You write the same way you would speak to your reader face to face, and that should come across as authentic and trustworthy.
Conversational marketing
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Why use conversational writing?
According to Microsoft Advertising Research, 85% of consumers only consider brands they trust. And 72% only support brands that are authentic in their advertising. Your writing style will have a direct effect on whether your readers feel a positive connection with your product or service. So how do you create this connection through conversational writing in your content marketing strategy ?
Knowing your target audience is key ( buyer personas will come in handy here), as your conversational voice should vary based on a number of demographic and other factors, and you want to make sure you're "speaking the right language" to the right people.
So, content marketing friends : here's the 4-1-1 on simple copywriting tactics that will have your potential customers practically hanging on... every... word ...
#1. Use contractions.
As someone who studied English literature at university, I like to mix things up by occasionally throwing in a Shakespearean contraction like “t’was” or “t’were” between friends. But neither Shakespeare nor I have a monopoly on contractions: virtually everyone uses them in conversation, and that’s precisely why you should use them . They lend a more personal, natural tone to your writing.
To be clear, I'm not suggesting you incorporate Old English contractions into your writing, but try using "you're" instead of "you are" or "they're" instead of "they are." Your readers will recognize these as part of typical speech patterns and will feel at ease with your casual style, as if you were speaking their language.
One caveat: Contractions are not free to use at will. For example, I recommend you avoid using "ain't" unless you're being funny or quoting songs like "Ain't Too Proud to Beg" or "Ain't No Mountain High," etc. (After all, classic R&B grammar is no one's business.)
Be sure to ask yourself, “To hire or not to hire?” (That is the question.)
#2. Avoid jargon.
Every industry seems to have its own “in-house” vocabulary. Plus, most companies have their own jargon and acronyms. All of these jargons can make writing difficult or difficult to understand. What is okay to use?
It may be helpful to keep in mind these definitions from Merriam-Webster:
Terminology: The unique words or phrases used in a particular field.
Jargon : The technical terminology or idiom characteristic of a particular activity or group.
Using the right terminology will help people in the industry understand precisely what you are talking about, regardless of where that person works. It won't exclude anyone from the industry, even if they work on the other side phone numbers philippines The right terminology will likely rank high on your keyword list.
Jargon, on the other hand, is often considered proprietary or “insider speak.” It obscures your meaning rather than making it clearer and more accessible. Additionally, some jargon no longer makes sense because it’s consultant-speak. Even if you’re not aiming for a conversational tone, banish these words and phrases from your writing:
Actionable ("practical" or "useful")
To devise ("to think")
To dialogue ("to speak")
Synergy ("collaboration" or "cooperation")
Instead, choose words like those in parentheses, which are simpler and easier for anyone to understand. And while you're at it, replace "utilizar" with "usar." Why use three syllables when you can just use one?
#3. Keep. That. Short.
Speaking of going for shorter stuff, when was the last time you spoke in 100-word sentences on purpose? Or did you string together a lot of long sentences? We don't naturally speak like that, but we tend to write like that. Those long sentences may look impressive, but they can be hard on your readers. I love semicolons, but they're (unfortunately) not the best choice for an online audience.
According to our friends at Yoast, paragraphs should be no longer than 200 words , and the ideal paragraph length is usually 50-75 words. Why so short? People skim when they read online. Try to keep paragraphs to three or four sentences, and keep them relatively short. Leave the complex sentences for your master's thesis.
#4. Use first and second person pronouns.
In the world of academic writing, “you” is a curse. But the second person holds a prominent and welcome place in online writing because it directly acknowledges your reader, and our primary job is to connect with readers. Don’t be afraid to use “you” when it helps you acknowledge your reader’s challenges or victories. It’s also the right choice if you’re giving your readers concrete, direct advice.
Also note that you can use the second person without using the "you." Direct commands are still in the second person. For example, in the paragraph above, the phrase "Don't be afraid..." is in the second person. This is a very effective way to create authority while maintaining a conversational tone.
Similarly, the first person gets an unnecessary bad rap. While there's a big difference between your journal and the online content you write for your organization, there's still a place for "I" and "me" when, again, it helps you connect with your reader. For example, I've used the first person in this article to share my appreciation for Shakespeare and classic R&B.
Hmm... next article idea: "If Popular R&B Songs Were Written by Shakespeare."
Don't worry; I'm just joking. (See what I did with the pronouns?)
#5. Get excited.
Even in B2B content marketing , there are real humans on the other end who are consuming your content. Human emotion is a factor in everything we do, and no matter your particular target audience, you'll want to keep this in mind when you're creating almost any type of content.
Using a conversational voice – even a passionate one! – will naturally draw the reader in with its appeal and make you seem relatable. This increases the chances of your audience connecting with your message, as they will feel like you are speaking directly to them on a personal level. It’s an opportunity to build rapport and trust quickly.
Once emotion is aroused, they are more likely to continue reading. And tha