Successful Blog

121: How Do You Write Compelling Conversational Copy?

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Please Talk to Me!

Dawud, I listen to you talk about your friendship with Adam and I hear the respect you have for him and the work he does. So I know that when you say you helped him, you did more than just give him pointers. You showed up with all you are. I hear it in how you tell the story.

Then you ask me (and the folks reading)

What tips can you offer for writing quality, conversational blog posts and website copy?

Did you know that writing conversationally gets brains to tune in more closely than writing formally? It’s true. Our brains know that in conversation sooner or later they are expected to have a response or an answer. So even if what we’re reading isn’t something that is our favorite subject, we pay more attention when the writer writes in a style that is more like conversation.

The most conversational word form is a contraction. If I did not use contractions, my writing would begin to sound stilted and jerky. People do not avoid contractions when we talk. I will not be avoiding them after I finish this sentence.

Great grammar and good spelling are, of course, important too. Yet, they only make for technical quality. For truly compelling, you have to put yourself into what you’re writing. Here’s how to do that.

  1. Write a clear message first. Let the words come from your mind through your fingers, don’t stop them in your brain on the way out. You can edit them later. Get the message out first.

  2. Write with authenticity. Use your real voice. Use the voice that you think with, not the voice that you talk with. The voice that you think with is closer to your heart.

  3. Tell your own truth, exactly as you know it. Do second guess what other folks might think of it. Trying to read the minds of your readers will only dilute and unravel the power of what you’re saying. Readers who come in good faith will be able to find the place where your experience meets with their own. People are more alike than different. The genuine truth of any story resonates with humanity.

  4. Write for one reader who is a lot like you, but who hasn’t heard your story. Talk to that reader the way you would talk to a person you respect and value. Share your information with sincerity and transparency.

  5. Read aloud what you write. Listen to how it sounds. Change out any words that don’t sound like you. You know your voice and the words that you use. Keep reading it aloud until it sounds exactly like you might have said it — only better.

It’s not the most important thing to have every comma and period perfect. What makes compelling conversation is a truly interested writer who’s engaged and curious. Show up every thought and every word as important to you because someone you care about is going to read it. Your readers will know that you did.

It shows. No one can hide how much you cared or didn’t. Caring is compelling.

I leave you with this question for next week.

When you go around the Internet, what mistake do you see most often?

If you’re reading this, I’d love to hear your answer in the comment box below.

–ME “Liz” Strauss
Work with Liz!!

One2One is a cross-blog conversation. Find the answer at dawud miracle on Monday. You can see the entire One-2-One Conversation series on the Successful Series page.
In Case You Missed It: Writing 06-13-07

121: Help! I'm Lost — My Business Is Out of Control

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Wandering through the Woods

I just got done reading Dawud’s answer to my question . . . What advice would you give to a friend whose audience wasn’t his niche market group? He laid out a set of six factors that the person might consider to refocus again.

At the end of his article, Dawud left me (and you) with a question.

So Liz, what would you suggest my friend do if they looked around and found themselves lost with their business?

Being lost is not a fun thing. I get that way on a regular basis, so I ought to know.

Whether we’re walking through the woods by the river in my old hometown, or navigating the issues of a business that seems out of control, getting lost is a real situation that we can only deny for so long. Walking in circles doesn’t get us anywhere.

If your friend is stuck, the first I would do is introduce myself and ask him to sit down. Then we’d take a moment to breathe.

I’d let him know that I’m on his side and that no one stays lost for long. He’d get a few minutes to tell me about his journey.

Only a few minutes. . . . no point in spending time talking about what isn’t working, at least not while we’re still lost.

If it’s possible, I get your friend out of his usual work environment. The best would be to get outside where there is sky and trees. Figuring out how to unbundle and unburden chaos is so much easier when we’re not surrounded by human-made things. As a second choice any neutral ground will do.

Then I’d ask, “Who are you What do you love doing? Who loves what you love to do?” My guess is that he’d probably try to tell me why he’s not doing it. I’m kind of relentless at times like that — I wouldn’t let him talk about how he got lost.

You can’t get “unlost” until you know where you are and where you want to go.

Some folks take longer than other folks, but we’d talk until I understood what his answers to those three questions are. All along the conversation, I’d keep checking to make sure that I was hearing what he said.

When we agreed that we both had a clear picture of who he is, what he loves doing, and who loves what he does, then we’d return to the state of his business now.

With the first part decided, the second part becomes easier. Hold up the business to day to see how it’s not doing what we’ve just defined. Then carve the path to bring reality back in line with the definition.

That’s how I’d start to help your friend who is lost.

Many paths lead out of the woods. How would you help a business friend who is lost?

And Dawud, I’ll leave you with this question for next week.

What do you do when your business is going well and close friend’s is not?

If you’re reading this, I’d love to hear your answer too.

–ME “Liz” Strauss
Work with Liz!!

One2One is a cross-blog conversation. Find the answer at dawud miracle on Monday. You can see the entire One-2-One Conversation series on the Successful Series page.

121: How Do You Use Social Media to Stay Customer Centered?

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Customers Inside Everything

I just got done reading Dawud’s answer to my question . . . What do you want from your business when it grows up? Isn’t he the most amazing?

At the end of his article, Dawud left me (and you) with a question.

How can social media/blogging help businesses stay customer-centered?

You’ve probably noticed that Dawud has uncanny timing.

Here I sit alone in a room just outside of D.C. I’ve spent the past two days and will spend the next two thinking about products, marketing, and customers. I’m launching a new project soon. Questions like this one from Dawud are high and heavy on my mind.

How do I use Social Media to Stay Customer Centered? Not very well actually. But I know a few folks who do it really well. I’ve been watching and listening. Hopefully, I’m picking up a few things. . . . Here’s what I see.

Rodney Rumford commented on Robert Scoble’s video. Rodney’s customers are Facebook citizens. He’s listening to everything they say and responding.

Jeff posted a link about homerooms and social media. Jeff’s post prompted some feedback that added some insights to Jeff’s thoughts on the subject.

Over on Twitter, Chris Brogan asks questions and invites experts to call him.

Folks all over Facebook, LinkedIn, Pownce, and StumbleUpon are asking and answering questions on discussion boards and in personal messages.

You get the idea.

I suppose that there are vast customer groups for whom it would be less than useful to gather information from Social Media. Customers who don’t blog aren’t likely to be well-portrayed or accurately described by a medum on which they don’t participate, (as much as we might think they need to, if that’s our opinion.)

At this moment, I’m still learning. I’m a little shy about social events, even those that are only virtual ones. If you’re not, I’d appreciate any help you offer.

While I stand by the wine and cheese watching, I’ll leave you with this question.

What advice would you give to a friend whose audience wasn’t his niche market group?

If you’re reading this, I’d love to hear your answer too.

–ME “Liz” Strauss
Work with Liz!!

One2One is a cross-blog conversation. Find the answer at dawud miracle on Monday. You can see the entire One-2-One Conversation series on the Successful Series page.

Business Rule 16: Nice and Good

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Looking Good

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He was one of a kind, probably a genius. Let’s call him Steve. Steve was an engineer who worked his way up to designing unique systems. His work had won important contracts and acclaim. He had garnered a pocketful of patents.

To the outside world, Steve was something special. He got along really well with clients and folks he thought were intelligent. To others, Steve could be a real pain in the neck.

Steve’s philosophy was “It’s about the work and getting it done. Either do it or don’t. If you don’t, you’re gone. In the meantime, get over what’s bothering you. We’ve got work. It’s about the work and getting it done.” Steve was a productive guy.

When the business Steve worked for was in good times, they let Steve have his way. His work was impeccable. His handpicked team understood his gruff, no-nonsense style and performed well. Their jobs came in under budget, on time, and with kudos from clients. The problem began when work started to slow.

People at the company began to worry whether they would still have work. They looked for reasons that the company was slow for work. Of course, only the folks at the top knew the reasons for sure, but that didn’t stop everyone from needing to have some. One of the reasons they came up with was Steve. People at the company started to discuss his flaws. The biggest of which was he didn’t treat people nicely.

People remembered slights and sharp words. The circumstances and his personality led to complaints about him. In the end, despite his stellar talent, his unique systems, and patents, Steve was dismissed because he didn’t understand a critical issue.

Being good at what you do is important, but a strong personal identity includes both good and easy to work with.

A company will make room for idiosyncracies that don’t upset the balance or upset the people. Talent and unique skills are good when they move things forward, but not good when they become the conversation or when they get in the way of the work.

Would you rather work for someone good who is nice or someone stellar who is not?

–ME “Liz” Strauss
Check out the Work with Liz!! page in the sidebar.

121: How Do You Clearly Know What to Do?

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Knowing and Leaning

Listen in to my latest answer in the ongoing, one2one conversation that Dawud Miracle and I are having.

Just the other day, Dawud asked me (and you.)

I’ve always seen you as having a great deal of clarity around your blogging and your business. What do you lean on to help you keep that clarity?

Why is that? How is that? I clearly know what to do? I have to start with a story . . .

This week, I spoke to a close friend on the phone about the serious accident that involved her child. We talked about how every member of her family was doing. She mentioned that one member in particular “rose to the occasion,” and was always the best person, a hero, when emergencies happen.

For a moment the conversation was about how tragedy brings out the higher side of people — that they suddenly become clear in knowing what’s important in life. We talked slowly together about how most folks we knew dropped pretense and petty issues in favor of authentically showing up to offer support. They clearly knew what to do. . . .

Since one particular morning years ago when I closed the door on my childhood, I’ve thought about this way that people get clear when faced with mortality. I’ve wondered about it. I’ve thought it’s a comfort that builds community.

I also have revisited character-building moments to keep my priorities straight.

You see, Dawud . . .

In my personal story . . . clarity in business and in life comes from knowing where I’ve been, where I’m going, and what I value on the days that tragedy strikes.

Some folks believe that people can’t help it when they mean things in anger. I believe the world is so many choices. I believe you can choose not to say something mean ever. I believe my work, if I do it right, can make me a better person. I try to live up to that.

When I write, I like to start out knowing what I want to say. When I do something, I like to know how I’m going to do it and why. When I live my life, I like to keep an eye on what I do — to see what I can learn. All of the time, I want my my heart in it feet first.

I don’t always succeed. I don’t always try.

But I know that if I show up and pay attention and if I keep myself looking in the direction where I’m headed, I’m likely to get there — even when, maybe especially when, I set the highest standards.

I also know that most of what I need is inside of me, not out there in other people. The truth is there to discover and to put to use as a light for my journey. I use that light to sort the good guys from the bad. I use it to keep the fire going when I’m going through the pains of learning.

When I fall, I have friends to lean on. I also have my head and heart packed tight with faith, hope, and love — yeah, love. Any business without love is, well, kind of heartless.

Heartless is not what I want to wake up to in the morning. I’m clear about that.

Who isn’t?

And since this is a one2one conversation . . . and I’m inherently currious . . . to Dawud, (and you too)

Have a question . . .
What do YOU wish for your business when it grows up?

If you’re reading this, I’d love to hear your answer too.

–ME “Liz” Strauss
Work with Liz!!

One2One is a cross-blog conversation. You can see the entire One-2-One Conversation series on the Successful Series page.

Reality Check from Kent Newsome

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Pass It On

Sometimes a sentence jumps out and grabs me by the ears. It’s always something easily forgotten so simply and elegantly said that I must pass it on.

Those who promote blogging for one thing or another always pretend that corporate non-tech America has or is about to embrace blogging, when the reality is that other than email, corporate non-tech America hasn’t even embraced the internet. —Kent Newsome

How many ways do we only see ourselves?

Thank you, Kent!

–ME ‘Liz” Strauss
Work with Liz!!