How often do messages on websites or marketing emails make you wonder if a human wrote them? A lot of content supposedly “targeting” us completely misses the mark. The writing is not conversational. It doesn’t sound like us. It doesn’t make us want to engage, and it lacks personality altogether. Some brands still confuse professional with formal and corporate with serious. Others forget how important it is to tailor content for each medium, coming off stiff and dated in social media and blog posts.
What is conversational writing?
Conversational writing is the kind or writing that makes readers feel you’re talking with them, not at them. It’s meant to keep things fresh and casual, and to help establish a brand’s voice across their website, social media, blogs and contributed articles.
Is conversational content better?
Conversational writing works better in some contexts. When we read content that sounds like us, we immediately feel a connection. As content marketers, our job is to inform, connect, persuade and inspire. We focus on finding the right “voice” for our audience and then on tailoring messages for each medium so they are more likely to convert. Sometimes this may mean relaxing our tone in client’s website’s landing page to establish trust and open opportunities for more personalized connections. Sometimes it’s about writing friendlier, shorter emails with one ask instead of five. It’s not about ignoring all brand guidelines, it’s about tweaking them to match how readers speak in different touchpoints. Some industry experts view conversational writing it as a form of copywriting UX, a way of using language to create more engaging experiences for readers.
But what about the serious technical and business stuff?
There’s still a place and a purpose for jargon and technical writing in formal business pieces like case studies, reports, RFPs and white papers. But don’t expect visitors to stay on a website that reads like an obscure instructional manual or to click on a link inside an email that sounds like a bank’s automated phone system message.
Can we write conversationally and still respect grammar rules?
Most regular rules don’t apply in conversational writing because it’s often full of slang and crutch words, creative punctuation and sentence fragments. It’s personable and unpredictable. While it’s never okay to sacrifice clarity for the sake of style, it’s okay to start a sentence with “and” or “but” to match your natural cadence in a blog and to use contractions or #hashtags on social to keep your messages light and your character count low.
A few tips on conversational writing
Conversational writing doesn’t have a style guide. What sounds like a conversation to me may not sound the same to you. The level of flexibility depends entirely on your target audience and the style they connect with. Below are a few tips to start using a healthy dose of conversational writing.
- Write as if you were talking to a friend. Start by reading your content out loud. Does it sound like something you’d actually say, or does it sound like something out of the Pelican Brief?
- Don’t write for everyone. Know who you’re talking to and write for them. Attempting to write for everyone will only dilute your message.
- Start with clarity. Start with your main message first so it doesn’t get lost when you add personality.
- Keep your sentences short. You know that amazing white paper intro you want to share on LinkedIn? Try chopping up the sentences to sound less academic. Unless your English teacher is your target audience, you definitely want to keep it short, sweet and light.
- Skip the long word when the short one will do. You don’t have to flaunt your vast industry vocabulary everywhere. Don’t let poor word choice stop a reader in their tracks.