6 tips for writing conversational content
When it comes to marketing, conversational copywriting is essential.
Outdated formal business communication is just that: outdated. Big words. Confusing sentences. Not only does it make the content difficult to read, but all too often the reader loses interest before reaching the end of the first paragraph.
Conversational copywriting resonates with your audience because your message reads like it’s coming from a friend. It reads like you’re having a nice conversation over a cup of coffee at a neighborhood cafe, but more compelling.
Here are 6 tips to make sure your content sounds conversational.
# 1 Be brief.
Less is more when it comes to your content. Small words. Short sentences. Short paragraphs. And yes, this will take longer to write.
I always laugh when someone who hires me says, “I don’t need a lot of content. It shouldn’t take you long to write.”
In reality, writing less takes more time. Reducing a page of content to a couple of paragraphs, while keeping the gist to convey its meaning, takes time and practice.
# 2 Be real.
Nothing is more annoying than clicking through a line of content hoping for something and finding out you’ve been misled. This can destroy your brand.
Likewise, get rid of overused fluff, cliches, platitudes, buzzwords, and hype. It is not credible and screams that you are trying to sell them. Consumers don’t want to be sold, they want to be polite. Instead, let them know “why” they need your stuff. Get to the heart of the problem: the emotional heart.
# 3 Write like you speak, but better.
In a face-to-face conversation, use facial expressions and hand gestures to express your point of view. When writing your content, you should convey emotion in a more concise and structured way.
Eliminate the words “bland” (really, usually, just very). Eliminate unnecessary repetitions. Use strong nouns and verbs. Be brave. Be specific.
# 4 Share stories.
Naturally, we are captivated by the stories. Good stories touch both the emotional and logical parts of the brain and can convince your reader that your offer is the perfect choice for their needs, especially if your potential customers can see themselves in your story.
Share your story. And share stories about your customers and their experiences working with you or using your products.
# 5 Use emotion.
It is vital that you know what emotional triggers resonate with your audience. What questions do you have? After all, you are starting the conversation as they read your content.
Address each of your concerns in your content, so you don’t leave them hanging and wondering what you’re not telling them. If there is a major concern that is relevant to your industry, address it immediately. You could even differentiate yourself from your competitors if you take care of that problem and create the solution.
# 6 Apply these conversation techniques.
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Use contractions, such as “you are” and “they” instead of “you are” and “they are.”
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Speak directly to the reader using the word “you” often instead of talking about your business. Please read its content to ensure that the use of “I”, “we”, “me” and “us” is limited.
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Ask questions – Remember, it’s conversational, so the questions engage the reader. But don’t include a long list of questions – one or two are enough.
To check if your content sounds conversational, read it out loud. If not, go back and simplify your sentences.