608: Conversational Copywriting: Be Authentic, Love Your Customers, and Build Long-Term Relationships for Increased Sales with Nick Usborne

Nick Usborne is an expert in copywriting and web writing. He has written copy for some of the world’s biggest brands, including Citibank, Apple, Chrysler, MSN.com, New York Times, WebEx, the U.S. Navy, and others. He attributes his success to “conversational copywriting,” and he’s here today to share his approach to help you write persuasive and effective copy for clients.

Quotes:                                                                                                                                   

“Whatever your business online, it's the words that do the heavy lifting when it comes to making those sales for you. You can’t sell stuff without words online.” – Nick Usborne

“If you want a relationship, your whole approach, your mindset, the emotions you bring to it, the language, you use the tone of voice, you use your body language, everything changes.” - Nick Usborne

“Any kind of heart-based business where you actually care about your audience, and you want a long-term relationship with that buyer, then you absolutely need to mark it in the way that you are, so that they get a sense of who you are, and they trust you before they buy.” - Nick Usborne

Takeaways:

05:57 Speak to customers like trusted friends, using natural, conversational language that builds long-term relationships.

10:05 Create marketing that sounds consistent from start to finish, avoiding sudden shifts in tone or pushy language.

25:35 Prioritize respect and care for your customers over aggressive sales tactics.

30:32 Mirror your audience's emotional language by researching reviews and understanding their true concerns and feelings.

32:05 Read your copy out loud to ensure it sounds authentic, smooth, and genuinely conversational.

Resources

Podcast: Play in new window | Download (Duration: 40:41 — 93.3MB) | Embed

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Filed in: Archive 3: 2018-2020 • Copywriting • Creativity • Interview • Podcast • Sales

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