HERE’S WHY CONVERSATIONAL COPY CONVERTS

Ask yourself.  Would you rather have somebody talk at you or with you?

It’s a no-brainer, right? Of course, you’d want somebody to talk with you.

Being talked at makes me feel like I’m back in school, or worse being lectured by a parent for putting back empty drink bottles back in the fridge (just me?)

It’s a one-sided experience that puts one person in a position of power and forces the other person (or people) to become passive.

Not so pleasant huh?

And yet we see so much web copy designed to talk AT you.

You know the type of copy I’m talking about, right?

“We are ABC company. We were founded in 2004. Our headquarters are in Switzerland. We make the best chocolates in the world.”

It is tempting to create copy like this. Why? They want to sound professional. They want to be respected.

But does that mean you really need to use stuffy, corporate and emotionless copy?

…No! It really doesn’t have to be that way. Your website copy can be both personality-driven AND professional. In fact, that’s how it SHOULD be.

How?

HELLO! MEET CONVERSATIONAL COPY

This is the type of copy that makes you feel like you’re having a coffee with one of your best friends, over pancakes.

It sounds like you. It feels like you. And if it were spoken aloud, could easily be mistaken for something you’d actually said.

It’s informal, casual and personality-driven. It may not always sound, em, ‘proper’ and be a little creative. But there’s a reason for that: it’s designed to sound like a real person and a real conversation.

Conversational copy infuses natural inflections used when we speak making the copy sound more natural.

It’s fun to write and read because it feels less forced, but it sure converts.

Here’s why.

THREE REASONS CONVERSATIONAL COPY CONVERTS

01 / / CONVERSATIONAL COPY FEELS MORE HUMAN

We don’t buy with logic: We buy with our emotions. Your audience doesn’t want to interact with a robot or a company that only seems to throw technical information at them. They want to interact with a fellow human who makes them feel seen, heard and understood.

02 / / CONVERSATIONAL COPY FEELS WARMER AND MORE PERSONAL

Professional copy is a scientist listing out facts and figures, conversational copy, on the other hand, is your mother carrying cookies and a warm hug.

It. Just. Feels. Better. It makes you feel like someone from the inner circle.

03 / / CONVERSATIONAL COPY IS EASIER TO UNDERSTAND

Conversational copy makes it easy as apple pie for your audience to understand what you do and why they should care. Professional copy is often packed with industry buzzwords and technical jargon. Kinda obnoxious and makes you feel a little clueless.

Want to make your copy feel more conversational?

Drop a comment, or an email and let me know. Let’s see how we can work on your copy together!