E73: Writing conversational copy with Vikki Ross

Hot Copy: A copywriting podcast for copywriters

All the chat, zero cheese.

These days we’re all aiming to make a deeper, more real connection with our customers, and we know the way to do this is through conversational copy.

Instead of stuffy, overly formal content we want to create warm, engaging, friendly wordage. Copy that makes it feel like we’re chatting with an authoritative, but affable buddy.

But how do we write great conversational copy? Today we’re talking with Vikki Ross, and we’re going to share our top tips for chatty, non-cheesy copy.

Tune in to learn:

• The definition of conversational copy
• How to use storytelling in conversational copy
• The different conversational tones
• Whether a conversational tone work better in some medias more than others
• How to persuade your client to let you use a conversational tone
• How to be conversational without being cheesy
• Whether a conversational tone works for non-English readers.

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Thanks to Nikita Morrel for a fantastic review of the show.

About Vikki:

Vikki has been writing copy for 22 years.

Her clients include huge UK entertainment brands like Sky, NOW TV and ITV, and she regularly works with creative agencies like Sapient, WCRS, and Portas.

She specialises in Branding and Tone of Voice, and runs workshops around the world for D&AD and Creative Equals, as well as teaching copywriting at London’s School of Communication Arts.

She’s a regular judge on international creative awards panels like D&AD, D&AD New Blood, DMA, Creative Circle, and AD STARS Korea, and last year was named one of Campaign magazine’s top 30 female creative leaders.

On Twitter, she created the #copywritersunite hashtag to connect copywriters online every day, and in person at quarterly #copywritersunite meet-ups across the UK. She also created #thingsyouhearinagencies, which you can find at @AgencyQuotes.

Two years ago, Vikki and fellow British copywriter Andy Maslen created Copy Cabana – an annual seaside event to celebrate copywriting. It’s all change this year so keep an eye out for an exciting announcement very soon.

Useful Links:

vikkirosswrites.com

Find Vikki:

@VikkiRossWrites

@Copy_Capital

@AgencyQuotes

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