0449 – The Conversational Style of Reading

2022.03.25 – 0449 – The Conversational Style of Reading

The Conversational Style

Now the desired sound is someone who is more authentic, relatable, believable and conversational. Consumers don’t want to be told what to buy, but to have the benefits of that item explained to them by someone ‘like me’, a friend or neighbour.

This ‘real read’ style is deemed to be better at building a relationship. It’s one that’s less talking (or shouting!) ‘at you’ to one that’s more talking ‘with you’, a style-shift from ‘authority’ to ‘authenticity’, a style that’s more personal and trustworthy. It’s more understated, heartfelt, real and credible. In fact, the kind of way you’d talk to a friend offering insight, experience and suggesting advice, rather than a ‘hard sell’.

Those are perhaps the two ‘extremes of a read’ – ‘energetic announcer’ to ‘close confident’, and if you think about it, the factors which cause them to be different include obvious elements such as:

·        The volume and projection - Announcer: louder / Conversational: softer

·        The speed of delivery - Announcer: faster / Conversational: slower

But also, other variables such as:

·        Length of sentences – Announcer: shorter / Conversational: longer

·        Word count – Announcer: higher (because of the speed of the read) / Conversational: lower (as it is slower)

·        The script punctuation – Announcer: with more pace and projection may have more direction in the punctuation 

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