copywriting

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Many of the people I interview are colleagues and friends I’ve known for a long time.

But while Jay and I have both been working online for over two decades, and have a ton of friends in common, we’ve never connected before now.

So I’m really excited to have this opportunity to put that right, and to ask Jay a few questions.

And no, I’m not excited in the way a professional interviewer might be “really excited” to talk to any and every guest. I’m excited because Jay is a giant in the world of online marketing. And because I’m an avid student of his work in the field of word-of-mouth marketing.

Let’s get started…

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Sales copy for a lawncare business

Imagine you receive an email is from the boss of a local lawn care company.

He’s a local guy. A lawn care guy. He has dirt under his fingernails.

To my mind the email should sound like it came from him… not from a fancy-pants marketer.

I’m not saying the email should be unsophisticated in how it’s put together. 

But just suggesting the tone of voice should match our perception of the person whose name appears at the end.

And it’s not just about tone of voice. It’s also about what he says.

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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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Listen before you join the conversation.

I’m the first to admit it.

I’m not the world’s greatest listener.

I tend to talk more than listen. I have the bad habit of waiting impatiently for the other person to stop talking, so I can carry on saying what I want to say.

I’m not that bad all the time. I’m making a conscious effort to shut up and really, truly listen.

And I’m getting better, I think.

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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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