The Power of Conversational Copywriting and How to Master It

No matter how you’re trying to grab your customers’ attention—whether it’s through social media, email campaigns, advertisements, or blog posts—there’s one crucial thing you need to focus on: words! In marketing terms, we call this “copy.” Whether online or on paper, the copy representing your business is often the first point of contact for potential customers. Your copy should engage the reader and make your company approachable, linking your business to their situation. So, how do you do that? By using conversational copy, of course!

Conversational copy is frequently recommended in marketing advice, but what does it really mean? How and why should you use it? I’ll break it down and explain why it’s a fantastic tool for building customer relationships. Let’s start with the basics.

Conversational copy is a dialogue between real people. It might not sound exactly like a real conversation since we all tend to ramble a bit, but it shares the same rhythm and sense of intimacy.

You might think that how you speak about your company should be different from how you write about it, but if you want to build a strong, recognizable, and credible brand, consistency in tone is essential. That’s where conversational copy comes in handy.

A strong brand isn’t just about your logo; it’s also about a consistent tone. Whether people see your ad on a bus, visit your social media page, or communicate with a staff member via email, all interactions should ‘sound’ like your business. Conversational copy helps establish this consistency and makes your business feel more familiar and approachable to potential customers.

Let’s consider Hiut Denim Co. They use conversational copy to successfully establish their brand. Their clear and straightforward communication gives customers confidence in their expertise in making great denim jeans.

Nobody likes being talked at. We all prefer conversations where we feel heard and respected, and this is true for customers interacting with businesses as well. By adopting a conversational tone, you make customers feel valued, which can turn them into loyal customers.

No matter what you’re writing, you want it to evoke a response from your customers. Whether it’s an ad, a social media post, or an email, you want your audience to engage with your brand. Conversational copy makes your brand relatable and human, making it much easier for people to respond.

If you’re going to use conversational copy as part of your brand voice, you need to implement it across all areas of your business. Consistency is key. If your social media posts are friendly and approachable, but your website is full of formal language, it creates a disconnect. The same goes for marketing material that’s chatty but followed by impersonal, jargon-filled emails—customers will lose interest.

For conversational copy to be effective, use it in everything—marketing materials, customer service communications, advertising campaigns—essentially wherever your brand appears.

Think about brands like Innocent Smoothie, Trello, or Cards Against Humanity. These are diverse businesses with different writing tones, but they all share one trait: consistently conversational copy across all their communications.

Ready to create conversational copy for your brand? Here’s how to get started.

Write about your business the way you talk about it. To make your copy effective, you need to understand who your target customer is and how to communicate with them. Trello’s approach won’t work for Cards Against Humanity’s audience, but both use conversational copy that suits their customers. Identify your audience and figure out how to talk to them before you start writing.

Whether you’re a bank promoting a new savings account or a water sports company selling kayak tours, your writing should address key questions in a clear and accessible way: Who are you? What are you offering and how does it help the customer? Why should they choose you? How can they access your service?

Answering these questions simply and directly will help you create engaging, conversational copy. If you don’t have an in-house marketing team or an agency, hiring a freelance writer can be an excellent way to introduce conversational copy into your business.