Nick Usborne has been copywriting since 1979 😲
So he knows a thing or two about what works and what doesn’t.
In this interview on Unemployable, he talks about being human in the way we communicate with clients and customers. Bringing authenticity to our copy and how to do that so it feels real.
- The way to sell anything is through emotion. Not logic. Logic is what we use to justify our emotions.
- When researching for copy, look for the emotion and look for the language used. Hanging around on social media and forums is a better way to research than with surveys.
- In marketing / sales funnels, don’t over automate your communications. Inject some realtime messages as well. Make it clear that there’s a human who cares about the audience and the product. Hard to do this with full automation.