The Top Online Writing Tip

Build relationships and trust when you write like you talk

But this writing tip is not just for online writing. A conversational style is fast becoming the norm in all types of media. I wondered why until I began to think about how I respond to conversational writing.

Maybe it sounds silly, but I like respect. I don’t like being “sold” and I don’t like being talked down to. When I read, I like to feel I’m having a two-way conversation. My guess is that you feel that way, too.

It’s a mindset that’s a result of the Internet. The web has empowered readers like you and me because we interact with others online all the time. We’ve come to expect that kind of two-way connection.

Traditional copywriting — “hard sell” written in corporate-speak or marketing-speak — is more of a one-way experience. When you read a print ad or a direct mail letter, you can’t talk back.

But the online experience is two-way. It allows for all kinds of interaction, like a conversation. When I read an email, a website, or a social media post, I can respond — even just to click “Like.” And I’m more apt to do so when I feel like I’m talking with the writer.

For me, it’s a relief to write to build a relationship. It’s authentic. It’s real. It’s genuine. It fits my personality because I like to help people, not “sell” them.

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