Content marketing

In times of crisis, being conversational is more important than ever.

A group of business people in conversation

I don’t imagine there’s a company on the planet that had a contingency plan for the Covid-19 pandemic.

Nobody was fully prepared. No government. No business.

We were all caught by surprise.

This is uncharted territory.

I’ve been trying to figure this out for my own business.

And one of the tasks I set myself was to watch what’s going on in the world of marketing and promotion.

In particular, I’ve been watching the kind of messaging companies have been putting out.

Read moreIn times of crisis, being conversational is more important than ever.

How smartphones are changing the way we write…

All ages using smartphone

Oh my goodness, the web changed everything!”

Oh wow, social media changed everything!”

“Yikes, text messaging changed everything!”

All true.

But it’s not just new services that change everything. It’s not just about the software.

It’s also about the devices we use.

Read moreHow smartphones are changing the way we write…

Moments of silence are an essential part of every good conversation.

Take your pick. I cover the same ground in both the video and the text on this page.

Some people prefer video. Others prefer reading.

Still reading?

OK then. Let’s start with a real-life conversation.

There are a couple of reasons why we pause when talking.

One reason is to place emphasis on what we just said.

The second reason, and the most common one, is that we pause as a signal that it’s the other person’s turn to start talking.

Read moreMoments of silence are an essential part of every good conversation.

If you want to be told the truth, read more ads.

Relaxing by the sea

Well, that sounds crazy.

Ads on TV are honest? Junk mail? Popups on my computer screen?

Pretty much.

That’s one of the roles of the Federal Trade Commission in the USA. To make sure advertisers don’t lie about their products or services. And they’re pretty strict about it too.

Most western countries have equivalent organizations.

As marketers we’re not allowed to spread lies.

Read moreIf you want to be told the truth, read more ads.

When developing a conversational voice for a brand, build it around a character… not just a persona or avatar.

A visual representation of avatars or personas for a company or organization

If your brand or business is going to be conversational, it needs a voice.

But what kind of voice? What should it sound like? What kind of vocabulary should you use?

Companies find their voices in all kinds of different ways.

Sometimes it’s the voice of the founder.

For a long time, the voice of Apple was the voice of Steve Jobs. And the voice of the Virgin group of companies is Richard Branson, more or less.

Other times companies can borrow the voices of brand ambassadors or through celebrity endorsements. Those borrowed voices are intended to match the character of the company or brand.

Read moreWhen developing a conversational voice for a brand, build it around a character… not just a persona or avatar.