Copywriting

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 writing for chatbots has made me a better conversational copywriter.

Row of people on their smartphones

Over the last two or three weeks I’ve been spending a lot of time working on chatbots.

I’ve co-founded a chatbot agency, and I’ve written a number of chatbot scripts.

The more time I spend writing these scripts, the more I see shifts in how I write conversational copy for longer-form channels, like email and web pages.

It’s like the lessons I learn from writing for bots are flowing into everything else I do.

Here are three of the ways chatbot copywriting is shifting the way I write.

Read moreHow writing for chatbots has made me a better conversational copywriter.

Instead of getting depressed, get creative.

Child with building blcoks

I’m not saying those are the only choices.

But these are the choices I face. Pretty much.

An event like the spread of Covid-19 has the capacity to beat me into a major depression.

Which is why, when bad things happen, I look for ways to step up and get creative.

Preferably at speed.

Read moreInstead of getting depressed, get creative.

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.