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HOW TO WRITE CONVERSATIONAL COPY IN 3 (SILLY-SIMPLE) STEPS

Writing conversationally (AKA: like the human you are) is easy as 1-2-3

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DrMichaela Michaela Bucchianeri health and wellness copywriting with heart conversational copy purse with keys and phone spilling onto tabletop

POP QUIZ:

When was the last time you came away from chatting with someone at a party, and said to yourself:

“Wow, what a great series of paragraphs that was!” ?

(Never. The correct answer is Never.)

More likely?

You said to yourself:

“Wow, what a great conversation that was!”

We are hardwired for conversation, friend. All of us. (Your dream client included!)

So, why do we write in ways that are so overtly hostile to the art of conversation?

And in the health + wellness fields, we’re the worst culprits of all!

Left to our own devices, we’ll produce monologues so bone-dry + text-saturated, that not even the most dedicated reader could be expected to suffer through.

The good news? Conversational copy isn’t rocket science.

In fact, 3 little steps (so simple they’re almost silly) can get you there every time.

You in?

Read on for 3 steps you can take to turn any piece of writing into delightfully conversational copy:

1) Speak to 1 person

When you type out an email or blog post or Instagram caption for your business… who are you speaking to?

Many of us make the mistake of trying to address errrryone:

“Hey, y’all!”
“Morning, friends!”
“Dear Readers/Subscribers/Tribe…”

Or worse:

We don’t stop to picture the person reading our words at all.

And while it’s true that you can’t know exactly who might be on the other end of the interwebs, reading your stuff… you owe it to ’em to at least try.

Picture just 1 person, and your words will become more natural. Warmer. More personalized.

And much more effective.

BONUS: It’ll also force you to get crystal-clear on who your dream client is.

(Worried this’ll pigeonhole you? It won’t.)

Trust me: There’s a whole world of dream clients out there, just waiting to hear from you!

You’ve just gotta speak in a way that helps each one feel like the center of your freaking universe. Right where they are.

FOR EXAMPLE:

When you’re trying to speak to everybody…

Hey, Fitness Tribe! I’ve been hearing from a lot of you that you’re trying to get your steps in each day, fit in HIIT workouts, increase your cardio, etc. So many of you are working so hard, but you don’t have to. You’re all incredible people– whether it’s your beauty or your resilience, or your confidence. You each bring so many unique qualities to the table. So, please don’t worry about following one specific path. The right path will be different for each of you… you just need to be bold enough to create it.

…vs. When you speak to just 1 person…

Hey. I see you over there, trying to get a zillion steps in each day, because you’ve been told it’s what you “should” be doing. You’re working so hard at hitting each fitness goal perfectly, but here’s what I want you to know: You don’t have to. You’re a beautiful, resilient, confident person. And please trust me when I say, your value isn’t found in your ability to follow someone else’s path… but in the boldness you display by creating your own.

2) Embrace the contraction

Now, that you know who you’re speaking to, it’s time to move on to a little grammatical rule-breaking…

(Somewhere, your poor 7th grade English teacher is white-knuckling the podium, wondering how she failed to get through to you.)

Just kidding. (Kind of.)

Grammar, for the most part, is our friend.

Y’know. Proper capitalization, punctuation, and the like.

It’s often what separates our true meaning from nonsensical gobbledygook.

You get me, friend? <— a clear (conversational) question
You get me friend? <— a sad request from Cookie Monster

But, grammar’s also riddled with rules that are just asking (nay, pleading) to be broken.

{insert villainous laugh + steepled fingers}

steepled fingers conversational copy

My best, most brazen tip for laughing in the face of grammatical tyranny?

Use contractions.

That’s right. (See what I did there?)

I’m serious. (…and there?)

Look, contractions aren’t a big deal. On the highway of communication, they’re nothing more than little fender-benders.

2 words, mashed up in a sudden (but victimless!) minor collision.

And you’ve got so many options to choose from!

There’s your basic apostrophe contractions: I’ll, I’m, you’re, you’ll, there’s, that’s, it’s, and so on.

Then, if you’re feeling spicy, you’ve got your slick, under-the-radar variety of contraction. The ones that flirt ever so dangerously on the edge of {clutches pearls} SLANG:

Gonna. Wanna. Hafta. Dunno.

They’re all right there at your fingertips. Nothing’s off limits. Even for you… a PROFESSIONAL.

(Freeing, isn’t it?)

The beauty of the contraction lies in its ability to transform you from a frigid, emotionless robot to a friendly, approachable being of the human variety.

FOR EXAMPLE:

Contraction-less robot speech…

In my practice, I am often asked by parents, “What is the safest type of toothpaste for my kids?” I will summarize my answer briefly in this post. Based on the available research, there is good reason to believe that it is not so much the type of toothpaste that matters, but rather…”

…vs. Human communication…

In my practice, I’m often asked by parents, “What’s the safest type of toothpaste for my kids?” I’ll summarize my answer briefly in this post. Based on the available research, there’s good reason to believe that it’s not so much the type of toothpaste that matters, but rather…”

3) Chop it down

And if your English teacher didn’t care for that last bit of advice, then she’s realllly gonna hate this one…

Take what you’ve written. And start chopping.

Chop, chop, chop!

Don’t be scared, friend. It’s a whole new world of writing possibilities.

Those sentence fragments that earned you a red-pen circle back in the day?

Totally legit communication now!

Look, we already know we’re writing way too much. Let’s take advantage of this lovely little lifeline + chop our run-on lines of text into short. punchy. pieces.

Not only will this make your copy much easier on the scanning eyes of your online reader…

It’ll also force you to choose your words wisely. With precision. And intention.

And who doesn’t love a person who actually means what they say?

FOR EXAMPLE:

(Facebook-)status quo…

As much as I love the work I do as an endocrinologist, the path to getting here has taken quite a few twists and turns, such as the time I almost became a veterinarian before I realized I’m scared of animals. Another twist in my career was the time I really struggled to find my niche…

…vs. Captivating (+ conversational) caption city…

I love the work I do as an endocrinologist. But, the path to getting here has taken quite a few twists and turns! Like the time I almost became a veterinarian. (Y’know. Before I realized I’m scared of animals.) Or the time I really struggled to find my niche…


Let’s take action!

OK, here’s your action step for today:

  • Choose 1 piece of writing for your business (e.g., website page, email draft, professional bio, social media post) and turn it into conversational copy! (Be sure to share your work in the comments, so we can encourage you!)

Cheering you on!


TAKE THE QUIZ + FIND OUT!


HI!  I’M MICHAELA. 

I help health + wellness professionals connect with their dream clients through genuine, engaging communication. After spending over a decade studying, researching, and teaching psychology + communication principles, I started this business to empower health + wellness professionals like me to “preach what you practice”. I share practical guidance so you can get clear on your unique value, communicate it with heart, attract + serve the people you love working with most… and actually have fun along the way.

2 Comments
  1. BethAnne KW says:

    These are awesome tips Michaela. Thank you, and I just wanted to let you now how much I enjoy your content and your humor! 🙂

    1. It’s my total pleasure, BethAnne! Thank you for reading + for taking the time to share your thoughts! <3

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