conversational copywriting

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.

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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.

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