Why your best copy feels like it wasn’t written by a copywriter.
You’re scrolling. Not really paying attention. But then, a line stops you.
It doesn’t try too hard. It’s not riddled with buzzwords. It just sounds like a person.
You read it again. You feel it. It clicks. Because it doesn’t feel like copy.
It feels like a conversation.
Now contrast that with the kind of stuff we know is copy, polished within an inch of its life. Over-edited.
You can practically hear the brief echoing behind it.
The best copy doesn’t scream “a copywriter wrote this.”
It whispers, “Hey. This is for you.”
And we trust it because it feels real.
The Problem with “Copywriter Voice”
You know the one. The try-hard voice. The “we're excited to announce our latest solution that revolutionises scalable growth” voice.
It’s loaded with way too much structure and a desperate need to sound clever
And sure, it might impress another marketer. But customers? They just keep scrolling.
Why do we fall into this trap?
Because sounding smart feels safer than sounding human.
Ego sneaks in.
We want to be “good writers.”
But good writing isn’t about applause. It’s about action.
People trust what feels familiar. We’re wired for conversational language. It signals ease, safety, relatability.
So when your copy reads like someone’s actually talking to them, their brain relaxes.
But when it sounds like a press release dressed up in a turtleneck, it’s game over.
We don’t need to write like writers. We need to write like people.
Why Conversational Copy Converts Better
Think about the last time you asked a friend for a recommendation.
They didn’t give you a pitch. They just said, “Oh, you’d love this.”
That’s the energy we’re after.
Conversational copy isn’t casual for the sake of it.
It’s strategic.
It strips away the “sales voice” and makes space for trust.
It mirrors how we actually think. How we actually talk.
Because when something feels real, we lower our guard. We stop analysing and start feeling.
That “relatability” isn’t fluff. It’s fluency. And fluency = faster processing = higher likelihood of conversion. (That’s psych 101.)
So no, conversational copy isn’t lazy. It’s not “less professional.”
It’s what works when people are scrolling at speed, skimming for something that feels like it gets them.
You’re not writing for grammar points. You’re writing to get a gut reaction.
How to Write Conversational Copy (Without Sounding too… LinkedIn)
Let’s be real, “conversational” gets misinterpreted a lot.
It’s not about turning everything into a joke.
It’s not about lowercase letters and ✨random ✨emphasis.
And it’s definitely not just saying “authentic” 17 times.
Here’s what actually helps:
→ Read it out loud.
If you wouldn’t say it to a friend, don’t write it to a customer.
We’re aiming for clarity, not a TED Talk.
→ Cut the shit.
No one needs “innovative, scalable solutions.”
They need “tools that help your team breathe again.”
→ Use rhythm.
People don’t read like robots. They skim. They bounce.
Write with pace. Play with sentence length. Keep it flowing.
→ Use “you.” A lot.
It’s about them, not you.
I’m not kidding. Go do a “you” vs. “we” count in your copy.
→ Watch the crutch words.
Words like “just,” “really,” and “actually” can work, until they don’t.
Use them with intention, not insecurity.
The goal here isn’t to sound “cool.” It’s to sound human.
(If anything, please actually don’t try to sound cool.)
Try to sound like someone who knows what the reader is feeling, and can help.
“But What About Brand Voice?”
“But Kira, our brand voice is more professional!”
Okay. But professional doesn’t have to mean robotic.
Conversational copy isn’t about being casual for the sake of it. It’s about making sure your words connect, even if you’re selling B2B software or legal services.
Here’s the trick: Voice ≠ Tone.
Your brand voice can still be smart, sharp, even a little formal.
But your tone? That’s where the flex lives.
Think of it like this:
You don’t talk to your boss the same way you talk to your best friend.
But you’re still you in both cases. Same rules apply.
You can write clearly, directly, and still sound like your brand.
Salesforce isn’t trying to be your bestie. But their copy is still approachable.
Good brand voice should never be an excuse for stiff, jargon-filled, ego-driven nonsense.
So don’t write like a “brand.” Write like a brand that knows how to talk to people.
The Best Copy Doesn’t Sound Written, It Sounds True
If your copy reads like it came from a deck, it’s going straight to the “nope” pile.
The words that stick? They sound like a mate said them over coffee. Like someone pulled them from your own brain.
They feel real, not rehearsed.
Because people don’t want to be pitched at. They want to feel seen. Understood. Maybe even entertained.
Your job isn’t to impress. It’s to connect.
Want words that actually work? Let’s have a chat!