WHAT IS CONVERSATIONAL TONE AND HOW IT CAN BE USED IN YOUR MARKETING
The use of tone and voice is imperative in marketing communication. A conversational tone gives the reader the feeling that the writer is conversing with them directly, in the manner of an actual conversation. The gap between the brand and the audience is bridged by this casual and effortless style of marketing which cannot be achieved by a more strict, stiff mode of writing.
Conversational tone is one that is not formal and is rather direct and information-oriented. It comprises idioms, emotional connotations, etc. Using complicated sentences or jargon often keeps readers distant from the brand. A conversational tone makes readers feel involved and connected with both the brand, as well as the discussion. The words used and the style of writing aligns with the values and backgrounds of the readers. It is a way of showing consumers that you understand them and will help you in attracting new audiences and keeping the existing ones. Implementing a conversational tone will increase the overall reputation of the brand.
Conversational tone is best suited to B2C content marketing. However, it can also thrive in B2B content marketing. As brands are slowly shifting to informal marketing, adopting a conversational tone has become more important.
BENEFITS OF CONVERSATIONAL TONE
1. Establishes a connection — Writing in a conversational tone brings out the human side of the brand and makes you sound more authentic. This will grab the attention of your audience by making them feel like they know you personally.
2. Easy editing — When writing in conversational tone, grammar mistakes are overlooked and there are not many rules involved. It is also easier to write as you can write the way you normally talk which makes the flow of words come easily.
3. Better engagement — Since the audience will feel more connected with you, they become more likely to engage with your brand.
4. Increased views — As a cumulative effect of the above benefits, the overall audience drawn to your brand increases greatly.
HOW TO USE CONVERSATIONAL TONE IN MARKETING
There are several different ways to write in a conversational tone. However, the basics are:
1. Write in second-person point of view –
Most formal writing is in third person. Replace the usual way of incorporating first (“I”) or third (“he”/”she”/”they”) person with second-person (“you”). This makes the writing more personal.
For example, “You’ll feel more energetic with our energy bar!”
2. Use simple words –
Avoid technical words and words that are difficult to comprehend by the general audience. Technical words can still be used if the circumstance so requires or if it cannot be replaced in that particular context, but should not be used extensively.
3. Use contractions –
Writing with contractions gives out a more informal tone which will keep your readers engaged. It will also help you save space.
For example, “Do not miss our sale.” sounds robotic. Instead, writing “Don’t miss our sale!” sounds more natural.
4. Keep your sentences short –
Short sentences make your writing easier to read at a glance. Using long sentences makes reading a strenuous task. Therefore, try to break your long sentences into fragments. This will increase the readability of your writing. Try to convey your message in as little words as necessary to avoid your readers tuning out.
5. Varying sentence length –
Although writing in short sentences is important, since real life conversation does not involve perfectly mapped short or long sentences, varying sentence lengths will seem less artificial and planned out.
6. Concise formatting –
Instead of long paragraphs, use bullet points and brief paragraphs. Readers will find it difficult to read otherwise.
7. Use active voice –
Using active voice will result in shorter sentences which are easier to follow. It is easier to organize one’s thoughts when the writing is in active voice.
For example, “She ate the cookie” is easier to follow than “The cookie was eaten by her.”
8. Use popular slangs –
Incorporating popular slangs and words will make your brand stand out and make the audience feel connected. Utilize words that are used in everyday conversations.
9. Rhetorical questions and expressive punctuation –
Make the writing feel more conversation-like by liberally using punctuation such as exclamation marks or question marks and by asking rhetorical questions, which will give your readers something to think about on their own. The question can also be followed up immediately with an answer favourable to your brand.
10. Incorporate examples, similes and metaphors –
Adding examples and metaphors makes the writing easier to comprehend. Complex concepts can also be understood better by explaining them through examples. It also strengthens the content that you have written. It allows the audience to relate and associate instances from their own life with your writing.
11. Write to your target audience –
Firstly, identify your target audience. This will give you an idea of the appropriate conversational tone that can be used to better identify with them since conversations tend to differ based on the kind of people you are talking to.
12. Write like you’re talking to your friend –
This would help your conversational writing come with ease and also make the audience feel connected with you.
13. Tell stories –
Converting your facts and figures to story form will appeal to the emotions of your audience and also makes your writing more interesting.
Conversational tone is a powerful tool, but getting the hang of writing in a conversational tone may take some time and practice, but over time you can see the fruits of incorporating this into your marketing.