Master Copywriting Best Practices to Convert Customers

Copywriting is crucial for marketers as it allows them to create impactful content that turns visitors into buyers. Using conversion copywriting, which utilizes influential language, marketers can motivate readers to take specific actions, with the ultimate goal of converting them into customers. This ability is vital for successful website conversion rate optimization (CRO), aiming to increase the rate at which users take desired actions on various webpages. Different from SEO copywriting, which is focused on making content more visible on search engines, conversion copywriting concentrates on keeping the audience engaged and encouraging them to act. This article will explore 11 valuable tips from Lately CEO, Kate Bradley Chernis, to improve your copywriting skills and enhance your conversion rates.

Key Takeaways:

• Implementing conversion copywriting techniques is essential for optimizing website conversion rates.
• Conversion copywriting focuses on engaging readers and motivating them to take specific actions.
• Writing with confidence and using strong action verbs can significantly impact conversion rates.
• Avoid burying the lede and get to the point quickly to keep readers engaged.
• Negative calls-to-action and reason-triggering language can be effective in persuading readers to take action.

What is Conversion Copywriting?

Conversion copywriting is a powerful technique that aims to convert readers into buyers. It involves using persuasive language and customer-centric copy to motivate readers to take a specific action, such as making a purchase or signing up for a service. Unlike SEO copywriting, which focuses on ranking high on search engines, conversion copywriting focuses on keeping readers engaged and inspiring them to take action once they find the content.

Conversion copywriting plays a vital role in website conversion rate optimization (CRO). By implementing effective copywriting strategies, marketers can optimize their websites to convert users across various pages. This requires a deep understanding of customer behavior and crafting compelling messages that resonate with their needs and desires.

Throughout this article, we will explore 11 tips from Lately’s CEO, Kate Bradley Chernis, to help you master conversion copywriting best practices. These tips will empower you to create persuasive and customer-centric copy that drives higher conversion rates.

“Conversion copywriting is the practice of writing copy with the specific goal of converting readers into buyers.”

Write Like a Boss

When it comes to confident copywriting, direct writing with persuasive language is key. By avoiding weak words and unnecessary details, you can empower your writing and encourage readers to take action. Brands like Uber excel in this aspect by using firm and direct language to motivate drivers to join their platform and get paid.

By writing with confidence, you can capture your readers’ attention and keep them engaged throughout your copy. Instead of using words like “need,” “think,” or “maybe,” be direct and get straight to the point. This will help you communicate your message effectively and encourage readers to take the desired action.

Remember, confidence is key in copywriting. By writing like a boss, you can inspire your readers and increase your chances of converting them into customers.

Remove the Phrase ‘Check Out’

When it comes to optimizing your copywriting for conversion, the language you use can make a significant difference. One common mistake is using the phrase ‘check out’ when prompting readers to take action. While this phrase may seem harmless, it can be vague and weaken the impact of your call to action (CTA). Instead, it’s important to use strong action verbs that clearly communicate the value of what someone will get by completing your CTA.

For example, let’s say you want to encourage readers to learn more about optimizing their landing pages. Instead of saying “Check out how to optimize your landing pages here,” a stronger and more direct approach would be to say “Optimize your landing pages here.” This revised CTA removes the passive language and gets straight to the point, making it more compelling and effective in driving conversions.

By removing the phrase ‘check out’ and using strong action verbs, you can create a sense of urgency and motivate readers to take immediate action. This simple adjustment can have a significant impact on your conversion rates and optimize your landing pages for better results.

Table: Strong Action Verbs for Compelling CTAs

Action	Weak Verb	Strong Action Verb
Sign up	Check out	Create an account
Buy	Check out	Get your copy now
Learn	Check out	Discover the secrets
Subscribe	Check out	Join our community
Try	Check out	Experience it today

Don’t Bury the Lede

When it comes to writing copy that converts visitors into customers, getting to the point quickly is essential. As conversion writers, we need to avoid long-winded introductions and instead deliver our message concisely. By doing so, we keep our readers engaged and increase our chances of turning them into buyers. Lately’s CEO, Kate Bradley Chernis, emphasizes the importance of not burying the lede and focusing on clear, impactful copy.

To write concise and impactful copy, it’s crucial to identify the main point and deliver it right away. Avoid unnecessary intro’ing and cut to the chase. Consider the key message you want to convey and make it the focal point of your copy. By doing this, you capture your readers’ attention from the start and compel them to take action.

According to Chernis, one way to achieve this is by removing any information that doesn’t directly contribute to your main point. This ensures that your copy remains focused and impactful. By being concise, you respect your readers’ time and deliver the value they seek quickly, increasing your chances of converting them into customers.

Key Takeaways:

• Getting to the point quickly is essential in conversion copywriting.
• Avoid long-winded introductions and deliver your message concisely.
• Identify the main point and make it the focal point of your copy.
• Remove any information that doesn’t contribute to your main point.
• Be concise and respect your readers’ time.

Use Negative Calls-to-Action

When it comes to creating persuasive copy, one technique that can be highly effective is using negative calls-to-action (CTAs). Instead of simply telling your audience what they should do, negative CTAs tap into the rebellious side of human nature and create a sense of urgency.

For example, instead of saying “Remember to follow these rules,” you can say “Don’t forget to follow these rules.” By framing the CTA in a negative light, you imply that there may be negative consequences if the action is not taken.

“Don’t miss out on our exclusive limited-time offer!”

Negative CTAs work particularly well for B2C brands, as they engage the reader’s emotions and make them feel like they might miss out on something valuable if they don’t take immediate action.

Negative CTA Examples	Positive CTA Examples
“Don’t wait, sign up now!”	“Sign up now!”
“Never oversleep again, buy our alarm clock!”	“Buy our alarm clock!”
“Don’t miss out on the latest fashion trends!”	“Discover the latest fashion trends!”

By leveraging negative CTAs in your copywriting, you can create a sense of urgency and motivate your audience to take action.

Leverage ‘Why’ and ‘Because’

When it comes to writing persuasive copy, asking thought-provoking questions can be a powerful tool. The use of ‘why’ and ‘because’ in your content can captivate readers and draw them into your message. The unresolved ‘why’ triggers curiosity and prompts readers to seek answers, while the ‘because’ provides a reason and reinforces trust.

By incorporating reason-triggering language into your copywriting, you can create compelling calls-to-action that motivate readers to take the desired action. For example, instead of simply stating “Sign up for our newsletter,” you could ask “Why miss out on our exclusive updates? Sign up for our newsletter today because staying informed matters.”

Using ‘why’ and ‘because’ helps you connect with your audience on a deeper level by appealing to their rational and emotional needs. It encourages them to engage with your content and take the next step towards conversion. So next time you’re crafting a call-to-action or writing persuasive copy, remember to leverage the power of ‘why’ and ‘because’ to enhance customer conversion rates.

Key Takeaways
Using ‘why’ and ‘because’ in your copy triggers curiosity and provides a reason to take action.
Reason-triggering language creates compelling calls-to-action that motivate readers.
Connecting with your audience on a deeper level enhances customer conversion rates.

“Why miss out on our exclusive updates? Sign up for our newsletter today because staying informed matters.”

Use the Royal We/You

When it comes to effective copywriting, using inclusive language can make a big difference in building trust and empathy with your audience. By utilizing pronouns like ‘we,’ ‘our,’ and ‘you,’ you create a sense of collaboration and understanding. This inclusive language implies that we are in this together and establishes a stronger connection between the writer and the reader.

By shifting the focus from ‘I’ to ‘we’ and ‘you,’ you make your audience feel like they are part of the message. This approach fosters a sense of inclusivity and community, leading to greater engagement and trust. It shows that you understand your audience’s perspective and are speaking directly to their needs and desires.

Using the royal we/you demonstrates empathy and helps to establish a bond with your readers. It shows that you care about their concerns and are committed to providing them with valuable content. By putting yourself in their shoes and using language that resonates with them, you can create a more meaningful connection that ultimately leads to increased conversion rates.

Remember, when crafting your copy, it’s essential to use language that is inclusive, empathetic, and focused on building trust. By embracing the power of the royal we/you, you can connect with your audience on a deeper level, increasing the effectiveness of your copywriting and ultimately driving higher customer conversion rates.

Table: Building Trust with Inclusive Language

Inclusive Language	Non-Inclusive Language
We value your feedback	I want your feedback
Join our community	Join my community
Discover how we can help you	Discover how I can help you

Read What You Write Out Loud

One of the most effective ways to ensure your writing is authentic and flows naturally is to read it out loud. When you read your copy aloud, you can identify any awkward phrases or sentences that may not sound right. This helps you make necessary edits and improve the overall quality of your writing. By hearing your words spoken, you can better gauge the tone, pacing, and overall impact of your writing.

Additionally, reading your copy out loud allows you to test the authenticity of your voice. Does it sound like something you would naturally say? Does it reflect your brand’s personality and values? If not, you can make adjustments to ensure your writing aligns with your intended voice.

In addition to reading your copy out loud, using synonyms can add variety and interest to your writing. Explore different ways to convey the same message by using alternative words or phrases. This not only helps to keep your copy fresh and engaging, but it also allows you to find the perfect word or phrase that cuts through the noise and resonates with your audience. Using a thesaurus can be a valuable tool in this process, challenging you to find unique and impactful language.

Benefits of Reading Your Copy Out Loud:
Ensures authenticity and natural flow
Helps identify and correct awkward phrasing
Tests the tone and pacing of your writing
Allows you to gauge the authenticity of your voice

“Reading your copy out loud is like having a conversation with your readers. It helps you uncover any potential roadblocks or areas where your message may fall flat. By hearing your words spoken, you can make the necessary edits to ensure your copy resonates with your audience.”

Edit with Care and Precision

Editing is a crucial part of the writing process. It allows you to refine your message, clarify your thoughts, and eliminate any errors or inconsistencies. When editing your copy, pay attention to the overall structure and flow of your writing. Make sure your paragraphs are well-organized and your sentences are clear and concise.

During the editing process, keep your target audience in mind. Are you effectively communicating with them? Are your ideas coming across clearly? Edit your copy with care and precision, ensuring that every word and sentence serves a purpose and contributes to the overall effectiveness of your message.

Here are a few key tips for editing your copy:

• Eliminate unnecessary words or phrases
• Check for spelling, grammar, and punctuation errors
• Ensure consistency in tone and style
• Read your copy from the perspective of your audience

Remember, editing is a continuous process. It’s important to review your copy multiple times to catch any errors or areas for improvement. By taking the time to edit your copy with care and precision, you can ensure that your final product is polished, professional, and effective.

Write with Your Eyeballs

When it comes to copywriting, visual appeal plays a crucial role in capturing and retaining the attention of your audience. With the increasing number of online readers, it’s important to make your copy visually engaging and easy to read, especially on mobile devices. By following certain formatting tips, you can optimize your copy for a mobile-friendly experience and increase your chances of converting readers into customers.

Avoid long blocks of text, as they can be overwhelming and difficult to read. Instead, break up your copy into shorter paragraphs to make it more scannable and digestible. Consider using headings and subheadings, formatted with the

tag, to organize your content and guide your readers through the information.

Tables can be a valuable addition to your copy, allowing you to present information in a structured and visually appealing way. For example, you can use a table to compare different features of your product or service, highlighting the advantages and benefits. Make sure to include clear and concise headings for each column and row, and use formatting such as bold or italics to draw attention to key points.

Lastly, consider incorporating visual elements such as bullet points, numbered lists, and relevant images to enhance the visual appeal of your copy. Bullet points and numbered lists help break up the text and make it easier for readers to quickly scan and absorb information. Images, on the other hand, can provide visual interest and support your message.

Formatting Tips:

• Break up your copy into shorter paragraphs for easier reading.
• Use headings and subheadings to organize your content.
• Incorporate tables to present information in a structured and visually appealing way.
• Use bullet points and numbered lists to make your copy scannable and easily digestible.
• Add relevant images to enhance visual interest and support your message.

By writing with your eyeballs and considering the visual appeal and formatting of your copy, you can create a more engaging and mobile-friendly experience for your readers. Remember, the goal is to capture their attention, keep them interested, and ultimately convert them into customers.

Treat Your Readers with Compassion

When it comes to effective copywriting, it’s crucial to show compassion towards your readers. By understanding their perspective and empathizing with their needs, you can create content that resonates with them on a deeper level. Treat your readers like valued individuals, acknowledging their challenges and providing solutions that genuinely address their pain points. This compassionate approach not only builds trust and credibility but also increases the likelihood of converting readers into customers.

One way to demonstrate compassion in your writing is by using inclusive language that makes readers feel seen and understood. Instead of focusing solely on yourself or your brand, shift the narrative to include your readers. Use pronouns like “we,” “our,” and “you” to create a sense of partnership and collaboration. This helps establish a connection and fosters a positive relationship with your audience.

Understanding your readers’ perspectives

To effectively communicate with your readers, put yourself in their shoes and consider their circumstances, concerns, and desires. Think about their busy lives and the stresses they may be facing. Tailor your message to address their specific needs and motivations. Show them that you genuinely care and are committed to helping them overcome their challenges.

Compassionate writing goes beyond simply providing information or promoting products. It involves understanding your readers’ emotions and crafting content that speaks directly to their hearts. By tapping into their emotions, you can create a powerful connection and inspire action.

Compassionate copywriting in action

Let’s take a look at an example of compassionate copywriting in action:

“We understand how overwhelming it can be to manage your finances while juggling work, family, and personal commitments. That’s why we’ve created a user-friendly financial planning tool that takes the stress out of budgeting. With our tool, you can easily track your expenses, set savings goals, and stay on top of your financial health. Let us help you regain control of your finances and achieve peace of mind.”

This example showcases empathy towards the reader’s financial struggles and offers a solution that addresses their specific pain points. By using compassionate language and demonstrating understanding, this copy engages the reader on an emotional level and encourages them to take action.

Benefits of Compassionate Copywriting	How to Implement
Builds trust and rapport with readers Establishes your brand as empathetic and customer-centric Increases the likelihood of conversions Creates a positive brand image and reputation	Research your target audience extensively Develop a deep understanding of their needs, desires, and pain points Use inclusive language to make readers feel valued and included Create content that addresses their specific challenges and offers solutions Show genuine empathy and care in your writing

Write with a Clear Objective

When it comes to copywriting, having a clear objective is essential. Before you start writing, identify the specific action you want your readers to take. It could be making a purchase, signing up for a newsletter, or sharing your content on social media.

Once you have defined your objective, structure your content in a way that motivates readers to take that action. Use persuasive language, compelling calls-to-action, and relevant examples to make your content actionable and engaging. Remember to keep your audience in mind and tailor your copy to their needs and desires.

For example, if you want to drive sales, focus on highlighting the benefits and unique selling points of your product or service. If your goal is to increase newsletter sign-ups, emphasize the value and exclusivity of the content readers will receive.

By writing with a clear objective, you can create content that not only resonates with your audience but also motivates them to take action. Keep this in mind as you craft your copy and watch your conversion rates soar.

Table: Strategies for Writing with a Clear Objective

Strategy	Explanation
Define Your Objective	Identify the specific action you want your readers to take.
Tailor Your Content	Customize your copy to appeal to your target audience and their desires.
Use Persuasive Language	Create compelling calls-to-action and use persuasive techniques to motivate action.
Provide Value	Showcase the benefits and unique selling points of your product or service.

Conclusion

Congratulations, you are now equipped with the knowledge to optimize your copywriting and increase your conversion rates. By implementing the best practices discussed in this article, you can create persuasive marketing copy that motivates readers to take action.

Remember, copywriting optimization is an ongoing process. Continuously evaluate your copy, test different approaches, and refine your strategies to find what works best for your target audience. Conversion rate optimization is a journey, and with dedication and perseverance, you can achieve significant growth in your business.

Keep in mind the importance of persuasive language, confident writing, and clear objectives. Tailor your copy to empathize with your readers, use compelling calls-to-action, and optimize your content for visual appeal. By doing so, you will create engaging and effective copy that converts visitors into loyal customers.

So, go ahead and put these copywriting best practices into action. Start crafting persuasive marketing copy that captivates your audience, motivates action, and yields impressive results. Your journey to becoming a master of copywriting begins now!