Content Marketing

How SaaS Companies Can Connect With Users Through Conversational Writing

The core of conversational writing is to help companies keep in mind that a relationship with the user is essential. It is targeted at the user and focuses on addressing their needs in a conversational way.

Has your SaaS (Software as a service) Company created an innovative product with the purpose of solving someone’s problem, but are still struggling to increase the user base for the said product? Or it just seems that people can’t connect with your product vision when you put it out there? If this is your struggle, then you need to use conversational writing in your SaaS marketing strategy.

The beauty of conversational writing is that it is a dynamic principle you can apply to any business that requires engaging with people. Bloggers, SaaS, Marketing and eCommerce companies can all use it to increase readership and users and ultimately make a profit. 

In this article, you will learn about conversational writing, why you should use a conversational tone in marketing, and finally, how you can apply it to your content marketing strategy.

What is conversational writing?

What is conversational writing?
Image: Unsplash

The core of conversational writing is to help companies keep in mind that a relationship with the user is essential. According to expert copywriter, Henneke Duistermaat, readers often refuse to engage with most marketing messages because they lack a human touch. 

I started as a fiction writer 4 years ago before I moved into marketing content writing. Coincidentally, I fully went freelance soon after I started my Masters. Then I signed a contract to write content for a Media-Tech company. 

When I started, my articles rarely got engagement and readability score was mostly read. This was a site that already had over 40000 readers on social media alone, so it meant they were probably not connecting with my articles. 

After a performance review session with my manager, I realized that I had adopted the style of academic writing and was applying it to my work. For the target audience, what we actually needed was “fun” writing that broke down complex ideas. 

Immediately I realized this, I switched my style and started receiving higher engagements and the readability of my articles improved. This was the first article I wrote after applying conversational writing techniques.

Social engagement metrics
Image: Buzzsumo

Why you should use a conversational tone in your content marketing 

You might wonder, “how does this help my SaaS company?”

SaaS companies are not strictly B2B companies, they also sell directly to consumers. For instance, Wave, the accounting software is used by small-sized companies and also freelancers like me who run a one-woman business and need it to create invoices. 

This means that it is necessary for you to develop a relationship with your prospective users. You are still required to speak with them in simple language and not industry lingo. 

Consider that marketing is all about building relationships. Relationships with communication issues are bound to have challenges. If you want your user to stay, be clear on the value you offer.

When your user understands it, they trust you enough to stay and invest their money in your product.

Here are 3 major advantages to using conversational writing in SaaS marketing:


  • It makes your users feel valued

As a person with no tech background, most of the skills I have picked up are self-taught. And when I started, I always chose websites that broke down technical terms in ways I could easily understand.

A lot of technical processes are involved in developing SaaS products, but what your users want to know is why exactly you consider this to be worth their time. What is the value in it for them? How does it fit into their daily lives? For example, here is the value Wave communicates to their users:

“Invoice software that is easy and free”

wave app copy
Image: Wave App

As a result, a person who does not want too many hoops and just needs to send a professional invoice will use this because it streamlines transactions with clients. 

With simple messaging, you meet your users at their point of need..

  • It keeps them engaged

Conversational writing in SaaS utilises the rule of giving and taking. You ask your customers questions and work with them to frame their problems. For this article, I wanted to show the value of conversational writing for SaaS companies, so I framed a likely scenario of struggling with selling your product due to dense messaging. This way the reader immediately knows why they are here, identifies with the problem and reads on to know how to solve the challenge. In conversational writing, you carry the reader along to the end.

  • It gives them a sense of belonging

Paystack is a popular product we use for payments in Nigeria. Anyone who receives their newsletters can testify to their use of conversational writing. At the end of every month, they receive comprehensive information on happenings in the company, upgrades and challenges to be tackled. For a long time, their emails were always marked as Spam, affecting their email delivery reach.  After it was fixed, Abdulrahman Jogbojogbo, Paystack’s Product Marketer, wrote a detailed newsletter to their users on how they achieved it. An equivalent of a “behind the scenes” for viewers, it gives people a sense of belonging that they are building the product with you.

How to use conversational writing to engage your users

users connecting with SaaS products

Now that we’ve established why you need conversational writing, let’s get down to the how.

  • Write with a friendly tone

Imagine you are trying to guide a friend who just bought a microwave online on how to install it. Imagine that this is happening over the phone because she lives far from you. You want to be clear and concise with any information you give her. At the same time, your tone would be encouraging and warm, with some jokes sprinkled in to lighten the mood. Your user is your friend, make them feel you care about the challenge your product will fix.

  • Speak in simple terms

Maybe you are an engineer, but your friend isn’t, so break down complex ideas in a way she can easily follow. This is not a request to “dumb down” but to meet your target reader at their level of familiarity with your product. 

As you cut out technical terms, use more active sentences to increase the readability of your article. 

Instead of “Apps should be updated by users to fix bugs,” use “While using this app, you should update it often to keep it safe and running smoothly.”

There are plugins like Yoast and Grammarly that help to measure readability. However, the more you are conscious of it, you’d be writing that way in no time.

  • Add some personality

Let your (charming) personality shine. If there are common slangs and bits of pop culture reference that can add some spice to the article, go ahead and add it.

  • Don’t limit yourself to writing about your product

A product like Trello is a project management system. But their content marketing efforts incorporate articles on productivity and remote working. Come for the software, stay for the resource. They know that their user base includes freelancers and remote workers who also need tips to work effectively.

  • Empathise with your users

Picture your target reader and write for that one person. In your writing, use personal pronouns like we, you, us to engage with readers. But ensure you use you more because it’s more about them than you.

The goal is to humanise your content by writing in a personal way your users can connect to. As a result, your users walk away from your articles feeling that you spoke to them.

When you write in a friendly tone, doing away with unnecessary technical terms and instead infusing some personality and empathy, you will quickly develop a profitable relationship with users. This relationship is the foundation for converting sales.

I am a freelance writer for SaaS and Marketing Companies. Contact me at to create engaging and data-driven articles for your company.

By Lydia

Lydia Ume is a freelance writer, blogger and tech enthusiast.
In 2019, she was a selected participant at the Writing for Social Justice Workshop hosted by African Women Development Fund.
She is an advocate for gender equality and centres her writing on the impact of art, culture, career, and tech on women’s lives. When she’s not curled up with a book, she blogs about her experiences navigating life and career on Art of Lydia.

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