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!
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Over and out — Harry
