Welcome to Marketing Monday, where I give you tips and tricks for being your own content marketer. This week’s post is all about how to write conversationalist content.
The biggest problem most people face when doing their own content marketing is coming up with the right tone. Imagine an attorney trying to write a newsletter that sounds like a deposition. Or a doctor trying to write a blog post that sounds like a medical report.
It happens a lot. We all get stuck in the methods of communication that are most common in our industry, which is why, unless you work in marketing, I don’t generally recommend you do your own content marketing. Everything you write might may perfect sense to you, but unless your marketing content is aimed at your colleagues, you’re going to have to shift your writing style when writing your blog posts, newsletters, social media content, and website landing pages.
But your marketing content is probably not aimed at your colleagues. It’s most likely aimed at the people you want to serve, which means if you use too much of your industry’s lingo, they won’t understand what you’re talking about and they’ll leave.
Enter Conversationalist Content!
Conversationalist content is exactly what it sounds like: content that sounds like you’re having a conversation with your potential clients. Admittedly it’s a one-sided conversation, but only until they comment on your content or reach out to you for more information.
Conversationalist content is not only simple enough for the layman to understand, it’s also easy to read and engaging enough to hold their interest all the way to the end.
So how do you write conversationalist content? I’m going to give you my top 3 tips:
Liberal Use of the Word, “You”
The easiest way to make your reader feel like you’re having a conversation with them is to use the word “you” throughout your content. Depending on your audience, your content, and your goals, you can use the word “we” instead of “you,” especially if you want to convey a sense of “We’re all in this together,” but I generally recommend sticking to “you.” Whichever one you choose, just be sure to stay consistent with it.
You can also choose to use “I” in your blog posts, but be very careful about your choice to do that. It’s not that there’s anything wrong with using it, it’s just that you should carefully consider how and why you’re using it and what effect you want it to have.
Don’t Use Jargon or Acronyms
Whatever aspect of your industry you’re explaining, pretend you’re explaining it to someone at a party – someone who doesn’t work in your industry and has no idea what you do, so you’re trying to explain it to them in terms they can understand. Ideally, in such a situation you wouldn’t use the complicated jargon or acronyms that are specific to your industry. You would put it in simple terms, and the same should go for your marketing content.
Say It Out Loud First
Conversationalist writing comes really easy to me, but if it’s something you struggle with, one thing I recommend people do is to try saying it out loud and going from there. Whether you want to do it piece by piece (talk about a subject and then write about it) or record yourself talking about the entire subject and then use that as a base to write it all out. If you’re not comfortable doing that, it’s one of the services I offer.
Thanks for reading! If you like what you see here, you can sign up for my newsletter to make sure you never miss an update. If you still have questions about content marketing, let’s chat.