SEO

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The rise of conversational copywriting, with two robots talking

When they read my writing on conversational copywriting, some marketers think I’m talking about a soft, nice-to-have skill.

They see the conversational approach is being attractive, but optional.

I think they’re totally wrong.

From what I’m seeing, conversational copywriting is fast becoming an essential marketing skill. Not an option, but a necessity.

And the need for conversational copywriting isn’t being driven by me or any other individual. It’s being driven by some massive technology trends that show no signs of slowing down any time soon.

Let’s take a look at these trends one by one.

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A conversational voice for business.

As I wrote in a previous post, the Internet was conversational before the web as we know it even existed.

Since then many writers, myself included, have worked hard to persuade companies and organizations that writing for the web should, above all else, be conversational in tone.

Have we been successful in turning the tide against old-school promotional copywriting, and boring, stiff corporate writing?

I’d say our success rate has been spotty at best.

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Conversational voice search

I got an email recently from someone who told me that conversational copywriting was all very nice, but wouldn’t work for search engine optimization.

He told me that the unique structure of organic search terms would never be a good fit for conversational writing.

Huh…

Well… he’s totally, absolutely wrong.

He clearly hasn’t heard of or given much thought to the meteoric growth of voice search.

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