Make your web copy conversational.
Photo by redningsselskapet
With all the advertising clutter of the internet era (as I mentioned in 4 Insider Web Copy Tips), rapport has become a major competitive factor. Building a connection with your online visitors gets them to stick around (a sticky website). They feel comfortable with your business. You reach an understanding, make them happy they arrived.
Connecting with your customers, that's the idea.
How to Build Rapport Into Your Web Copy
An easy way to build rapport is to increase the informality of your message by writing conversationally. Speak to your online visitors as informally as you can, as if you're talking face-to-face. This conversational style not only helps you connect, it also makes it easier for readers to understand what you're saying.
You might be thinking, "How do I write conversationally to my business to business (B2B) prospects? They demand technical info and are familiar with my products. I don't want to talk down to them." Well, you're right, and you should be careful not to be flip. But you can still convey a friendly, informal tone.
Here's a sample from a blog post I wrote for a plastics manufacturer. Note how the words "You might think," you're better off," "the thing is," and "we've actually" create a conversational tone in the post:
"You might think that you're better off being specific as to the grade material for your part. The thing is, we've actually found that specifying a grade material in your blueprint can cost you time and money."
You can loosen up a bit if you're selling the right products online. Here's an example from an About Us page for one of my clients, a cupcake baker:
"I got the idea for making cupcakes from scratch at a "wine night" with my girlfriends. It was usually my job to bring dessert and someone commented that my cupcakes were good, but not really homemade. Not unless they were made from scratch. Now that's a challenge and I took it too heart!"
You get the idea...see the rest at Jazbys Cupcakes.
Here's a good way to achieve the tone you're looking for. Picture yourself talking directly with your customer while you write. Type whatever comes to your mind while you "converse" with your pretend customer. Then, edit your writing later for clarity, structure, and organization.
The reader should get the impression that you're speaking with her directly and you understand her needs. You're there to help solve her problems. And you hope she'll either buy now or get in touch right away.
Rapport, a way to create a "sticky" website. If you want expert help with the content on your website, or any of your online marketing, call me at 315.738.1890 or click here to my contact form. I look forward to a profitable rapport with you!
Until next time,
Nick
Other posts you might find helpful:
Write Copy to Your Buyer's Persona
Gary Vaynerchuck's Down Home Internet Marketing
