The art and science of constructing sentences to persuade and sell products, services or raise awareness for a business.
In the past, writing ads for radio, TV, newspapers, direct mail, etc was a copywriter’s responsibility. But the digital age has thrown new media at us… emails, websites, blogs, Facebook Ads, Google Ads, landing pages and sales letters.
Which begs the question: What’s the difference between sales copy and conversion copy?
Sales copy vs conversion copy – what’s the difference?
Conversion copywriting is writing to persuade a reader to take an action. We’ll explore what types of actions these are in a moment.
Basically, conversion copywriting narrows the focus of writing to a single goal – to convert. To get the reader to do something then and there.
It does this by using data and research to build a persuasive argument as to why it’s a good decision and will better the life of the reader.
This style of copy uses customer data, frameworks and persuasive techniques to move the prospect closer to a ‘YES’.
So what is a conversion and what does it look like?
Conversions can be any of the following actions:
- Click a call-to-action button
- Make a phone call
- Fill out an online form
- Add a product to cart
- Subscribe to a newsletter
- Share an offer on social media
- Go to another page of your website
The only difference between conversion copy and sales copy is…
Sales copy focuses on writing a persuasive argument that gets a sale.
In other words, conversion copy is getting a prospect to take any other action other than making a sale.
Both sales & conversion copy drive people to make a single decision. They use voice, tone, proof and a unique selling proposition of the product or service then link it with conversion, process and demonstration, what you say and how you say it, so the prospect can see a benefit that directly relates to their life.
When trying to persuade a prospect to convert, the copywriter’s goal is to write a simple, persuasive argument that educates the reader on your product, service or brand’s value proposition and then – most importantly – explains the benefit it brings to their lives.
What conversion copywriting is NOT
Conversion copywriting is not a bold claim or promise that proves nothing.
For example, copy that claims a product/service/person is the ‘best’ or ‘#1 in the world is not conversion copywriting. It doesn’t actually prove you’re #1.
Broad claims are unbelievable because anyone can say them.
Let’s break down this statement as an example:
I’m the best direct response copywriter on the planet!
If I was actually the best direct response copywriter, what would that look like?
For starters, I’d…
- Have multiple controls (winning sales letters) across the biggest niches on the planet (Health, Wealth & Relationships).
- Be routinely getting multiple royalties amounting to millions of dollars per year in income…
- Have a client list as long as my arm and a waitlist to boot
- Have billions of dollars in sales that are directly related to my sales letters
- Definitely have featured in Forbes, Business Insider, Entrepreneur, BuzzFeed, CNBC.
- Have my own digital marketing agency with big clients
If those things were true, my claim may look a little different.
This is what my claims may look like instead:
‘Adam Bonola Is a Direct Response Copywriting Expert Who’s Featured In Forbes, Business Insider, Entrepreneur, Buzz Feed, CNBC’ (Authority)
‘Adam wrote 70+ direct response marketing pieces that have grossed a combined total of over $1 billion (Specific)
‘Worked with clients like Robert Kiyosaki, James Altulcher, Scott Pape and has turned dozens of minnow companies into Fortune 500 giants’ (Social Proof)
Now compare these statements to my initial ‘I’m the best direct response copywriter on the planet!’
Which example is more persuasive?
In the digital age (and the current digital environment) it’s more important than ever before to know how to attract the right prospects into your business using conversion copywriting.
But conversion copywriting is not as easy as it looks.
However, with enough strategic research and a few foundational principles, any business owner can create copy that converts as opposed to copy that’s cringe.
We focus on copywriting as one of the key areas of digital marketing in our Click Engage Convert Academy. You can access the membership for just $1 for the first month, and have access to the power of a Digital Marketing Agency for a tiny fraction of the cost. You can find out more here: https://clickengageconvert.com