Copywriter success in the 21st century can happen when copywriters are open to new techniques for a new audience. Today’s audience craves engagement. Engagement happens when people converse with one another. Conversations happen through social media. Younger generations use their mobile phones to engage in conversations with their peers, friends and family.
It wasn’t always this way. The 1960s ushered in American involvement in the Vietnam War. Young people then were part of the counter-culture and protested against this war. Many draft evaders fled into Canada.
The COBOL programming language and mainframes were the norm. During this time, television advertisers reached out with commercials to people who stayed home to hear news of the Vietnam War. Door-to-door salespeople sold everything from bread to vacuum cleaners.
In the 1960s and the decades that followed, copywriters wrote direct mail. Advertisers sold their products to their audience in one-way television and radio broadcasts. Telemarketers kept calling about their products and services.
However, a new technology era was emerging. An organization called ARPANET was laying the foundation for what we now know as the Internet. In 1989, Timothy Berners-Lee and other researchers at the CERN nuclear research facility in Switzerland laid the foundation for the World Wide Web.
The Internet of the 20th century ushered in a new era of copywriter success in the 21st century. Why? Generations Y and Z are accustomed to accessing the Internet through mobile phone technology. These are more social and chatty generations than previous generations before them. Social media is a given. It is part of their daily lives and its how they communicate with family, friends and peers. The Vietnam War is ancient history to them.
How can today’s copywriters reach the millennial generation and generation Z who live in today’s world of m commerce? Nick Usborne knows the answer. After writing in a more conversational way for 20 years, he is leading the way to writing great copy for younger generations of consumers. He has recently embraced the term conversational copywriting. He is starting a movement of conversational copywriters interested in achieving copywriter success.
As a master online copywriter, Mr. Usborne is well qualified to teach about his new approach to copywriting. He has created a course called Conversational Copywriting. In addition to his course presentations, he writes often for the course’s blog. The Conversational Copywriting course has a Manifesto of fifteen conversational copywriting principles.
Students who enroll in his course are invited to join a special Facebook group. It’s a great place to connect with other students and share what they have learned with one another about conversational copywriting. When he has time, Nick Usborne comes into the Facebook group to share his knowledge with his students.
Today’s younger generations of consumers want quick answers to tough questions while on the go. Millennials and the generation that follows them grew up with the Internet, social media and mobile phones. They communicate via social media using mobile phone technology.
Conversational copywriting is more appealing to generations Y and Z. They want to engage in conversations with marketers selling products and services. Young people today have different ideas and attitudes than the generation of young people who grew up during the Vietnam War.
Copywriter success will happen with conversational copywriting. If you want to join Nick Usborne’s movement of conversational copywriters, please visit his Conversational Copywriting website.