Conversation Marketing: Winning Hearts and Minds

A chalkboard drawing of two outlined heads in conversation—one contains a brain and the other contains a heart.

I once got this email: “Hey, Coop, can you tell me how your lead-nurture process works for Two-Brain?”

I had to smile.


Because this is the answer: “You’re in it.”

I start and carry on conversations every single day on Two-Brain’s many platforms:

  • We publish three to five blogs a week.
  • We send three to five email messages to tens of thousands of people every week.
  • We air podcasts and videos on the “Run a Profitable Gym” platforms.
  • I jump into Gym Owners United to answer questions and share resources wherever I can.
  • We publish a host of snack-sized tidbits on multiple social-media platforms every day.
  • Every single day, I get Facebook messages from 30-40 different people asking for guides or resources.

It’s all part of my conversations with friends like you.

And get this: The average person has a six-month conversation with me before buying anything from me. Usually, people wind up asking for mentorship when the time is right for them.

Building Bridges

If you want to get good at marketing, you have to get good at conversations of all sorts on all modern platforms.

Conversations bridge the gap between advertising and sales.

A graphic showing blue castles labeled "ads" and "sales." A bridge labeled "conversations" connects them.

Advertising gets someone’s attention. Sales gets their money. But the space between the two has always been clouded in mystery—like the business plan of the Underpants Gnomes from “South Park.”

Phase 1: Steal underpants.

Phase 3: Profit.

What’s Phase 2?

Phase 2 is conversations.

Conversation marketing is part content marketing, part lively chat and part persuasion. Some would call it a “lead-nurture strategy” or “trust building.” I call it “winning hearts and minds.”

Before people will buy from you, they have to know you, like you and trust you. How do you get to know someone? How do you grow to like them? And how is trust built over time?

Through conversations.

In this series, I’m going to give you some tactics to bridge the gap between awareness (they’ve heard of you) and purchase.

Other Media in This Series

“Conversation Marketing: New Sign-Ups in 4 Simple Steps”
“Retention and Reacquisition: Do You Talk to Current and Former Clients?”


One more thing!

Did you know gym owners can earn $100,000 a year with no more than 150 clients? We wrote a guide showing you exactly how.