As business owners, we don’t always have the resources to hire professional writers to write the copy of our emails.

And yet we know the importance of good copy – it makes all the difference from words on a page to clicking with your customer (and for your customer to click!)

I want to encourage you that you are more capable of writing copy that clicks with your audience than you think you are.

If you’re more of a casual brand with values of approachability and warmth, your brand voice should integrate conversational copy (not sure what brand is? Check out our “What Is A Brand And Why Do I Need It?” blog post)

Speakeasy isn’t just for the hipster joint downtown, it also describes the style of writing that I’m going to teach you today.
Chill, conversational talk puts people at ease and introduces them to your message in a non-threatening way.
How you talk with a friend over coffee is how you can connect with people across the world.

As someone who was an early Flodesk adopter, I’ve written over 500 emails to my audience and the ones with the most engagement were the ones that felt most aligned with my brand and in-tune with my audience.

This is important because having a more human touch will lead your audience from know (they already signed up for your email list) to like (conversational copy can show your human side, to remind them you’re in their corner) to trust (so when you send out email with a CTA to sell your offer, you’ve already shown them you have their best in mind).

Here’s how I write conversational email copy and how you can do it too:

1. Good Copy Starts With Listening

• • Listen to your audience.
    • Are they mostly male? Female? What do they like to do on the weekends? What do they binge on Netflix? What’s trending for them? Is it a meme? What are they searching on Google? I love subscribing to Google trends to help me keep my ear on pop culture and society
  • Listen to others in your field
    • Observe the copy that pops out at you. Sometimes I save emails (Robinhood’s newsletter is one of my faves!) because their copy just made me LOL
  •  Listen to yourself
    • Record yourself as you talk using your phone’s voice memo app
    • Listen to how you chat with a best friend, listen to how you chat with someone you just met. At what points do you feel more like you? Do you hold back? Do you go deep either way? Notice and decide how much of that you want to integrate into your copy

2. It’s Ok To Have “-isms” In Your Copy

• • As AI has helped us by saving time writing a ton of copy, you can typically smell the robotic text from a scan of a few sentences. What sets your emails apart as being written by a human? Sounding like YOU. So if you have an -ism, use it! For example, as I recently came off sabbatical, I wanted to encourage my audience that taking a break was one of the boldest things you could do. “A Baddie On Sabaddie” was my email subject line and my open rates and replies were insane.
  • What local slang do you like to say? Have a made-up word? Put it in your copy!

3. Less Is More

• • When it comes to email marketing, you don’t need a ton of words. Even though I love a long email newsletter (Jen from TONic is queen at this), give yourself permission to break up a long email into multiple, more brief emails. Think of it as the 15-minute call with your best friend a couples times a week versus the 2-hour deep dive once a month.

There it is: three simple steps to integrate more conversational copy into your Flodesk emails.

More Flodesk email marketing resources and freebies:

• • Also as a gift for you, here’s my special link for you to get 50% off Flodesk (that’s savings of up to $354!) for your first year: https://flodesk.com/c/PRAISE
  • If you’re looking for more email marketing tips for solopreneurs and small business owners, check out our video podcast episode on 10 Ways To Grow Your Email List:
    
  • Want your emails to look like ours? Grab our newsletter templates here
  • Curious about the conversational copy in the emails I write? You can subscribe to our email list below.