Becky sitting at a table in a cafe smiling, she is about to do some conversational copywriting

Conversational Copywriting; Tips for Writing Warm Winning Words

Want to learn how to use conversational copywriting in your emails and content so you can nurture a connection with your readers and present your offers without it feeling like icky sales tactics? Keep reading.

If you’re a business owner who wants to up-level their conversion copywriting skills, it’s time to learn how to write conversational copy

Conversational copywriting can help you sell more simply because your readers feel more connected to you and what you stand for when you write to them in a familiar, chatty, and authentic way.

Of course, there are loads of different copywriting techniques and methods out there, as well as sales psychology, that you can implement to make your copy sell. I’m not saying to ditch all of those altogether, but once you learn how, conversational copywriting can help you ditch writer’s block, get out of your own way, and SELL.

Whether you’re crafting marketing copy for a landing page or web copy for your business website, if you want to build trust with your readers, write to them in a conversational tone. Let your personality shine so people can build a rapport with you as the fabulous, big-hearted human you are —instead of feeling like you’re pitching to them.

Ew, no thank you. 

Conversational copywriting can help you build relationships with your readers through email newsletters, your website, or social media captions. In this guide to conversational copywriting, I’ll share my copywriting framework that will help you write in a relatable way so you can win people over just like you do during a real conversation with a friend over a coffee.

Best brownie in the ‘Bul with my bestie visiting from the UK

What is conversational copywriting?

It’s learning to write like you talk. It’s all about an informal, chatty conversational tone of voice in short, genuine sentences that speak directly to the heart for the win!

Let’s switch roles for a second. Say you’re looking to invest in working one-on-one with a coach. When you land on that sales page for their product or service, which brand messaging is more likely to persuade you to buy? Copy that is formal, stiff, and full of jargon? Or simple words that are conversational and easy to read? Everyday language is not only easier to digest, but it’s familiar to us, and it goes a long way in making us relax and open up to trust someone, right?

You want to write sales copy without sounding like an pushy or manipulative dooshbag marketer

Also, a transcript that sounds like a sleazy car salesman wrote it, and we’re out, too right? Writing to your potential clients like they’re nothin’ but dollar bills ain’t gonna make them loved or special, sis!

That’s why you need to write your sales copy in a more open, natural, and REAL way. 

Your values as a small business owner include honesty, authenticity and transparency. 

We’re all writing copy and content for one reason- for it to convert. So how can you write good copy without sounding like a salesperson? Well, if you’re a personal brand that wants to build high trust with your readers, write like YOU! (not that other biz coach you love on Insta. Show her some love on her content but you don’t need to copy her!) Be your authentic self, boo! Write how you speak, share your values, and tell the world what you stand for!

Showcase what you think about the industry that you’re in. Show people your leadership and authority- like, you KNOW your shizzle. Your copy needs to show your readers how you do things differently, too- thats your special sauce – and thats exactly what the right people will read and think, ‘day-um, I need to work with her!’

When it comes to transparency, show your readers a little vulnerability by being honest about your own life and story so that they know you’re not only a human but also that you empathise with them and their pain points. Speaking of pain points, make your readers know that you understand their pain and problems—but there’s no need to poke their bruises, K?

How to make your copy resonate with your target audience 

My main mantra as a copywriter is to always remember to write for humans. When you’re writing conversationally as your authentic self, this doesn’t mean all you just talk about you, you, you! Just like people will zone out in a one-sided conversation, (SO awkward ammirite?) dey gonna bounce quicker than my kids do when I ask them to load the dishwasher!

Conversational copywriting without focusing on directly writing to your target audience, is a waste of time. Don’t neglect your target audience research. Create your ideal client avatar and keep them in mind with every word. Be specific because if you ‘write to everyone, you write to no one. ‘  Consider these to get started on your ideal client avatar:

-Gender/age/socio-economic status

-Where do they live? What do they like?

-What do they WANT?

-What do they hate/what grinds their gears?

-What problem do they need fixing?

-What do they like to do for fun at the weekend?

Write copy to sound like YOU- find your brand voice and stick to it

Your brand voice is how you write, and how you sound across all your content and comms. What words do you love to use in your conversational copy? What are your ‘isms’? (the quirky words or phrases you use that are unique to you). If you’re anything like me, these can change from month to month, but keep a few consistent ones. 

I had a client who used ‘Boo-thang!’, and it suited her personality so much! It was pure dynamite for setting her apart. When you’re writing, do you like to use caps and emojis? Do you call people ‘babe’? All these little deets make up your yummy personality-infused brand voice.

Now, think about what words you use when you’re not on your keyboard and are out having coffee with your bestie in real life. The way you chat is your brand voice! 

I also recommend taking the time to build an official brand voice doc that you can work from, as it will make writing online SO much easier. I’ve got something to help you with this coming soon, so watch this space!

Don’t be afraid to use slang innit

When one is writing conversational copy thy grammareth and spelling do not need to be immaculate or proper in the traditional sense. One can use casual words that are commonly found in conversation, such as:

Gonna/wanna

Ya/gotcha

Cool/Sick

Salty/spicy

Extra/Lit

Unless one speaks like a long-winded Bridgerton character in real life of course…

Trying on ball gowns Bridgerton style lol

Chill with the grammar rules, sis!

Not following grammar rules to a T will instantly make you sound more chill and informal- which is the goal of conversational copywriting. Let your fingers tap away on some extraaaaaaa letterz and some !!!!!!!! ‘s to communicate your emotions too.

I like to use captitals to make a point and I love fun abbreviations like rn, ofc (‘right now’ ‘of course’) hbu? (how about you?’) and I like to use emojis. Here’s an example:

Yday at the pool sat and wrote my blog. Suns getting wayyyyyyy hot here in Istanbul 🥵 and I CANNOT wait to fly home to the UK for some precious fam time (and some clouds, ya feel me?!!!!)

Start sentences with conjunctions

While we’re talking, we naturally use words such as ‘and, or, so, since, for, because, as, but, yet, still, while, as soon as, therefore, moreover, in case, though, although, even though’ to start a sentence.

Even though these are conjunctions ( connecting words), as a copywriter and content writer writing conversationally, you can use these words to start a sentence. (Maybe you do this already). For example, I love to begin a sentence with a big ‘But’! Staring sentences with conjunctions works so well because it makes your copy come across as casual and chatty. Da goal.

Captivate your target audience by telling them stories

We all love stories. They’re how we connect, share our human experiences on this planet, and form memories. Tell your readers stories, and they are way more likely to remember your writing than if you present them with facts and figures. 

Stories are how you humanise your writing, too, and if people can see themselves in the story you tell, even better, because you’ve just strengthened your connection and gained a wee bit more of their trust. 

Compelling conversational copywriting examples are often chatty

Ask them questions, ask them how they are, offer funny statements, and help them connect with you through some ‘have you ever…’ statements. Invite people to reply/comment, connect, and respond in some way.

Don’t write in the passive voice

You might be doing this in your writing without realising it. Look at these two sentences: 

‘The ecommerce website was made by my design team.’

vs

‘My design team made the ecommerce website’

Which sounds more clear and impactful? The second one, right? The first sentence was written in the passive voice because the subject came first (the e-commerce website). In the second sentence, we give all the power to the verb because who made the website? The design team made the website.

Geddit? It’s a subtle difference, but if you avoid writing in the passive voice, your copy won’t lose impact and will sound more punchy and to the point instead of weak and bland (nah, we’re all about the spice!).

Keep your sentences short and break up your paragraphs

We’re all skim readers, and we’re reading gazillions of words online every day, so do people a solid:

  • Don’t waffle.
  • Delete any extra that doesn’t add value (your peeps want the dark, smooth, rich good stuff, not froth!).
  • No more than three sentences per paragraph.
  • Isolate key sentences to make ’em stand out. 

Only use words you’d say in real life

If you’d never actually say ‘lit af’ or ‘rich bitch’ in real life, those words are gonna come out clunky in your copy because they aren’t authentic to YOU! And I know there are trends on words in content online all the time, but check in with yourself before you use them and ask yourself: ‘Does this sound like me?’

(I actually DO call my friends’ my love’ and ‘babe’ -and even ‘Babestation’. I don’t know where that came from, but for whatever reason, it stuck!)

Conversational copywriting sesh in my fave cafe

Take time to enjoy the process of writing conversational copywriting

When you see writing as a chore, guess what? You won’t enjoy it so you won’t give your best. And that will come through in your copy. My best writing happens when I’m inspired, relaxed and sitting somewhere cute. (I always get blog ideas on holiday or in the shower and I’ve written some of my best Medium blogs on a beach from my phone! Set aside a day to write your copy and set yourself up to win:

  • Set goals and time blocks in which to complete drafts
  • Reduce distractions (phone!)
  • Read your copy out loud a few times- does it sound conversational?

Conversational copywriting takes practice but it will become second-nature

The more you do it, the easier it will become, and your audience will see you as a real human with ideas and feelings instead of a mysterious bot (or, even worse, a fake, salesy dosh!). By keeping all the attention on your ideal client, being yourself, and writing only to THEM in your unique brand voice, you can build trust and see your copy convert.

And remember, I’m a sick copycat when it comes to tone of voices, so if you need help with conversational copy that communicates your sweet self and your offers, I’m always here to help write it WITH you or FOR you. Message me to chat here.

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