If Tony wants to get conversational, should he start with social media?

(What follows is the outline I wrote in advance of recording the video. They’re my talking points. Not a regular post or article. Just an outline.)

Here’s Tony’s question…

“The company I work for is fairly small, but has adopted a rather formal and stiff tone of voice when communicating with our customers and prospects. If I want to change this – I work in marketing, and started there recently – and want to follow your conversational approach, would it make sense to start with our social media channels?”

Tony, I think there are a couple of places to start that make sense.

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Traditional versus conversational copywriting. One guy thinks traditional wins.

(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.)

A while back I was sent a bit of a challenge by a reader who didn’t agree with much of what I have been writing about the thrust of my course, Conversational Copywriting.

Fair enough.

Here’s what he wrote… slightly edited for brevity…

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Start new conversations by inviting your visitors to ask questions.

(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.)

This isn’t one of my Q&A videos.

Nobody asked me this question.

So I’ll ask it myself.

“What do I think is the most powerful way to get conversational with a website’s audience?”

In my course, Conversational Copywriting, I talk about a few different ways to get your clients started.

But if I had to choose one, and only one way… it would be this…

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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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With conversational copywriting you communicate like a real person, not a corporation or marketer.

This question is from Daniel P., who has been reading about my course, Conversational Copywriting.

Instead of simply replying to the email Dan sent me, I decided to share both his 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, Dan’s question:

“You talk about being conversational with our copywriting. I get that when we’re actually in conversation with someone… like in the comment stream under a blog post, or when going back and forth on social media. But how can we be conversational when writing a page of content or even a sales page?”

Good question.

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Conversational copywriting is about removing the layer of mistrust between a company and its customers.

adversarial car sales man in coversation

When you walk into a car dealership and a sales person walks towards you, you can feel a change take place in your body.

There’s some kind of chemical adjustment happening in your brain. You feel a sudden tension in your muscles. Not relaxed at all.

You feel ready to fight. Or at least, to negotiate.

This is a little weird. It’s not like you’re walking down a dark alley at night, twitching at every sound, preparing to fight or run for your life.

But the symptoms are the same, even if not quite as elevated.

How come?

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