Persuasion at its Finest
Copywriting is sales in print.
Mastery of the written word.
The art of subtlety.
The invisible hand.
Copywriting is limitless.
No matter what you call it, it’s designed to trigger an impulse in you.
It doesn’t matter the industry.
Or the product or service.
It comes to the appeal of emotion.
The way the words make you feel.
When people bring up the word “sales,” it makes people run.
Because we were conditioned to fear sales from a young age.
It’s not sales we’ve been conditioned to fear, but rather the approach salespeople take (or are taught) when closing clients.
Think about it:
- The annoying banner ads across your screen are unwanted and unwelcome.
- Obvious promotional material in magazines are usually avoided.
- Spam emails are immediately trashed and your spam folder is probably full.
- You’re sick and tired of the sick feeling you get from being spammed.
Conversational copy takes an updated approach that connects the seller to the buyer via empathy, and removes the sense of mistrust between the buyer and the seller.
The power of conversational copy can be felt, and not just seen.
It’s the future of copywriting and digital marketing.
Copywriting and digital marketing go hand-in-hand because they are both innovative when done correctly.
First, digital marketing is based on data.
Internet data gathers virtually any fact about prospective customers.
This includes target market behavior, internet searches, demographics, pixel retargeting, social media behavior, and personal interests.
Bescally, all the information is out there and it’s your job to choose a method and a medium to connect with your target market.
This will differ from slightly to greatly depending on your brand, but you have to go where your customers stand out.
Once you know where your customers hang out, you can analyze their interests and desires and begin crafting messages for them.
Copywriting is Communication.
The sharing of knowledge.
Copywriting, in its simplest form, is the sharing of knowledge from the buyer to the seller.
This is where the inbound marketing method comes into play.
We now seek to form and maintain relationships with customers to provide value and keep the customer returning.
We call this the lifetime value of a customer (CLV).
Putting clients on retainer is the goal in this economy.
Not because marketing is inherently greedy, but because we want to see our customers happy.
If you’re a good person, would you want to see your clients ripped off?
So you would want your customers to stick with you because you have their best interest at heart.
Don’t let your customer lose faith in humanity.
Do you have good business ethics, morals, and values?
Only you can answer that.
Use conversational copywriting to show that.
The great pandemic is here.
Gyms may be closed, but people still want to exercise.
A need has been identified and you want to satisfy it for your market.
Unethical, slick marketing methods would attempt to scare the customer.
Think someone with a greedy, sneering smile
The sales letter would look something like this:
“Everything is closed and we’re all going to die soon. We just don’t know when. Obviously you know your health is important. So exercise at home before you die with our home gym set for $1,000. Get it while you can. Because you know were all going soon. Hurry up!”
What do you think?
First off, this message probably gets you very angry.
Because you can sense the manipulation and fear mongering of this message.
It makes you want to tear it up into little pieces.
Now, of course this message is blown up for educational purposes.
But the same concept applies:
Using fear tactics to get somebody to do something.
It’s unethical sales practices and it must stop.
Now, let’s take another approach to this home gym set.
Same exact gym set.
“Looking to add to your dumbell set in your home gym? The Stairmaster 3,000 fits conveniently in your home gym while giving you space to do your whole exercise routine. Get in shape today with same-day delivery to your home. We want to see you healthy- health starts in the home.”
Which one seems more genuine?
The second one, of course.
Let’s see why the second one works.
First, we meet the customer in their setting.
We’ve done our homework.
Chances are, if someone wants a “Stairmaster 3,000”, they’re already fitness enthusiasts who have the basic gym equipment.
A pair of dumbells.
Second, we offer the benefits over the features.
We say “The Stairmaster 3,000 fits conveniently in your home gym while giving you space to do your whole exercise routine.”
We’re positoning the customer to envision themselves working out in the convenience of their own home.
Third, the tone of the message-
We meet the customer where they’re at without being condescending.
“We want to see you healthy- health starts in the home.”
To show our genuine caring and compassion for the customer.
Message #2 uses a conversational tone to connect with the customer that establishes trust and genuine concern without using fear tactics.
You’ve been taught wrong.
From the Beginning.
School, college, university, and formal education have taught you to write in an academic style.
A form of writing that conveys lots of facts with little emotion.
And the result is almost always the same.
You get bored and you want nothing to do with it anymore.
It’s certainly not conversational.
And that’s one of the many things wrong with the educational system.
Sometimes, it just makes you not want to learn.
Much of it has to do with the way it’s presented.
From the beginning, many students feel their teachers and educators are “above them” in a sense, because information is taught down to them, as opposed to with them.
The side-by-side approach is ignored, causing students to resent their teachers.
Many entrepreneurs and self-starters forgo the education process altogether, for two major reasons.
- The information does not pertain to everyday life.
- The information is presented in a boring way.
This old-school way of getting people’s attention no longer works because innovators have caught up and realized there are better approaches.
2020 brings in the new, and the only way to keep up with current society is to adjust.
College and university make you feel like you’re smart by teaching you a bunch of facts and calling it an MBA.
Now, these facts may have proven to be true back in the day.
But that was then, and this now.
Times have drastically changed.
Digital marketing has exploded with not only new channels, but new approaches to marketing and now digital marketing.
Think social media, ecommerce, dropshipping, affiliate marketing, SEO…
This is rarely taught in college.
Copywriting itself isn’t really taught in college.
But you already know that.
If you’re reading this, you probably always questioned the school system and its motives.
Think about this:
Institutions with honest intentions don’t need modifiers.
- School system
- Justice system
- Healthcare system
What do these all have in common?
They have an overly systematic approach of doing things that’s designed to have winners and losers, as opposed to fairness.
Just like the educational system?
Why dont they teach you relevant skills but instead distract you with unimportant things?
So they create division and a hierarchy of labor.
These words don’t need modifiers if we’re being honest.
They should be left alone.
This brings me to the last point…
How Conversational Copy Works
How to pull a rabbit out a hat.
It’s not really magic.
We don’t need a magic wand here.
But what you do need is some empathy.
Meet the customers where they’re at.
Conversational copy hits the ground running by establishing trust.
WordStream presents some examples in their blog.
Put yourself in the customers shoes.
Or your own shoes.
Better yet, imagine you have your slippers on and your sipping coffee at your home computer.
How do you want to be treated?
Especially in your own home.
Remember the good marketing versus bad marketing.
Honest marketing versus greedy marketing.
You have to craft your message in a way that promotes integrity.
It comes down to your language.
Sound like a human being.
Use the word YOU.
Because YOU matter!
But really, how do you talk to your friends?
You use the word you.
So don’t be afraid to use the word you in your marketing.
Also, let’s get to spelling.
Don’t be afraid to use contractions.
Now, this absolutely goes against what you’re taught in college but its VITAL for direct response copywriting.
It makes a world of difference in your writing.
Let’s look at these two examples.
- According to the statistical data extracted from the analysis of the Wall Street Journal, people prefer the iphone over the payphone.
- Do you want that high-speed, high-resolution screen with 4g memory?
Number two sounds more human.
That’s conversational copywriting.
Think about it.
The payphone is obviously not 4g or high resolution so why even bring it up.
Just let the reader imagine….
This brings me to my last point.
Your reader must be able to imagine the benefits of living with your product or service.
How it’s going to make their life easier.
Show, don’t tell.
Benefits over features.
And also, while we’re at it, use short sentences.
Sometimes less is more.