conversational selling

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Making the pitch for conversational copywriting

If you’re going to pitch your clients or partners on the benefits of conversational copywriting, it will help if you have some solid arguments lined up and ready to go.

Fortunately, the conversational approach is rich with key points of difference and advantage.

This is particularly true when you’re competing with copywriters or marketers who are still hanging onto the traditional, broadcast approach to copywriting.

The old-school approach may still work for old media like TV and radio, but it has no place online.

Let’s explore just 5 of the ways you can power up your pitch when you’re talking about conversational copywriting.

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Conversation about vintage van

Conversational marketing is multifaceted.

It’s about the language you use across all your digital marketing materials.

It’s about how you interact through social media and your customer service channels.

It’s even about the culture within your business.

And beyond all that… it’s also about how good a job you do to stimulate conversations outside of your own channels.

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Conversational copywriters have nothing to hide

When you look at documents written by lawyers, politicians and crisis-management consultants, it’s often hard to figure out what they’re trying to say.

There’s a reason for that.

They don’t want you to understand what they’re saying.

This is called obfuscation, which is defined as “the action of making something obscure, unclear, or unintelligible”.

Obfuscation is deliberate.

It’s used when people are trying to hide stuff from you.

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Trust in marketing

Take off your marketing hat for a moment.

Think of your experiences as a regular consumer, buying stuff for yourself and your family.

Would it be fair to say that you’d be unlikely to buy from a company you don’t trust?

Doesn’t sound like something you’d feel comfortable doing, right?

OK, now put your marketing hat back on, and answer me this, “How hard do you work to earn and hold onto the trust of your prospects and customers?”

If you tell me that the trust of those people is super-important to you, excuse me while I go through all your marketing materials.

Because everything you do as a marketer either builds trust or burns it. Nothing is neutral.

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In conversation with Tim Washer

In this post I get to interview Tim Washer… speaker, creative director and comedy writer whose credits include Late Show With David Letterman, and Saturday Night Live.

I met Tim at a conference in Austin, Texas. We were both speakers, but he was way, way funnier.

He gave this great talk that held everyone’s total attention. Everyone in the audience was totally spellbound.

I remember how Tim clearly cared about the people in the room.

And how he used humor to connect with people, engage with the whole audience and make us all feel we were his friends.

Imagine being able to harness that kind of attention as a marketer.

No wonder Tim is on my must-interview list.

Let’s get started…

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A bridge for your prospects

In this post I get to interview Value Proposition and Marketing Message Development Expert, Peter Sandeen.

That’s quite the title! But as you get to know Peter, the way he describes his work makes more and more sense.

And while I’ve known some of the people I interview here for 20 plus years, I have known Peter for about 20 days and counting.

Why the interview? Because after spending a little while on his website, and talking with him on the phone, I felt we shared a lot of common ground when it comes to our views on marketing.

That was enough to make me want to do this interview.

Let’s get started.

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