The best way to increase online sales is by using conversational copywriting techniques.
In this post, you’ll discover what conversational copywriting is and how to use it to increase your online sales.
Table of Contents
What is conversational copywriting?
Conversational copywriting is what it sounds like.
It’s copywriting that feels like a conversation.
A conversation between real people.
It might not be exactly like a transcript of a real conversation, but it has the same rhythm and the same sense of intimacy.
Making your marketing engaging online is hard enough and when your words make your reader feel like they’re at the other end of a spiel, they will click away.
The truth is that when you write as if you’re talking to someone, it reads just like you’re talking to someone. Your reader.
And when you’re talking to your reader (not at them), a lot of subconscious barriers they have to your message are broken down.
They’re more receptive to what you have to say and much more likely to act on it.
Where do you use conversational copywriting?
Conversational copywriting is now widely used even though it was once a specialized form of copywriting.
Particularly in the internet age.
You need to bring out the heavy guns since your website, blog, or email are up against a lot of other distractions.
Your value proposition, or the actual benefit you provide to your clients, must be genuine and worthwhile.
The next step is to convey it in a way that will appeal to your audience.
Two essentials when writing conversational copy.
- The conversational tone is consistent with the company’s brand
- It isn’t a drawn-out discussion that nobody wants to hear. And they’re not required to.
Your marketing text must be persuading and client-centered.
That is unavoidable.
Some companies have a lot of difficulties adopting a conversational tone in their marketing.
Some say it’s not professional enough.
If you belong to that group, I have a question for you. What tone would you use if cordial and nice weren’t what you were hoping for? Tedious?
How do you use conversational copywriting?
Now let’s talk about how. It’s quite simple. You write somewhat more effectively than you speak.
- Use contractions like they’re, hasn’t, wasn’t and you’re
- Use words like I, me, we and you over third-person references
- Use simple, straightforward language
- Don’t be afraid of being familiar or injecting personality – as long as it fits with your brand voice.
Keep in mind that being straightforward and casual does not mean being unprofessional.
Big, complicated words also don’t help you sound smart.
Try role-playing a discussion and recording it if you notice that your copywriting shifts from dialogue to spiel.
Pay attention to the language you use and the cadence of your speech while creating the copy.
You’ll discover it’s a lot more genuine. You also gain from editing.
Remind yourself to engage in discussion the next time you sit down to create some copy.
More than any attribute you might mention, authenticity in your copywriting will help you succeed.
Why should you use conversational copywriting?
It will, quite simply, boost your conversion rates. And there are some valid justifications for it.
Being conversant with your target audience’s speech patterns, tone, and jargon qualifies you to write conversational copy.
Because of this, you are now one of them and not just a business owner.
And that means that you have concerns beyond a single sale.
You, therefore, give the impression of being a respectable individual.
As a result, you are someone who is providing a good product or service because you are fully aware of the issues that need to be resolved.
You see, conversational copy accomplishes much more than simply increasing your relatability.
It alters how your potential customers perceive you on a profound psychological level.
One way to tighten up your copy is to write in everyday language.
That’s always a good thing because conciseness makes it simple to understand your copy.
Additionally, when your writing is simple to understand, your reader is much more likely to continue reading to the end.
For instance, consider this:
“I provide top-notch SEO optimization services that are customized to meet the individual needs of every client. I can help you in achieving any objectives you may have. It can work for you if it works for well-known companies like Nike.”
Although it clearly explains the offer, it is wordy and takes too long to get to the point.
Additionally, it is sterile, lifeless, dull, and dry.
Do you see what I mean?
In today’s market, prospects have a lot of options and limited time, so it’s crucial to be personable and concentrate on making them feel special.
Something like “Trusted by brands like Nike, my SEO optimization can boost your conversion rate by 60%” would be much more effective.
The message is the same, but it is much clearer and only takes about half the words to convey it.
But being succinct is only one aspect of it.
You can establish a personal connection with your reader through conversational copy, which has additional advantages.
Writing in the style of a conversation gives the impression that you are speaking with the reader personally rather than just as a business trying to get money.
Unfortunately, merely sticking to the facts and specifics is no longer sufficient.
You see, the majority of prospects already know what you do.
They want to know what makes you the best and what makes you stand out from the crowd.
And you’re not the only one doing what you do, either.
However, notice this:
“This is your chance to benefit from the simplest website creation tool ever created. I made it simple for you because I understand how difficult it can be given everything else on your plate.”
This makes the service sound a little more relatable and gives you a better idea of what it can do for you.
In the end, you have to be more than a company; you need a brand that embodies who you are and what you can offer potential customers.
Conversational copy is the ideal tool for this because it comes across as much more personal, and you need to demonstrate why they can trust you.
Adding some personalities can also help in creating that connection.
Then, that personality can be a huge asset to your branding.
Who wouldn’t want that, though? Your brand helps you stand out in a crowded market.
Consider your favorite possession. Most likely, it’s not just a typical item. It probably has some personality and soul.
Since they produce products that genuinely benefit you, you probably feel glad to support the business.
That is a brand personality’s beauty.
There is much more to it than just a good or service.
It depends on who is providing it and for whom.
So think about how you can market yourself to attract your ideal customer.
Your target audience should be kept in mind as your brand.
Yes, a successful business has personality, but that personality ought to be based on the demographics of the target market.
Additionally, it may take months or years of investigation, data collection, and factual evidence to identify them.
The target audience comes first, although the business owner’s personality is undoubtedly a consideration. If not, it is selfish and probably won’t make a lot of money in sales.
Elements of conversational copywriting
There is more to it than just writing in a manner that is similar to how you speak.
Naturally, there is.
Luckily, everything is fairly simple.
If you adhere to these principles, your copy will be of the highest caliber.
Make It Concise
As I mentioned earlier, keep it short.
Contraction and abbreviations should be used, and the majority of words should be between one and two syllables.
Do not stress about sounding “scholarly” because you are not writing a research paper.
Additionally, be sure to use the simplest language possible when writing because, while having a large vocabulary is impressive, it isn’t always to your advantage.
Use a more active tone of voice
Although the passive voice is a fairly subtle copywriting sin, you should be conscious of its use.
Just keep in mind that the passive voice emphasizes the verb rather than the subject if you’re unsure of what it is.
It might seem like a minor thing, and it is, but it has a significant impact on how persuasive your copy is.
And when using the active voice, make sure to use strong verbs and cut back on the adverbs.
Adverbs and adjectives can make your copy sound wishy-washy and unconfident.
Use the right language
Your copy will shine if you use figures of speech, emotional language, and imagery.
Everywhere you look, language is stale and dull; to stand out, add some flavor.
You may hear a fast-casual restaurant promote its “check out our new breakfast wraps, they’re healthy and delicious.“
It’s not perfect, but it’s also nothing extraordinary.
“Are you sick of working in the kitchen while having drowsy eyes and a mouth as dry as the Sahara? Try one of our tasty breakfast wraps to get your day started” suggests a problem.
Additionally, it employs some more captivating language to hold the reader’s attention.
You can use slang, but remember to consider your audience.
Use only appropriate language that your reader would understand.
Another device that can be used, but not excessively, is alliteration.
Avoid using words that are very modern and instead stick to more conventional words.
Your offer might be “lit,” but a business professional probably won’t find that compelling.
Consider words like “yep,” “uh-huh,” “bingo,” or “zip, zilch, zero” instead. general statements made by people, not just a sample of people.
Make it about the customer
As mentioned, the focus of your copy should be on your readers.
However, always keep in mind that you are speaking to a single reader, not a group.
Your copy should make them feel special and as though it was written just for them.
Think of it as a first date.
If you spend the entire time talking about yourself or other people, you’re probably not going to see a second one.
Whether in person or online, people like to feel important.
Think about the following sentence to put it into perspective: I’ve used this technique with astounding results, and it’s surprisingly simple.
It may have sounded good to the author, but does it motivate you as a reader?
Most likely not.
Making the reader the focus is crucial for this reason.
Because it emphasizes what the offer can do for the prospect rather than what it has accomplished for the writer, the statement “This powerful method can help you see overnight success with little effort” is much more persuasive to a prospect.
Not to worry—this isn’t going to become a motivational speaker.
But you can take away one thing from those speakers: just be you. Don’t fudge it; write as you would speak to someone.
Genuineness is also important.
They will be able to tell if you are trying to take advantage of them or patronize them. And you can’t expect that to go well for you.
Keep in mind that you don’t want to sound like a salesperson. Don’t be pushy; you’re here to help.
Instead, you should find some areas of agreement and build a friendly rapport before attempting to close a deal.
First impressions are crucial, and when you start by trying to sell something, you create a terrible one.
On the other hand, consider your reaction when a friend makes a recommendation.
Your friend is someone you probably trust, so you are much more likely to heed their advice.
Finding your voice may take some time, but don’t give up.
Here, reading your writing aloud and paying close attention to your speech can help you a lot.
Conversational copywriting captivates your reader
Conversational copy is crucial in every market and sector. It’s an essential skill that will greatly improve your copywriting skill.
And without it, your company is unlikely to have much of an impact.
Now that you have all the resources at your disposal, you are prepared to write some conversational copy that will convert well.
Take advantage of this as it may lead to many opportunities and open many doors.
You now possess a fresh talent that will make you stand out from the crowd.
You’ll increase engagement, develop a stronger rapport with your prospects, and build trust… which can only result in increased sales.
Who wouldn’t want that, too?
However, despite how simple it may seem to learn, a conversational copy can be challenging to master.
Simply persevere and practice as much as you can.
Conversational copywriting tips and tricks
You are now almost ready to proceed because you have something of a formula to work from.
However, you gain more advantages the more help you receive.
So let’s check that you have all the tools at your disposal and go over some simple, solid examples.
By now, you are proficient at writing transitions.
However, you must ensure that your transitions are effective if you want your copy to be effective.
They appear to be so straightforward, but that only means they must be flawless.
As a refresher or primer, the main categories of transitions are as follows:
- A statement or question is posed to elicit a “yes” response.
- Attention-getting – Entertaining and teases what is to come.
- General Transition: Just leads from one line to the next, as it sounds.
- Adds value by adding a bonus to the transaction.
- A detailed transition piques the reader’s interest in what comes next.
- Future Pacing: Makes references to the future and encourages the reader to envision it.
- Brief Pause: Allows for a brief moment of reflection.
- Stops questions or objections in their tracks.
- The phrase “Open Loop” begs the question, “How?”
- Closed Loop: Responds to the open-loop question and returns to the copy.
- Affirmation of relevance: Illustrates potential advantages.
- Reassurance of simplicity – Describes how simple it can be.
- Trust Building – Assures the reader that they need not be concerned.
- Makes a point using a brief personal story in a narrative introduction.
Effective ways to use these transitions
You’ll be well on your way to creating the most conversational copy possible by combining a few of these transitions.
But I’ll go one better for you.
An effective way to use these transitions is as follows:
- To grab their attention, start with a hook.
- To activate a curiosity loop, use attention priming.
- With yes bait, persuade them to concur.
- To activate the second curiosity loop, use a narrative.
- Future pacing can aid in helping them visualize the future.
- To end the second curiosity loop, wrap up the story with a close loop.
- Give them brief rests now and then so they can reflect.
- Use objection bursts to get rid of any queries or objections.
- Reassure them of its simplicity and make them believe how simple it is.
- To guide them in the right direction, use persuading gestures.
- Use trust reinforcement to win their trust.
- Increase the value of the deal.
- To get them to take action, close the first curiosity loop.
Of course, there are other options as well. But it’s a solid foundation from which to work and a tried-and-true formula that works.
However, don’t be afraid to get inventive and experiment; you might come up with something that particularly resonates with your prospects.
You always have a pair of reliable crutches to rely on when all else fails.
However, keep in mind that they are only crutches, so avoid becoming too dependent on them.
Try to use these in moderation as you should always strive to make your copy distinctive.
- You notice…
- I comprehend.
- I get it.
- Here is the story, then…
- Let’s go back a little bit.
- It was awful.
- It felt like a nightmare.
- Not the best, I agree.
- But then it dawned on me.
- I was shocked by it.
- It’s not the best plan, is it?
- Not bad, you’d say?
- It had been a dream.
- I found it hard to believe.
- But after that, something altered.
- However, something was altered.
- But things weren’t always like this.
- Stupid, huh?
- Unbelievable, no?
- Simply put: wow.
As you can see, these crutches can be used in a variety of situations.
They are effective in a variety of situations and may be exactly what you need when you run into a brick wall.
And don’t forget, there are a ton more.
Just think about how these examples serve a purpose, and I’m sure you can think of dozens more.