trust Archives - Conversational Copywriting

February 20, 2025 by Nick Usborne

Three friends drinking coffee and laughing

The world of copywriting has changed dramatically in the last year. Every day, I hear from writers who are both fascinated and concerned by the rise of AI writing tools. And their clients? They’re increasingly skeptical of everything they read online.

“Is this written by a human or a machine?” That’s the question more and more people are asking when they land on a website or open a marketing email.

And who can blame them? AI-generated content is everywhere. Some of it is pretty good. Some of it is terrible. But almost all of it shares one critical flaw – it lacks authentic human connection.

This is where you, as a human writer, have an incredible opportunity.

February 13, 2025February 11, 2025 by Nick Usborne

Two female colleagues in conversation about SEO

[Note: This post was written using Gemini Advanced 2.0 Flash as my co-pilot. Why? Because it knows some stuff I don’t.]

In 2025, Search Engine Optimization (SEO) isn’t just about text anymore. It’s about multimodal search, encompassing voice, images, video, and even augmented reality. And at the heart of success in this multimodal world lies conversational search.

The shift towards conversational search is accelerating, and search engines are adapting by prioritizing content that answers questions naturally and directly. This is where conversational copywriting becomes crucial.

December 19, 2023July 24, 2023 by Nick Usborne

In the words of GPT-4, “AI can mimic empathy to a certain degree, but cannot genuinely empathize with a human in the way humans empathize with each other”.

No AI can feel the emotions we feel. They can read the text of Romeo and Juliet, or the script for Sleepless in Seattle… and then mimic the emotion of love. But they cannot feel love.

They can’t love a person, or even care about that person. Whether a person is happy or sad means nothing to an AI.

September 26, 2022 by Nick Usborne

Truth be told, sometimes being a great communicator isn’t about writing at all.

You can be in the presence of a great communicator while listening to an amazing TED talk, or in a classroom.

The same could happen while in conversation with a colleague or friend over coffee or a drink. It’s not just professional writers and speakers who have this gift.

What does it take to be a great communicator?

Four qualities jump to mind.

November 19, 2018November 19, 2018 by Nick Usborne

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.

January 2, 2019October 8, 2018 by Nick Usborne

Holding hands as a sign of trust

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!