Social media

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.

Unplug and offer a better connection.

My wife and I recently got back from a short vacation in the Dominican Republic.

On the first day we traveled to a beautiful beach, way off the regular tourist trail.

It had a small bar. Nothing fancy. A small wooden structure nestled among the trees.

And on one of the outside walls I found the sign you see above.

We do not have Wi-Fi. We offer a better connection.

Perfect message, in the perfect location.

Read moreUnplug and offer a better connection.

Why learn conversational copywriting now? Because playing catch-up sucks.

The best time to build expertise in any area of digital marketing isn’t necessarily at the very beginning.

For example, sites like MySpace were heralding the birth of social media back in the early 2000s.

But it wasn’t until 2006 or so that the big players like Twitter and Facebook took hold.

And many of the big names in social media marketing didn’t get established until about 2009 or 2010.

But after that… well, everyone else who wanted a slice of that market had the play catch-up.

And like I say, playing catch-up sucks. It’s sucks because you’ll always be trying to make yourself heard in a market where the voices of the earlier adopters dominate.

It’s the same story with conversational copywriting right now.

Read moreWhy learn conversational copywriting now? Because playing catch-up sucks.

3 Tech trends that are driving demand for conversational copywriting.

The rise of conversational copywriting, with two robots talking

When they read my writing on conversational copywriting, some marketers think I’m talking about a soft, nice-to-have skill.

They see the conversational approach is being attractive, but optional.

I think they’re totally wrong.

From what I’m seeing, conversational copywriting is fast becoming an essential marketing skill. Not an option, but a necessity.

And the need for conversational copywriting isn’t being driven by me or any other individual. It’s being driven by some massive technology trends that show no signs of slowing down any time soon.

Let’s take a look at these trends one by one.

Read more3 Tech trends that are driving demand for conversational copywriting.

A deep dive into conversational copywriting, with Giovanni Ciampaglia.

Two swimmers underwater

In this post I get to interview Giovanni Ciampaglia, Global Marketing Director for Arena Water Instinct.

Giovanni and I first worked together several years ago when he asked me to write some web pages for the fitness equipment company he was working for.

Recently he reached out to me and said, “I’m looking into ways to improve our marketing efforts through better (conversational) copywriting…”

He wanted to hire a freelancer who was trained in conversational copywriting, and I was happy to introduce him to several of our course alumni.

And then I got to thinking… of all the industries that might latch onto the power and promise of conversational copywriting… swimwear??

Hence this interview.

Let’s get started…

Read moreA deep dive into conversational copywriting, with Giovanni Ciampaglia.

4 Ways to discover the language of your audience.

Group of freinds

You can’t hold a good conversation without speaking the same language.

And I’m not talking about trying to have a conversation with someone who speaks a foreign language.

I’m talking about striking up a conversation with someone – or a group of people – without knowing the vocabulary of that particular audience.

Imagine you’re a doctor attending a conference, but walk into the wrong meeting room and find yourself sitting down with a group of aeronautical engineers. Well, you might as well be listening to people speaking a foreign language.

Read more4 Ways to discover the language of your audience.