Content marketing

Women ain conversation

People have different takes on what it means to be a “copywriter”.

Back when I started, long before the web came along, the definition was pretty simple.

We were the writers who wrote print ads, TV commercials, radio spots, billboards, and point-of-sale materials.

That was pretty much it.

In the online world, things are a little more complicated.

Read moreBeing conversational is an easy way to get started as a copywriter.

Two people having a respectful conversation.

I hate reading articles and posts written by experts.

Well… maybe that’s a bit of an exaggeration.

But I do hate reading articles where it feels like the writer is looking down his nose at me.

Writers like that remind me of the kind of teacher who barely even acknowledges students in his classroom. He just talks and instructs… expecting his students to remain quiet, and soak up his infinite wisdom.

We’re exposed to this kind of writing all the time.

Read moreRespect for your readers lies at the heart of conversational writing.

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.

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…

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.