Can I ask you a personal question? When you sit down to create a blog post, social media caption or refresh a page on your website, do you write as yourself or as your brand?
If your words about your business always let your personality shine through, reflect your values and resonate with your audience, then well done you – you’re nailing it!
Let’s be honest though. It’s all too easy to fall into the trap of hiding behind your brand image. To talk at your followers rather than to them. And to use stuffy, unclear or even bland copy.
So, what’s the solution? How can your writing be both personality-driven and professional?
Meet conversational copy
Conversational copy is exactly what it sounds like. Copywriting that feels like a conversation. It’s informal, casual and packed with personality. And if you say it out loud it will sound like you!
How to use conversational copy
Be bold and use conversational copy in all your marketing – in your social media posts, on your website, in your newsletter and in your blog posts. Don’t be afraid to strike up a conversation with your audience and make them think.
PRO TIP:
Don’t mix up conversational and chatty. A conversation is a two-way street so invite your audience to get involved and have their say. And know where to draw the line between informal and frivolous.
Why conversational copy works
We all know that people buy from people – which basically means we buy with our emotions.
The more you interact with your audience on a human level, the more personal it feels.
If they feel seen, heard, understood and cared about they are more likely to buy from you.
PRO TIP:
· Keep it simple – the easier your copy is to understand the more likely people are to purchase your product or service.
How to write conversational copy
#1 Be natural
The trick is to sound like a real person having a real conversation, so your grammar and punctuation don’t necessarily need to be spot-on – as long as the message is.
PRO TIPS:
Ditch the jargon or technical speak. Write clearly and concisely so anyone can understand your copy.
Use contractions like ‘it’s’ rather than ‘it is’ or ‘you’re’ instead of ‘you are’ to keep things informal.
Keep your sentences short. But vary the length every so often to keep the reader’s interest.
Don’t be afraid to break the rules by starting a sentence with ‘and’ or ‘but’.
Ask questions to keep your audience engaged.
#2 Write for your audience
Your audience, and what they like and want, should always be at the forefront of your mind when you write. So, make sure you tailor your tone and copy to suit.
PRO TIPS:
Say ‘you’ – rather than ‘we’ or ‘us’ – to speak directly to your audience and make them the focus.
Make sure your copy is compelling, relevant and offers value.
#3 Add personality
‘Just be yourself’ is probably the best advice I can give you when it comes to writing conversational copy. But when you inject personality, make sure it’s your personality.
Be authentic and don’t try to emulate anyone else. Your audience will see right through it.
PRO TIPS:
Make sure the tone of your conversation fits in with your brand.
If you’re a relaxed and fun-loving person – let your followers see that. If you favour a more formal style but also like a laugh, let that part of your personality shine through.
Over to you Now you understand the basics – and benefits – of writing conversational copy, you’re ready to start writing! Here are some ideas on what to post on your social media to kick things off.
Further reading
Need more help?
I get it – writing your own copy can be a tall order when you’re juggling the demands of running a small business. If you’d like a helping hand with creating conversational copy for your business, email me to book your free 15-minute discovery call.