“Dear sir, the holistic approach to your multilevel needs requires that we utilize new technological platforms.”
Wait, what? Who in the world talks like that in real life? Pretty much, no one. So, why should your company’s communications be any different? Simple answer, they shouldn’t be.
Amidst today’s barrage of content, we’re becoming pickier about what we’ll devote our time to. In fact, nearly half of professionals say that they’re now more selective about which content to engage with. And content that uses stiff, stilted language isn’t it.
Why? A strong narrative keeps 88% of people engaged in your content. And science even suggests that engaging in meaningful conversations may play an important role in our happiness. As such, framing your content as a conversation can help bring people back for more.
As you refine your content, embrace these traits:
1.The language is personable.
Conversations between two people are usually easy to grasp, because you’re using casual, shared language. Too often, business communicators mistake stodgy, dense jargon as impressive writing — we can tell you, it’s not. On the flip side, clear and friendly language connects with and engages your audiences.
- Speak in the 1st– and 2nd-person, just like you do in a conversation. Pronouns like Iand youcreate an instant human connection with your audience and keep them focused and engaged.
- Avoid complicated and obscure words, so you don’t confuse your audience. When you rely on complexity, you risk sounding pretentious and will alienate people. Be helpful and caring by using language that’s easy to understand.
2. The language is relatable.
The right message with the wrong audience (and vice versa) will always fall flat — just as conversation does when you talk about something the other person doesn’t care about. Conversational content means that your audiences connect with what you’re saying, because you focus on their needs and interests.
- Develop personas to understand the various details and language trends of your readers. Including words and phrases they also use will make your audience feel included in your messaging.
- Zoom in and focus on the details that matter. Avoid broad generalizations and talk to your audience’s specific beliefs and desires.
3. The message is empathetic.
Good conversations are two-way streets. If one side feels underappreciated or ignored, they’re likely to bail. Conversational content keeps your audience’s feelings at the center of your messaging and puts yourself in their shoes.
- Understand your audience’s values and relationship with your company. Knowing what they bring to the table can empower you to make deep and lasting connections.
- Include opportunities to listen and your audience will feel heard. Encouraging people to reach out to you creates an open space where they feel comfortable asking questions, sharing thoughts, and engaging with your business.
Content does haven’t to use cold, jargon-riddled language to be professional and on brand. These days, people prioritize connecting with a company through shared values — and bringing them into your content through conversation is a great way to help them connect. Companies that do this well will stand out in the content landscape and turn their customers into lifelong brand ambassadors.