Have you ever received a marketing/sales phone call in the middle of dinner?
Or worse, a message from someone on LinkedIn who pretends to be interested in your work—only to pitch you their service in the next breath or in my case their first breath! It got so bad on there at one point I made a post about it.
It’s awkward, frustrating, and, let’s be honest, a little desperate.
Now, think about the last time you engaged with a brand’s social media post, enjoyed reading a well-crafted email, or felt genuinely drawn to a business because of its story. As an aside a good branding strategy will ensure consistency in both how and where you communicate it’s not just about the logo!
That’s the difference between bad marketing and good marketing.
Bad marketing interrupts. Good marketing invites.
The Problem With Cold Call Marketing.
Cold call marketing isn’t just about actual cold phone calls. It’s any marketing that:
- Feels transactional instead of relational
- Focuses only on selling rather than providing value
- Talks at people instead of with them
- Lacks warmth, personality, or a sense of connection
You’ve seen it everywhere
- Generic email blasts with no personalisation
- Ads that scream “BUY NOW!” without context
- LinkedIn pitches that start with “Hey [First Name], I see we have mutual connections”
- Brands that only show up when they want you to spend money
If this works for your small business that’s great, but this approach often backfires because people can sense when they’re being treated as a number rather than a person. And in an age where people are bombarded with ads and sales pitches daily, the easiest way to stand out isn’t to be louder—it’s to be more human. If I’m being honest, I’ve been criticised for not shouting louder about this business, but as anyone will tell you that’s not who I am I can’t stand pushy sales tactics, so I’m not about to use them myself on other people. What I can do is share what I do and how I can help—without the hard sell. Those who value my approach and skills will choose to work with me, and those who don’t will find someone else—and that’s exactly how it should be.
Why Good Marketing Feels Like a Conversation.
People don’t want to be sold to (you might have realised is one of my biggest bug bears) People just want to be understood.
Think about the best conversations you’ve had. They’re engaging, balanced, and leave you feeling heard. That’s what good marketing should feel like.
Here’s what sets conversational marketing apart.
It Starts With Listening.
Instead of pushing a message, great marketing begins understanding your target audience. What are their struggles? What do they care about? What excites them? Businesses that succeed in marketing aren’t just talking—they’re listening. This could be through social media engagement, customer feedback, surveys, or simply paying attention to the conversations already happening in their industry or with clients.
It Feels Personal.
The best marketing speaks directly to the individual, not the masses. It acknowledges the reader’s experiences and makes them feel like the message was meant for them.
This doesn’t mean faking personalisation (“Hey [First Name]!”). It means actually understanding your audience and crafting messages that resonate.
It’s About Connection, Not Just Conversion.
Sure, every business wants sales. But the best brands don’t treat their audience like walking wallets. Instead, they build relationships sharing valuable content, telling stories, and creating moments of genuine interaction.
When people feel connected to a brand, they’re far more likely to become loyal customers—and even advocates who spread the word for free.
It Invites Engagement.
Cold-call marketing shouts into the void. Conversational marketing sparks dialogue.
Ask questions. Encourage responses. Create content that makes people want to comment, share, and continue the discussion. A strong brand community isn’t built broadcasting messages but fostering conversations.
It’s Authentic.
People buy from people, not faceless businesses. The brands that succeed today aren’t afraid to show personality, share behind-the-scenes moments, or admit their mistakes and be vulnerable.
Authenticity builds trust, and trust is the foundation of any successful business relationship.
How to Make Your Marketing More Conversational.
If you want people to engage with your marketing rather than ignore it, here are some ways to do it.
- Write like you talk. Skip the robotic, overly formal language. If you wouldn’t say it in a conversation, don’t put it in your marketing.
- Tell stories. People relate to stories more than sales pitches. Share customer experiences, personal insights, or behind-the-scenes moments.
- Engage, don’t just post. If someone comments on your post, reply! If a customer emails you, respond with warmth. Relationships are built through interaction.
- Offer value before asking for anything. Whether it’s useful content, a free resource, or a helpful tip, show that you care about your audience beyond just making a sale.
- Ask for feedback. Invite your audience into the conversation. “What do you think?” is a powerful phrase.
The Main Point.
People respond to marketing that feels human. When you treat your audience like real people (because you know they ARE real people)—rather than just potential sales—they notice.
Cold call marketing is about pushing a message.
Conversational marketing is about starting a dialogue.
One gets ignored.
The other builds trust, loyalty, and real connections.
