"Copywriting That Makes People Feel Good" with Nick Usborne (Content Lab, Ep. 12)

Listen to the Episode

Resources & Articles

• How Copywriters Can Leverage the Power of Feelgood Chemicals to Make More Sales
• 5 Quick & Easy Ways to Make Your Writing More Conversational
• Conversational Copywriting Feelgood Framework (Video)
• The Challenger Sale: Taking Control of the Customer Conversation (book)
• Never Split the Difference: Negotiating As If Your Life Depended on It (book)

One Thing: Be Human

Every morning, we leave our homes and commute to work as humans. But as soon as we walk through the door, we deprioritize our sense of humanity, when we’re making decisions about how we communicate with the people we’re trying to reach, who are humans themselves.

When asking if we should do (or not do) something in an email, article or piece of content, we look to the data first, or a data-backed strategy. 

Not that data is bad -- I believe strongly in data-backed strategies. 

It’s more that we never stop and ask ourselves, “Hey, how would I feel if I got this email, in this moment? Is this something I would do in person, or in a conversation? How would it make me feel?”

So, this week’s one thing for you -- the one thing you can do differently right now to make your content instantly better -- is to put your human hat back on while you’re at work.

As conversational copywriting continues to become more of the norm, challenge yourself -- as a human first -- about the context of what your’e working on, and how you would feel on the receiving end of your emails and content.

It seems obvious. 

But, as Nick and I discussed, sometimes we can get so wrapped up in our priorities as marketers and what we believe we should be talking about or saying, that we forget to stop and reflect on what we’re doing when we’re creating these connections and moments with our audience as people.

Weekly Awesome: Read Nick's Article Right Now

Alright, this week’s weekly awesome is simple. I don’t have something new or mind-blowing. 

Instead, your weekly awesome homework is to read “How Copywriters Can Leverage the Power of Feelgood Chemicals to Make More Sales” -- the article that started this whole conversation. 

You won't regret it!

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