what is conversational copywriting (and why does it work)?

We all had *that* teacher. The one whose style was to read straight from the textbook.

I don't know about you, but I found it impossible to learn anything that way.

And it probably had little to do with the actual material. I've since learned that with the right delivery, anything can be engaging, while monotone delivery can make even the most interesting subject put you to sleep.

If you struggle to keep readers engaged, conversational copywriting is the answer.

Just like Bill Nye can turn the most mundane facts into something exciting and memorable, a conversational copywriter can bring this same energy to your messaging. 

Why is this? Let’s take a look. 

What is conversational copywriting?

I'm going to back up for a sec because a lot of people don't know the difference between copywriting and copyrighting. 

Copyrighting is a legal process that protects a piece of intellectual property from being copied.

Copywriting is the art of writing words ("copy") that encourage readers to take action. That could be...

☎️ to book a call

📧 to subscribe to a newsletter

🤓 to take a free quiz

🛍️ to buy something

🥰 to donate time or money or an organ

✨ etc.

Conversational copywriting is when those words sound like natural human language. It feels like a conversation between the writer and the reader. 

The goal of copywriting is primarily to sell. 

The goal of conversational copywriting is to draw the reader in and hold their attention with an approachable, relatable tone to build a connection.

So now that we have that out of the way let's talk about why it works. (Spoiler alert: It’s how our brains are wired.)

Why is conversational copywriting effective? 

Short answer: psychology.

The easier something is to read, the more likely we are to believe it. 

 The magic of conversational copywriting lies in something called cognitive fluency, which is a fancy term that describes how easy it is for your brain to process information.

Let's break it down a bit more...

Cognitive fluency refers to how easy or hard something is for your brain to process.

When something’s easy to read or understand, your brain finds it enjoyable and thinks:

This feels good. I trust this information. 

On the flip side, when your brain has to trudge through content that’s complex and hard to follow, it has to work harder. Then, the brain thinks:

This feels frustrating. We can’t trust this information. 

And because brains are always trying to conserve energy, when a brain struggles to read something, it associates that difficulty with the actual content it’s trying to process.

Here’s an example…

When you read a simple sentence, like:

"Get more done, FAST!" your brain processes it quickly, making you more likely to believe the message. 🧠 + 😀 = 👍

But if the same message is delivered in a complex, formal way, like:

"Our services optimize and expedite workflow efficiency," your brain has to work harder to understand.

And, because your brain is such an efficient machine, it associates whatever it is you’re reading about to also be hard. 🧠 + 😖 = 👎

Let me repeat that. 

If your brain finds it hard to READ something, it tells you that the topic you’re reading about will also be hard. 

💡Studies show that when people are given instructions in a hard-to-read font, they're more likely to overestimate the difficulty of the task and avoid doing it altogether. 💡 

This means if folks have a hard time reading about what you do, their brain will make them believe that you'll be hard to work with.🛑

Pretty important detail when you’re in an industry that’s already difficult for people to understand … insurance, accounting, time travel, etc. And, remember, your ideal client is probably pretty stressed out already, so give them a break!

Conversational copywriting works because it makes our brains happy.

🤑When a product description is written in clear language, shoppers are more likely to buy it. 

😖Jargony copy makes shoppers feel confused. (When you confuse, you lose.)

🙅🏻‍♀️Uncertainty leads to delays in decision-making or ditching the purchase entirely.

Information that’s quick to process is easier to remember.

This is why you can still recite nursery rhymes, old advertising jingles (I like beef, and I like liver... I like chicken in my dinner...), and the lyrics to Cotton Eye Joe. 

Again, for the people in the back. Our brains are efficient meaning-making machines.

We tend to forget complex information more quickly because of the mental strain involved in processing it. This is why you don't remember anything from your grade 10 world history class or what your accountant tells you every single year at tax time, but you still know how to perform the Macarena. Thanks, brain.

To sum it up, conversational copywriting works because it…

🥹reduces mental strain

🫱🏻‍🫲🏾establishes trust

🙌 increases engagement

🎬 tells your audience what to do

The reason some of your favourite brands are your favourite brands is because they understand the power of cognitive fluency. (I said brands, but this also applies to bands that getcha with their earworms 👂🪱🪱.)

Here are a few examples of well-known brands that use conversational copywriting for good and not evil (that's a topic for another day):

Airbnb uses conversational language through its brand's touchpoints, helping vacationers find exactly what they’re looking for without feeling overwhelmed.

Slack uses playful language and a light, friendly, conversational tone, making work communication feel relaxed and easy. Maybe too relaxed and easy, come Friday afternoon.

Apple’s product pages are designed with simplicity in mind. The copy is clear, jargon-free, and readable. This makes it WAY too easy for us to buy more Apple products than we need.

Goodr is another brand using conversational copy. Their voice is fun, playful, and very casual. Instead of delivering dry product specs, Goodr goes all in on personality. 

Yes, major brands have cracked the code on using conversational copy to keep us engaged. But this technique isn't just for the big guys. 

I’ve helped lots of smaller (in scale, not in heart/awesomeness) brands use conversational copy to create connections with their audiences... 

Canadian wealth advice firm Steward Group is on a mission to make financial planning unintimidating. 

Hijinks Agency is here to design brighter brands for a brighter world. 

Certified This Naked Mind coach Ellie Crowe of Pump Up The Present is working hard to help women make alcohol irrelevant in their lives. 

Now that you can (hopefully... if not, shame on me) see why conversational copy works, you’re probably wondering how to make your copy more engaging.

Here are some easy ways to make your copy more conversational:

💑 Use simple language. Cut the jargon and write like you’re chatting with a friend. Instead of saying: “Utilize our solutions to optimize workflow efficiency,” try, “We'll help you get shit done faster.”

📏 Short sentences, please. Shorter sentences are easier to read. Break up long paragraphs. Avoid complex sentences. Periods are speed bumps so use them!

🤡 Be funny. Don’t be scared to have fun with your copy! Crack a joke! Drop a pun. Be your quirky self. It makes your copy engaging and memorable.

🤰Use contractions. We use contractions when we talk, so write that way, too. “We are here to help” feels clunky compared to “We’re here to help!” 

📣Read it out loud. The best way to make sure your brand sounds conversational is to read it out loud. If it sounds like you’re reading a speech, refine it until it feels like dialogue.

Coming in for a landing now...

Conversational copywriting holds our attention because:

🐒 It’s relatable. Humans are like any other animal: We pay attention to words we recognize. Conversational copy mimics how we naturally speak, making it easier for our brains to process, understand, and remember information.

🧠It reduces the cognitive load. Processing formal, complicated material requires more mental effort. Conversational copy is easier to digest. When your reader doesn’t need all their brain power to translate what they’re reading, they can stay focused on your message.

🙂Authenticity builds trust. Conversational language sounds real, which builds trust with your reader. When you sound like a real person, your audience is more likely to connect with you and believe you. 

Whether you’re writing for a massive brand or a micro business, the goal is the same:

Be like Bill Nye. Keep your audience feeling like they’re part of a conversation, not stuck listening to a lecture. 

The more human your copy, the more likely readers are to stick around and do what you want them to. Keep it real, keep it fun, and keep it conversational.

Not sure how? Get yourself some Poppy Copy!