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Conversational Content: Do's and Don'ts

Think back to English class at school, and one memory that might spring to mind is being taught over and over again that the written word is different from the spoken word. That the written word has to be formal, more conventional, and that it must be used correctly with no room for error. It's instilled in all of us from a young age that to be understood correctly, rules must be followed and not veered away from.

But when you enter the world of marketing, this 'proper' style of writing can come across as stiff and mechanical. The world of marketing - especially copywriting - relies on capturing your audience with exciting content, drawing them in with a conversational tone, and transforming factual information into compelling copy that sells, stirs and sparks.

At Ouma, we know how important good copywriting is and we utilise this aspect of marketing to its full potential. Our talented copywriting department immerse themselves in each brand they work with, making the brand their own. Whether that is through copy for social media, email campaigns, press releases, blogs, or newsletters, we cover it all with our unique style of conversational content that gathers attention without shouting, sells services and products without forcing, and informs without telling.

We understand how important it is for a brand/business to take ownership of their tone of voice, and love to get under their skin; exposing the core of the brand at its fullest, enticing potential customers, readers and the general public in with what it is the brand really wants to say.

Using a conversational, warm tone allows readers to follow your train of thought without feeling pressured to read on. They don't have to reach for the dictionary to define unfamiliar words or struggle to dissect long sentences that slow the train of thought.

Another way conversational copy connects with readers is through emotion. This is such an important factor in creating a sense that a real person is writing the copy; a real person with feelings and senses rather than AI which has no sense of what it means to be 'human'.

In a nutshell, writing conversationally helps you get your point across in an easy, fun, and engaging way!

Here are some tips to get you started in creating a conversational tone:

Relax the rules

Follow the rules you learned at school most of the time, but it doesn't hurt to relax using them occasionally! This could mean something as simple as using an incomplete sentence. If it helps emphasize a point!

Talk to your reader

Avoid formality by opening a dialogue with your audience. Rather than writing something like: "When one travels abroad, one must carry a passport", try, "When you travel abroad, don't forget your passport!"

Use contractions

In speech, we use contractions without even thinking. We say things like, "I don't want to go", or, "I can't go", rather than " I do not want to go" or "I cannot go". Feel free to use contractions in writing as you would in speech to add a touch of informality to your copy!

Conversational tone bonus

Writing conversationally allows the writer to come across as a real person and builds trust with the brand. This often makes it easier to get your point across. You might find that using a conversational voice also makes it easier to battle that writers block!

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