Write Like You Talk: 6 Tips for Conversational Content

By Philip Oyelola

.@PhilipWrite: Conversational content can engage your audience and help you communicate better.

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Many are taught to read, write, and follow grammar rules in school but they know nothing about establishing a connection with the audience. In this blog, you will learn about the power of conversational writing, and ways to use conversational content to engage your audience and communicate more effectively.

What Is Conversational Content?

Conversational content is an interactive exchange between the writer (you) and the readers. 

You’ve most likely encountered conversational content; you just don’t realize it. Sometimes you might read an article and subconsciously nod along in agreement. That’s an example of an interactive exchange — it’s not happening in real time, but it is an exchange between you and the author, which reels you in nonetheless.

Why Should I Write Like I Talk?

Let’s review some of the benefits of writing conversationally: 

• Establish connection with the audience: Writing in a conversational tone establishes an instant rapport with the readers. When you use analogies and paint mental pictures of situations they find relatable, the readers feel that you “get” them.

• It makes writing easy: Do you constantly struggle with finding the proper words when you right? Writing in a conversational tone makes the writing process easier, because you write without intending to impress anyone. You write like you would normally talk to your peers—in a relaxed and friendly tone. 

• Improve readability: Writing in a conversational tone makes your content enjoyable and easy to read. 

6 Tips for Conversational Content 

Here are six tips to help you create conversational content that resonates with your audience and nudges them to take desired actions:

1. Know your audience.

So many writers think that the largest audience is the best audience. I hate to break it to you, but that’s a wrong assertion. When you write for everyone, it sums up to writing for no one. Before you dive into any topic, take some time to understand your audience and their challenges clearly. That way, you know how to approach them and help make their lives and businesses better. More importantly, understanding your audience can make the audience feel like you are addressing them personally. 

Furthermore, the one-size-fits-all approach won’t work here. Even if your services and tools help solve the problems of multiple audiences, tailor your content to each audience. Don’t try to address multiple audiences all at once by trying to cram every message for every audience in a single piece of content. Consider content creation that tackles some of the overall pain points of many different audiences, or creating different content for different audiences which speaks directly to each segment of your readership.

2. Use simple sentences

Complex words make your text less readable and more confusing. Forced to decode technical jargon, they may try to do so, or they may just give up and stop reading. Don’t hassle your readers with jargon.

Take a minute to imagine reading a publication on a subject you know little about — in which the writer keeps throwing complex words at you. If you are impatient like me, you might use a dictionary to decode a few words before you give up and go find something else to read.

When your content is filled with bigger words, and you do not define them, you give the reader work for which they may not have the time and/or patience. Use simple but interesting words that your audience can understand.

3. Shorter sentences are better.

You’ve probably heard this phrase one too many times: “Write in short sentences.” 

Why write in shorter sentences?

Too much information at once creates information overload and shortens our attention span. Consequently, many readers don’t pay enough attention to read every word. They just skim through everything at the speed of light, trying to get the big picture. 

Writing in short sentences can help you grab and keep readers’ attention on your content.

So, get right to the point. Make each paragraph short. This makes it easy for the readers to digest every detail. 

4. Write in rhythm

The best writing sings! Using simple words in a mixture of long, medium, and short sentences can make your content more interesting.

Don’t just take my word and Erica’s for it. Here’s an example by Gary Provost on how writing can sing:  

Each word is a musical note, which, when combined, forms a harmonious tune. 

Therefore, don’t just write content; create music. Here are some tips to help harmonize your content:

• Use varied paragraph lengths. 
• Break down each section into subtitles.
• Add content besides words (such as statistics, quotes, and/or images) in between your content.    
• Don’t just make a claim and call it a day. Follow your main arguments with supporting evidence.
• Create a sense of rhythm by combining long, short, and mid-size sentences—just like Gary Provost did.
   

5. Make your writing a two-way conversation.

Effective communication goes both ways. There’s a little bit of “I” – but more of “you.” 

We don’t see the other person at the end of the conversation (the reader) when we write. That’s one reason it can be easy to forget about engaging and helping our audience while focusing on ourselves. We write solely from our own perspective, and self-important sentences creep in.

Can you spot the difference between these two sentences?

• Sign up for our email list. We send weekly emails about science communication.
• Science communicators help unpack the complexity of science, making it digestible for the general public. Sign up here for more tips on becoming a better science communicator.  

The first sentence makes it about the writer and their company. The latter makes it about the readers by communicating the importance of science communication. It also nudges them to learn more when they sign up for the newsletter.

6. Engage your audience with questions. 

Let’s give you a few seconds to answer this question: How would you describe the last movie you watched?

You are probably taking time to reflect on your answer. Your brain is piecing together scenes that stand out from the movie. You are visualizing your response, and now I have your attention!

Asking questions in your content can be a powerful tool for stimulating the feel of a one-on-one exchange with the readers. When used correctly, questions can help you engage and persuade your audience.

Embrace the Power of Your Voice

Your voice as a writer is your personality, and when personality is infused into your writing, your words breathe life. A conversational writer’s voice gives your content a human touch, and the readers can hear your voice as it echoes in their ears.

To put more of your personality into your content, feel free to share your experience—even the good and bad—as long as it inspires the readers. You can also use personal anecdotes to express your points, or even include a personal “P.S.” at the end of your message (which can especially useful for email copywriting).

What advice do you have to make writing more conversational? Chime in below in the comments!