How to Write Copy That Converts
What Is — and Isn’t — Conversion Copywriting?
Simply put, conversion copywriting is persuasive writing. It’s all about creating copy that compels a reader to take a specific action.
What it’s not is trickery, obfuscation or being untruthful. Rather, this type of writing involves structuring and framing useful information in a way that convinces a reader to do something, like buy a product, sign up for a newsletter or get a quote for a service.
So, how do you do it?
The copywriting pros at FSM give you a peek into our success strategies by breaking down our conversion copywriting method into a simple 10-step process.
10 Steps For Creating Powerfully Persuasive Content
Follow these steps to begin crafting more compelling copy for any platform, from web pages to Facebook ads to rack cards and beyond.
Step 1: Clarify Your Value Props
Start by getting real clear on what makes your product or service stand out from competitors. Think of this as your brand’s superhero origin story.
Step 2: Identify Your Audience
Next, take a deep dive into who your audience is and what makes them tick. Most specifically, get to know the issues they face daily and how your product or service makes their lives easier.
Step 3: Refine Your Conversion Goals
The desire to convert is universal to all businesses. But what specific action do you want visitors to take? Conversion copywriting is most successful when it focuses on achieving one very clear objective, like buying a product or signing up for a service.
Step 4: Get Your Info in Order
Rank the value propositions of your product or service in order of how important they are to your audience. For example, is quality craftsmanship more important than fast shipping? Is a low price point more valuable than luxurious aesthetics? These decisions will help tailor your conversion copywriting to your audience’s most pressing needs.
Step 5: Reverse Engineer Your Objective
Picture your reader taking the action you want them to take. Now trace backward to understand what got them to that point. Understanding the customer’s journey from pain point to payment will help you write more refined persuasive copy.
Step 6: Align Your Value Props, Conversion Goals & Audience
Armed with clear value props, one specific conversion goal and a clear picture of your audience’s needs, you can start putting together your persuasive strategy. Keep in mind the old journalism standby of an inverted pyramid:
Most Important Info/Most Persuasive Language
Supporting Info/Language
Extra Details
Step 7: Compose With Persuasive Purpose
Now you’re ready to start actually composing conversion copy! Keep these tips in mind for maintaining a consistently persuasive purpose as you write:
- Open Strong: Grab your reader’s attention with a bold headline or first line that immediately speaks to their pain points. Rhetorical questions can be a good choice here.
- Support Your Point: Keep their attention with a subhead or second line that offers more info with just as much urgency – or perhaps a hint at something juicy to come.
- Stay on Target: Make sure every bit of your copy ties into your conversion goal by outlining the usefulness or uniqueness of your product or service, the urgency of the conversion, and/or the specific benefits of your product or service.
- Tell a Story: Humans are hard-wired to respond to storytelling – and marketing IS storytelling. If you focus on telling the story of how your product or service can alleviate pain points and add value to your audience’s life, they’ll scroll along as if it were the most riveting true-crime show streaming anywhere.
- Make Your Customer the Hero: Spoiler: Your product or service is NOT the hero of this story – your customer is! Convince them that they will save the day for their own company/clients/customers by recognizing the value of your product or service, and you’ll have hooked a loyal follower.
Step 8: Revise For Psychological Precision
Once you’ve completed your first draft, go back through it to make sure a) it’s as succinct and concise as possible and b) it includes these four basic psychological motivators:
- Grab attention.
- Pique interest.
- Tap into desire (or need).
- Incite action.
Step 9: Compel Readers to Act
The call to action – CTA – is the “ringer” for any copywriting. It’s the catalyst for all conversions, so it has to be strong, clear and active. Choose a simple active verb that aligns with your conversion goal and will be instantly recognizable and compelling for your audience. CTAs take nearly endless form, but strong examples include:
- Get Yours Now
- Sign Up Today
- Get a Quote
- Donate Now
- Learn More
Step 10: Prove Your Point
Want to see how effective your conversion copywriting is? Nothing beats A/B testing for separating so-so sentences from first-class convincing copy. Use it to refine language, hone CTAs and amp up the persuasiveness of your copy.
Harness the Power of FSM’s Persuasion Pros
Got better things to focus on than trying your hand at conversion copywriting? Let FSM’s team of expert copywriters and marketing strategists do it for you. Our deep bench of skilled persuaders is ready to put their unique talents to work for you.
Creating powerfully persuasive copywriting is just one of the ways FSM could be the most valuable marketing partner you’ll ever have. Reach out today to learn more!