Lesson 5 – Conversational Copywriting Style
Copywriting – a Skills or an Art?
A great website contents do not guarantee conversion. You need a tell a great story without sound like a pushy marketer.
Copywriting means the acts of writing words to sell products or services. In other words, it is salesmanship in print. It is a language science that influencing human emotions turn them into buying action. It is also the art of how you say your sales messages at the right time and right place. That’s what conversational copywriting is all about. It is a powerful way of marketing your products in any kind of digital selling nowadays.
But I’m Not a Marketer – I Don’t Like Selling
Everything we do around us is selling. Think about it. Since birth, we learn to sell. When we were baby, we cry when we were wet and hungry. We tried to influence our parents to do something. At school, we do something (good and bad stuff) to impress our teachers, classmates, or the boys or girls you always admire in the school. At work, remember the job interview? Remember how you tried to influence and convince the hiring managers you fit for the job? If you are a Manager now, remember how to convince the team on doing difficult stuff? So, without we realising, selling is happening in our lives all the times. And if you pay close attention, you’ll realise that your success in selling often happens conversationally.
How to Use Conversational Copywriting for My Website Contents?
Conversational copywriting means write your contents like writing a letter to your friend. Include the following key points making your contents conversational:
1. Target customer
Answer the following questions before you craft the contents:
The more specific you can tell about your target customer, the better it is. Why do you do that? Because you want to get connected with them using the style, language and behaviours that reflect who they are.
2. Approach and Style
Think of a moment when you had a conversation with a close friend, how did it sound like? I'm sure you use the following approach and style before:
APPROACH & STYLE
EXAMPLES FOR WEBSITE CONTENTS
Show your concern
It may not be exactly like a real conversation in your website contents. But in your contents, make them feel that their concerns are heard. Simple engaging phrases like explaining their issues, concern, frustration would create a big impact on helping you getting buy-in going forward. For example, “Kissmetrics survey shows that 47% of visitors expect a website to load in less than 2 seconds. Get better results by making one simple change to your website design.”
Use simple and casual language
You use the language and words familiar in their world, even though how they interpret it might not sound perfectly right to you. You avoid jargons and all kind of technical terms. You express your points respectfully and professionally.
Give them space to think and decide
Different visitors are at different buying AIDA funnel when they come to your website. Some are exploring ideas, some are seriously looking for solutions, while the rest are considering your products. Create a different call to action messages to test their buying interest.
Conclude with a call to action
Call to action means prompt or nudge your visitors to take a specific action that leads to sales conversion. It could be clicking the ‘Buy now’ button, download your brochure, get a taster/sample, subscribe to your newsletter. These action words or phrases like “Book your time slot for a test drive”, “Get instant access’, “Ask for a free sample here”, “Take a look what's inside”, etc.
3. Choice of Words and Phrases
Using the right call to action has a direct impact on your conversion rate. The right choice of words and phrases is very important. Take a look at some of the call to action words and phrases examples below:
Copywriting is a huge subject. It's a continuous learning process to perfect your copywriting skills. One of the places you can learn copywriting is print advertisements and display ads. Pay attention to how a headline is crafted - the choice of words, font type, font size, font colour, the image, the caption and the overall designs.
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