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Conversion-driven copy is the driving force of your business. In a competitive digital market, persuasive and compelling copy is more important than ever. It turns browsers into buyers, drives revenue, and sustains business growth.

However, conversion-driven copy goes beyond conveying information about a product or service. It’s about influencing the audience to take a desired action, whether making a purchase, signing up for a course, or subscribing to a service. 

This article will examine 6 key features of conversion-driven copy.

 

Audience Driven Copy

First, all good conversion-driven copy begins with a clear understanding of your target audience. Knowing their problems, pain points, and desired outcomes is the first step to writing copy that converts. If you miss that mark, no matter how “good” your copy is, it’s not going to create sales.

The number one thing your audience wants to know when they scroll a landing page or read your emails is “What’s in it for me?” 

By knowing your audience, you can learn exactly what words to use to speak to them. This influences the tone and messaging of your copy. You will be able to use their words to identify their problems and make them think, “They’re talking about me.” 

Copy that is written to a broad audience in generic terms will not convert. So it’s essential to take the time to know your audience intimately.

 

Attention Grabbing Headlines

Next, your headline has to be a scroll-stopper. Call it information overload or short attention spans, but research suggests that only 20% of readers make it past the headline. 

Because 8 of 10 readers will read the headline and keep on scrolling, you want your headlines to grab your reader’s attention and keep them on the page.

The job of a headline is not to make a sale. It’s to make the reader want to know more and continue reading. 

Here are 5 ways you can make the reader stop scrolling and read your copy.:

1. Ask a question that piques your reader’s curiosity. This makes the reader want to read on to find out. 

Example: Are you making these two design mistakes? 

Reader response: I don’t know, but I better find out!

 

2. Ask a question about a problem that you know they’ll answer yes to. This type of question makes them want to know how they can solve the problem. 

Example: Are you ready to make more sales? 

Reader response: Well, duh, I want more sales, I better read to find out how!

 

3. Communicate a clear benefit. Your audience is looking for a solution to their problem, so make the key benefit of your offer clear in the headline. 

Example: Lose 10 pounds in a week without giving up your favorite foods

Reader response: Heck, yes! Tell me how!

 

4. Identify who it’s for and the outcome they want. 

Example: 5 Time-Saving Tools Every Online Business Owner Needs 

Reader response: I want to save time. Show me how!

 

5. Use numbers and make the value clear. Give them a reason why they would want to read more. 

Example: 5 Tax Tricks to Save More Money

Reader response: Of course, I want to save money. Let me find out these 5 tax tricks.

 

Showcase the Benefits

Third, focus on the benefits of your offer to the audience, not the features of your offer. This is often tricky if you are writing your own copy because it’s easy to “think” you are writing about the benefits when you are really talking about features.

Features are FACTS about your product or offer. 

Benefits are what the reader GETS from the offer. These are the answers to the What’s in it for me” So what? questions.

 

Feature What’s in it for me? Benefit
Batteries included So what? Enjoy immediate use without searching for the right-sized battery or waiting to buy some
Padded insoles So what? Walk or stand all day in cushiony comfort for pain-free feet 
State-of-the-art exercise equipment So what? Lose weight and shed unwanted inches from your waistline with minimal effort and time

When you know the outcomes your audience is seeking, it’s easy to turn your features around to focus on the benefits they will get from your offer.

 

Ethically Use Urgency and FOMO

Another way to create conversions is to incorporate a sense of urgency or scarcity in your copy (if it exists).

Urgency and fear of missing out (FOMO) are well-known psychological triggers that influence human behavior. Both can prompt people to make quick decisions based on scarcity or a desire to avoid missing out on valuable benefits or experiences.

Incorporating time-sensitive language such as “limited-time only,” “expires soon,” “today only,” and “act now” can create a sense of urgency. Countdown timers can visually intensify the immediacy and increase quick decisions. 

Limited-time deals, early-bird pricing, time-limited bonuses, and flash sale promotions are also all powerful tools to increase conversions.

However, approach these psychological triggers with integrity. Don’t create false urgency if you have an evergreen offer that’s always available or for a price that’s always discounted. Use them when there is a REAL limited-time offer with an actual deadline that exists. 

 

Social Proof and Testimonials

Another way to increase conversions is to build credibility through customer testimonials and leverage social proof to inspire trust in potential customers.

Testimonials are real-world proof that your offer does what you promise. It reassures buyers that they are making a wise decision. Reviews, case studies, and endorsements also provide evidence that others have found value in your product or service. 

Both testimonials and social proof instill buyer trust and reduce the perceived risk and doubts associated with making a purchase.

Place social proof and testimonials at key places in your sales copy to help alleviate objections and address specific concerns your reader might have.

 

Button Clicking CTAs

Finally, conversion-driven copy needs a compelling Call-to-Action (CTA) that turns interest into action. 

To write effective CTAs, make them clear, concise, and simple. Give readers action-oriented messages so they instantly understand what to do next and what they will gain.

Ideally, your CTA will go beyond generic phrases like “Buy Now” and communicate the specific value or benefit users will gain by clicking. Whether it’s making a purchase, signing up for a webinar, or accessing a freebie, a CTA should resonate with the reader’s needs and get them to take action.  

Incorporate these conversion-driven copy techniques into your copy to turn browsers into buyers.

 

For more copywriting secrets to instantly improve your conversions, CLICK HERE.