conversational copywriting

Women ain conversation

People have different takes on what it means to be a “copywriter”.

Back when I started, long before the web came along, the definition was pretty simple.

We were the writers who wrote print ads, TV commercials, radio spots, billboards, and point-of-sale materials.

That was pretty much it.

In the online world, things are a little more complicated.

Read moreBeing conversational is an easy way to get started as a 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.

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…

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.

An item of sales literature is printed and sits around in a physical form. It can exist for months, years, or even decades.

The photo above shows a Book Society promotional postcard I found while rummaging through some old papers in my mother’s house.

It had been sitting there for about 50 years.

But a conversation, held between two people, or a group of people, is ephemeral.

A conversation takes place only in the present. In the moment. Now.

On the face of it, you might conclude that when you’re selling stuff, permanence is better than being ephemeral.

Read moreThe power of conversation lies in the fact that it’s ephemeral.