Many of us enjoy the simple act of chatting to one another, whether it is on a phone call or using a messaging application. This flows into how we prefer to interact with brands, and the language we prefer to use with these brands tends to be more conversational, which leads to the need for using conversational copy in content marketing campaigns.Â
When you are creating a content marketing strategy you need to consider the language you use in your copy or content. If it is too formal, your audience might feel as though you think you are above them, and if you are too casual, you might not be taken seriously. You need to use conversational copy in your marketing strategy to make an impact, and below we give some pointers on how to do just that.Â
The What
Before we dive into how you can use conversational copy, you need to understand what, exactly, it is. Simply put, conversational copy can be thought of as copywriting which feels and reads like a conversation. A conversation that is taking place between real people, not a brand and its followers. Â
Now, conversational copy is not written like a script or play, but it has the same flow and rhythm of a conversation. Think about how you would speak to someone who asks about your company: it is usually an easy flow without any “umms†and “ahhsâ€, which is how your content should be. Making your marketing engaging online is difficult, but if your audience feels as though you are selling to them or talking down to them, they are more likely to click away.
It is important to remember that you should not use slang or colloquialisms in your writing (which you might use when speaking) as this could come across as being insincere or as though you are being sarcastic to your audience. Â
The Why
When you write as though you are talking to someone, you are able to break down barriers and put your message across more clearly. You are able to reach your audience in a more personal manner and provide them with content that they can relate to. Conversational copy can make your brand more relatable and will encourage engagement with your brand, especially from the younger audiences.Â
In the digital world, it is difficult to stand out from the crowd of your competitors, but using conversational copy can help you to do this. It will help your value proposition to your consumers feel authentic and valuable, because you will be having a conversation with your audience rather than simply selling them your brand. Conversational copy also opens your business up for real conversations with your audience, such as reviews and social media compliments.Â
However, it is important to remember that conversational copy should only be used if it is suitable for your brand. Financial firms, corporate businesses, and other similar entities might find their audience prefers a more formal and professional tone.Â
The How
Understanding what conversational copy is and why you should use it will, naturally, lead you to thinking about how you can implement it for your brand. The bare bones of conversation copy is to write like you speak, with spelling and grammar checks of course. Below are some simple tips on how you can implement conversational copy for your business.Â
- Keep Sentences Short And Easy To Read: When we write, many of us use long sentences and complicated phrases. You should use the active voice and keep sentences short, clear, and to-the-point. Using flowery language and jargon should be avoided.
- Use Simple Language: When you speak to people, you use simplified language. You start sentences with “and†or “but†and you use contractions such as “you’re†and “they’llâ€. Transfer these ideas to your conversational copy and you will soon see success (but remember to write in a way that does not come across as being childish or unprofessional).Â
- Read Your Content Out Loud: Writing conversational copy means that the wording should sound like…well…a conversation. One tip to ensure this is to read your content out loud and rewrite it if it sounds too much like a script or too manufactured. This will also help you to see it from a reader’s point of view.Â
- Keep Your Tone Consistent: It can be jarring for a reader when a piece of content suddenly shifts from a friendly, conversational tone to one that is more serious and business-like. You must aim to keep your tone consistent throughout your copy, especially if it will be shared on different social media platforms and on your website’s blog page. Consistency is key with all content.Â
Keep On Chatting
Speaking to your audience in a language they understand and which they use on a daily basis will help you to engage with them and will encourage more interaction from their side. Remember to keep sentences short and easy to read, use simple language, read your content out loud, and always maintain a consistent tone of voice.Â
If you would like copy that inspires your audience, speak to the NetMechanic team today to find out how we can help you.Â
