October 2018 - Conversational Copywriting

Does your sales copy need to be translated into everyday English?

October 29, 2018 by Nick Usborne

Everyday English

My first language is English.

But I live in Montreal, where the first language is French.

As a result, I’m used to translating French into English.

I’m not very good at it. But translating into English is something I do every day.

Now for the weirdness.

Sometimes, when I’m reading marketing copy or even business writing – in English – I have a moment of recognition in my mind.

I think, “Hang on, this feels like translating from a foreign language. I’m having to translate marketing language or business language into everyday English.”

Interesting notion… having to translate English into everyday English.

How to be conversational in your copy, without losing focus on making the sale – with Drayton Bird.

July 9, 2019October 21, 2018 by Nick Usborne

In this post I get to interview Drayton Bird… one of the all-time greats in the world of copywriting.

If you’re not familiar with Drayton Bird, it’s time to catch up. According to advertising legend David Ogilvy, “Drayton Bird knows more about direct marketing than anyone in the world.”

That’s a heck of a testimonial.

I’ve been a huge fan of Drayton and his work for decades now. And when I finally got to meet him a couple of years ago, he continued to amaze. He’s all passion and energy!

I’m really grateful for this opportunity to ask him a few questions.

Let’s dive right in…

5 Ways to improve the homepage headline for your high-trust business.

January 2, 2019October 8, 2018 by Nick Usborne

Holding hands as a sign of trust

I’m in the early stages of preparing a presentation for an audience of therapists, coaches and other solo business owners who depend on the trust of their clients.

Part of my focus will be on writing a strong homepage headline.

The headline on your homepage is a big deal.

It does a lot of the heavy lifting for your site.

It’s often the first thing people read when they arrive at your site.

And in the same way that people will judge a book by its cover, prospective clients will likely judge your practice by the message you share on your homepage.

No pressure!

It’s time to fall in love with copywriting all over again.

October 1, 2018 by Nick Usborne

David Abbott print ads

I fell in love with the craft of copywriting on the very first day.

This was in the early 1980s, when I had just started work at a small ad agency in London.

My idea of a fun evening was to stay up late, studying the work of the copywriters I admired most.

I’d read their ads out loud, and write then down in longhand… pen on paper.

The process helped me feel the rhythm and flow of their writing, and taught me a lot.