social media

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Mari Smith, social media expert

Today I have the pleasure of interviewing Mari Smith, a renowned expert in social media marketing and technology, and someone who embodies positivity!

I’ve been following Mari’s career for over a decade now. We never crossed paths until very recently, when we were both speaking at the same virtual event. I jumped at the chance to ask if I could interview her. And, being the gracious, generous and positive person she is… she said yes.

If you’re not already familiar with her career, Mari Smith is one of the foremost and original experts in Facebook marketing and is often referred to as the Queen of Facebook.

She’s also a keynote speaker, corporate social media strategist, and brand ambassador for numerous leading organizations. Her client list includes Adobe, AT&T, Bank of America, HubSpot, Nations Lending, Verizon and Tony Robbins. Plus, she has shared stages with the likes of Sir Richard Branson, Eckhart Tolle, and Arianna Huffington.

Quite the resume!

Let’s jump in…

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The rise of conversational copywriting, with two robots talking

When they read my writing on conversational copywriting, some marketers think I’m talking about a soft, nice-to-have skill.

They see the conversational approach is being attractive, but optional.

I think they’re totally wrong.

From what I’m seeing, conversational copywriting is fast becoming an essential marketing skill. Not an option, but a necessity.

And the need for conversational copywriting isn’t being driven by me or any other individual. It’s being driven by some massive technology trends that show no signs of slowing down any time soon.

Let’s take a look at these trends one by one.

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Two swimmers underwater

In this post I get to interview Giovanni Ciampaglia, Global Marketing Director for Arena Water Instinct.

Giovanni and I first worked together several years ago when he asked me to write some web pages for the fitness equipment company he was working for.

Recently he reached out to me and said, “I’m looking into ways to improve our marketing efforts through better (conversational) copywriting…”

He wanted to hire a freelancer who was trained in conversational copywriting, and I was happy to introduce him to several of our course alumni.

And then I got to thinking… of all the industries that might latch onto the power and promise of conversational copywriting… swimwear??

Hence this interview.

Let’s get started…

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The future of sales is anti-hype

If I sometimes give the impression conversational copywriting is ONLY about taking the hype out of sales copy, that’s my bad.

Yes, cutting back on high-pressure sales copy is a big part of it. But that isn’t the only way conversational copywriting can improve results across all business communications.

Let’s look at the 4 top reasons, starting with hype…

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A conversational voice for business.

As I wrote in a previous post, the Internet was conversational before the web as we know it even existed.

Since then many writers, myself included, have worked hard to persuade companies and organizations that writing for the web should, above all else, be conversational in tone.

Have we been successful in turning the tide against old-school promotional copywriting, and boring, stiff corporate writing?

I’d say our success rate has been spotty at best.

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