Copywriting

Michele asks me for a clearer definition of clickbait when writing headlines.

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

My recent videos have all been related to my course, Conversational Copywriting.

This one comes from a question asked by Michele Reder, who took an earlier course of mine, How to Write Better Headlines.

That said… as you’ll see… her question and my answer do bring us back to the topic of conversational copywriting.

So…

In one of the exercises in my headline course I ask students to rewrite a headline for a page of web content.

Here’s what I give them.

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Traditional versus conversational copywriting. One guy thinks traditional wins.

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(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.

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(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.

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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.

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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.

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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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