When was the last time you looked at your marketing materials? Not just the printed pieces, but online items like your website and LinkedIn profile. Are they formal and technical? Do they go on and on about your products or services?

Most marketing content I read is terrible stuff, written from the seller’s perspective. The goal of marketing material is to convert readers into solid leads, who can then become customers. And the best way to do this is by presenting interesting, usable ideas written in a conversational style. In short: market like a friend.

Five steps to move your readers to customers.

1. Write in common, real-world language. Write the way you speak, including the use of contractions.

2. Unless you’re selling to super-techies, don’t be technical.

3. Include the reader in the conversation by using “we” and “us” in your content.

4. Don’t talk about your offerings; talk about how your offerings will help me.

5. Less is more. After you’ve finished writing, go back and edit out 25% of the words you’ve written.