'Write like you talk' concept is being embraced by copy writers so widely, that all marketing copy is starting to sound the same.Okay, so that's not a bad thing. I agree that it makes it easier for users to understand things.And that's generally good for business. Less friction = quick results right? I wonder if in the future it will take the soul away from copywriting?For example, as a consultant I work with different companies, with many products targeting several industries.If I start to write like I talk for all of them, does that rob them from building a voice for their brand? Essentially everything will become my voice. Should I assume that every user would respond to the message in the same way?I believe there is a middle way where I can combine the simplicity of this concept with the creativity of writing, without making it complicated for the user.Sometimes as marketers we also need to break the mould. Not just give users what they have come to expect, but also show them a new, possibly more interesting way of doing things. Simple communication is effective. Creative communication is powerful.And just because someone is creative with their writing doesn't mean they want an award for it.