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Guide to Conversational Copywriting

Copywriting, Tips

My guide to conversational copywriting

Conversational copy is writing how you talk. No sales megaphone. No business speak.

But that’s easier said than done. So I’ve put together this guide:

Don't write AT the reader

Involve the reader in your copy.
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Use your customers' words

It’s the easiest way to get the tone right.

I’m struggling installing the new dishwasher.

Any slots this week to come hook it up?

I’d try myself but there’s a chance I flood the place.

Don’t struggle installing that new dishwasher yourself.

I’ll come and hook it up in minutes (so there’s no chance of you flooding the place).

Load up on personal pronouns

People pay attention when you talk directly to them.
We send an email each morning with all the tech and business news needed for the day.
Your smart, good looking friend that sends you an email each morning with all the tech and business news you need to know for the day.

Don't worry about grammar

If you break the rules you’ll sound human.
Y’all keep asking, so here’s your chance. The people in charge say if you guys can get our tweet (this one right here) to 2 Million likes, they will bring SPICY CHICKEN NUGGETS BACK. Let’s freakin’ do this!

Start sentences with conjunctions

It flows better.

Things Change.

Gmail, Outlook, Yahoo and Apple just let it happen.

Email feels like a chore, rather than a joy. Rather then delight in it, you deal with it.

Yet, email remains a wonder.

But things Change.

And Gmail, Outlook, Yahoo and Apple just let it happen.

Now email feels like a chore, rather than a joy. Rather then delight in it, you deal with it.

And yet, email remains a wonder.

Don't persuade

Let the reader be persuaded.
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Use contractions

Only academics say “you are”.

What is the easiest way to write conversationally?

It is using contractions. Fusing two words together so they are easier to read. Because, if there is one thing you will notice about this paragraph, it is what happens when you do not use contractions. It feels like a robot is talking.

What’s the easiest way to write conversationally?

It’s using contractions. Fusing two words together so they’re easier to read. Because, if there’s one thing you’ll notice about this paragraph, it’s what happens when you do use contractions. It feels like a person’s talking.

Don't imitate

You’re alive in inverse proportion to the density of cliches in your writing — Nassim Taleb
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Ditch the thesaurus

You’re not impressing anyone.
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Empathise

Understanding your customer is more important than impressing them.

Some people are born with a natural eye for design.

Fortunately, I’m one of those people.

“I start every project thinking ‘this is going to look so slick & awsome’…and the results are just completely underwhelming”

Sound familiar?

I know how it feels to struggle with design.

Respect the competition

It reflects self-confidence.
When it comes to Drift vs Intercom there’s no comparison. Our bots are intelligent. They convert better. And we offer a consistent experience across the customer lifecycle. Take that Intercom!
Firstly, we’d just like to give a nod to the team at Intercom. They’ve built a great product to help businesses (and if you’re here because you’re evaluating Drift vs Intercom, then you’re already doing the right thing).

Don’t try too hard

Customers can see through fake shit.

Wowzers!

You’ve only gone and subscribed!

Nice to e-meet you. The pleasure is mine.

Coco’s just as excited as me. In fact, she’s just opened the champers!

Thanks for signing up.

Even though this is an automated email…

I just wanted to say hey and let you know I’m a real person.

I’m Dave. I run marketing here at Drift.

Tell stories

They’re more memorable than facts and figures.

21 years.

1.6bn smoothies sold.

$1M donated.

We started Innocent in 1999 after selling our smoothies at a music festival. We put up a big sign asking people if they thought we should give up our jobs to make smoothies, and put a bin saying ‘Yes’ and a bin saying ‘No’ in front of the stall. Then we got people to vote with their empties.

At the end of the weekend, the ‘Yes’ bin was full, so we resigned from our jobs the next day and got cracking.

Read it aloud at the kitchen table

If your partner cringes, re-write it.
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Strategy Led Design & Development.

I’m a freelance designer & developer working with agencies and startups to build strategy-led brand designs and websites.

STRATEGY

  • Strategy
  • Discovery & Research
  • User Experience
  • Brand Strategy & Architecture
  • Positioning
  • Content Strategy
  • Marketing Campaigns

BRANDING

  • Brand Development & Rebranding
  • Logo & ID Systems
  • Brand Style Guides
  • Messaging
  • Collateral, Print & Packaging
  • Wayfinding & Signage
  • Environmental Design
  • Iconography
  • Graphic Design

DIGITAL

  • Website Design & Development
  • UX Design
  • UI Design
  • Information Architecture
  • Wireframing
  • Prototypes
  • Custom Content Management Systems
  • Web Applications
  • eCommerce

CONTENT

  • Script Development
  • Copywriting
  • Storyboarding
  • Illustration
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  • Post Production & VFX
  • Digital Marketing

Let’s work together

Start a project, schedule a talk, or just say hello...

Use this form, email us at work@lucidity.design or WhatsApp/call us on 082 469 4547.

Start a project, schedule a talk, or just say hello...

Use this form, Book a Meeting, email me at work@lucidity.design or WhatsApp/call on 082 469 4547.

Strategy

I work with businesses and organisations of all sizes to clarify their purpose, find their voice, understand their customers, and define their goals.

BRANDING & DESIGN

Expressing a company’s personality and values, building a comprehensive and consistent experience that resonates with customers and nurtures lasting relationships.

DIGITAL

I help mediate the space between users and the information they need by building intuitive, user-centric interfaces that engage and communicate clearly on all devices.

CONTENT PRODUCTION

Creation of information for a defined audience. It involves working out who you want to speak to, and what you want them to do.