Writing technical content in conversational English
In B2C scenarios, it's easy to converse with the regular consumer, just like you do with your friend or family member. B2B content scenarios present a more challenging case.
Writing in a conversational tone while using industry terminology and discussing complex topics can be difficult. It requires a balance between being approachable and professional, a balance that an experienced technical writer or editor can achieve.
Editing for conversational tone is especially important for content authored by bloggers writing in English as a second language. Conversational writing makes technical blog content:
- More accessible (to readers who may not be familiar with the technical jargon)
- More engaging and enjoyable to read
The more engaging content is, the more prospects content marketing can capture.
What makes technical content more conversational
English, the world's most widely spoken language and arguably the global language of the Internet, has a massive range of words that make it both fascinating and incredibly complex. Like other languages, English has its idiosyncrasies and instinctively experienced elements.
Three of the most interesting features of English – its idioms, phrasal verbs and interjections – can make your B2B content more conversational and support audience engagement, if you know how to use them. Such elements, among many others, have for long been used by branding agencies, advertising copywriters, and short copy experts.
Idiom definition
Idioms, a manner of speaking that is natural to native speakers of a language, have a figurative, visually rich meaning that is different from the literal meaning. It is estimated that there are at least 25,000 idiomatic expressions in the English language.
Using idioms in your technical writing
Since idioms are commonly used in everyday conversational English, they can make writing sound more conversational. They can be used depending on the emotion, medium, topic, and audience involved. How you use them determines if your content or copy sounds more conversational, or just cliché.
The history of branding is full of examples of slogans built on idioms that captured mass imaginations and enabled the brand to stand the test of time; for example, Red Bull's “Gives You Wings”, Coca-Cola's “Taste the Feeling”, and Amazon's "A to Z". While there's no place for hype in technical writing, the idiom element can still be used sparingly and effectively to make technical concepts accessible.
Interjection definition
An interjection is an abrupt emphatic exclamation expressing emotion, made especially as an aside or interruption. Filled pauses such as "wow", "oh", "uh", "er", and "um" are also considered interjections. Interjections can occur anywhere in a sentence.
An interjection is sometimes expressed as a single word or non-sentence phrase, followed by a punctuation mark. Interjections re distinctly human, reminding the reader in the age of AI that there's a writer who is human – just like them – behind the content.
Using interjections in your writing
Interjections can humanize your writing by adding authentic emotion and characterizing the personality you’re building. If used strategically and memorably, they can elicit identification and empathy.
Although most interjections have clear definitions, they are used to express a particular emotion or sentiment on the part of the speaker – that leaves room for using them creatively and strategically to build character patterns.
Phrasal verb definition
The term phrasal verb is commonly applied to two or three distinct but related constructions in English: a verb and a particle and/or a preposition co-occur forming a single semantic unit.
This semantic unit cannot be understood based upon the meanings of the individual parts in isolation, but rather on the meaning of the whole. Examples of phrasal verbs are "break down", "call off", and "come across".
Using phrasal verbs in your writing
As native speakers of English, we don’t often think of the phrasal verbs we use every day in conversational language. But when it comes to writing, being aware of which phrasal verbs you use and why you’re using them can empower your writing and make it sound familiar and friendly.
Phrasal verbs convey emotion. If used appropriately (for example in relation to the ease of difficult of using a particular software tool), phrasal verbs can make technical content more relatable. Strategic use is the keyword here, in terms of both frequency and context.
Conversational writing for chatbot development
Chatbots are increasingly becoming a part of our everyday lives, interacting with us in various contexts like customer service, education, entertainment, and even personal assistants. This means the need for natural, engaging, and effective communication through text becomes paramount.
Shifting communication patterns
The way we communicate is evolving, with online platforms and messaging apps taking center stage. This informal, back-and-forth style of communication translates to a preference for conversational writing – clear, concise, and relatable prose that mimics real-life dialogue.
Attention is gold
In today's fast-paced world, grabbing and holding someone's attention is crucial. Conversational writing, with its use of personal pronouns, humor, and emotional cues, can resonate better with users and keep them engaged in the interaction.
Beyond scripting
Writing for chatbots goes beyond scripting predictable responses. It involves anticipating user intent, understanding context, and responding dynamically. This requires skills in crafting natural-sounding language that adapts to various scenarios and user inputs.
Benefits of conversational writing
Yet conversational writing in the context of chatbots is still evolving. Finding the right balance between informal language and professionalism, ensuring accuracy and avoiding ambiguity, and constantly adapting to changing user preferences are ongoing challenges.
Overall, the rise of chatbots and the changing landscape of communication are undeniably pushing conversational writing to the forefront. Whether you're writing for customer service bots, AI companions, or educational assistants, the ability to craft engaging and natural-sounding dialogues will become increasingly valuable in the years to come.
Professional editing to make your writing more conversational
Before converting your prospects, your content has to befriend them. Your marketing, content management, blogging teams, and demand gen teams are likely fully occupied with focusing on what they do best – planning and producing useful, insightful, technically sound content.
While your teams focus on their core activities, it can be efficient and cost-effective to have a freelance B2B editor available on an as-needed basis to review your content's conversational tone and other aspects that improve readability and nurture engagement.
Get help making your content more conversational by requesting your customized estimate.
