Conversion copywriting is why I became a copywriter.
In 2020, I listened to a podcast by Joseph Rodriguez (entrepreneur).
He explained how there are 4 core skills that when learned, studied and mastered, can allow you to create a successful lifestyle around whatever you’re most passionate about.
What are these 4 skills?
Sales...
Marketing…
Communication…
Copywriting…
And, conversion copywriting covers all 4.
Conversion copywriting is a persuasive form of communication with sales and direct marketing at its core.
The power of conversion copy is that you can sell to thousands (even millions) at a time.
And you can generate sales while you sleep, because your sales message runs “live” – 24/7… 365 days a year.
This is the power of conversion copywriting.
When you can generate “conversions” for your clients, you can create a VERY successful, freeing and fun life for yourself.
In this blog post…
I’m going to reveal what conversion copywriting is, 5 examples of conversion copywriting from real ads and 10 conversion copywriting tips to help you explode conversions.
What is Conversion Copywriting?
Conversion copywriting is simply salesmanship in print.
Instead of selling face to face, to one person or a small group, you are selling to thousands at a time through your writing.
The reason why it’s called “conversion” copywriting is because the goal is to get conversions (sales, leads, webinar sign-ups, etc.)
Not to impress, entertain or sound sophisticated.
What is the Difference Between Sales Copy, Direct Response Copy and Conversion copy?
Type this into Google and you’ll get a dozen different answers.
But they’re all misleading.
The truth is…
There is NO difference between sales copy, direct response copy or conversion copy.
They are all salesmanship in print at its core, with the singular goal of getting conversions (primarily sales & leads).
The only difference is the name.
Direct response copy and sales copy were popular terms to use in the mail order days (selling primarily through direct mail sales letters). However, the name has shifted to conversion copywriting in the internet age.
Same thing, different name.
What are Conversion Copywriters?
Conversion copywriters are simply copywriters who write to sell.
They specialize in getting a direct response from their readers (which is usually to purchase a product or sign up for an email newsletter).
Conversion copywriters are hired to get RESULTS for their clients.
The medium for which you deliver your message may vary (social media, Google ads, email) but the sales message follows the same basic principles and fundamentals.
The key to becoming a successful conversion copywriter is to learn the basics of direct response copywriting.
Read the best books and practice writing direct response copywriting right away.
When you can write persuasive copy, you can succeed on any platform (social media, websites, email, etc.) and in any copywriting niche.
10 Conversion Copywriting Tips to Explode Conversions
#1. Write to One Person
Even if thousands are reading your copy, you still only want to write to ONE person.
Who is this one person?
Your ideal reader.
Tailor everything to them, and only them.
How do you talk to them?....
#2. Conversation with a friend
A KILLER mistake is to try to sound professional and sophisticated.
Instead…
Jump off your high horse and write like you are talking to a close friend at a bar.
Use simple, everyday language.
Write in first and second person.
I, you, me, we.
Successful conversion copy is the EXACT OPPOSITE of what you were taught in school.
Forget those stuffy, wet towel essays.
Grammar, spelling and punctuation are the least of your concerns.
Write like you talk.
Whenever I write, I talk out loud.
This makes writing & editing a BREEZE. Plus, it makes it much more pleasant and engaging for your readers.
#3. Research
Good conversion copywriters spend +80% of their time on research and only 20% on writing.
Why?
As the late great Eugene Schwartz preached:
“You do not write copy, you assemble it.”
Meaning:
Every selling point, benefit, feature, emotional trigger, story, etc. already exists.
Your job is to uncover it and assemble it.
Then…
Organize it in the most persuasive way to your readers.
All the answers come from research.
When you sit down to write, words will flow right out of your brain IF you spend enough time researching your client’s product, market, company and so on.
#4. Sell with Emotion
Believe it or not…
Humans cannot make decisions without emotion.
Doctors & psychologists have proven this with brain-damaged patients.
Emotions are the golden key to unlocking an endless world of sales.
You sell with emotions and justify the purchase with logic.
This means…
Start with your reader.
Get inside their world.
Talk about what they’re interested in, what their biggest problems/challenges are and what they’re feeling and experiencing (related to your topic/product)… then… after you’ve sold them by tapping into their emotions, you justify the purchase with logic – facts, features, data, examples, testimonials, etc.
#5. First, You Must Make Them Believe
Nobody will buy from you if they don’t believe you.
Nowadays, we are bombarded with unbelievable advertisements and hyped-up claims.
“Make $10k/month with copywriting this month without hard work or skills”
YUCK.
These types of claims make me sick.
Instead…
You must make your claims believable.
5 ways to do so:
- Social proof – add testimonials, reviews, case studies from happy customers.
- Authority figures – include doctors, experts and celebrities who have tried your product.
- Stories – use personal stories from your client or people in your market whom your readers can relate to who have overcome similar challenges.
- Specific details – make your copy more believable by using specifics. I.E. don’t say “make money fast”… instead say… “make $75 in the next hour by following these 3 simple steps”
- Raise and handle objections – your audience has natural objections when reading your copy. Only dummies try to hide these objections. Skilled conversion copywriters bring them up front and center, early on in their copy, BEFORE readers can think of them.
#6. Reason Why
Your readers do NOT care about your product, company or experience.
All they care about is what’s in it for them.
We are only interested in ourselves (and our family).
So…
Throughout your copy…
You must constantly give reasons WHY your readers should do as you say (buy your product).
The key is to sprinkle core benefits throughout your writing.
You find these benefits through research.
What does your reader want?
What do they fantasize about?
What are they looking to achieve?
#7. Grab Attention
The first job of conversion copy is to grab attention.
If you don’t grab your ideal reader’s attention, they will never read your copy or buy from you.
This is the job of your headline.
The ONLY job of your headline is to grab your reader’s undivided attention and get them to read your first sentence.
Like with research, smart conversion copywriters often spend 80% of their time crafting “killa” headlines.
Headlines demand special attention because if you fail to hook your reader’s eyeballs, your entire ad fails – even if what you write is amazing.
To learn more about how to write attention-grabbing headlines, see this blog post.
#8. The Power of Urgency & Scarcity
Your readers are lazy slobs.
Nothing against them, but, we are all giant procrastinators.
Even when we desperately want something, we’ll push it off to the last minute (which usually never comes) UNLESS we have an urgent reason to act NOW.
This is where urgency and scarcity swoop in to save the day.
In your Call to Action (CTA), you want to wake readers up and force them to respond NOW.
Here are 3 ways to add urgency & scarcity to your writing:
- Limited number of [X] available (webinar seats, books, courses, etc.)
- Time-sensitive discount
- Time-sensitive bonuses
#9. Tell Stories 
Stories are the easiest and most effective way to persuade your readers.
We are naturally persuaded, entertained and informed by stories.
So, load up your conversion copy with persuasive stories.
You can learn all about storytelling in copywriting by clicking on this blog post.
TIP:
Strive to write a story in every piece of copy you write.
#10. Sell the Magic Pill
Whether we admit it or not, we all want a magic pill solution.
To lose weight, to make money, to find love, etc…. We want to achieve these things with minimum time, energy & work.
We want shortcuts.
So, in your copy, stress how easy, fast and simple it is to achieve desirable results.
Tell your readers the exact time and day they can expect to experience results.
Tell them the few simple steps they need to take.
Tell them how easy it is to achieve their goals.
Do not lie but emphasize the magic pill solution whenever possible.
5 Conversion Copywriting Examples from Real Ads
As you read these ads, look for the 10 conversion copywriting tips at play. If you look hard enough, you’ll find multiple tips being used throughout.
#1 “Coat of Arms Letter” by Gary Halbert
Gary Halbert is probably the most famous conversion copywriter who ever lived.
And this is his most successful sales letter.
Over the last 30 years, it’s been mailed to over 600,000,000 PEOPLE (the most mailed letter of all time).
As you read it, pay special attention to how he writes in a conversational tone and how he uses scarcity and urgency in his CTA to boost response.
#2. “They Laughed When I Sat Down At The Piano But When I Started To Play!” – By John Caples
This ad is one of the most swiped ads of all time.
As you study this ad…
Pay special attention to how John sells through an interesting story and taps into his reader’s emotions (embarrassment, revenge, pride, etc.)
#3. How to Win Friends & Influence People - By Victor Schwab
This self-improvement classic has sold over 30 MILLION copies.
This ad has produced a cult classic for the self-improvement niche.
It’s sold over 30 MILLION COPIES.
Notice how the headline grabs your attention and taps into your self-interest:
“How to Win Friends and Influence People”
These are two psychological appeals that everyone desires…
We all want friends, and we all want to influence people.
#4. "Vision Break-through" - By Joseph Sugarman
This ad made BluBlocker sunglasses a FORTUNE – 20+ million sunglasses sold.
As you study this ad, pay attention to the headline and exciting story.
#5. The Lazy Man’s Way to Riches – By Joe Karbo
This famous ad made Joe Karbo an instant success.
It’s sold over 3 MILLION copies and ran in hundreds of magazines, including every major newspaper for several years.
Notice the “magic pill solution” he offers throughout his ad.
We all want to get rich without all the hard work.
Here are the main takeaways:
Joe tells a “rags to riches story” that his audience can identify with, he raises and handles objections like a champ, and gives heaps of social proof to make his BIG CLAIMS more believable.
How to Become a Conversion Copywriter
Interested in becoming a conversion copywriter?
You should be.
This is one “profession” where you don’t need a college degree, don’t have to climb corporate ladders and can realistically earn 6-figures (or more) in your first few years.
The best part?
You can break into conversion copywriting within a few short months from TODAY.
Luckily for you...
I’ve created a step-by-step crash course showing you how to become a conversion copywriter within 3 months or less.
After you read this post, you’ll know exactly what to do and what to expect.
Conclusion
Becoming a conversion copywriter was the best decision I’ve ever made.
And not just for the money.
It allows you to live the ultimate freedom lifestyle IF you put in the work upfront (there are no shortcuts when starting out).
However, I can make it easier for you by sending you daily tips to help you maximize your success as a top-paid conversion copywriter. Interested? Simply enter your email below: