The top online copywriting tip is simply this: write conversationally.
But this writing tip is not just for online writing. A conversational style is fast becoming the norm in all types of media.
I wondered why until I began to think about how I respond to conversational writing.
Maybe it sounds silly, but I like respect. I don’t like being “sold” and I don’t like being talked down to. When I read, I like to feel I’m having a two-way conversation.
My guess is that you feel that way, too.
It’s a mindset that’s a result of the Internet. The web has empowered readers like you and me, because we interact with others online all the time. We’ve come to expect that kind of two-way connection.
Traditional copywriting – “hard sell” written in corporate-speak or marketing-speak – is more of a one-way experience. When you read a print ad or a direct mail letter, you can’t talk back.
But the online experience is two-way. It allows for all kinds of interaction, like a conversation. When I read an email, a website, or a social media post, I can respond – even just to click “Like.”
Traditional copywriting, no matter what media, has a singular goal: writing to sell.
When you write online, you have a different goal: you’re writing to build a relationship. When you write content this way, you share helpful information with your reader to meet her needs. You build a relationship with her and she begins to trust you. When she trusts you, she’ll respond or give or buy. Selling comes later, but relationship is central.
For me, it’s a relief to write to build a relationship. It’s authentic. It’s real. It’s genuine. It fits my personality because I like to help people, not “sell” them.
You’ll be most successful at web writing when you foster that kind of conversational, two-way interaction with your reader.
Along with the change in my mindset about writing online – the move from traditional “marketing-speak” copywriting to more conversational copywriting – I’ve learned some tips. I hope they help you.
But for now ...
Remember the top tip for writing online: write conversationally.
That approach allows the reader to build trust. It makes your reader feel respected and valued.
Which is what building relationships is all about, isn’t it?
More Online Writing Tips
Award-winning content writer and author Kathy Widenhouse specializes in writing for nonprofits and faith-based organizations.
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