Conversion Copywriting and the Death of Guesswork — WistiaFest 2017

Joanna Weibe, founder of Copy Hackers, writes conversion copy for tech businesses like Wistia, Buffer, and Edgar. Weibe believes copywriters are the sales and marketing world’s best-kept secret. Wiebe gives us her crash course in conversion copywriting to do away with the “drunken genius” myth and convert prospects.

The three parts of getting your copy to convert are:

1. Write from the right stage of awareness.
2. Never start from scratch.
3. Always swipe your message.

You should always begin by asking yourself, “What is my viewer’s or reader’s stage of awareness when they’re engaging with this content?” Whether it’s unaware, pain aware, solution aware, product aware, or most aware, join them in their starting stage, and use copy that will move them to the next stage. This rule holds that you cannot lead with your product if your reader is unaware, problem-, or solution aware. If you’re moving someone through multiple stages of awareness, you need longer copy to create a nurturing sequence. When they’re at their most aware stage with high intent, keep copy short.

Write with a framework, and never start from scratch. Effective headlines create a curiosity gap, and don’t give the whole story away. Your conversion content should consist of a problem, an agitation, and a solution. Product lies in solution, and will be perceived as a hero.

By swiping, Weibe means mining your message and copying things people are saying about your product. To do this, sift through reviews and clip memorable insights like expectations, challenges, and missing pieces. Find other products or services in your category and look at their reviews. Organize your findings in your framework. If you listen to others' messages, people won’t think you’re talking down to them as your prospect.

Watch Weibe’s presentation to hear her full crash course in conversion copywriting.