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The usual definition of normal ordered product is: $$:X^\mu(z,\bar z)X^\nu(w,\bar w): = X^\mu(z,\bar z) X^\nu(w, \bar w) - \langle X^\mu(z,\bar z) X^\nu(w, \bar w) \rangle$$ As you said, this is the regular part of the OPE, since only the divergent part of two operators gives non vanishing contribution to the correlator. Of course \langle ...