I’m not the only one to figure out the persuasive power of conversational copywriting.
I wasn’t the first either.
But I am different from most. Not all. But most.
How so?
Because so many “conversational” writers and marketers write to an audience “as if” they were friends.
And that’s not what I’m talking about, advocating or teaching. Not at all.
I’m suggesting that you write to them AS their friend.
Big difference.
I’m the first to admit it.
I’m not the world’s greatest listener.
I tend to talk more than listen. I have the bad habit of waiting impatiently for the other person to stop talking, so I can carry on saying what I want to say.
I’m not that bad all the time. I’m making a conscious effort to shut up and really, truly listen.
And I’m getting better, I think.
I admit it. I’m turning into a total conversation geek.
But honestly, conversations are fascinating.
Conversation is the bedrock of every relationship we have.
First dates begin with a conversation. That interview for your job… that was a conversation. The relationships you have with your kids is based on the conversations you have with them.
That cluster of people in hallway at a conference? They’re having a conversation.
At coffee shops, in bars and restaurants, even on airplanes… people are connecting, learning and growing through the power of conversation.
As marketers and writers, we can tap into that power as a way to better connect with our customers and prospects.
Let’s look at just 3 of the lessons we can learn from having a good conversation.
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!
Funny thing.
A little while back I emailed a question to some alumni of the Conversational Copywriting course.
I wanted to know if they felt the course had changed anything for them. Was this just “another course”, or had it made a real difference?
I got some encouraging answers to that question, which I’ll be writing about in a future post.
But I also got feedback I hadn’t asked about at all.
This is a big deal, because so many people made the exact same point… without me even asking about it.
According to Forrester Research, there are approximately 500 billion word-of-mouth impressions created every day on social media.
All that social activity has a powerful impact on the economy overall.
In fact, management consultancy McKinsey and Company estimates that TWO-THIRDS of the US economy is now driven by word of mouth.
Hang on…
Let’s pause and take another look at those numbers, because they’re huge.