Am I too late for Conversational Copywriting?

(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 is from Bernard, who took my course on Conversational Copywriting.

He asks, “I’m guessing conversational copywriting is really popular with copywriters now. Am I too late to take this approach? Is the market already saturated?”

Well… I wish Bernard had a legitimate worry here. But I don’t think he does.

I don’t imagine the market will become saturated with talented conversational copywriters any time soon.

For now, most copywriters still follow the traditional, hard-sell approach.

How come?

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Can a good business story be fictional?

(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 is from Julia, who took my course on Selling With Stories.

She asks, “You say a business story has to be true. But can’t a good fictional story be used to teach a valuable business lesson?”

Ouch… Julia, you’re right. You got me.

As you say, I have said that a business story should be true. And I say that to discourage people from making up stories that are obviously false and manipulative.

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Is conversational copywriting just “copywriting lite”?

(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.

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Every good business story needs a leaping zebra.

(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 Stephan, who took my course on Selling With Stories.

“For business communications, is it enough just to describe something that has happened? Is that a story? If told well, does a description of something that happened at work qualify as a story? I guess I’m not quite clear on what a business story actually is!”

Thank you Stephan. That’s a terrific question.

Let me try to answer you with some examples.

Here’s a description of an event…

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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.

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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…

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