How to introduce your clients to Conversational Copywriting.

This question is from Stacey H., who has taken my course, Conversational Copywriting.

Instead of simply replying to the Stacey’s message one-on-one, I decided to share both her question and my answer with this short video.

(What follows is the outline I wrote for myself in advance of recording the video. This is just an outline. Not a regular post or article.)

First, Stacey’s full question:

“Nick, I just completed your Conversational Copywriting course and I love it. It feels so right to me! And I have one client who I think could be open to this. But how do I introduce the idea to them? How can I get my clients to be conversational?”

Thanks for the question Stacey.

OK… maybe more than one question to unwrap there.

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For a me-too business, stories can be the great differentiator.

Undifferentiated suits

I have this dream.

My new client has a product or service with an amazing point of difference.

There is something unique about it. It has something none of its competitors possess. It’s amazing. It’s incredible.

Oh joy!

And then I wake up.

It’s incredibly rare that we have the opportunity to work on promoting a product or service that is significantly different from its competitors.

Mostly we have to work with very minor points of difference. Sometimes there is no point of difference at all.

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If you can’t find a story to tell… borrow, steal or create one.

 

Stories in books

A while back I wrote a post about how selling is giving way to storytelling.

The thing is, “selling at people” just isn’t a good fit online. Nobody wants to be interrupted and sold at when they’re looking at their tablet or smartphone. That’s why tens of millions of people use adblockers.

Soo… if the traditional, hard-nosed sales approach is no longer welcome, what can marketers do?

First off, they can get serious about content marketing.

The delivery of great content, across all devices, will do about 80% of the heavy lifting when it comes to getting prospects ready to make a purchase.

Just because people don’t want to be exposed to hard-hitting sales pitches doesn’t mean they’re not interested in reading or viewing great content related to your products or services. They are.

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If you want people to remember something, tell them a story.

The story of Noah's Ark

A few months back I wrote about how telling stories can influence people’s feelings.

In fact, writers of all stripes have been using stories to tap into people’s emotions for centuries.

Well… it turns out that as well as evoking strong emotions, stories are also a powerful tool to help us remember things.

A few days ago I was listening to the Tim Ferriss Show podcast. His guest was Stephen Dubner, one of the authors of Freakonomics.

In response to a question about the power of stories, Stephen came up with some interesting numbers.

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Tap into the power of a shared, common experience.

Hiking is often a shared experience

If, like me, you write a blog, you’ve probably promised yourself you’ll post at least once a week.

Or maybe twice a week. Daily even.

There are plenty of good reasons for posting to your blog, whether you run a business or work as a freelancer.

Writing a blog makes sure your voice is heard. Writing posts regularly helps get your message out there, and keeps your name on people’s lips. (Google likes to see you posting regularly too.)

Is it always easy to come up with new post ideas? No, it isn’t.

In my case, sometimes l’ll have a lineup of ideas for posts, all clamoring for attention. But other times the well runs a little dry, and I have to cast around for inspiration.

I’m guessing it’s not so very different for you.

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But Nick, you didn’t teach me how to create stories that sell. Fail!

Two kids reading storiesI have paraphrased a little, but that’s pretty much what someone wrote after taking my course, Selling with Stories.

He felt a little disappointed because I hadn’t given him a structure or template he could use for creating stories as part of his direct sales promotions. My bad. Kind of.

My mistake, I think, was not in what I taught… but in how I failed to be 100 percent clear about what I’d be teaching.

When I created the course I did so based on a strong belief that the whole idea of “selling” online is changing, and changing fast.

The traditional hard-sell approach is on the way out.

A more sincere and story-based style of selling is on the way in.

There are two reasons for this.

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