Americans love to talk. A lot of it is loud and uninformed (see: current health care debate). Some of it is incredibly thought provoking and insightful (see: TED).
What separates them? They’re both selling ideas. They’re both trying to persuade. But the second style is confident. 
People are tricked into thinking the first style is bold and potent. The loud and animated style of delivery substitutes for most of the actual content, and listeners are shouted into acceptance or rejection of whatever message is being sent. Most TV advertising, though less polarizing, works the same way. The trick is that, beyond the roar, there’s not much to back up what’s being said.
Confidence doesn’t need volume. It creates resonance by building a smart way of saying something. Copy that shows real confidence stands on its own structure, tone, and style. That kind of copy is polarizing, too, but in a way that’s inviting, not intimidating.
Roaring out a message is becoming less effective. Digital media is allowing businesses to have meaningful, persuasive conversations with people, for those businesses willing to use it.
What creates customers in those situations? I think, along with a good idea, it’s confidence.
Tags: business relationships, content, content marketing, Copywriting, Social Media, writing