I don't know about other copywriters, but I find the bane of my existence is writing convincing conversational ads - they just suck the joy out of my life, the life of listeners and I am sure that they just don't work for clients too - here's why...
It is just so unrealistic its painful to hear... no matter where you are, or what you are doing - they just sound fake!
For example: Don't you just hate it when you're having a conversation with your friend... only to find out they are on commission for a local store, and they spend their time espousing detail after detail about something that is only of slight, or... absolutely no interest to you??
Why are there so many ads like this? Seriously? WHY???
While it may seem like the easiest way to build a relatable case for your product or service but 9 times out of 10 it just sucks the air out of the ad copy and does nothing to sell your business, your products and your service... because either one voice knows it all and one person knows nothing OR they both are talking at cross purposes, or worse, simply not listening to each other.
The majority of conversational ads feel totally insincere, contrived and, most of all, unoriginal.
Telling someone that something exists isn’t enough to sell the product or service, you need a point of view that will get you noticed, is convincing, and lets your business name be remembered for all of the right reasons.
If it can be done with some wit, a bit of intelligence, a little irreverence and some mighty fine writing craft then, and only then will it match with, and connect to listeners emotionally.
Remember people will remember a good conversation not for the information that they heard - but for the way that it made them feel.
It seriously takes up to 7 seconds to make a judgement call on something, anything (from job interview prospects to prospective partners, OR... buying a product or a service) - that's only 7 seconds you have to make a good first impression.
So unless your conversational ad is REALLY good in the emotionally engaging stakes - then don't waste a listeners time - do something different!
That's my 5 cents worth for today - Let's have a conversation about your next ad and see... UGH! No - let's not!
