Conversational copywriting is exactly what it sounds like- a copywriting technique that feels like a conversation with your audience. It is the art of writing how you talk. As simple as it sounds, most people fail to recognize and write such a copy.
You are talking to the audience, not at the audience. That is the important distinction you have to understand when writing a conversational copy. An easy way to make sure your copywriting is conversational is by saying it out loud. Does that sound good?
This type of copywriting is especially useful in online marketing. Your blog, email or ad is competing against thousands of others to be seen. Customers are looking for the real value for your service or product. That’s how you can stand out. Conversational copywriting is particularly important here because it doesn’t add a lot of fluff (like the typical pushy ad) and builds a personal relationship with the customer.
Let’s take a look at some of the examples of this.
Innocent, a UK based smoothie company, has this on their website (https://www.innocentdrinks.co.uk/us/our-story)
hello, we’re innocent
…and we’re here to make it easy for people to do themselves some good (whilst making it taste nice too).
We started innocent in 1999 after selling our smoothies at a music festival. We put up a big sign asking people if they thought we should give up our jobs to make smoothies, and put a bin saying ‘Yes’ and a bin saying ‘No’ in front of the stall. Then we got people to vote with their empties. At the end of the weekend, the ‘Yes’ bin was full, so we resigned from our jobs the next day and got cracking.
Since then we’ve started making coconut water, juice and kids’ stuff, in our quest to make natural, delicious, healthy drinks that help people live well and die old.
See how it feels like this could be a conversation at a bar and not necessarily something on a website. It’s cute, human and relatable.
Conversational copywriting is not too difficult but it’s not an easy task either. First of all, when you write something, try reading it aloud. See if it rolls off your tongue naturally. Could it be something you say to a friend at a cafe?
Use contractions like hasn’t, wouldn’t, shouldn’t and pronouns (like I, me or third person references)
Do not use a lot of technical jargon, make it straightforward. This does not mean make it unprofessional or unsophisticated. There’s a fine line between unprofessional and keeping it simple.
This is the obvious one. Add a little personality to your copy. Just like a person without a personality, an ad without a bit of personality is boring. Ask yourself if you’d be interested in holding a conversation with someone if they told you what your copy reads. Edit accordingly.
Well, that’s all for this blog folks. If you want to continue this conversation then check out Clevertize.
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