Conversational copy is writing how you talk. It's powerful. And I love it. But, I’ve never found it easy.
So I spent the last week trying to get the hang of it. And I've come up with this guide. Hope you found it useful:
Involve the reader in your copy.
It's the easiest way to get the tone right.
People pay attention when you talk directly to them.
If you break the rules you’ll sound human.
It flows better.
Let the reader be persuaded.
Only academics say “you are”.
You're alive in inverse proportion to the density of cliches in your writing — Nassim Taleb
You're not impressing anyone.
Understanding your customer is more important than impressing them.
It reflects self-confidence.
Customers can see through fake shit.
They’re more memorable than facts and figures.
If your partner cringes, re-write it.
That's all folks!
If you enjoyed this, maybe I can tempt you with my marketing newsletter. I write a weekly email full of real world examples like this!
Any questions or other examples, I'll be in the comments :)
Thanks Harry. You're the real deal.
Conversational copy looks simple, but takes a fair bit of effort. So many of us have ingrained habits of academic-style writing; packing everything with info and justifications.
But people do business with people, not companies - so you have to talk to them like a person.
Cheers Freddy. Unlearning the academic style is key!
Once you've been round the block you hear your advice a lot.
Everyone says they're “all about people”. But look at the average landing page and it's clear they still don't really get it.
I must have loaded 150 landing pages trying to find these examples. Only a small minority I thought were decent
Man, at least 10 people from our team say "thanks Harry"
haha - cheers for sharing Valerie!
Loved this!! I am DEFINITELY saving for future use 🙏
One thing I might add is trying your "first draft" using speechnotes or some other voice recorder. I've found that simply speaking about the things I'm trying to say makes everything 1. a lot clearer 2. a lot harder to overthink and 3. gives me a lot less to edit because I've already said everything pretty much as I wanted to write it (just with a few voice to text errors 😂
Thanks again for this resource!
nice tip!
will give it a whirl
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This is an awesome list of suggestions! Thank you.
Awesome post. Thanks for sharing with us. I figured 14 myself recently and think it makes a huge difference. When you narrate it, even only to yourself, your brain starts to kick in at some point and tries to fill the conversational gaps. I started to rewrite based on that a lot and found I come up with better flowing replies or articles.
Excellent 👏
Hi Harry,
I love the before and after images. You are a genius! You are in my newsletter twice this week. :-)
haha. awesome. cheers john. Thank you man
Thanks Harry! This is very useful. When I write something online I'm always worried about writing in wrong grammar as I'm not a native english speaker. It either sounds too formal or academic. Now I see your post then it makes more sense to be more conversational.
I'll use this for my upcoming project.
Harold this is wonderous, thk u.
haha! laugh now. cry later. thank you!
Love that last one. Thanks for this :)
pleasure :)
Hey Harry, thank you so much for good content.
I love your content, so keep going and make more awesome content for community who are love your content :)
hahah - Cheers Abdullah. sounds like a plan :)
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Cheers - check out the milestones for Marketing Examples (explain it all there)
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I'm a what?!
lmao
cheers!
So ... above all the tips here I think clarity and brevity are so important. And I think you're “new” version lacks that a bit.
For you landing page you want to communicate the message in as few calories as possible ...
So I'd strip it back a bit and try and explain the value to the consumer faster.
Then maybe weave in more of the conversational stuff down the page. Good luck
This comment was deleted 4 years ago.