The basics: what conversion copywriting is

What’s conversion copywriting? Isn’t all copywriting the same?

Conversion copywriting is a specialized form of writing designed to persuade readers to take a specific action, such as buying a product, signing up for a newsletter, or completing a form. Unlike traditional copywriting, which focuses on creating engaging content that is interesting and informative, conversion copywriting aims to drive conversions by using persuasive language and psychological techniques to influence the reader's decision-making process.

So what’s the main goal of conversion copywriting? Well, it’s to convert — convert readers/audiences/interested parties into customers by creating compelling and persuasive copy that motivates them to take action. What this means is that we have to get deeply involved in understanding our target audiences, mastering the ability to craft messages that resonate with them. Effective conversion copywriting requires a keen understanding of psychology, human behavior, and persuasion techniques. (If you’re anything like me, these subjects are exciting!)

One of the key principles of conversion copywriting is the use of persuasive language: how do we get anyone to do something? This involves using words and phrases that tap into the reader's emotions and desires, such as using positive language to describe the benefits of a product or service, and using negative language to create a sense of urgency or scarcity. For example, instead of saying "Buy this product now," a conversion copywriter might say "Don't miss out on this limited-time offer - buy now and get 20% off." (Haven’t we all been suckered into buying that thing we felt might slip through our hands if we didn’t buy now? And that 20% off? Bonus!)

Another important aspect of conversion copywriting is the use of social proof. This involves using testimonials, reviews, and other forms of social proof to build trust and credibility with the reader. By showcasing the experiences of satisfied customers, a good conversion copywriter can help to alleviate any doubts or concerns the reader may have and increase the likelihood that they will take action.

In addition to persuasive language and social proof, conversion copywriting also involves the use of visual cues and design elements to enhance the effectiveness of the copy. This includes using high-quality images and videos, clear and concise headlines, and strategically placed call-to-action buttons. (Tip: Graphics and layout is so important, but content comes first.)

Overall, conversion copywriting is a powerful tool for businesses looking to improve their conversion rates and increase their bottom line. By leveraging the principles of psychology, human behavior, and persuasive language, conversion copywriters are able to create messages that resonate with their target audience and motivate them to take action. Whether you're selling a product, promoting a service, or simply trying to grow your email list, conversion copywriting is an essential component of any successful marketing strategy.

So now that you’ve got the basics, let’s talk!