Conversational copywriting

by Mark Andrews Banned
7 replies
What is conversational copywriting?

Conversational copywriting is simply the conversation going on inside the prospects mind.

Say for example you have an information product about helping people to overcome their fears.

Now a lot of people have fear of one kind or another to one extent or another.

For your niche, for your information product in question, you need to delve directly into your target market emotions.

Ask yourself, the individuals who could most benefit from your information - how are they feeling emotionally right now?

In other words, what is the conversation going on inside their head?

You'll find this out by carrying out lots of research into your niche of choice.

Visit forums, find out whatever you can which makes these people tick.

Get inside their mind. Feel how they feel. Try putting yourself, your mind directly into their shoes. Visualize and experience their fear directly for yourself.

Now, what is the conversation going on inside your mind in their shoes?

How do you feel?

Do you feel paralyzed by this fear?

Do you feel upset, sad, all alone?

Now you're really getting to grips with the conversation going on inside your prospects mind.

Rather than just making your copy up as you go along, using empathy to really understand your prospects emotions, your sales copy will become a lot stronger since you are now feeling exactly what they feel when faced with certain situations.

So how would you talk to yourself in this scenario?

How would you want the information presented to you if this was genuinely how you feel?

How would you feel on reading your own sales copy back to yourself now you've placed yourself directly into the shoes of your target market?

From their viewpoint (your target audience), how would you respond to each copy element you write out?

Would you feel attracted to the words you write or...

Would you feel repelled by the words you're using?

What are your chosen words doing to you when you place yourself into the shoes of the person you're writing to?

Understanding the exact conversation going on inside your prospects mind should help you to write much more compelling (and believable) sales copy.

Do this and you might just see your conversion rate rise exponentially.

Please feel free to discuss.

Smoking hot,


Mark Andrews
#conversational #copywriting #copywriting advice #copywriting help #copywriting tip #copywriting tips
  • Profile picture of the author max5ty
    WTF?

    This is the most useless BS I've heard in a long time.

    What are you thinking?

    You obviously have no clue what you're talking about.

    LOL...just thought I'd use some conversational writing.

    You're spot on actually.

    P.S. I hate the word "LOL" but I still find myself using it just to pi$$ myself off.

    As the worlds best copywriter (1), I always just start writing what I want to say, and then do very little editing other than to correct grammatical errors, etc. Probably why some of my posts bomb, while others are adored by everyone.

    Ever notice some of the T.V. evangelists...when they start talking...they suddenly slip into their "preacher" voice? Almost as if they've entered into some type of different dimension where a different voice is needed to get their message across.

    Lot's of copywriters do the same thing.

    Everything you read is in your own voice...while you're reading this only your voice is resonating in your brain.

    Great reason why you need to know your prospect...you need to use the words that sound "right" in their own voice.

    After all, everyone you see in a grown up body is still just the same little kid they were way back when. You can still trigger the the same emotions they had growing up...back when it wasn't "uncool" to have emotions. Most have got good at suppressing their emotions...but as a copywriter, you know how to rip the walls down and have them experience them again. Emotions equal sales.

    The nerdy kid with glasses that was into Star Wars...if you were into Star Wars too you probably related to him. The weird kid you always thought would be an engineer...his friends all thought like him. A good copywriter knows how to relate to both types of these kids...as well as any other "kid" they're trying to sell to by using the same conversation they would have used as a kid if they were friends.

    Too many times I see good sales pieces that have been so edited, it makes the piece useless. Usually this happens when the product they're trying to sell is crap, so they're trying to sell their sales letter...

    ...and most of trying to sell their sales letter comes from reading too much stuff. Some have read so many books their mind is in a spin. I'd recommend you clear your brain...take a couple favorites and read them again...then go from there.

    Sit down...write your "thang" and throw it out there. If it bombs, go back and fix what needs fixed. With practice, the stuff you throw out gets better and better.

    Another thing...

    You can't write using a conversational tone if your mind is screwed up. "I'm mad at ____ because I don't like them". "I'm going to just let my being upset about this or that weird me out". You need to eliminate the negative crap in your life (thanks Pescetti), and your mind will work better.

    Sorry for being long winded...I realize I'm up against a commercial.

    Interesting post Mark.

    (1) According to my mom
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    • Profile picture of the author Mark Andrews
      Banned
      Almost got me going you little blighter. Sometimes I could quite happily wring your scrawny little neck.

      Thanks for the extra insights Mark. Some good points there. One or two which I especially need to bear in mind. So thanks for this contribution. It's appreciated.

      Kindest regards,


      Mark Andrews
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  • Profile picture of the author Mark Pescetti
    Empathy.

    It's powerful.

    It can also drive you mad (if you don't shut it off from time to time.)

    I think some of the more sensitive people make the best copywriters, because they're intimately attuned with what others are feeling.

    That being said...

    When you dive into that empathetic state - so you can put yourself in the shoes of your prospects, it's your job to "ground" the raw emotion down into a well-defined structure (or brand/positioning.)

    You've got to know how prospects will be driven to the site.

    Where in the emotional cycle are you trying to capture them?

    Do you need to educate them about why they're stuck in a particular experience and bring them up to speed?

    Do you need to simply touch upon their fears and focus on their hopes and desires? (Sometimes agitation is the last thing your prospects will respond to.)

    Putting yourself in people's shoes is equally about understanding HOW they arrived in a place that requires your solution.

    You've got to pick your spot to introduce your product or service in the emotional cycle - at the right place and time.

    Too early in the buying/emotional cycle and they'll use your copy to take their awareness to the next level...

    ...and buy from someone else who positioned themselves better.

    Too late in the buying/emotional cycle and you're copy will just fly over their heads...

    ...you won't CONNECT with what your prospects are feeling.

    Again, positioning.

    Okay, okay, okay...

    One more thing about positioning.

    Keep in mind...

    You have a long term brand to build and protect.

    If you want to set your brand apart from the competition, decide how you want to portray your solution.

    In other words...

    Do you want to get down and dirty or rise above the hype-filled bullshit?

    When you're putting yourself in prospect's shoes and feel immersed in that empathetic state, ask yourself:

    "Are these people who will respond to fear, hope, possibility, understanding, critical mass...?"

    The answer will help establish how you want to position your brand and become the solution your prospects are searching for.

    Mark
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    Do you want a 9 figure copywriter and biz owner to Write With You? I'll work with you, on zoom, to help write your copy or client copy... while you learn from one of the few copywriters to legit hit 9 figures in gross sales! Discover More

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    • Profile picture of the author JRVogt
      Originally Posted by Mark Pescetti View Post

      Where in the emotional cycle are you trying to capture them?

      You've got to pick your spot to introduce your product or service in the emotional cycle - at the right place and time.

      Too early in the buying/emotional cycle and they'll use your copy to take their awareness to the next level...

      ...and buy from someone else who positioned themselves better.

      Too late in the buying/emotional cycle and you're copy will just fly over their heads...

      ...you won't CONNECT with what your prospects are feeling.
      At times, I know I overanalyze the positioning elements and either miss the mark or try to fit in everything at once, rather than targeting better. Thanks for the reminders on this.
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    • Profile picture of the author wishfulsuccess
      Good share here

      Thanks Marks.
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  • Profile picture of the author sethczerepak
    Good one. Sometimes writing gets in the way of communicating. I've often suggested students to dictate their sales offer and record it until they "forget" that they're recording then to type it out, removing all the filler words (the 'ums' and such). Makes a night and day difference in how natural and persuasive the copy comes out.
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  • Profile picture of the author WinstonTian
    Originally Posted by Mark Pescetti View Post

    Empathy.

    It's powerful.
    I completely agree with Mark. Everyone likes someone who
    encourage their dreams, rationalize their failures, remove their
    fears, confirm their suspicions and throw rock at their enemies.

    And most of the time, the enemies are problems, or a social
    construct that has been blamed for a long time - eg. political
    beliefs or certain phenomena.

    It could be their own self - as per the binge eating market.

    But while positioning is a way of reaching out with empathy,
    I highly prefer doing it via emotional copy, from approaching it
    at a roundabout manner and using the prospect's own beliefs
    and thoughts which contributed to his whole SHIPWRECK of
    emotions.

    Subtlety with implications. Stroking their egos and not even
    letting them know you're doing it. Appealing to their inner
    benevolence or guilt, and making them come to
    self-conclusions.

    But hey... Ultimately, you still need to go back into appealing
    to their core want and present a big benefit to lug him along.
    Signature

    Cheers,
    Winston
    The Beginner's Doctor

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