I say:

If you were face-to-face with a potential customer, is this what you’d say?

I point out that we’re selling — on the website, in an email, in a direct mailer, in person, or over the phone — and we want to use the same words. That usually helps to understand conversational.

When we read out loud, we look for logical places to stop and breathe — which prevents long sentences. And we transition between thoughts by starting sentences with “and” or “but.” And we use simpler words — which prevents “corporate-ease.”

When I work with marketers to improve their copywriting, I always have them read their drafts out loud. Hearing their words as they try to sell me face-to-face usually makes it clear what needs to be revised.