The Power of Conversational Copywriting and How to Master It

Whether you’re trying to grab your customers’ attention through social media, email campaigns, adverts, or blog posts, focusing on words—or the copy—is crucial. The copy representing your business is often the first way a potential customer engages with you. No matter who your target market is, your copy needs to engage readers and make your company approachable by linking your business to their situation. But how do you achieve this? Through conversational copy!

There’s a lot of online advice urging businesses to use conversational copy in their marketing. But what does that mean exactly, and why should you be using it? Let’s break it down and see why it’s a fantastic tool for building customer relationships.

Conversational copy is essentially a conversation between real people. It’s not a direct transcript (since most of us might waffle and stammer), but it maintains the same rhythm and sense of intimacy. Think of it as if you’re explaining your business to a friend—just simple and clear.

You might think there should be a difference between how you talk about your company and how you write about it. But if you want a strong, recognizable, and credible brand, consistency in your brand tone is essential. And that’s where conversational copy can be very useful.

A strong brand is more than just a logo; it’s about being recognizable and credible in every interaction—whether someone sees your advert, visits your social media page, or talks with a staff member over email. Conversational copy helps establish this consistent brand tone and makes your business feel relatable, like an actual human is talking to them.

Hiut Denim Co. is a great example of using conversational copy. Their straightforward communication makes customers feel they’re dealing with experts in making great denim jeans.

No one likes being talked at; everyone prefers conversations, not one-sided discussions where they feel talked down to or ignored. Adopting a conversational tone can help your business build stronger relationships with customers, making them feel listened to and valued. Happy customers often become loyal customers.

Whatever you’re writing—be it a magazine advert, social media post, or private email—you want customers to see your brand and feel compelled to respond. Conversational copy humanizes your brand, making it seem like there’s a real person behind the words, which makes people more likely to engage.

To effectively use conversational copy, it must be consistent across all aspects of your business. If your social media is chatty and approachable but your website is formal and difficult to read, it confuses customers and loses their interest. Consistency is key; your marketing materials, customer service communications, and advertising campaigns—all should be conversational.

Think of brands like Innocent Smoothie, Trello, or Cards Against Humanity. Despite their different tones and styles, they all maintain a consistent conversational tone across their platforms.

Ready to create conversational copy for your brand? Here’s how to start: Write about your business the way you talk about it. Know who your target customer is and how to talk to them. Look at examples like Trello and Cards Against Humanity. They know their audience and tailor their conversational copy accordingly.

Whether you’re a bank promoting a new savings account or a water sports company selling kayak tours, your writing should answer these main questions in an easy-to-read format: Who are you? What are you offering and how does it help them? Why should they become a customer? How can they access your service?

If you can answer these questions simply and clearly, you’re well on your way to creating engaging, conversational copy that will attract customers. If you don’t have an in-house marketing team, hiring a freelance writer is a great way to introduce conversational copy into your business.