, we simply want you to get what we’re saying, why it’s important and what you can do about it.

We may have missed a comma but if we can help somebody understand, we’ve already won half the battle.

Thrill Your Customers & Beat the Competition

This Won't Scale will show you how in 41 unique marketing plays.

Get a Free Print Copy

Yes, we'll actually send you a real, physical book! Can't wait for the hard copy? Scroll to read the digital version below.