Information StatusWe have suspended in-person training. We are accepting requests for virtual training only. Only federal agencies can request training; classes depend on whether we have trainers available. Learn more on our training page. Show Verbs are the fuel of writing. They give your sentences power and direction. They enliven your writing and make it more interesting. Verbs tell your audience what to do. Make sure it’s clear who does what. C onversational writing is stronger, more concise, and better structured than writing like you talk. To write conversationally cut out the “writerliness” and use conversational writing techniques. A conversational writing styleHow often do you shrug your shoulders when reading a marketing email?How often do you roll your eyes? Or press delete? Many marketing messages sound cold-hearted, and they make us cringe. It’s not surprising. Because most marketers write as if they’re engaging thousands of subscribers, and nobody likes to be addressed as part of a crowd. To write more conversationally, start by picturing your one favorite reader. Imagine her opening your email. Picture her chuckling at your jokes and nodding along as she agrees with your points. Have you noticed how eagerly she clicks through to read your blog post? That’s because she feels like you’ve written for her, personally. It’s as if you’re answering her questions exactly when they pop up in her mind. As if you’re chatting at your favorite cafe, and she’s sipping her favorite green tea. Yet, a conversational tone doesn’t mean writing like you talkHave you ever seen a full transcript of an interview? It’s full of wishy-washy words and unfinished sentences. The writing feels lazy. Conversational writing may sound like a conversation, but it’s different from talking. Firstly, when you have a face-to-face conversation, you can see your listener’s reaction—when they nod along, when their mind wanders off, when they feel puzzled by your ideas. With writing, you don’t have that immediate feedback, so you need to impose more structure to your writing and ensure each sentence communicates its message with clarity. Secondly, when writing, you can’t use facial expressions and hand gestures to add meaning and emotion. So, your words have to work harder. Much harder. Writing is more concise—you scrap redundant words. Plus, in writing, you use stronger words to compensate for the lack of body language. An example of writing like you talk:
And here’s how to make it more concise and more structured:
Conversational writing may feel like a cozy chat in a cafe, but the writing is stronger, more concise and better structured. Want to practice a more conversational writing style? Try the two steps below … Step 1: Cut the “writerliness”Somehow, when we write, posh words and complicated constructions sneak in. But readers get lost in complicated sentences, and difficult words make them yawn. So, your first step is to cut out this “writerliness.” Conversational writing is simple and easy to read:
Want an example? Hiut Denim’s website uses a conversational tone, using short sentences, simple words, and tight writing:
To spot “writerliness” in your writing, read your copy aloud. Does it sound like writing? If yes, bin more gobbledygook, and simplify your sentences. Step 2: Apply these conversational writing toolsHow chatty would you like your conversation to be? No one conversational tone exists. A business conversation with an authority is different from catching up with your best friend or a chat with the girl next door. Use the following techniques to play with different conversational tones:
Ann Handley’s tone in her enewsletter is chatty, making you feel like she’s a friend:
Conversational writing is not just about HOW you writeIt’s also about WHAT you share. In a world of pixels, fake news, and meaningless likes, we crave human connections. Real human connections. So, be yourself. Brew a cup of your favorite tea. Offer your readers a slice of homemade cake. And share your personal stories. PS This is an updated and expanded version of an article originally posted on January 14th, 2014. That initial article was inspired by Kerstin Castle. |