Conversational Copywriting - The future of selling online
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Conversational Copywriting - The future of selling online

Conversational Copywriting is a marketing superpower in a world where sales messages are being blocked and ignored.
4.6 (98 ratings)
Instead of using a simple lifetime average, Udemy calculates a course's star rating by considering a number of different factors such as the number of ratings, the age of ratings, and the likelihood of fraudulent ratings.
701 students enrolled
Created by Nick Usborne
Last updated 6/2017
English [Auto-generated]
Current price: $10 Original price: $75 Discount: 87% off
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  • 2 hours on-demand video
  • 2 Articles
  • Full lifetime access
  • Access on mobile and TV
  • Certificate of Completion
What Will I Learn?
  • See clearly where conversational copy should be used in place of traditional sales messages.
  • Write in a way that dramatically improves levels of engagement and trust across all online media - including email, web content, sales pages, social media and mobile.
  • Write sales copy that increases conversion rates while at the same time being free of exaggeration and hype.
View Curriculum
  • An interest in improving your skills in online copywriting and content writing.

Old-school copywriting doesn't work online anymore.

If your sales messages are too pushy, intrusive or heavy on hype, people will just ignore them.

Or they'll install adblockers when browsing the web on their computers or using their phones, and use the spam button to get rid of your emails and e-newsletters.

By the end of 2016 - worldwide - over 615 million devices were blocking ads... computers and smartphones combined.

Put simply, hard-selling broadcast-style copy is performing more and more poorly online as each year goes by.

The answer?

The answer is to take full advantage of the fact that the web is a two-way medium.

NOT a good place for broadcasting your sales message.

But a GREAT place to tap into the power of getting conversational with your prospects and customers.

In other words, the answer is to write your copy in a natural, authentic and conversational voice.

  • That’s how you engage your prospects through online media.
  • That’s how you gain their trust through the web and on mobile.
  • And that’s how you close the sale.

Complete this course and you’ll fully master the craft of conversational copywriting – the future of selling online.

This course comprises 17 lectures, delivers just under two hours of instruction and includes over half a dozen in-depth homework exercises.

Who is the target audience?
  • Online copywriters who want to increase levels of audience engagement and improve conversion rates.
  • Online content writers who want to increase their value by demonstrating the hidden power of web content within any sales funnel.
  • Growth hackers looking for smart and lasting ways to get around the rise of adblockers and expensive, ineffective advertising.
  • Internet marketers in search of a better, authentic and enduring way to engage with their audience, earn their trust and close more sales.
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Curriculum For This Course
22 Lectures
Section 1: Who I am and why conversational copywriting is the future.
2 Lectures 08:26

Learn a little about the background, experience and resources I bring to the study of online copywriting and content marketing in general, and conversational copywriting in particular.

Preview 03:51

Section 2: Conversational copywriting defined.
2 Lectures 10:15

Build a solid foundation for your understanding of conversational copywriting by first being able to clearly define what it is and what it isn't..

What exactly is “conversational copywriting”?

See how the concept of conversational copywriting has been around for almost two decades now, but is only now beginning to truly take hold within the online marketing community.

This isn’t an entirely new idea...
Section 3: Why conversational copywriting is the future of copywriting online
1 Lecture 07:33

Understand the forces that are making traditional, broadcast advertising obsolete online, while at the same time paving the way for the rise of conversational copywriting.

The web is a two-way medium...
Section 4: Core attributes of conversational copy...
3 Lectures 19:46

Understand some of the core attributes of conversational copywriting - such as authenticity, openness and a willingness to appear imperfect.

Conversational copy is written in your authentic voice.

By definition, conversation is a two-way experience. This means conversational copywriting and conversational marketing have to include the voices of your customers.

Share the customer’s side of the conversation.

Perhaps the fastest and easiest way to get into conversation with your audience is to invite them to ask you questions. This instigates genuine conversation and gives you key insights into what your customers and prospects really want from you.

A great way to kick off a conversation is by asking questions.
Section 5: The craft of writing conversational copy...
2 Lectures 15:22

In this lecture we'll go through some before and after examples of old-school vs. conversational copywriting approaches.

Less hype, and more dialogue.

You'll learn from more examples of how we can take old-school, broadcast style copywriting, and then rewrite it and turn it into something more conversational.

Preview 06:37
Section 6: It's about both WHAT you write and HOW you say it.
2 Lectures 22:14

Learn from examples of how the approach you take to copywriting on any given page is driven by the choices you make about WHAT you're going to say.

First, some examples of WHAT you say.

In the last lecture we looked at how your writing is influenced by what you say. In this one we'll explore how you also get to choose HOW you communicate something, whether it be through copy or web content.

Second, some examples of HOW you might say it.
Section 7: How conversational copywriting drives the sale...
3 Lectures 13:43
Introducing the Conversational Copywriting Framework.

Start the conversation...

Create desire and close the sale
Section 8: The power of conversational copywriting lies in engaging people.
1 Lecture 05:52
Achieving emotional connections through conversation
Section 9: Wrapping it all up...
2 Lectures 08:03
This is the future of selling online...

Before you this short video. Your conversational copywriting journey isn't over just yet!

Ongoing Bonus Materials
Additional Materials on Conversational Copywriting
4 Lectures 14:27
What I wrote for the homework assignments

In this video I give a couple of examples of how you can take traditional marketing text and turn it into more conversational language.

With conversational copywriting you communicate like a real person.

In this video I suggest a couple of easy-win ways to introduce your colleagues or your clients to the advantages of conversational copywriting.

How to introduce your clients to Conversational Copywriting.

On this page you'll find links to video posts in which I address questions raised by students who have taken this course. There's lots of meaty information here!

Bonus Lecture: Additional resources on Conversational Copywriting
About the Instructor
Nick Usborne
4.5 Average rating
421 Reviews
1,856 Students
5 Courses
Online writer and copywriter. Author, speaker and instructor

Over the course of a copywriting and consulting career spanning over thirty years, offline and then online, Nick has worked with dozens of major companies, including:

Citibank, Apple, Chrysler, Franklin Mint, TV Guide, Diners Club International, J. Paul Getty Trust,, Technogym, Encyclopedia Britannica, New York Times, Country Financial, Adorama, Reuters, WebEx, and others.

During his years as a direct response marketer he wrote direct mail by the ton, and earned 15 awards, both in Europe and North America. In 1997 he stopped writing direct mail and has been working exclusively on business online ever since.

Over the years he has also worked as an advisor and consultant to various start-ups, principally in the area of consumer product sales online.

He has spoken at numerous online marketing conferences and has conducted in-house seminars and training sessions for many companies, including:

Yahoo!, Intuit, Walt Disney Attractions, Association of American Publishers, Novartis Pharma, John Deere, National Cancer Institute, Merck & Co., Textron, and the Information Technology Media Advisory Council.

Online, he has written literally hundreds of articles for,,, Business 2.0 and other online publications. He is also the author of Net Words: Creating High-Impact Online Copy. Published in 2001, it’s still a good and valuable read today.

"In a world of instant pundits and stuffed shirts, Nick Usborne stands out as an astute, insightful and original mind. He's able to find substance when others see just fluff, and can cut right to the core of the issue." Seth Godin

"The best writers are also clear thinkers who can distill complex issues and processes into something entirely more manageable. Nick does this well as a writer, certainly. But his talents apply more broadly to business as well. He has a real talent for seeing through the clutter, and recognizing what works and what doesn’t work when marketing online." Ann Handley, Chief Content Officer, MarketingProfs

"Nick Usborne is one of our most popular speakers at Search Engine Strategies, and I consistently get positive feedback about his presentations." Danny Sullivan, SearchEngineLand

Today he divides his time between online copywriting, teaching, consulting – and enjoying life.

He lives in Montreal, Quebec, Canada.