Engaging the Reader: Conversational Writing Do's and Don'ts



Conversational Writing Do's

Quick Reference: Conversational Writing Do's and Don'ts
Do's Do

  • Use the first or second person.
  • Use contractions.
  • Use familiar words.
  • Make your conversation sound good.
  • End sentences with prepositions - sometimes.
  • Split infinitives sparingly.
  • Feel confident in your writing.
  • Never say anything in writing that you wouldn't comfortably say in person.
Don'ts Don't

  • Don't play games with the reader.
  • Don't use trendy language.
  • Don't use slang.
  • Don't use similes and metaphors.
  • Don't use shortened or unconventional spellings.

Use the first or second person

Use the first person (use "our" or "we," but don't use "I") or the second person 95% of the time. Often the third person sounds like you're reporting or like you're talking at someone instead of with someone. Since we're an e-card company, feel free to involve yourself with the reader rather than to take the detached approach that's common in journalism and academic writing. We want our HelpGrams to sound as if friends are sharing helpful and caring advice with our users.

It's fine to use the third person occasionally in your HelpGrams for some topics. But if you use the third person, use it well, and use it because you feel it's the best way to communicate your message.

Use contractions

Contractions sound warmer and less stiff than spelling out common phrases.

Use the following contractions in HelpGrams:

Acceptable Contractions for HelpGramsDo
  • it's

  • that's

  • we'll

  • we're

  • we've

  • you'll

  • you're

  • you've

Don't use the following contractions in HelpGrams:

Unacceptable Contractions for HelpGrams Don't
  • could've

  • he'd

  • she'd

  • we'd

  • would've

  • you'd

Use familiar words
Stick to our three-syllable-max rule, and always look for ways to simplify your language. But remember, only use the three-syllable-max rule as a guide when you're simplifying your language.

Make your conversation sound good
Conversational writing shouldn't duplicate the spoken word. When we speak, we use fragments, incorrect grammar, and clichés. In writing, such language results in what William Zinsser terms "breezy style." Writers typically fall into breezy style when they try to sound too conversational. As a result, they end up sounding tacky. Breezy style is usually harder to read than good English.

Here's an example of breezy style taken from William Zinsser's On Writing Well.

Ever stay up late babysitting for a sick porker? Believe you me, a guy can lose a heckuva lot of shut-eye I did that gig for three nights back in September, and my better half though I'd lost my marbles. (Just kidding Pam!) Frankly, the whole deal kind of bummed me out. Because you see, the pig up and died on me. To tell you the truth, I wasn't feeling in the pink myself, so I suppose it could have been yours truly and not old Porky, who kicked the bucket. And you can bet your bottom dollar Mr. Pig wasn't going to write a book about it!

Regarding breezy style, I rest my case! In addition, avoid fragments 99.5% of the time. Only use fragments for occasional special effects or for emphasis. Finally, follow grammar and spelling rules (except the ones we tell you to break in this guide). For example don't say "gonna" say "going to." Think of times when you speak eloquently yet conversationally. This is how we want you to sound in your HelpGrams.

End sentences with prepositions - sometimes
It's OK to end a sentence with a preposition since this resembles everyday language. But don't so sentence after sentence. Do it sparingly.

Split infinities sparingly
It's incorrect grammar to split infinitives. But if it sounds more pleasing to the ear, do it. But don't make a habit of it. Remember to follow the rules for writing concisely - avoid using adverbs unless they're essential. This way, you won't have to worry about splitting infinitives.

Feel confident in your writing
Remember readers want to feel like a human being is talking to them, not like they're reading the words of a writer. So relax, and let your writing flow from your personality.

Be yourself
Never say anything in writing that you wouldn't comfortably say in person.


Conversational Writing Don'ts

Don't play games with the reader
As Gary Provost states in, 100 Ways to Improve Your Writing, avoid jokes, rhymes, and other attempts to be overly conversational. Always be classy, not tacky.

Don't use trendy language
Use words that have stood the test of time. Your message will be more clear to the reader now and in the future.

DON'T use slang
Your slang may not be someone else's slang. So avoid slang, unless you're writing a HelpGram for a specific audience that you're sure will understand your slang. Even when you use slang, do it sparingly. Strive to use familiar words and phrases 99% of the time in your HelpGrams.

Don't use similes and metaphors
Similes and metaphors can make your writing sound more eloquent and interesting. But remember, HelpGrams should be easy to understand. We don't want readers to get stuck trying to figure out the profound messages embedded in similes or metaphors. So, avoid writing them in Help Grams, unless you feel that your readers will instantly grasp your point.

Don't take shortcuts
Don't use initials or shortened, unconventional spellings to sound conversational. For example don't use "and/or" or "he/she." Spell out all words (except the contractions mentioned above), unless this guide and the AP Stylebook say otherwise.

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The content of this page is based on principles found in the following books:

100 Ways to Improve Your Writing
On Writing Well