7 Secrets for Writing Conversational Copy
Bragging goes against my Catholic upbringing, but I'm gonna toot my own trumpet anyway...
People love my emails.
That’s because they’re genuine and conversational.
My readers feel like they can hear me talking.
I'm proud of how real my emails are and it gives me a thrill when I get positive comments. (Yes, I’m working on my need for approval…)
When I talk to my subscribers and clients in real life, one of the most common questions I get is, "How do I find my voice?"
Truthfully, I used to hate that question, because I wanted people to focus on how to speak to their ideal client instead.
It's shameful to admit, but I've been curt and kinda rude when answering that question in the past.
Today, to make up for my past jerkiness, I'm sharing my top tips for writing conversational emails.
Because if you feel confident about your voice, you're more likely to email your list, right?
Quick Refresher: Why Emailing Your List Matters
Nurturing leads to engagement.
Engagement leads to trust.
Trust leads to conversions.
(Yes, you can call me Copy Yoda…)
Emailing your list is important for boosting conversions and growing your business.
But you also want to hone your voice so you can write authentically and feel good about what you write.
That’s where I can help…
Here are my top tips for writing copy that sounds like it was written by a person, not a corporation.
7 Secrets For Writing Conversational Copy
Here are the tips you need if you’ve ever felt like your copy lacked personality…
Or you struggled to know what to write about…
Or writing emails to your list took FOREVER because you didn’t feel inspired.
Use these secrets to help you write copy that resonates with your ideal client and build the Know, Like, and Trust factor that successful online marketers rely on.
1) Write to one reader (your ICA).
When you were in Gr. 4 and wrote a letter to your pen pal who lived in Lincoln, Nebraska, you didn't write, "Dear girls aged 9-11 who live in the Midwest and love Space Camp."
No, you wrote, "Dear Jennifer."
Write to one person.
Use "you" and "your" and their first name (inserted via your email service provider).
Make your reader feel special and like you know them.
In doing so, you’ll boost the Know, Like, and Trust factor, which can help your conversions.
2) Give yourself permission to write a shitty first draft.
You don't have to deliver a Pulitzer Prize-winning novel when you sit down to write. Remove the pressure you're putting on yourself to write something kickass.
Instead, tell yourself that you can write a piece of garbage.
Yes, you read that right.
The worst that will happen is that you'll have written SOMETHING.
Editing comes later.
3) Read what you wrote out loud to yourself.
Does anything sound stiff? Rewrite it the way you'd say it to your friend.
Wordy or awkward? Simplify and remind yourself that clear is better than clever.
Sounding professional doesn’t mean sounding formal.
You can be casual and break the grammar rules and still be professional.
Also, ask yourself if your ideal client really wants you to sound “corporate” or if that’s a limiting belief that you’re hanging onto…
4) Tell stories.
Scans show that our human brains light up in response to stories.
So share yours.
Be as mundane as you want.
In fact, mundane is often BETTER.
Talk about how you always hit the same pothole as you drive into your crescent, or the bright pink lipstick that was smeared on your teeth on your last Facebook Live.
This makes you relatable and builds that Know, Like, and Trust factor crucial for getting conversions.
5) Write. More.
Okay, not exactly a secret. But the more you write, the better you get at it.
I've been blogging and emailing for over 10 years now, and let me tell you, when I go back and read some of my early efforts, my embarrassment makes me cringe so hard my forehead folds up like a paper fan.
Like anything else in your business, you only get better at it by doing it.
6) Write in Gmail.
I love Google docs, but if I'm writing an email for my ICA, I always click on Compose and draft an email right in Gmail.
Somehow, I approach writing differently - more casually and with less pressure - when I type into that little window that pops up.
I find my rhythm more quickly and jokes easier to make (even if they're not necessarily funny....), and that saves me time in the long run.
7) Write from your passion.
I personally don't want to write about how to use tags in ConvertKit 😴
I wanna talk about...
--> why email marketing is a powerful, inexpensive tool to build intimacy with your ideal client while being totally yourself
--> how you can use Dirty Dancing and other pop culture references in your copy to engage your audience (because who doesn't love a good Dirty Dancing reference?)
--> why you need to stop sending newsletter-style emails that might look pretty but overwhelm your reader
Hints for content you'll want to write about…
If it makes you feel like ranting, it's a good topic
If it's something you talk about so much that you notice your non-biz friends zoning out, it's a good topic
If it's there's a question that you wish your clients would ask you more often, it's a good topic
Conclusion
Conversational copy is great for deepening the relationship you have with your audience and creating a sense of intimacy with your ideal client.
By moving away from a more formal, corporate style, you can build the Know, Like, and Trust factor that’s important to boosting your conversions and growing your business.