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 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.
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.
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.
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..
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.
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.
Understand some of the core attributes of conversational copywriting - such as authenticity, openness and a willingness to appear imperfect.
By definition, conversation is a two-way experience. This means conversational copywriting and conversational marketing have to include the voices of your customers.
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.
In this lecture we'll go through some before and after examples of old-school vs. conversational copywriting approaches.
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.
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.
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.
Before you go...watch this short video. Your conversational copywriting journey isn't over just yet!
In this video I give a couple of examples of how you can take traditional marketing text and turn it into more conversational language.
In this video I suggest a couple of easy-win ways to introduce your colleagues or your clients to the advantages of 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!
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, MSN.com, 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 Clickz.com, MarketingProfs.com, iMediaConnection.com, 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.