10 Actionable Copywriting Tips to Create High-Converting Content

Well-written social media posts, product pages, and website content are critical to converting leads into customers.

You don’t have to be J.K. Rowling to write copy that hooks readers and drives them to buy… You just need to know a few effective techniques. Email marketing nerd, Chase Dimond, recently published a Twitter thread of 10 powerful hacks that can take your copy to the next level.

Let’s go…

1 — Comparisons: Don’t be hesitant to mention that you’re different or better than the competition. Demonstrate to customers that you are less expensive, more efficient, and purpose-driven. Make use of these comparisons. With so many choices in the world, people need to know “why you.”

2 — Reframe your pricing: Numbers can be subjective. Compare your prices to something else to frame them for individual customers. “Less than three coffees a month” sounds more affordable than $9/month. It will raise the perceived value of your products.

3 — Add visuals: Plain text is no fun. Make your material more engaging by including visuals, infographics, and bold words to enhance the meaning of your writings. Nobody wants to read a wall of words fit for a Tolkien novel.

4 — Use effective testimonials: The most effective testimonies maintain the same pattern: life before > the transformation > life after. Request that your happy customers follow this format when submitting reviews and then include their words in your copy.

5 — Use raw data: Raw statistics are more trustworthy than rounded numbers. If 77% of people are repeat customers, say so. Don’t round up to 80%. Data is not always perfectly rounded. If it is, that often screams human manipulation.

6 — Use customers to sell for you: Back up your promises and product benefits with testimonials. People will always trust others more than they will trust you. Allow your customers to sell for you. Whenever you discuss a product benefit/feature, include a review to back up your claim.

7 — Repetition works: Repetition, when done well, makes copy memorable and clear. Don’t be afraid to repeat yourself. Here’s an example from Apple’s 11 Pro page: “Pro cameras. Pro display. Pro performance.” This copy is simple, clear, and easy to remember the product’s benefits.

8 — Use competitor flaws to your advantage: Look for 3-star reviews on your competitors’ product pages and transform their customer complaints’ into your selling points. Take advantage of your competitor’s flaws and solve the problems they missed.

9 — Resolve concerns in the call-to-action (CTA): Increase engagement by responding to customer concerns in your CTA. Concern: “Will this trial cost me money?” CTA: “Try it for free — no credit card required.” Deal with customer concerns in your CTAs. This is an extremely effective click enhancer.

10 — Less selling, more entertaining: The more copy you create to sell, the less effective it will be. Make jokes, tell fascinating stories, and inject personality into the brand voice. Stop being dull. People want to be entertained or educated rather than sold to. Entertaining copy makes money.

Even if you’re a newbie or don’t consider yourself a writer, you can still produce sales copy that motivates your customers to act.

Try incorporating these copywriting tips. The results could surprise you!