(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.)
This question was asked by Sylvia, who is thinking about taking my course on Conversational Copywriting.
“When you talk about conversational copywriting not being pushy and being free of hype, it makes it sound a little like you’re simply writing copy that doesn’t try very hard… like copywriting lite. Am I wrong?”
Reasonable question.
First… yes, conversational copywriting does dispense with the hype and the in-your-face hard charging of some traditional copywriting.
Second… no… this isn’t like some kind of copywriting lite, that doesn’t work as well as it should or could.
Far from it.
It works better than hard-sell copywriting online.
Why?
Because when we look online we can see clear signs that people just doesn’t WANT traditional, hard-charging ads and promotions on their computers and phones.
According to eMarketer and others, almost 30% of web users are now using adblockers … and that number is rising month after month. Even more people are filtering promotional emails out of their email inboxes.
The demand for conversational copywriting springs from this push-back against traditional advertising and copywriting online.
Conversational copywriting relies heavily on the delivery of quality content. Valuable information.
This content engages people more deeply, truly earns their trust, and then brings the prospect right to the very edge of wanting to make the purchase.
Now the “sales” element of conversational copywriting comes into play provides that final nudge.
It’s not that conversational copywriting doesn’t try as hard.
It simply does most of the heavy lifting through the delivery of high-value content, and then delivers the final nudge.
Sylvia, I hope this helps answer your question.
NOTE: I have an entire course devoted to the craft of Conversational Copywriting. (This link takes you to my Nick Usborne Training website.)
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