The Conversational Edge

This is where we explore conversational writing as
a powerful way to communicate and sell online.

How automated, data-driven marketing can push copywriters into being dishonest.

Conversational with real people

There’s something happening in the world of online copywriting.

I’m seeing more and more companies push the boundaries when it comes to honesty and transparency in marketing.

And I know many copywriters – some very experienced, and others just starting out – who feel very uncomfortable with being asked to mislead their readers with half-truths.

What’s happening here? Are we suddenly becoming more and more dishonest?

I don’t think so. But I do believe copywriters are finding themselves put on the spot by the rise of automation and analytics.

Read moreHow automated, data-driven marketing can push copywriters into being dishonest.

Create genuine emotional connections with your readers through the power of a conversational voice.

Does it make a difference whether companies are liked or disliked, loved or loathed?

Intuitively, I think we all know the answer to that.

Yes, we are more likely to buy from a business if we like it. And less likely if we don’t.

If you’re a copywriter you already know that people’s buying decisions are heavily influenced by their emotions. People buy with their hearts, not with their brains.

There is also plenty of objective data to support the claim that emotions do the heavy lifting when driving sales.

Read moreCreate genuine emotional connections with your readers through the power of a conversational voice.

Differentiate yourself in a powerful new way, as a conversational copywriter.

Differentiate yourself as a conversational copywriter

Hundreds of copywriters have now completed the conversational copywriting course.

And now I’m seeing how some of these writers are repositioning themselves as conversational copywriters.

Smart move.

This is a powerful way to set yourself apart from the crowd.

There are tens of thousands of competing freelance copywriters out there, all of them looking for work, all making much the same claims.

When you stand up, raise a hand and explicitly tell the world you’re a conversational copywriter, that sets you apart and shines a spotlight on your message.

Read moreDifferentiate yourself in a powerful new way, as a conversational copywriter.

Is this how you’d write a conversational headline?

Closed and open headlines

Earlier this week I was doing a livestream Q&A session with students of the Conversational Copywriting course.

I think I handled most of the questions reasonably well. A question would come in and I’d dive in with my answer.

And then someone asked me about how to write conversational headlines, and I started doing a lip-flapping fish imitation. And yes, it mattered, because I was on live video!

Anyway, I had no answer but said I’d think about it and report back.

Consider this my report.

Read moreIs this how you’d write a conversational headline?

Beware the dark side of conversational copywriting.

Dark side of copywriting
This morning I received an email with this subject line:

“I woke up with this insane idea…”

It seems today is the final day for some killer deal being offered by that company.

Not a solo business. A medium-sized company. A big campaign.

And this morning’s email wasn’t a quick, personal note, dashed off at the last moment. It was a long promotional email, with tons of details and formatting, and a carefully constructed final offer.

Read moreBeware the dark side of conversational copywriting.

Do you move your lips when you read? And why does it affect your profits?

Churchill won the Nobel Prize for his writing.
This is a Guest Post by Drayton Bird. If you know who Drayton is, dive in. If you haven’t yet had the pleasure, scroll to the end of this post right now and read the “About Drayton Bird” part. Then come back here and start reading. 

You may consider that first question – about moving your lips – insulting. You probably think I’m referring to folks who aren’t too smart.

If you’re thin-skinned you may even think it’s a crude way of implying YOU’RE not the brightest bulb in the chandelier.

But if you write copy – or content, as people have begun calling it – it really matters.

Read moreDo you move your lips when you read? And why does it affect your profits?