Brazil WhatsApp Number ListBefore I get into what makes me scream, shout, and reach for hard objects to throw, let me be clear about my definition of “conversational copywriting.”

It’s a way of writing sales copy that Brazil WhatsApp Number List sounds like one. Friend enthusiastically selling something to another friend.

Conversational copywriting is Brazil WhatsApp Number List still about selling … but in a way that is honest, transparent, and respectful of your audience.

It’s the zero-hype, no-BS antidote to the hard-sell approach.

Truth be told, this has always been at the heart of the very best copywriting. It’s what made me fall in love with the craft when I got my own start as a copywriter in 1979.

You’ll find plenty of references to marketing with conversation in The Cluetrain Manifesto, published in 2000. Right up front, the authors state, “Markets Are Conversations.”

It’s part and parcel of Seth Godin’s Permission Marketing.

And if you’re a regular reader here at Copyblogger, you’re already familiar with conversational writing.

So why do I still find myself reaching for hard objects?

Because so many marketers and copywriters still don’t get it.

In no particular order …

Screamworthy Moment #1: “We do that already”

Very occasionally, I’ll agree. But mostly not.

I’ll look at their sales pages and find that while they’re using conversational, chatty language, they’re still being manipulative scumbuckets.

Dressing up hard-selling, sneaky copy in chatty language does not qualify as conversational copywriting.

Conversational copywriting is as much about intent as it is about the language you use.

Or, I’ll look at their content or product information pages and find 50-word, compound sentences packed into 20-line paragraphs.

Er, no … that’s not conversational. That’s just bad business writing.

“But our readers are professionals!” Okay. See #3 below.

Screamworthy Moment #2: “We need the ‘real thing’”

I don’t know where this idea came from.

Why does the “real thing” in copywriting have to be “sell at any cost, even if it means lying?”

I don’t buy that argument and never have.

Read some of the great print ads from the second half of the last century. Study ads written by David Ogilvy. Or the work of a couple of my own favorites from the 1980s: David Abbott and Susie Henry. Their copywriting was absolutely conversational.

(Get yourself a copy of D&AD: The Copy Book. It showcases dozens of great examples of old-school print copywriting.)

If you still get some pushback from clients about conversational copywriting being second best, buy them a copy of Conversational Intelligence by Judith E. Glaser. It’s packed full of the science behind why conversational selling works so well.

Leave a Reply

Your email address will not be published. Required fields are marked *