How can you write copy that drives conversions?

1 Know your audience

The first step to writing effective copy is to understand who you are writing for. You need to research your target market, their needs, goals, challenges, motivations, and preferences. You can use tools like surveys, interviews, analytics, and personas to gather insights and create customer profiles. This will help you tailor your copy to your audience's language, tone, and emotions, and show them that you empathize with their situation and can solve their problems.

2 Write clear and concise headlines

Your headline is the first thing your audience sees, and it has to capture their attention and interest. You only have a few seconds to make a good impression, so your headline should be clear, concise, and compelling. It should communicate the main benefit of your offer, and answer the question "What's in it for me?". You can use formulas like "How to...", "The ultimate guide to...", or "X ways to..." to create headlines that promise value and curiosity. You can also use modifiers like "easy", "fast", or "proven" to add specificity and credibility.

3 Use the AIDA formula

AIDA stands for Attention, Interest, Desire, and Action. It's a classic copywriting formula that guides your audience through the stages of the buying process. You need to grab their attention with your headline, spark their interest with your introduction, create desire with your benefits and testimonials, and motivate them to take action with your call to action. Each section of your copy should have a clear purpose and a smooth transition, and lead your audience to the next step.

4 Focus on benefits, not features

Features are what your offer does, benefits are what your offer does for your audience. Benefits are more persuasive because they appeal to your audience's emotions and desires, and show them how your offer can improve their situation or solve their pain points. Instead of listing features, you should translate them into benefits by using the "so what?" test. For example, instead of saying "Our software has a drag-and-drop interface", you can say "You can create stunning designs in minutes with our easy drag-and-drop interface".

5 Address objections and risks

No matter how good your offer is, your audience will have some doubts and concerns that might prevent them from converting. You need to anticipate and address these objections and risks in your copy, and provide reassurance and proof that your offer is worth it. You can use techniques like FAQs, guarantees, social proof, case studies, or comparisons to overcome objections and build trust. You should also use positive and confident language, and avoid words like "but", "maybe", or "try".

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?