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Many writing experts proclaim, "Write like you speak" — an unfortunate sweeping generalization if I ever saw one. Trust me, there are plenty of venues where writing like you speak is totally inappropriate. Fortunately, blogging is not one of them so I can be chatty here.
I write for prospects (copywriting) as well as for customers (information products). What I know is that when you're writing to create a relationship with a prospect, yes for heaven's sake reveal yourself as unique human being—engaging and funny. Use all those extra words that give your writing the rhythm of your spoken voice. Use incomplete sentences, catchy constructions, even grammatical errors to catch the readers' attention, shake them out of lethargy and get them engaged.
But after you've taken their money, watch out! We can read at least twice as fast as we speak, when the writing style supports speed. And customers expect to be able to read what they've purchased at very high speed indeed. They've already parted with their dough and they want the value they paid for RIGHT NOW.
One of the challenges of creating a corporate or brand voice is to maintain unique identifying elements at deeper levels of the funnel, even as the writing style becomes less conversational and more efficient in delivering information. Yes, humor and stories still have their place, but as teachers rather than entertainers. At this point, your reputation as an expert is on the line. Stand and deliver!
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