- [Instructor] Conversational copy is about
writing how you talk.
No sales pitch, no business speak.
This is the writing style that works in social media,
but it's often easier said than done.
You need to write with the reader, not at them.
So don't say you are the undisputed leader in your market.
Instead, talk the way that normal people
would talk in a store.
"We made more TVs this year than anyone else."
Use your customer's words.
If they had heart trouble, they wouldn't be talking
about quantified self and wearable technology.
They'd be saying, "My heart is skipping a beat.
"I want to know if that's something to worry about."
Don't worry about grammar.
Yes, you have to say that the terms and conditions apply,
but try and say it in a more fun way.
"Most products are now 50% cheaper than they were yesterday,
"but not everything, of course.
"Check the Ts and Cs."
You need to empathize, not intimidate.
It doesn't really do you any good to show off
and say that you're naturally talented at finance.
You're just going to intimidate people,
and they won't want to work with you.
They'll think you're too high-level.
Instead, just be authentic
and maybe even a little bit vulnerable.
Just say that, "Yeah, finance is confusing;
"it's designed to be that way."
And speak to their expertise, as well.
The only difference between you and them
is that you are spending all of your time on finance,
and they're spending their time on something else.
It puts them on a level playing field.
It makes them feel really confident
in having a good conversation with you.
If you're really interested in conversational copy,
I highly recommend the marketingexamples.com
guide on the topic.
One final trick.
If you're really struggling to write conversationally,
try saying it out loud.
If you read it at the kitchen table and it's hard to say,
or boring, or maybe even a little bit embarrassing,
it's probably going to be hard to read, as well.
Conversational copy is a skill,
and it takes a lot of time to develop.
But if you get it right,
this is the quickest sure-fire way
to build trust with your audience.