Conversational copy sounds like a mouthful and it’s actually a very simple concept. Instead of torturing yourself and your reader with a lot of industry jargon and pointless drivel, you simply have a conversation on paper.
Too often when I’m checking out a designer’s site, it reads like either a term paper or a formal presentation instead of a conversation between friends. Conversational copy is the key to creating a personal connection online. It doesn’t matter if this is your website, your Facebook page, your Instagram caption, or a tweet. Using conversational copy is the key to being magnetic and irresistible to your market.
Recently I was coaching a designer who opened her site with “HOLA!” it was super friendly, very personal and yet I had no clue what the story was there. It turns out, buried in her About Me section (and I always encourage a shift to “Meet Me or Meet Your Name“) was her story of having a BA in Spanish and Sociology and a Masters. I suddenly understood why it sounded like I was reading a thesis, and why she used “HOLA!”
In addition, this very talented interior designer has a wonderful history of global travel and that influence inspires and informs her design style. That makes her unique and adds color and dimension to who she is as a person and a professional. Bring your best bits forward instead of burying them under stiff, formal, generic copy.
Keep in mind, this is not a slam. It is an open-hearted invitation to bring yourself, relaxed and fun, because I can see that side too, into your copy. It’s easy to overthink it and load it with big words and litter your copy with jargon. That will only alienate your market and make them feel stupid. When someone feels stupid or like they’ve no idea what you’re talking about, they aren’t going to hire you.
The next time you sit down to write, whether it’s a caption for Instagram, a Facebook post, a tweet, or website or marketing copy, literally picture your ideal client across the table. Imagine that each of you has a favorite beverage in hand and you’re just having a conversation.
You’re not preaching, though they may be inspired, and you’re not teaching, though they may learn something. You’re engaged in a conversation that requires listening, talking, laughing, asking questions. It’s a two way dialogue, not a monologue.
This is what I’m doing right now as I’m writing this to you! And I’m also channeling the experiences I have coaching designers in how to find your voice so you don’t have to think about this, it just becomes second nature. School learning tends to be very formal, structured, rigid with a lot of rules. Communication is about being personally creative to convey information and receive feedback. It’s not rigid, definitely informal, and there are no rules.
Relax, jump in, the conversation is fine!
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