Whether you are a startup, entrepreneur, business blogger or copywriter, selling products or services is part of the game. You just can’t avoid it.
Are you a fearless marketer who isn’t afraid of bulldozing your way through in the sales process?
But be careful. How you do it can make or break your reputation.
Or do you happen to be the complete opposite and are you afraid of being too salesy?
Millennials today do not trust brands that push ads in front of you. Conventional marketing methods such as TV commercial, billboards and magazine ads are the examples of these types of ads.
And a study shows that 89% of millennials trust recommendations from friends and family more than claims by the brand.
Stats like this just go to show you that we live in a different era when these traditional approaches do not work like they used to.
For generations that grew up with internet, original content with conversational marketing is the better approach because it allows you to engage and nurture relationships with them.
So, that’s when conversational copywriting comes in.
What’s Conversational Copywriting All About?
Conversational copywriting is pretty much what it sounds like.
But it’s not just what you think it is in case you’re wondering.
Besides being informal and friendly, it’s about being transparent, willing to listen and hype-free. Instead of being pushy and trying to sell you something with one-way broadcasting style approach, you try to be helpful.
Also, you don’t try to trick consumers with subtle, manipulative copy. With conversational copywriting, you try to build trust by having conversations.
Maybe you’ve always thought copywriting is about being manipulative and how you cleverly convince people to buy something.
Are you too honest and not a big fan of pushy, broadcasting style approach?
Then conversational copywriting is just what you need in your marketing arsenal.
But don’t just take my word for it. Ask Nick Usborne, a professional copywriter, who believes conversational copywriting is the future of selling online.
Why Conversational Writing?
Businesses today heavily rely on the internet, which means you have to let words on
paper screen do the majority of talking.
But if you’re not a brand with the name attached to it, consumers don’t easily trust you.
No, it’s not easy to earn trust online, as 74% of U.S. consumers believe trust is the company’s number one priority.
You can use conversational copywriting in many channels and it helps ease the distrust people may have.
Those channels include not only email but also messaging applications, pushpin notification, forum like Quora and numerous other social media platforms.
5 Reasons You Should Be Using Conversational Copywriting to Build More Trust
Ok, so, conversational copywriting sounds so nice on paper, but why does it work? Here are the 5 reasons why I think it works.
1. It’s Not All About SEO
Web design and SEO place much emphasis on technicalities and data, which are absolutely necessary for businesses operating online.
For many businesses operating only online today, there is nothing more important than your website and web presence.
As such, many of us cannot avoid talking about Google and our organic web presence. Sometimes it even leaves me an impression that those technicalities are more important than your content.
Yet, there are only 10 spots in Google’s first page, second page and so on.
There is no doubt quality of organic traffic is far superior than that of social media, meaning visitors via search engines visit a website with more purposes and social media traffic does so with casual interest.
So, SEO is extremely important.
Yet, a harsh reality is that some 91% of online content receives no organic traffic from Google search, according to recent research from Ahrefs.
So, clearly, you just can’t put everything in one basket.
Luckily, besides Google, there are other places where you can connect with your audience: social media and email marketing.
Social media is a modern day PR tool that builds relationships with other business owners and your customers.
So, that’s where you put your conversational copywriting to good use. Conversational copywriting is a hype-free, non-adversarial approach to communicate with your audience.
Instead of sending out salesy emails or clever-sounding message out there to consumers, you try to engage with your social media followers and prospective customers.
These are two channels where you nurture relationships with your audience by engaging in honest conversations. Your conversational copywriting skills help you connect with them in an authentic way.
2. World Is Becoming More Tech
You see so much technology taking over our lives – Chat bot, pushpin notification, Smart Home device, Voice Search Engine, etc.
Now more than ever there are a number of online channels where businesses can communicate or start interacting with customers with written words.
Some of them are even automated and sometimes it’s even hard to tell if it’s a bot or human that is responding to you.
Whether that is good or bad is up for argument, but you can’t deny that it is making your business more productive with customers’ questions answered without your presence.
Then again, trust factor comes in. A lot of your answers might be automated, but you want to make it as human as possible. Otherwise, people on the other end will be wondering they are merely receiving information from a robot.
3. Consumers Don’t Want Manipulative Advertising
Traditionally, big brands have used certain techniques to make themselves look more authoritative. They would come up with vague, abstract catch phrases to make themselves look smarter than you.
They also use clever psychological tactics to persuade you to buy
That may have worked in the past, but now consumers trust brands that are more personable
People love brands that are more transparent and upfront, especially today’s with Millennials and Generation Z having grown up with internet around.
According to HubSpot, 84% of Millennials don’t trust traditional advertising.
4. Increasing Use of Mobile
As you probably know, use of mobile phones continues to rise. More people are accessing the internet with mobiles. And their search behavior is a little different from desktop users. As they tend to multitask a lot more, they are not patient.
Write long, formal sentences and you are a lot more likely going to lose readers if you are targeting mobile users.
5. Voice Search Will Grow
More and more people are using a voice search function on their smartphones and it’s only going to increase.
Voice Search is more intuitive than typing texts on small smartphone keyboard. Comcast predicts that 50% of all searches will be voice searches by 2020.
Because many voice search users search local businesses, businesses such as restaurants, retailers and movie theaters need to optimize their websites with conversational language.
Because that’s how people speak to their phones to search.
BrightLocal reported in early 2018 that 58% of consumers had used voice search to find local business information in the previous 12 months
So, this just goes to show you that you need to write conversationally to optimize the pages.
So, How Do You Write More Conversationally?
If you google how to write more conversationally, you will get a lot of websites that talk about this topic.
But you don’t truly learn the craft unless you do it yourself, not just reading and feeling like you’ve learned it.
Here in this video Nick Usbourne of Conversation Copywriting course is showing some examples of how you can write conversationally.
7 Examples of Conversational Copywriting
These are indeed good examples, but I personally took Nick’s course and I am glad I did.
Are you struggling to connect with your audience? Don’t know how to sell your products or services in a non-adversarial way? Then I highly recommend Nick Usburne’s Conversational Copywriting course.
There are a lot of exercises on the Conversational Copywriting course where you rewrite copy that’s actually out there and Nick will give you a feedback. Personally, I’ve learned so much from doing these exercises and this is the best part of the course.
You see many examples in the course and he explains how some copy works and some don’t.
Also, there is a monthly Q&A webinar on students only Facebook group where you can ask him questions.
Want to improve your copywriting skills?
Join me and other copywriters who are learning on the conversational copywriitng course. Yes, I am still on the course and about to finish it up. But this course is worth going through again and again.
And lastly, read conversational copywriting manifesto and grab a Nick’s Free guide, 5 simple ways to make your marketing copy more conversational.