4 min

My guide to conversational copywriting

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.

Dave Harland copywriting

2/ Use your customers' words

It's the easiest way to get the tone right.

Use your customer's words

3/ Load up on personal pronouns

People pay attention when you talk directly to them.

Personal pronounds in copywriting

4/ Don't worry about grammar

If you break the rules you’ll sound human.

Wendy's Twitter copywriting

5/ Start sentences with conjunctions

It flows better.

Conjunctions in copywriting

6/ Don't persuade

Let the reader be persuaded.

Persuasive copywriting

7/ Use contractions

Only academics say “you are”.

Contractions in copywriting

8/ Don't imitate

You're alive in inverse proportion to the density of cliches in your writing — Nassim Taleb

Don't imitate copywriting

h/t Madison Taskett

9/ Ditch the thesaurus

You're not impressing anyone.

Plain English copywriting

10/ Empathise

Understanding your customer is more important than impressing them.

Design Academy copywriting

11/ Respect the competition

It reflects self-confidence.

Drift v Intercom copywriting

12/ Don’t try too hard

Customers can see through fake shit.

Dave Gerhardt copywriting

13/ Tell stories

They’re more memorable than facts and figures.

Innocent copywriting

14/ Read it aloud at the kitchen table

If your partner cringes, re-write it.

Ahrefs copywriting

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'd enjoyed it, I'd appreciate if you joined the email list. I share a new marketing case study (just like this) each week.

And if you're feeling generous perhaps share the thread on Twitter.

Thanks to Ahrefs for sponsoring. I rely on them to grow my own search traffic.

Over and out — Harry

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