A short while back I was listening to a couple of colleagues discussing customer loyalty.
They more or less agreed that when a customer has made two or more purchases from a company, it would be reasonable to tag them as being loyal.
I don’t agree.
Isn’t it a little odd that we try to communicate with our audiences in so many different voices?
Many companies – and the writers who work with them – seem to struggle when it comes to finding a single, consistent voice for their websites.
For example, a company’s homepage might be written in a fairly cautious, descriptive tone.
Their About page may feel even more formal and corporate.
Meanwhile their sales pages are much louder and pushier, written in a voice that would be better suited to old-school, broadcast media like TV and radio.
A few people have asked me whether conversational copywriting is simply a different name for web content.
That’s a reasonable question.
The short answer is no. But with a few shades of yes.
Take a look at the labels in the image above and we’ll figure out exactly how and why conversational copywriting sits where it does – right in the middle, between sales copywriting and editorial content.
Step by step…