How can we truly engage with our audience?

(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 came from Tom, who has taken my course on Web Content Optimization.

“Nick, in the course you talk about engaging with your audience. At best, I imagine that means interacting with prospects and customers one on one. If you’re selling high-end products or services, I can see that making sense. But our company is in the low-cost, high-volume SAAS business. There’s no way we can justify engaging one on one. So how can we engage at all?”

I like this question, because I think it can apply to a lot of different business types.

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If you can hold a conversation, you can sell.

(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.)

I got an email from Daniel, who has taken my course on Conversational Copywriting.

He asks:

“Nick, I took your course on conversational copywriting, but still don’t feel comfortable “selling”. I’d love to make a living as a copywriter, but fear I’m one of those people who will never feel comfortable in the role of a salesman.”

Well… if you feel that way after completing the course, I can’t help thinking I have failed you there.

Because the thing about conversational copywriting is that it enables you to sell without taking on the mantle of being a salesman or sales person.

And Daniel, I have a challenge for you.

Read the full post…If you can hold a conversation, you can sell.

When marketing stories are false and manipulative.

(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.)

Martin emailed me and said.

“Nick, I have been reading your work for years and have a lot of respect for what you do. But stories? Almost every marketing story I read feels totally fake and manipulative. What gives?”

Fair enough. (I’m guessing he hasn’t taken my course on Selling with Stories.)

In part, I agree. Although I think Martin overstates things when he talks about EVERY marketing story being fake or manipulative. But I do get his point.

The two kinds of false stories that irritate me the most are…

Read the full post…When marketing stories are false and manipulative.

Do I write the page’s headline first or last?

(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.)

Great question from Lynn who is taking my course, How to Write Better Headlines.

The answer to whether I write the headline first or last is… yes.

I do both.

Let me explain. And this is the case whether I’m writing a page of content or a sales page. Same process.

Read the full post…Do I write the page’s headline first or last?

Use simple anecdotes as a tool to sell your clients on the power of stories.

(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 is about collecting small stories or anecdotes, and then using them as a way to sell your clients or colleagues on the power of stories in marketing.

So… imagine you are trying to pitch a group of marketers on your idea for an upcoming campaign.

You want to use the company’s origin story. But first you have to persuade the marketing group this is a good idea.

Once again… stories to the rescue.

Read the full post…Use simple anecdotes as a tool to sell your clients on the power of stories.

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…

Read the full post…Traditional versus conversational copywriting. One guy thinks traditional wins.