Now, as an aspiring professional writer you must have had to face this in your career. Your client or boss or marketing manager wants you to connect with your audience on a more personal level. As a copy-righter it is your responsibility to make the reader feel important.
If the content you are writing or the product you are marketing in the blog or article or promotional piece does not appeal to the reader, they will not invest even a single second of their time in reading it through. So the question is how does a freelance writer make the article more engaging? How do you as a professional copywriter deliver something that excites the recipient whenever they hear their inbox make the ping sound? You do that by engaging them in a CONVERSATION.
1. The Personal Approach
Your mother and father, your best buddy and your cousins all get super excited when they get a post card from you but what about your potential clients and prospects? You need to make sure that they are as happy about receiving your blogs and posts and for that you have to establish a dialogue with them. So stop mass emailing to the 4,330 subscribers on your list as it makes your copy mundane, generic, and impersonal.
Instead begin a conversation that is more personal and well targeted and lets you up your marketing game and attract as many prospects as you can. You are either writing to thank the readers who commented positively on your last blog or you are writing to appreciate their interest in your latest DIY.
Speak to them directly and be more specific all the while avoiding becoming the irritating marketer who keeps repeating the same notes and message over and over again. So, pick out your favorite prospects and start targeting them in a unique way that shows that you only write to her or him. This helps your emails immediately become far more engaging; and people start to feel as if you are in a direct conversation with them.
2. Observation is the Key
You need to listen to how you talk or speak to a friend for that matter just to assess how the conversation begins and transcends. If need be, hit the record button on your smart phone’s voice recorder and listen to it later. The moment you are successful in transferring these spoken words onto a page, you will have the best tool in your hand to get your point across.
3. Introduce Yourself With A Bang!
If you do nothing to announce yourself in a great way, the impact of your article is either going to be short-lived or completely disengaging. For any digital marketing expert or copy-righter it is most essential for their introduction to be captivating. Along with that it should also be to the point and make your audience want to read the rest of your blog post. It is like taking control of the mood and initiating a topic which invites opinions and views from across the table. This makes your blog or article more conversational and far more interactive than pieces you have written earlier.
4. Incorporate Slang
Now this is a tricky one because it suggests you to shed almost all your inhibitions while expressing your views and opinions. Slang lets us identify with one another. This is true not only for kids or teenagers but adults as well. Adding a little bit of slang to your copy makes you sound more real and authentic and makes your reader feel as if they are talking or listening to a real person.
The occasional naughty words that you introduce into your write-up might be enough to spice things up a bit but don’t go overboard. Slang will be most effective if you use it in small quantities and in rare cases and with the least offensive words. You don’t want to begin writing a sales letter or a newsletter with a swear word or a word that might offend sensibilities of any of your audience. It’s important to use slang that holds relevance and meaning to your target audience. It is also important to stay up to date with slang words that are in these days and do away with the ones that are out.
5. Don’t Be The Expert
There are times when your reader does not want to read the expert writer’s opinion but that of a friend’s who has been there and done that and now is just being there for their reader. You might be the expert at the subject matter but then your reader is just a guy next door or a mother of two trying to juggle office work with household chores. You may need to play in congruency with their understanding and knowledge of the subject.
Now that does not mean you have to be completely dumb about the obvious things but the average Joe or Jane out there would relate better to someone who sees the world from their eyes. Think about your audience more and try to be in their shoes before you put your pen to paper. It is through simpler sentence forms and choice of words that you can become one of them and add a more laid back approach to your write-up.
6. Don’t Overdo It
You can always tend to go overboard with this kind of writing. There is certainly a line that you are at risk of crossing with conversational writing and you may not be even aware of it times. As a journalist or a writer who makes their living out of playing with words, you have to be certain that the frequency with which you use slang or other curse words in real life does not reflect in your marketing write-ups because it takes away from your credibility and dampens the reader’s enthusiasm. You have to dial it down several notches and then come up with something that hits a cord with your reader.
Conversational writing is still a very professional form of writing that incorporates persuasiveness and clarity provided you do it in moderation. Remember, too much of anything good can be diabetic or in your case can lead to an increased bounce rate!