Your friend calls. They just scored an extra box seat to Opening Day at Safeco Field. It’s all yours if you want it. (Which clearly you do because that’s awesome.) And oh, by the way, he’s getting ready to start a major project at work.
“What project?” you ask.
How will your friend describe his new project? How will you describe what you’re currently working on? Chances are good you wouldn’t put on airs by using big words and name-dropping.
He’s your friend. Your buddy. You didn’t get your game face on for this phone call. You’re just shooting the breeze. You’re chatting. That’s what great copy is.
Great copy is a chat with your reader – minus the “ums,” “ahhs,” and “oh no she didn’ts.”
However, creating a conversational tone is easier said than done. It’s not uncommon to get stiff and uncomfortable when you’re goal is to create an awe-inspiring piece. Unfortunately, reading such a piece is delete inducing.
Luckily, it doesn’t have to be this way. You can create conversational content. (Promise!) These techniques will get you started.
Record and Transcribe
Whether you have an old fashioned handheld recorder or an app on your smartphone, record yourself talking about your specific topic. We like to do this while doing another task, such as driving to an appointment or chopping veggies for dinner. Multi tasking makes the recording process feel a little less awkward. The idea is to just let it flow. Pretend you’re talking to your best friend. If a few four letter words or inappropriate comments get slipped in, it doesn’t matter. This is only for you.
Once you have some material, transcribe your recording. Your transcription is definitely not your post. However, it is a great way to get things started.
Tip: We’re partial to Audio Memos Free. It’s a free smartphone app that’s incredibly easy to use.
One of the best ways to turn a blog post into a conversation is to ask questions. Even if you aren’t actively involved in a back and forth dialogue, questions cause your reader to think.
Address the Reader
Consider these two statements:
Do you drink coffee in the morning? I do too! It’s essential to starting my day off right.
Drinking coffee is essential to starting my day off right.
Both statements share a personal sentiment about the author. (That’s me! And, really though, don’t you think coffee in the morning is essential?)
However, only one statement includes the reader. An entire piece which uses “I” “we,” “our,” “me,” and “my,” fails to do so.
Conversely, “you” addresses the reader directly. It draws them in. It’s a subtle reminder, “Hey. This post isn’t just about me pounding my chest with self-importance. This post is about helping you.”
Share Some Personal Goodies
Beyond Mariners tickets and work projects, what do you and your buddy talk about? The surprise 40th birthday party you’re planning for your wife? How the dog ate your second FitBit? The new cider you just found at Trader Joe’s?
Share some of those personal details with your reader. These are the moments that let you inject personality in your post. They make you more than words on a page. They make you relatable – human.
Start a Conversation
Like we said, creating conversational content isn’t easy. It takes time to develop your voice. If you need some help fine-tuning your message, our team is skilled at turning your thoughts into a conversation on the page. Let’s chat.
P.S. If you happen to have an extra seat to Opening Day, let’s chat about that too. Go Mariners!