How can you write copy that converts prospects into customers?

Writing copy that persuades your prospects to take action and become customers is one of the most important skills in marketing. But how can you craft compelling messages that resonate with your audience and motivate them to buy your products or services? In this article, you'll learn some practical tips and techniques to write copy that converts, based on the principles of psychology, persuasion, and clarity.

1 Understand your audience

Before you write anything, you need to know who you're writing for. What are their needs, desires, challenges, and goals? How do they talk, think, and feel? What are their objections, questions, and fears? You can use tools like surveys, interviews, personas, and customer reviews to gather insights about your target market. The more you understand your audience, the more you can tailor your copy to address their pain points, offer solutions, and showcase benefits.

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Joshua Feinberg

I help go-to-market GTM teams in the AI data center industry differentiate, get found earlier in sales cycles, achieve trusted advisor status and command premium pricing power to drive sustained profitable revenue growth
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Developing and interating buyer personas are essential learning- you must know your customers better than they know themselves.

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Arpin Tio

Creative writer
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Writing persuasive copy that effectively converts prospects into loyal customers requires a strategic approach. Firstly, understanding your target audience is paramount; research their needs, pain points, and desires to tailor your message to resonate with them. Focus on addressing how your product or service solves their problems or fulfills their desires. Highlight benefits over features, showing how your offering improves their lives. Including social proof, such as testimonials or case studies, lends credibility to your claims. Lastly, have a clear and concise call to action that guides them toward the next step. Regularly testing and refining your copy based on conversion data ensures continuous improvement.

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2 Write a captivating headline

Your headline is the first thing your prospects see, and it can make or break your copy. You want to capture their attention, spark their curiosity, and entice them to read more. A good headline should be clear, specific, relevant, and benefit-oriented. It should also convey a sense of urgency, value, or emotion. You can use formulas, templates, or swipe files to generate headlines, but always test and tweak them to see what works best.

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3 Use a clear and logical structure

Your copy should have a clear and logical structure that guides your prospects from the headline to the call to action. You can use frameworks like AIDA (Attention, Interest, Desire, Action), PAS (Problem, Agitate, Solution), or FAB (Features, Advantages, Benefits) to organize your copy. Each section should have a purpose, a transition, and a hook. You should also use subheadings, bullet points, and white space to break up your copy and make it easy to scan and read.

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Scott Gregory

| Building Maintenance Expert/ Master Automotive Specialty Mechanic. Solar Sales, Customer Support, Specialty Writer, Specialty Driver, Speaking, Bus.Owner, Home Inspection/ Real-Estate. Agriculture
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When you as writer can convert your specific words in an understandable unduplicated manner by choosing certain, and specific words, put into a specific order that will unavoidably tap into the consumers mindset, addressing their specific needs, focused solely on them, making them understand they are set apart from others, who inquire about the product or service making them feel set a part and handled in a specific way that makes them feel special by the order in which your words are placed. You can reach a persons mind without them, understanding that you have tapped into the impressionable part of the mind, where they have no choice, but to act or not act, and the choice to not act, would be not to their benefit clearly. -It works.

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4 Appeal to emotions and logic

People buy based on emotions, but they justify their decisions with logic. That's why you need to appeal to both in your copy. You can use storytelling, metaphors, anecdotes, and sensory words to evoke emotions and connect with your prospects. You can also use facts, figures, testimonials, and guarantees to provide logic and credibility. The key is to balance both elements and show your prospects how your offer can help them achieve their desired outcomes.

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5 Focus on benefits, not features

Features are what your product or service does, but benefits are what it does for your prospects. Benefits are the reasons why your prospects should buy from you, not from your competitors. They are the answers to the question "What's in it for me?" You should always focus on the benefits of your offer, not the features. You can use the "so what?" test to turn features into benefits. For example, instead of saying "Our software has a drag-and-drop interface", you can say "Our software lets you create stunning designs in minutes with no coding skills".

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6 Include a clear and compelling call to action

The call to action (CTA) is the final step of your copy, where you ask your prospects to take the desired action. It could be to buy, sign up, download, or contact you. Your CTA should be clear, concise, and specific. It should also create a sense of urgency, scarcity, or exclusivity. You can use words like "now", "today", "limited", or "only" to increase the likelihood of action. You should also use positive and action-oriented language, such as "Get started", "Claim your offer", or "Join now".

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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?

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Scott Gregory

| Building Maintenance Expert/ Master Automotive Specialty Mechanic. Solar Sales, Customer Support, Specialty Writer, Specialty Driver, Speaking, Bus.Owner, Home Inspection/ Real-Estate. Agriculture
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The talent of writing skills is across the charts. People/customers / prospects are accustomed to the normal persuasions that are typically used to gain favor with a person emotional or not. They often today, are on the lookout for typical sales quotes knowing their business is desired. As a professional writer the influences I have tapped into just based on the writing skills by word placement in a sentence creating a structure that reaches unusual points of interest in their minds is an exciting talent to me, I get great joy in the power of word persuasions. Word persuasions is a talent NOT easily acquired. For example, “word persuasion” Judge Judy as is about the most talented person in the world when it comes to this talent

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How can you write copy that converts prospects into customers?

1

2

3

4

5

6

7

1 Understand your audience

2 Write a captivating headline

3 Use a clear and logical structure

4 Appeal to emotions and logic

5 Focus on benefits, not features

6 Include a clear and compelling call to action

7 Here’s what else to consider

Marketing

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How can you write copy that converts prospects into customers?

1

2

3

4

5

6

7

1 Understand your audience

2 Write a captivating headline

3 Use a clear and logical structure

4 Appeal to emotions and logic

5 Focus on benefits, not features

6 Include a clear and compelling call to action

7 Here’s what else to consider

Marketing

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