One of the most effective ways to get people to take action from your writing is to write conversationally. If your writing sounds robotic or formal, the reader is not going to develop that relationship with you that helps them take the next step (a commitment, which could be downloading your freebie or making a purchase.)
If you are able to write in a conversational tone, your readers will feel like you’re talking to them. They’re more likely to feel a connection with you and want to go deeper with your brand by checking out your goods and services because you come across as more personable, trustworthy, and likeable.
Sounding too professional comes across as uninviting, intimidating, and even like you’re not a real person!
For all these reasons, and more, you want your copy (the words on your page) to have a conversational tone. It needs to feel like you are talking to your buddy (and the reader is that buddy).
But How?
Coming across in a conversational tone can be a challenge for some. Especially since we work in the field of academics.
Writing conversationally is way different than writing formally. A good tip is to break all the rules, which I will explain in a moment.
But first, I want to remind you of a person who at one time was the world’s most famous writer.
Ask Ann
Some of you might be too young to remember that there was a time in our nation’s history when, if we had a question, we didn’t Google the answer, we would ‘Ask Ann.’
Ask Ann Landers was an advise column in the Chicago Sun Times Newspaper that was syndicated in newspapers across North America. If you had questions, she had answers. People across the globe would send letters to her for relationship advise, wisdom on everyday matters, or just something they might have been curious about, like why we throw rice at weddings.
Why was she so popular?
In her words, “I was taught to write like I talk.” So a good way to write conversationally is to write as if you were speaking the words to your friend. In fact, read them out loud after you’ve written them – or speak them as you are putting ink to paper. This strategy should help you be a more natural writer.
Strategies to Write Conversationally
End with Prepositions
- What’s it used for?
- What does it help with?
When we talk, we often end sentences with prepositions. So if you can allow yourself to do this in your writing, you will come off as more real.
Use Sentence Fragments
- Use this worksheet. Just once. Students will love it.
- This strategy helps teachers _____. Every time. Without fail.
Sentence fragments help convey tone as well as force you into short sentences. Read the above bullet points. You know what I mean, even though it’s littered with sentence fragments.
Start with Conjunctions
- But there’s a better way
- And then you should…
I’m starting to feel like this list is just, “Do everything you were taught not to in English class.”
But it it’s true. Start a sentence with a fragment. People will know what you mean, and it comes off as authentic.
Use One Sentence Paragraphs
Remember that people skim. You probably are skimming this!
But one sentence paragraphs help the reader not need to skim. It’s easier to digest and helps with reader fatigue.
Break up the Prose
Lots of words with no break can cause reader fatigue. If you don’t break up the writing, the reader will eventually wear out and start to skim.
Remember that reading causes the brain to work and the body to burn calories, which it doesn’t want to do. So we’re all hard wired to start to day dream, tune things out, skim, and take mental shortcuts. Help fight this urge by breaking up all the text with an image, graphic, video, or something else to help the mind reset. This will increase engagement, and make your writing more effective.
Over Deliver on Your Promise
So this is not actually a tip to write more conversationally, it’s just a good copywriting tip. Give the reader (or customer) more than you told them.
Notice that this point is not on my infographic. And it’s not only because it didn’t fit – though it doesn’t, so I’m not going back and recreating it. Instead, I’m using it as an object lesson. If you saw this infographic on social media or Google Images, and clicked on it to read more, you found this bonus content.
You should do the same. Try to give your readers as much value as possible.
Back to writing conversationally…
Emphasize Words
- highlight them
- use bullets
- underline them
- bold them
These type of strategies help the reader consume the material more easily. Which makes them more likely to catch what your saying, and take action.
Use Bullets
Bullets help break up the copy. So do images.
Look at this email so far, I bet you immediately notice the bullets (don’t you?)
Use bullets strategically to break up your long sections or to help keep your writing short. Look at the section above, on emphasizing words. I have four bullets. I could have easily made that one sentence with commas separating those words. But instead I used bullets. This is easier to consume and helps break up the long section.
Use Font that’s Easy to Read
Nothing fancy, no squiggles or weird colors. Only italicize words for emphasis (not the whole thing!)
Your font colors and type should be unnoticeable. You don’t want your readers thinking about it. You want them to be focused on your content.
Summary
There are lots more things you can do to have more authentic writing, which will help you sell more. I go over all of these, and more, in depth, in my copywriting course.
