When I talk about the conversational approach to copywriting, some of my peers think I’m doing writers and marketers a disservice.
They believe the direct sales approach will always be more effective, and that my “softer”, conversational approach is somehow just a feel-good compromise.
I’m happy to report they are wrong!
When done well, conversational copywriting can be way more effective than hard-selling, pushy sales copy.
To support my position, I recently asked ChatGPT to analyse dozens of testimonials and case studies from alumni of my course, Conversational Copywriting. GPT-4 is really good at that… analyzing large bodies of text in search of patterns.
Here are three of the benefits it identified:
Enhanced prospect engagement, and client retention.
This benefit was shared by a couple of students, both of whom had clients who had faced challenges expressing complex, technical information in simple language.
One client was in the healthcare industry, and the other in financial services.
In both cases, the clients were delighted by the conversational approach to copywriting, because it transformed what had once been dry, technical language into a voice that was simpler, and a great deal more accessible to readers.
The companies reported positive feedback from their prospects and customers, and also expressed their intention to reward their new-found conversational copywriters with additional work.
In other words, everyone was happier once the copy was using everyday, conversational language.
Higher open rates and response rates in marketing campaigns.
Another writer went so far as to prove the effectiveness of the conversational approach by offering to conduct some A/B split tests for one of his clients.
The first test he conducted was with a landing page. One version took the traditional, direct sales approach, while the other was more conversational.
The conversational version achieved DOUBLE the response rate.
He wasn’t the only conversational copywriter to conduct a test. Another of our course alumni tested two different email subject lines, with the conversational version achieving open rates that were 131% above the industry average.
In other words, the conversational approach delivers concrete results.
Improved business growth and freelance opportunities.
One of our alumni landed a $36,000 contract based on her ability to deliver improved results with conversational copy. At the end of the first year, the client asked her to keep working with them, for another $36,000.
That’s a pretty good outcome from a course that is priced under $200!
Another student credits the course with making it possible for him to move from doing freelance copywriting as a side hustle, working evenings and weekends.
He was soon able to dump his day job and start working full time as a conversational copywriter, with one of his first clients paying him a retainer fee of $4,500 a month. Not bad!
Conversational Copywriting delivers real results.
It’s easy to dismiss the conversational approach as being too soft, or a compromise.
But the evidence suggests otherwise.
Freelance copywriters like you are using this approach to transform their work, and their relationships with their clients.
You can find out more about the Conversational Copywriting course here…
