3 Conversational Copy Tricks With Examples

 

3 Conversational Copy Tricks With Examples.

Conversational copy tricks with examples

Copywriters use a number of stylistic
techniques to pack a lot of information
into a few short paragraphs of smooth-flowing copy.

I'm going to share with you just 3 out of many.

1. END WITH A PREPOSITION

Ending a sentence with a preposition adds to the conversational tone of the copy.

Examples

Wrong: He’s the kind of fellow with whom you love to have a chat

Right: He’s the kind of fellow you will love to have a chat with.

Wrong: Air pollution is something of which we want to get rid.

Right: Air pollution is something we want to get rid of.

2.  BEGIN SENTENCES WITH CONJUNCTIONS

Beginning a sentence with and, or, but, or
for makes for a smooth, easy transition
between thoughts.

Use these simple words instead of more
complex connectives. But is a shorter,
better way of saying nevertheless,
notwithstanding, and conversely.

And don’t use such antiquated phrases as
equally important, moreover, and furthermore when and will do just as
well.

Right: The first lesson is free
But I can’t call you. You have to take the First step.

The choice is simple. Be a pencil pusher. Or get the Messenger.

Right: And move ahead at the speed of sound.

3. USE BULLETS

One of the most effective techniques for
writing subscription copy is to present the
publication’s content as a list of bulleted
items, e.g., “7 ways to save in recession”

Many copywriters rattle off the bullets quickly—and as a result settle for bullets that are ordinary and therefore not engaging.

One of the most common mistakes with
bullets is not including the right level of
information. “Tell too much, and you give
away the information free, and there is no
need to order the product to find the
answer,”

“For example, if your bullet says

Wrong: ‘how to erase pain by using an over-the-counter lotion called capsaicin,’ no curiosity is generated because you’ve already told the secret.”

Right: “How a pickpocket can make your back pain better.”

It is specific about the problem
(back pain), but mysterious about the
solution (how can a pickpocket help with
back pain?).

What is conversational copywriting?

Conversational copywriting is what it sounds like it is. It's copywriting that feels like a conversation. A conversation between real people. It might not be exactly like a transcript of a real conversation (because most of us tend to waffle and stammer a bit) but it has the same rhythm and the same sense of intimacy.

Read also:

Ten effective checklist for professional and amateur copywriters

Five books to master your communication skills