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:
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
9/ Ditch the thesaurus
You’re not impressing anyone.
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, rewrite 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 🙂[…originally published on Indie Hackers, August 13, 2020]