Why conversion isn't always king, with Ellen Bryant

What's your focus when you are crafting the messaging for your brand.  Is it clarity?  Conversion.  Consistency.  Comedy?

Today, I'm talking to Ellen Bryant, a copywriter and messaging strategist based in Tasmania, Australia. 

Ellen's background, working in communications for large companies taught her about  the most important thing when you're doing anything successfully in communications:  Building trust.

And when she made the move to freelance marketing, she developed this concept of trust-forward copywriting. 

If you're talking about social ethical, environmental, or racial issues in your messaging. 

Then building trust is incredibly important.  It forms the basis for that constructive dialogue that you need to have with your audiences.  It builds up goodwill for when you inevitably make mistakes or missteps.   And it helps you make that authentic connection with the people that you're talking to.

We cover:
 - Why copywriters are so interesting to spend time with!
 - The first thing you need to do when you start working with a new business, or client
 - Why social proof isn't pulling as much weight as you think it is in your copy
 - What can happen when you make building trust your focus
 - And the 3 pillars of building trust successfully in any situation.

I'm really excited for you to hear it. So put your feet up and let's listen to Ellen get on her soapbox!

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