Contrary to belief – you don’t have to be a marketing guru to create highly engaging and relatable conversational content. While there are a few “golden rules” and do’s and don’ts, writing gripping content that catapults your annual turnover is within the palm of your hands.
Even though most people believe that writing conversational content is easy-peasy, that is sadly not the case, and it can go “pear-shaped” quickly. So, if you want to know the ins and outs of writing excellent content – read on!
How to Write Awesome Conversational Copywriting
If you have always been used to writing formal or dull and boring content, changing your writing style might feel intimidating and challenging at first. But, with the following 10 tips and tricks, you’ll soon master the fine (and simple) art of writing unique conversational content.
Let’s get started.
1. Follow the Twenty-Second Writing Rule
According to research, you have a mere 20 seconds to convince a reader to stick around, so you need to grab their attention immediately!
Like an “elevator sales pitch,” your target audience should quickly gauge how they will benefit from reading your content. So, one of the cornerstones of writing engaging conversational copy is to keep it short and simple without using complex and long-winded content that will “drive your readers to distraction.”
2. Find out who You are Talking to
Customers buy products from people they trust, who understand their needs. Although, efficient conversational copywriting is only possible when the reader can relate to your language style and it makes them feel like they are talking to a trusted friend.
So, to create a trusting relationship with your customers, it’s essential to figure out who they are. The most efficient way to do that is with research to determine who is buying your products or services and which common traits they share.
Consider the following when you review your target audience:
- Age
- Location
- Marital Status
- Job titles and industries
Once you spot a trend and shared traits, create different personas that appeal to your reader’s demographics.
3. Write with Confidence
One of the critical foundations of writing excellent copy is to convey confidence. In other words – write like a boss who wants to get down to business! So, be direct and to the point. And avoid adding fluff, unnecessary details, and words like maybe, think, need, or probably that make you sound unsure of yourself.
A great example of confident copywriting to recruit new drivers is: “sit in the driver’s seat and get paid” compared to: “consider driving for our company, and you may get paid if you work hard enough.”
Empower your target audience with confidence and a bold call to action – right here, right now!
4. Mind Your Language
Your use of language can either attract or alienate your target audience when it is not personal or directed at them on a one-to-one basis. So, it’s essential to address your readers directly with a second-person perspective that includes the words “you” or “your” as it evokes a far closer relationship with your key audience compared to words like “they” or “them.”
Other efficient, conversational writing tips and tricks include using the following:
- Contractions: like you’re, instead of you are.
- Evoke emotions: formal writing styles as neutral and incredibly dull. So, use emotional language that is relatable, funny, and essentially human.
- Forget grammar: start sentences with conversational words like “but” or “and,” including one-word or incomplete sentences that grab your reader’s attention.
- Conversational bridge phrases: grab your reader’s attention with sentences like: “here’s the kicker” or “now you are probably wondering.”
- Use casual slang (wisely): if you know your audience well, you can use slang to a certain extent, but make sure that it’s inclusive and not offensive.
- Active voice: “we recommend you use active voice” versus “it’s a best practice to use an active voice.”
- Simple language: “we will quickly help you” instead of “we will assist you timeously upon request.”
- Ask casual questions: that your reader can relate to, like “what’s up with that” or “see what I mean”?
5. Avoid Words like “Check Out”
Even though it’s tempting to write “check out this awesome blog post” when writing a Call To Action (CTA) – don’t go there!
There are far more profoundly compelling action verbs to use that convey which benefit your readers will gain when they respond to your CTA. So, instead of: “check out how you can advance your copywriting skills here,” say, “advance your copywriting skills here.”
6. Use Quantifiable Data
Including facts and figures, or quantifiable data is a powerful way to convince your readers that you are trustworthy and knowledgeable about your products and services. Why is that?
Because backing up your statements with concrete facts, and verifiable data builds trust. Customers are more likely to buy from businesses that make statements like: “you can reduce your monthly energy costs by up to 45%” versus “you can reduce your monthly energy costs.”
However, tread with caution, as too many facts and figures will lull your readers to sleep, so use them sparingly.
7. Emphasize the Need to Take Action
If you want your target audience to contact you, buy your products and services, or subscribe, use action words or specific phrases that inspire your readers to do something right now.
So, use verbs like grow, drive, create, launch, innovate, and explore throughout your conversational copy, and don’t merely rely on your Call To Action.
8. Read Your Content Out Loud
The best and most effective way to improve your conversational copywriting is by reading it out loud. Albeit not in a coffee shop…
By reading it that way, you will quickly spot whether your content sounds natural, conversational, and authentic. And if it does not sound conversational, look for synonyms, or creative ways to simplify your content and will better resonate with your target audience.
9. Make it Easy to Read
There’s nothing worse than having to make sense of a wall of text, that will take ages to read, and decipher! So, embrace space, exclamation marks, numbers, bullets, question marks, emojis, and percentage symbols throughout your content to make it easy to digest.
10. Have a Heart
Compassion is key! It’s essential to remember that your readers are human, and they experience the same highs and lows that you do. So, consider your reader’s range of emotions, and focus on writing conversational content that conveys empathy, is enjoyable, and is helpful.
Final Thoughts
You don’t have to be a seasoned copywriter to craft highly engaging and relatable content. Simply practice these 10 expert tips for conversational writing until you hit that sweet spot. Then, who knows – it could be a game-changer!
(Related article: 8 Best Practices for Website Copy to Turn More Visitors into Customers)