Recently I published a survey with some open-ended questions about Conversational Copywriting.
In particular, I wanted to know how I was doing.
Was I doing a decent job of explaining what Conversational Copywriting is all about?
These were open-ended questions, inviting people to say whatever they wanted.
Even so, one request came in as a strong number one…
For decades we’ve used military jargon as part and parcel of how we talk about our craft as copywriters.
Consider some of the language we use with our colleagues and clients.
Target audience. Overcoming resistance. Finding the right triggers. Killing the competition. Guerilla marketing.
Language matters. It makes a difference to how we think about our work. It makes a difference to how we think about the consumers we “target” with our writing.
There’s a them and us mentality. It’s still there. Copywriters on one side and consumers on the other.
A short while back I was listening to a couple of colleagues discussing customer loyalty.
They more or less agreed that when a customer has made two or more purchases from a company, it would be reasonable to tag them as being loyal.
I don’t agree.