I’ve learned that engaging your audience isn’t just about what you say, but how you say it. Over the years, I’ve discovered that the most effective writing mimics natural conversation. In this post, I’ll share my top 10 tips that have revolutionised my approach to copywriting, helping me create content that resonates with readers and drives results.
1. Speak Your Words
The foundation of conversational copywriting lies in how it sounds when spoken aloud. I always encourage writers to read their copy out loud. It’s a simple yet powerful technique that can transform your writing.
Listen to Yourself
As you read, ask yourself: Does this sound like how I’d speak to a friend over coffee? If not, it’s time to make some changes. This practice helps identify areas where your writing might sound stiff or unnatural.
Embrace Contractions
Using contractions is one of the easiest ways to make your writing more conversational. Instead of writing “You will benefit” or “We have a great offer”, opt for “You’ll benefit” and “We’ve a great offer”. It’s a small change that greatly affects how your copy flows.
2. Engage Your Reader Directly
Creating a connection with your reader is crucial. I use some techniques to make my writing more engaging and reader-friendly.
Ask Questions
Rather than making statements, try posing questions to your readers. For example, instead of writing “Whether you’re an SME, a Sole Trader or a large business…”, try “Are you an SME? Maybe a Sole Trader? Or perhaps you’re a large business?” This approach immediately involves the reader, making them feel like they’re part of a conversation.
Focus on the Reader
One of the most important lessons I’ve learned is to focus on the reader, not on myself or my company. Instead of writing about “we”, “us”, “our”, “I”, “me”, or “my”, I try to use “you” and “your” as much as possible. This shift in focus helps readers see how your product or service can benefit them personally.
3. Keep It Short and Sweet
When it comes to word choice and sentence structure, brevity is your friend.
Choose Simple Words
Instead of using formal words like “assist”, “commence”, “dispatch”, or “require”, opt for their simpler counterparts: “help”, “start”, “send”, and “need”. These everyday words make your writing more accessible and relatable.
Mix Up Your Sentence Length
Long, winding sentences can be a real turn-off for readers. I’ve found that a mix of short and medium-length sentences works best. As a rule of thumb, try to keep your sentences to a maximum of 18 words. This variety in sentence length keeps your writing dynamic and engaging.
4. Be Active, Not Passive
The way you structure your sentences can significantly impact how your message is received. The active voice is more appealing and personal than the passive voice. For instance, instead of writing “Your gift will be sent within 24 hours”, try “We’ll send your gift within 24 hours”. This small change makes your writing more direct and engaging.
5. Emphasise What Matters
When crafting sentences with two parts, I always place the most important information at the end. For example, instead of “Contact us today for your free webinar”, I’d write “For your free webinar, contact us today”. This structure naturally emphasises the key benefit – the free webinar.
6. Trim the Fat
Every word in your copy should serve a purpose. I’m always on the lookout for redundant words or phrases that can be cut without losing meaning. For instance, phrases like “a pair of twins”, “in the interim period between”, or “close scrutiny” can often be simplified without losing their essence.
7. Embrace White Space
The visual presentation of your copy is just as important as the words themselves. Heavy blocks of text can be overwhelming and off-putting for readers. I always aim to incorporate plenty of white space in my copy. This doesn’t just make the content more visually appealing – it also makes it easier to read and digest.
8. Use Formatting Wisely
While it’s important to use formatting elements judiciously, they can be effective when used sparingly.
Bullet Points
When I do use bullet points, I ensure they add value by making information easier to scan and understand. They’re particularly useful for lists of features or benefits.
Headers and Subheaders
Using headers and subheaders (like H2 and H3 in HTML) helps break up your content into digestible sections. This not only improves readability but also helps with SEO.
9. Incorporate Links
In the digital age, it’s crucial to provide a smooth journey for your website visitors. Whenever I mention a service or product on one page that’s detailed on another, I make sure to include a link. This not only improves user experience but also helps with SEO.
10. Create an Emotional Connection
At the end of the day, effective copywriting is about creating an emotional connection with your reader. As Maya Angelou, the renowned songwriter, poet, and activist, once said, “People will forget what you said, people will forget what you did, but people will never forget how you made them feel.”
This quote encapsulates the essence of what we aim to achieve with our words. It’s not just about conveying information – it’s about evoking feelings and creating a lasting impression.
By following these tips and focusing on creating a conversational, engaging tone in your writing, you’ll be well on your way to crafting copy that not only informs but also resonates with your readers on a deeper level.
References and Further Reading
- Nielsen Norman Group. “How Users Read on the Web.”
- Copyblogger. “How to Write Conversationally: 7 Tips to Engage and Delight Your Audience.”
- Moz. “15 SEO Best Practices for Structuring URLs.”
- Content Marketing Institute. “The Art of Storytelling in Content Marketing.”
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