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Writing for the web: Conversation is the key

Start a conversation

In the past writers wrote traditional ads for a collective broadcast, as people viewed ads together gathered around the TV or radio. Now we’re an audience of one; we surf the web in solitude, so the experience must be more of a one on one conversation. That’s why it’s important to talk in the voice of the brand and sound like a real person. Whether the personality of the brand is funny, absurd, or inspiring – it should be authentic. A good tip is to “write the way you talk.” Use a voice that’s familiar, relatable and casual as opposed to being formal and preaching to the user. If the tone is right, the user should feel as if they’re having a chat with a trusted friend. Good writing is one of the most important ways to establish a brand’s voice and identity. The Mini is well known for it’s innovative advertising and has a defined fun and cheeky voice. The Mini blog extends the brand’s personality and starts a conversation promoting urban culture, art, fashion and Mini competitions and events.

Allow users to respond

With the Internet, advertisers can easily involve the user in a conversation or solicit a response with a click of the mouse. They can take advantage by calling out offers and creating response mechanisms for immediate gratification. Social media allows users to speak their mind and even participate in campaigns to help build brand identity.

Listen and adapt

Once a conversation has been established it’s important to consider customer feedback. Whether it’s monitoring social media or analyzing “click throughs,” it’s helpful to listen to the user, especially within customer service channels. People are usually satisfied if they know their opinions are being taken into account. Over time, a company can implement change, evolve and represent the common interest and voice of their consumers. Starbucks uses crowdsourcing to boost public image on the site My Starbucks Idea. Customers and employees can converse and post ideas about products, services and community involvement. This is an example of how great brands establish a conversation and allow for effective communication. An authentic voice that resonates with the public is more likely to build loyalty and trust among consumers.

Laurel Cole More posts by Laurel Cole