We talk a lot about conversational voice and tone in these pages. Conversational style engages and persuades people. That's the gist of it.
A lot of businesses still shy away from this type of writing in their Web sites, eBay listings and marketing collateral.
I came across validation for the conversational approach in another book (which is great, by the way). It's called Presentation Zen: Simple Ideas On Presentation Design and Delivery
Here's a quote from the book (p. 83):
"When you are in a conversation with someone you are naturally more engaged because you have an obligation to participate. You are involved. Formal speech and formal writing devoid of any emotion whatsoever is extremely difficult to stay with for more than a few minutes. Your conscious mind has to remind you to "stay away, this is important!" But someone who speaks in a natural, human, conversational style is far easier to stay engaged with."
I urge you, as always, to write with conversational tone and style. That means speaking as if in a one-on-one conversation, asking questions, adding emotion, using imagery, and communicating as you would with a friend.
