Actionable Marketing Podcast - AMP156: Ditch "Corporatespeak" Nonsense And Write Compelling Copy With Nick Usborne From Conversational Copywriting

AMP156: Ditch "Corporatespeak" Nonsense And Write Compelling Copy With Nick Usborne From Conversational Copywriting

10/08/19 • 31 min

Go to the homepage of your company’s Website, and read the copy aloud. How does it sound? Like a pushy salesperson? Cute and clever, but unclear? Why not sound like yourself? Avoid corporate speak copywriting that almost no one understands.

Today’s guest is Nick Usborne, a conversational copywriting mastermind with 40 years of experience. Conversational copywriting is clear, concise, and converts customers.

Some of the highlights of the show include:

What is conversational copywriting? Social and conversational copy that engages with an audience; write the way you talk
Conversational vs. Corporate Copywriting: Clear and compelling copy with a human voice matters
Old School vs. Online Voice: Let go of marketing speak to create realistic, unique, and transparent voice and language
Conversational Copywriting Traits: Start with a couple short, simple sentences; remove the fluff
Corporate copywriting is defensive, while conversational copy is disarming
Mirror and Reflect Customers’ Words: Use their language, not yours as a clever copywriter; creativity can get in the way of copy

Links:

Nick Usborne
Nick Usborne’s Conversational Copywriting Blog
Nick Usborne's special offer for AMP listeners
David Ogilvy
Avengers: Endgame
CoSchedule Transforms Modern Marketing
Email your suggestions for topics and guests for future AMP episodes.

Today’s guest is Nick Usborne, a conversational copywriting mastermind with 40 years of experience. Conversational copywriting is clear, concise, and converts customers.

Some of the highlights of the show include:

What is conversational copywriting? Social and conversational copy that engages with an audience; write the way you talk
Conversational vs. Corporate Copywriting: Clear and compelling copy with a human voice matters
Old School vs. Online Voice: Let go of marketing speak to create realistic, unique, and transparent voice and language
Conversational Copywriting Traits: Start with a couple short, simple sentences; remove the fluff
Corporate copywriting is defensive, while conversational copy is disarming
Mirror and Reflect Customers’ Words: Use their language, not yours as a clever copywriter; creativity can get in the way of copy

Links:

Nick Usborne
Nick Usborne’s Conversational Copywriting Blog
Nick Usborne's special offer for AMP listeners
David Ogilvy
Avengers: Endgame
CoSchedule Transforms Modern Marketing
Email your suggestions for topics and guests for future AMP episodes.

Previous Episode

AMP155: Customer Marketing: Helping Customers Discover Value Through Content With Leah DeKrey From CoSchedule

Content marketing isn’t only blogs, Webinars, guides, and podcasts. All content is meant to convert prospects and attract continued interest from existing customers. It costs more to convert new customers than to retain existing ones. While inbound marketing remains popular, how are you providing value to current customers?

Today’s guest is Leah DeKrey, customer marketing lead at CoSchedule. Customer marketing helps existing customers accomplish the dream they were sold by finding continuous value within products and services. Beyond knowing the features and functions, they can achieve outcomes. Provide value through content marketing for every customer experience—from beginning to end.

Some of the highlights of the show include:

What is customer marketing? Helping existing customers quickly find the most value in your company’s products and services to be successful
Sales Funnel: Traditional method neglects marketing process to retain current customers; multi-step process retains customers to turn them into advocates
Where does customer marketing fit in the sales scheme? Difference between ‘support’ vs. ‘help’ documentation
Funnel from Top-down: Customer marketing coincides with inbound marketing to bring in and nurture prospects via marketing automation to become customers
Customer marketing content can include workbook guides and video tutorials/courses on how to be a successful CoSchedule user
Delivering Customer Marketing: Email and marketing automation require creative and strategic options; Facebook ads produce mixed results
Let Your Voices be Heard: Be the voice of the market for the marketing team and the voice of the customer to the marketing team

Links:

Next Episode

AMP157: Tapping Into The Full Potential Of Successful Email Marketing With Val Geisler From Fix My Churn

Email marketing to the masses is quickly becoming an “old school” idea. Your audience of real people expect customization and personalization. Yet, your email list is one of your most valuable marketing assets. How can you engage your email subscribers to nurture them through your sales funnel and encourage them to convert?

Today’s guest is Val Geisler of Fix My Churn. A self-proclaimed email geek, Val shares some of what she knows about engagement, segmentation, and automation. She describes how email is a powerful communication tool and agent for change in battling churn problems.

Some of the highlights of the show include:

If and when subscribers are ready to take the next step via engagement and interest in purchasing—do something
Valid Metric: Val encourages and recommends engagement points and emails
Engagement Equals Responses: Engage with email subscribers by asking them to reply to emails
Common Complaints Create Content: What’s the biggest problem with email marketing?
Cross-functional vs. Siloed Teams: Get more people involved in custom email replies to offer personalized solutions to problems
Mass to Micro Email Marketing: Create a connection and build a bond because it's easy to walk away from software, but harder to walk away from a person
People-to-People vs. Automation: Different questions during specific email segments and sequences identify and offer solutions to subscribers’ pain points
Why include more form fields upon subscription? Reduce number of sign-ups with more quality sign-ups
Clean Cold Contact Database: Every email service provider (ESP) defines a cold subscriber differently; re-engage them via brief email sequence requiring action