Mindset Coach + Copywriter for Soulful Creatives
Passionately empowering soul-centred creatives to share their powerful story & gifts through copywriting and mindset coaching.
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When it comes to sitting down to write your website or sales copy, one of the most compelling ways to think of it is to consider that it’s all about a conversation. Conversational copy is one of the best ways to drive conversions on your website. In this post, I’ll break down what conversational copy is all about, and then we’ll go into the core reasons why this kind of copy drives conversions.
I want to do something fun for a moment. I want us to take a look at what a conversation really and truly means.
To me, a conversation involves not just speaking but also listening and anticipating. Conversational copy not only speaks from the heart with a heavy dose of authenticity, it also has spent time listening to our ideal clients objections so we can speak to that and anticipate their needs within the copy.
Let’s also expand upon our definition of what a conversation truly is by pulling out our ol’ trusty Oxford Dictionary, defining conversation as
“an informal talk involving a small group of people or only two.”
I love this definition because it highlights the informal aspect of conversation. This is key to copywriting because conversational copy is copy that sounds the way you speak in real life!
So as we continue with this post, let’s carry our definition with us. Conversational copy is about…
✨ Writing how you truly speak.
✨Connecting by writing with an actual person in our audience in mind
✨Listening and anticipating our consumers’ needs to speak to them in our copy.
Now, let’s break down why conversational copy is so compelling!
The majority of us are small business owners (if you’re reading this), so think about how much you love and want to hold sacred your business. Think of how hard it is to find someone to bring on your team! You want to make sure you find that person you truly know, like, and trust to get the job done.
That’s how your clients and prospects feel! It’s a big deal bringing someone new into your business or deciding to invest in someone else – so we want to make sure we can get to know the person first.
Typically, prospects will want to get a good idea of this before reaching out to you, which is why your website copy is so important! They’ll read your copy! They’ll want to get to know you.
Let me give you a REAL LIFE example of this. Last week, I had a discovery call with a potential website copy client, an artist + educator. She explained that she reached out to me after reading my copy, where she saw that I was myself an artist. She told me she hadn’t been able to find a copywriter with this perspective before, and it was precisely what drew her to me!
This is what your ideal clients are doing behind the scenes too! They’re scoping you out and wanting to get to know you – so let’s give them something to talk about, as Ms. Raitt would say!
There’s nothing more unnerving to someone who is trusting their small business with you to find that they land on your website and have no sense of who you are. Even more unnerving? If they read that copy, get attached to you and your voice, then get on a call to work with you and meet someone… gasp… completely different.
Believe it or not, but this happens! Why? Many creative entrepreneurs fall into writing how they think their ideal client wants them to sound rather than honouring their unique voice and letting their freak flag fly!
But the irony here is that you’re not attracting your ideal client by acting in this way. Instead, you’re attracting the ideal client of the voice and style you are trying to emulate.
The best way to convert YOUR ideal clients? Write like yourself. Honour your authenticity.
One of the biggest reasons why conversational copy is what converts is that it makes you so damn relatable!
No one wants to read some fancy and polished highlights-reel kind of a story. We want the grit, the grind and the reality behind your story!
What about those late nights you spent crafting your first product?
Or those early mornings you squeezed in your craft before heading to your corporate gig?
Conversational copy doesn’t brush past the reality to only highlight the perfect moments that went right. Conversational copy illustrates a rich journey that goes much deeper – it connects on a visceral level.