The Conversational Blog

In these posts we explore conversational writing as
a powerful way to communicate and sell online.

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

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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.

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Is this how you’d write a conversational headline?

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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.

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Beware the dark side of conversational copywriting.

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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.

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

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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.

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Adversarial copywriters not welcome here.

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They don't like adversarial copywriting

For decades we’ve used military jargon as part and parcel of how we talk about our craft as copywriters.

Consider some of the language we use with our colleagues and clients.

Target audience. Overcoming resistance. Finding the right triggers. Killing the competition. Guerilla marketing.

Language matters. It makes a difference to how we think about our work. It makes a difference to how we think about the consumers we “target” with our writing.

There’s a them and us mentality. It’s still there. Copywriters on one side and consumers on the other.

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Is conversational copywriting JUST about taking the hype out of sales copy?

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The future of sales is anti-hype

If I sometimes give the impression conversational copywriting is ONLY about taking the hype out of sales copy, that’s my bad.

Yes, cutting back on high-pressure sales copy is a big part of it. But that isn’t the only way conversational copywriting can improve results across all business communications.

Let’s look at the 4 top reasons, starting with hype…

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