conversational selling

Feigang Fei is the owner of a Chinese restaurant called Aunt Dai
Photo from the restaurant’s blog and credited to Global News TV.

This is a great story, from my hometown of Montreal.

Feigang Fei is the owner of a Chinese restaurant called Aunt Dai. It has all the usual dishes you’d expect… from Imperial Rolls, to Orange Beef, and General Tao Chicken.

Going by the choices on the menu, there’s nothing particularly special about either the restaurant or its menu.

What is different is that when you open the menu, you’ll find not only the names, pictures and prices of the dishes, but also some thoughts from Feigang Fei.

Here is what he says about their Orange Beef…

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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.

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Sounding a little over-caffeinated? That’s OK. But don’t sound sneaky.

If you’re selling steak knives or lawn mowers, you can take a hard-charging approach to marketing.

Wheel out the big guns. Use every sales and copywriting tip, trick and technique in the book.

You can probably get away with being a little sneaky too. Maybe exaggerate a tad.

Like how your knives will keep their edge for 25 years! Guaranteed!

Or how your lawnmower will make cutting the grass in your yard “practically effortless!”

You can even go full bore with your best copywriting secrets if you’re selling something a little less tangible, like a subscription to an investment newsletter…

“Act now and you could make $51,373 in just 30 days!”

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A young man faking how he feels... looking AS IF he's happy.

I’m not the only one to figure out the persuasive power of conversational copywriting.

I wasn’t the first either.

But I am different from most. Not all. But most.

How so?

Because so many “conversational” writers and marketers write to an audience “as if” they were friends.

And that’s not what I’m talking about, advocating or teaching. Not at all.

I’m suggesting that you write to them AS their friend.

Big difference.

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Pick up conversation in bar

I get asked this question from time to time.

Can conversational copywriting go head-to-heard with traditional, direct-response copywriting and win?

Well…

If you’re talking about making an immediate, direct sale from the page of a website…

And if you’re executing a side-by-side, A/B split test, and comparing revenues before the end of the day…

Then no, the conversational approach is unlikely to win.

But you’re probably asking the wrong question.

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Group of people in conversation

I admit it. I’m turning into a total conversation geek.

But honestly, conversations are fascinating.

Conversation is the bedrock of every relationship we have.

First dates begin with a conversation. That interview for your job… that was a conversation. The relationships you have with your kids is based on the conversations you have with them.

That cluster of people in hallway at a conference? They’re having a conversation.

At coffee shops, in bars and restaurants, even on airplanes… people are connecting, learning and growing through the power of conversation.

As marketers and writers, we can tap into that power as a way to better connect with our customers and prospects.

Let’s look at just 3 of the lessons we can learn from having a good conversation.

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