When it comes to marketing, conversational copywriting is essential.

Outdated formal business communication is just that: outdated. Big words. confusing sentences. Not only does it make the content hard to read, but too often the reader loses interest before they get to the end of the first paragraph.

Conversational writing resonates with your audience because your message reads like it’s coming from a friend. It reads like you’re having a nice conversation over a cup of coffee at a neighborhood coffee shop, but it’s more convincing.

Here are 6 tips to ensure your content sounds conversational.

#1 Keep it short.

Less is more when it comes to your content. small words. Short sentences. short paragraphs And yes, this will take more time to write.

I always laugh when someone who hires me says, “I don’t need a lot of content. It shouldn’t take you long to write.”

Actually, typing less takes more time. Reducing a page of content to a couple of paragraphs, keeping the gist to convey its meaning, takes time and practice.

#2 Be real.

Nothing is more annoying than clicking on a line of content expecting something and finding out you’ve been duped. This can destroy your brand.

Likewise, get rid of the fluff, overused clichés, platitudes, buzzwords, and hype. It is not believable and screams that you are trying to sell them. Consumers don’t want to be sold to, they want to be educated. Instead, let them know “why” they need their stuff. It gets to the heart of the problem: the emotional core.

#3 Write like you talk, but better.

In a face-to-face conversation, you use facial expressions and hand gestures to get your point across. When writing your content, you need to convey the emotion in a more concise and structured way.

Cut out the “touchy” words (really, usually, just, very). Eliminate unnecessary repetitions. Use strong nouns and verbs. Be bold. Be specific.

#4 Share stories.

We are naturally captivated by stories. Good stories touch both the emotional and logical parts of the brain and can convince your reader that your offer is the perfect fit for their needs, especially if your potential customers can see themselves in your story.

Share your story. And share stories about your customers and their experiences working with you or using your products.

#5 Use emotion.

It is vital that you know what emotional triggers resonate with your audience. What questions do you have? After all, you are starting the conversation as they read your content.

Address each of their concerns in your content, so you don’t leave them hanging and wondering what you’re not telling them. If there is a major concern that is relevant to your industry, address it immediately. You might even set yourself apart from your competitors if you take charge of that problem and create the solution.

#6 Apply these conversation techniques.

• Use contractions, such as “you are” and “they are” instead of “you are” and “they are.”

• Speak directly to the reader using the word “you” often instead of talking about your business. Please read your content to ensure that the use of “I”, “we”, “me” and “us” is limited.

• Ask questions: Remember, it’s conversational, so questions engage the reader. But don’t include a long list of questions: one or two is enough.

To check if your content sounds conversational, read it out loud. If not, go back and simplify your sentences.