Whether it’s email marketing, a sales page, or a blog post, conversational copy engages readers and builds trust. If you can hold a decent conversation with a friend, you can write conversational copy, and if you can write compelling conversational copy, you will build your business. Here’s why:
As I’ve said many times, for you to be successful in online marketing, people need to know, like, and trust you. Conversational copy helps you achieve those objectives.
What is conversational copy? It’s simply writing the way you speak. In my last post on email marketing I encouraged you to find your voice and write in a way that is authentic to who you are. If you are building a list, one of the most effective ways to do so is to be yourself. People respond to authenticity – not everyone, mind you. But the ones that respond to your voice will also be the ones who are most likely to purchase your products.
Once you have figured out who your ideal customer or client is, write as if you’re having a one-to-one conversation with her or him. What are the problems and frustrations of your ideal customer that you can help them with? How can you help them?
Business is about helping others achieve their goals and you want to establish yourself as the one who provides solutions for your readers. Before your ideal customer or client is ready to purchase something from you, they need to know that they can trust you. You can build trust by honestly speaking about your experiences in a way that connects with your potential customers.
In the About Me section of this blog and in my email marketing, I admit that I struggled for years to make money on the internet. I made a few dollars on ebay, but for many years, that was it. I know what it’s like to struggle, and those who are facing the same struggle know that I’ve been where they are. That’s an important connection and it’s one you can make through honest, conversation copy.
To connect with your readers you need to know who they are. Obviously, if you have a subscriber base of thousands of email addresses, you can’t know everything about your audience. However, if you’re building your email list by targeted ads, you can have a reasonable sense of who they are. I go into more depth on this in my Words That Sell video series.
One way you can powerfully use this principle is to create a profile of your ideal customer or client. Once you know who that person is, you can write as if you’re having a heart to heart conversation with that one person. That’s the essence of conversational copy.
To have that conversation, you need to know their problems and frustrations, their needs and challenges. Once you have a fix on their needs, you can meet that need as an affiliate marketer or through the products that you create. That’s when your business will take off!
What are your thoughts on conversational copy? As always, I welcome your comments below.