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.
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.
Truth be told, this video is an outtake.
I’ve been trying to record a video to put on the Conversational Copywriting homepage… but have yet to get it right.
Not even close, really.
To start with, I’m aiming for just under two minutes.
But the video above is a little over 4 minutes.
And I did a ton of takes before this one. And that meant the sun kept getting lower, right to the point where I got that highlight on the background on the right side.
Not a big deal, but enough to make me want to try again.
My first language is English.
But I live in Montreal, where the first language is French.
As a result, I’m used to translating French into English.
I’m not very good at it. But translating into English is something I do every day.
Now for the weirdness.
Sometimes, when I’m reading marketing copy or even business writing – in English – I have a moment of recognition in my mind.
I think, “Hang on, this feels like translating from a foreign language. I’m having to translate marketing language or business language into everyday English.”
Interesting notion… having to translate English into everyday English.
In this post I get to interview Drayton Bird… one of the all-time greats in the world of copywriting.
If you’re not familiar with Drayton Bird, it’s time to catch up. According to advertising legend David Ogilvy, “Drayton Bird knows more about direct marketing than anyone in the world.”
That’s a heck of a testimonial.
I’ve been a huge fan of Drayton and his work for decades now. And when I finally got to meet him a couple of years ago, he continued to amaze. He’s all passion and energy!
I’m really grateful for this opportunity to ask him a few questions.
Let’s dive right in…
I’m in the early stages of preparing a presentation for an audience of therapists, coaches and other solo business owners who depend on the trust of their clients.
Part of my focus will be on writing a strong homepage headline.
The headline on your homepage is a big deal.
It does a lot of the heavy lifting for your site.
It’s often the first thing people read when they arrive at your site.
And in the same way that people will judge a book by its cover, prospective clients will likely judge your practice by the message you share on your homepage.
No pressure!