(IT-NEWSWIRE.COM, May 08, 2019 ) No matter what business an individual is in, eventually they’ll need the skills of a copywriter. Nick Usborne has been a copywriter for more than 40 years, writing for some of the biggest brands around the globe. He shared his expertise with Real Marketing Real Fast podcast host, Doug Morneau, to help business owners understand what it is and why they need it.
“There are different styles of copy,” said Morneau, “and most people think of the infomercial style, but it’s not the way I would talk to my family at dinner or my friends. What is conversational copywriting?”
“Conversational copywriting is when I’m writing as if I was speaking to you face to face across my kitchen table,” said Usborne. “So I’m not going to come out spouting some kind of sales nonsense. Conversational language can be incredibly persuasive. It’s the foundation of the conversational copywriting approach, but to it in a human way.”
Employing a conversational copywriting approach is effective for email and direct mail campaigns, online promotions, landing pages, and social media marketing. The sales copy is less aggressive and it tends to create happier buyers that will purchase again. It’s particularly effective for trust-based purchases, but much depends on the company, the product or service, and if sales rely on long or short-term results.
When conveyed as a conversation, even blatant sales pitches will encourage people to respond whether it’s verbally or with a sale. A conversational copywriter builds relationships. TV, radio and traditional media are best for blasting audiences about a new product, service or launch. Social media and the web are two-way mediums that encourage conversation. Conversational copywriting adds extra value to any sales copy.
Engagement is essential and conversational copywriters motivate people to get involved. It doesn’t matter how many followers a business has or how many people like the account. It’s far better to have fewer people that actively communicate to others that they like the business, product or service than thousands of followers. By being conversational and interacting with people, even complaints can be transitioned into beneficial relationships.
Many marketers attempt to use conversational copywriting with disastrous effects. The message is flat, sounds fake, potential customers feel like they’ve duped, and sales aren’t affected in the least. In those instances, marketers have abused and manipulated the technique to achieve a specific end. The customer feels tricked and the business owner can’t understand why people aren’t buying.
Conversational copywriting talks to potential customers like they’re friends and with transparency. The message conveyed reflects the core of the startup or business. Every purchase is influenced by the emotions and conversational copywriters are able to elicit that emotional response.
Copywriting is a specialized skill – not everyone can do it or do it well. Beware of marketers bearing gifts of magical buttons that will automate sales copy through communications. It kills the conversational aspect. Real communication is a two-way street and conversational copywriting is about being human.
About Doug Morneau
Doug is an Author, Speaker, Podcaster, and Marketer
His first book “THREE BIG LIES – The Real Truth About Renting Email Lists to Generate Targeted Leads and Sales” became an International Best Seller.
As a podcaster, Doug currently hosts the “Real Marketing Real Fast” Podcast. He interviews top marketers, industry experts, and SAS vendors.
In his spare time, you can find him in the CrossFit box, Olympic Weightlifting, and chasing his two grandsons around.
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