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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.

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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…

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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.

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Differentiate yourself as a conversational copywriter

Hundreds of copywriters have now completed the conversational copywriting course.

And now I’m seeing how some of these writers are repositioning themselves as conversational copywriters.

Smart move.

This is a powerful way to set yourself apart from the crowd.

There are tens of thousands of competing freelance copywriters out there, all of them looking for work, all making much the same claims.

When you stand up, raise a hand and explicitly tell the world you’re a conversational copywriter, that sets you apart and shines a spotlight on your message.

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The future of sales is anti-hype

If I sometimes give the impression conversational copywriting is ONLY about taking the hype out of sales copy, that’s my bad.

Yes, cutting back on high-pressure sales copy is a big part of it. But that isn’t the only way conversational copywriting can improve results across all business communications.

Let’s look at the 4 top reasons, starting with hype…

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