We were in the car driving the other weekend. Linzi was driving, I was in the passenger seat, eyeballing the kids in the back. “Can you text so-and-so and tell her Hugo can come to so-and-so’s birthday party?” Linzi asked.

I pretend I haven’t heard, and roll my eyes. My version of saying “do I have to?”

“Actually don’t worry, I’ll do it,” she continues, briskly. She then dictates a message to her phone as it sits in the holder. The text message takes 5 seconds to dictate and send.

“I dictate all my texts now,” she says, smiling. “Have you noticed?”

I admit I haven’t noticed, but am still thinking about the efficiency gain. If dictating a text takes 5 seconds, how quickly can you dictate an email?

I’ve had clients in the past who dictated semi-legible emails, albeit more for routine communications than marketing emails. Still, my copywriting is largely conversation-driven. In these conversations we aren’t dictating emails on the fly, but we do assemble the raw material. Discussing the stories and topics that matter is usually easier than locking yourself away to write about them.

It’s not that locking yourself away or doing the writing is unfeasible – it’s more that it simply doesn’t happen. It’s more likely you’ll find a spare 30 minutes to speak while you’re in the car.

As a long-term habit I record all my phone calls, simply in case a client calls. You don’t have to tell people you’re recording if you’re using the audio privately.

Usually, a client will call thinking they don’t have anything interesting to say, but over a 15-minute call will accidentally dictate three months of emails.

It’s a bit of work afterward to extract a narrative out of a loose-form conversation. Real conversations meander around the topic, bouncing back and forth between participants. A good use of AI is to tidy the transcript and highlight threads of conversation. Recently I’ve used both Otter.ai and Castmagic to do this.

The longer the piece of writing, the more work it is to convert an audio conversation into written output. You can dictate entire books if you want, but you need to be clear on what you’re going to say before you start.

Meaningful marketing provides insight and illumination for your target reader. The easiest way to extract these insights is often in dialogue.

For help with this read more here.

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About the author 

Rob Drummond

Rob is the founder of StorySelling.biz.

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