Nick Usborne is a renowned in the copywriting industry. He started out as a copywriter back in 1979 because he needed a decent-paying job that didn’t require any qualifications.
In 1995, he wrote his first website, and the rest is history. By 1998, Nick was teaching companies and organizations how to write better websites. And so began his journey where he now offers corporate training materials, courses, and programs for freelance writers and copywriters.
During his illustrious career, Nick has worked with many leading worldwide companies, to include: Citibank, Apple, Chrysler, Franklin Mint, TV Guide, Diners Club International, J. Paul Getty Trust, MSN.com, Technogym, Encyclopedia Britannica, New York Times, Country Financial, Adorama, Reuters, WebEx, and the U.S. Navy.
What you’ll learn about in this episode:
- How Nick got into the field of conversational copywriting and turned it into a lifelong career
- How technology has changed copywriting over the 40 years of Nick's experience in the industry
- Why companies need to abandon a "command and control" mindset for advertising and embrace interaction with their customers
- How Nick defines conversational copywriting, and why it’s important for business professionals
- Why perfect grammar can sometimes be an obstacle to having an authentic "conversational" voice
- Why Nick greatly enjoys copywriting, and why he finds a deeper meaning within the outcome of his work
- What advice Nick has to offer for people interested in a potential career in copywriting
- Why every page of your website should have a clear purpose, and why you should always assume it's being viewed from a smartphone
- Why social media channels like Google, Facebook, and Twitter have lost many of their conversational elements to automation