My guide to conversational copywriting
Conversational copy is writing how you talk.
No sales megaphone. No business speak.
But that's easier said than done. So I've put together this guide:
1/ Don't write AT the reader
Involve the reader in your copy.
2/ Use your customers' words
It's the easiest way to get the tone right.
3/ Load up on personal pronouns
People pay attention when you talk directly to them.
4/ Don't worry about grammar
If you break the rules you’ll sound human.
5/ Start sentences with conjunctions
It flows better.
6/ Don't persuade
Let the reader be persuaded.
7/ Use contractions
Only academics say “you are”.
8/ Don't imitate
You're alive in inverse proportion to the density of cliches in your writing — Nassim Taleb
h/t Madison Taskett
9/ Ditch the thesaurus
You're not impressing anyone.
10/ Empathise
Understanding your customer is more important than impressing them.
11/ Respect the competition
It reflects self-confidence.
12/ Don’t try too hard
Customers can see through fake shit.
13/ Tell stories
They’re more memorable than facts and figures.
14/ Read it aloud at the kitchen table
If your partner cringes, re-write it.
That's all folks!
Before I go, I want to credit Dave Harland. A few of these were straight out of his playbook. He shares great tips on LinkedIn. Check him out!
If you enjoyed this, you'll like my new project Copywriting Examples. It's the world's best copy. In one place. 330+ handpicked examples. All free.
— Harry
