Marketing copy is dead. Dead, dead, dead.
That stiff, professional, sunshine-flowing, say-nothing copy used to be all customers had to choose from when they were trying to get answers about a service they were thinking of buying. Now, they can post a question in one of their discussion groups and get first-hand, unbiased information from people who have already had experience with the service provider. They no longer rely on marketing copy.
Marketers still need to write copy for customers, though. So, what's the answer? There are two ways to make sure your copy will be relevant and readable.
1. Talk As If You Are Sitting Next to Someone on the Beach
A friend of mine who does voiceovers recently interviewed at an audio book company. As she was auditioning, reading a fiction book, the guy interviewing her gave her a tip: "Talk as if you are sitting next to someone on the beach." Great advice.
That is the first secret to writing copy in this age of customer conversations. You're there together, you're friends, you're looking at the scene in front of you, and you're talking about things that matter.
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