Want to learn how to write copy for your product? Or to help other businesses?
But struggling to put the pieces of the puzzle together? Like you just don’t know what to write?
If that’s you, don’t fret. There’s definitely a bit of science and a bit of art that comes together to make a piece of copy perform the way it does.
So if you’ve been struggling it’s 100% understandable.
Learning how to write high-converting copy doesn’t have to feel like learning a second language, though.
With the right process and preparation, you can write great copy without feeling like you’ll just never get it or understand what to do.
We’re going to break down what that process looks like and how to start preparing before you write so that writing high-converting copy becomes significantly easier.
And since this may be new stuff for you, make sure you’ve bookmarked this guide so you can refer back to it as you’re building your next piece of copy.
Now, achieving that all starts with the most important step of all…
Step #1: Determine Your Goals
Before you start writing anything, think about what your actual goal is.
Because the goal of a piece of copy may not always be to sell something.
It could be to get people to sign up for a waitlist. Or subscribe to your email list.
Or get them to watch a demo. Or to grab a free thing.
It can be any action that you want a visitor to your landing page to take — the ultimate goal. For example, the check out the Secret Funnel Strategy landing page below:
The goal of this landing page is to invite the reader to join the web class.
It’s to get readers to buy into learning a new secret funnel strategy on the web class.
It’s not to sell them an offer. That comes later in the web class.
Before you start writing anything, you want to think about what goals you want to achieve.
Knowing what that goal is before getting started helps make sure every piece of content and every word you write aligns with that objective.
All elements of your copy, from the headline to the body and CTAs can all be consistent — if you know what you’re aiming for before you get started.
And it’s this consistency in your message that will help ensure you actually hit your goal.
Step #2: Research Your Customers
Now, once you understand the goal you want to achieve, the next step is making sure you understand your customers so you know what message is going to appeal to them.
This is one of the areas that most people skip — then wonder why their copy doesn’t convert.
If you want to provide a solution to them, though, you need to know what they think that solution looks like, why it matters to them, and what they’ll need to hear to believe you can truly help them.
There’s a few ways you can do this, too.
One of the best sources of the information you’re looking for will come from one-on-one sessions with select customers — either yours or your competitor’s.
When you’re conducting these interviews, you want to avoid asking “yes” or “no” questions.
Instead, ask open-ended questions that get them talking in-depth about their experience with the offer.
Think questions like “What challenges are you currently facing with (problem your product/service solves)…?”
Then, as you get them talking, pay close attention to what they’re saying — this type of feedback is incredibly invaluable when it comes to writing high-converting copy.
You also want to take a close look at reviews that have been given on products like yours.
You can use platforms like Capterra, Google, or Trustpilot to gain access to a wealth of information.
When you’re reading the reviews, pay close attention to recurring praises or complaints. They will help you see the patterns and what -most- people in the market are looking for.
To extract this information from a review, take a look at this example:
With this customer testimonial, you can write “Build, Market, and Convert: All With ClickFunnels — No Coding Or Extra Tools Needed.”
This is especially true when you see that same sentiment over and over again in the reviews.
Another great way to get this key information is to join online communities.
Places like Reddit contain a literal treasure trove of customer research because people can freely share their thoughts with other people like them — people like your potential customers.
You can also check out Facebook groups or niche forums related to your industry.
To extract the information you’re looking for, become a passive observer and fly on the wall to peer in on the conversations.
For example, take a look at this Reddit thread below:
If you were in the productivity niche, and you saw posts like this, you could safely assume that people are looking for help planning out their perfect day.
If you were building an offer that helped them plan out their day, the thread would be a goldmine filled with insight into what your potential customers ACTUALLY want in a planner.
Customer Support Interactions
For established businesses, your customer support team can also help you figure out what they want.
By looking at the most frequently asked questions or recurring issues, you can directly address these in the copy that you write.
Likewise, you can tap into your competitor’s frequently asked questions to figure out what their customer support team spends the most time helping people with.
Platforms like Google Analytics can give you amazing insight into what your customers want, too.
It can tell you which content your audience engages with the most — which, in turn, lets you start digging into why that content resonates with them so you can replicate it in your copy.
To get a better idea of what they’re engaging with, pay attention to the bounce rate and average time on the page to gauge their interest and the relevance of the content.
A high bounce rate typically means the headline hooked them in but the content failed to deliver while a higher average time on page means the content resonated with them in a deeper way.
That means you’ll want to build headlines around what hooked the audience and build copy around what they spent the most time viewing.
You’re Looking For 3 Things…
While you’re digging through these sources, there are 3 things you’re looking for…
- Frustrations & Fears
- Wants & Aspirations
- Key Purchase Drivers
To help you understand why each of these are important, check out this handy chart:
|Why They’re Important
|How They’re Used
|Frustrations & Fears
|Helps understand the challenges, obstacles, or issues potential customers are trying to overcome.
|To custom-tailor marketing messages that show your product/service as the solution they need.
|Wants & Aspirations
|Uncovers the desires, dreams, and goals of your audience, giving insight into what they hope to achieve or who they hope to become.
|To create messaging that resonates on both a logical and emotional level, appealing directly to their deeper motivations so they feel like your copy “gets” them on a deeper level.
|Key Purchase Drivers
|Highlights the primary motivations or reasons a potential customer would have for purchasing a product or service.
|When customers are on the fence, addressing these key drivers can tip the scales in your favor & get them to move forward with you.
Now, let’s dive deeper into each of those components so you know exactly what you’re looking for.
1) Frustrations & Fears
As you’re looking for their fears & frustrations, there are 4 questions you want to ask yourself:
- What’s standing in the way of their success and happiness?
- Key systems in their life/job that frequently fail?
- Something they’re forced to use that’s difficult to manage or to understand?
- What’s their regular complaint about related products or services?
Then, you want to list the things your customer has said about what they want to move away from, the things that scare them, or the things that frustrate them about their current situation.
2) Wants & Aspirations
For their wants and aspirations, you want to ask yourself the following questions:
- What do they want for themselves?
- What do they want for the people around them?
- What do they aspire to be?
- Values that they hold dear — meaning, by what means are they willing to achieve their goals.
This is going to help you uncover the desires, dreams, and goals of your audience, giving insight into what they hope to achieve or who they hope to become.
3) Key Purchase Drivers
Finally, for the key purchase drivers, ask yourself these questions:
- What features are must-haves for my audience?
- What are their expectations of service & quality?
- What are some common objections that must be overcome?
- Are there any additional decision-makers involved? What will they need to hear?
Remember, you’re only looking for things that are relevant to your offer.
For example, if you’re building an offer to help people switch careers, while you may be in the personal development or growth opportunity niche, an offer about improving their health won’t matter to them.
Keep that in mind as you’re looking for this information to avoid plugging anything into your copy that won’t actually resonate with your audience & what they want from your offer.
Step #3: Create a Before & After Table
Once you’ve found what you’re looking for and are armed with the information that will help you write high-converting copy, the next step is to lay it out in a way that it’s easy to access.
To get started, you want to list down the transformation your ideal customer wants to achieve in a “Before & After” table.
For the “before” portion of this exercise, refer to the frustrations & fears they experience.
For the “after” portion, refer to the wants & aspirations you uncovered.
Then, plug them into a table similar to the one below:
|An overgrown, untidy lawn.
|A neatly trimmed, manicured lawn.
|Frustrated, overwhelmed by lawn maintenance.
|Relieved, satisfied with the lawn’s appearance.
|Spending weekends struggling with lawn upkeep or avoiding outdoor activities because of the untidy lawn.
|Enjoying a tidy lawn, hosting barbecues, spending more leisure time outdoors without the stress of lawn upkeep.
|Feels embarrassed by the unkempt lawn when neighbors or visitors see it.
|Proud of the home’s exterior, feels a boost in home’s curb appeal, and receives compliments from neighbors.
Step #4: Find Your Value Proposition
Now, you’ve got what you need to write a great piece of copy, the next step is figuring out your offer’s unique value proposition — or unique sales proposition.
This is the promise of the value you’re going to deliver and a clear statement of the benefits your customers can expect to receive.
It’s the primary reason someone would choose your offer over one of your competitor’s offers.
Your USP is going to help determine your headline and subheadline, too.
By understanding what that USP is before you start writing, you’ll be able to stick to one central message rather than confusing people with different pitches — or pitches that don’t resonate.
To accomplish this, there’s 3 things you need to do:
- Define Your Product’s Features
- Analyze Your Competition
- Articulate Your Unique Value
Let’s break down how to accomplish each of those.
1) Define Your Product’s Features
You want to start by listing out the key features of your offer. What are the main functionalities?
This is going to give you a kicking-off point to turn those features into benefits — or the reason why each of those features should matter to your audience.
To convert a feature into a benefit, ask yourself “How does this benefit the user” or add “so you can” to the end of each feature.
For instance, if you’re selling running shoes with gel insoles, you can turn the gel insoles feature into a benefit by saying “Our gel insoles reduce shin and knee pain while you’re running.”
If shin and knee pain is a frustration your audience experiences, that benefit will matter to them.
2) Analyze Your Competition
The next step is identifying and analyzing your direct competitors — competitors with similar offers, products, or services to your own.
As you’re looking into your competitors, take a close look at how they’ve positioned their offers.
What is their unique selling proposition?
What benefits are tied to the features of their offer?
How can you differentiate yourself from them?
What makes your offer stand out?
Is it more affordable, efficient, unique in functionality, and easier to use?
You want to understand what it is about your product or service that makes it better than what your competition is offering — so you can let your audience know exactly how you’re better.
3) Articulate Your Unique Value
Once you’ve tied your own features to the benefits of those features and you fully understand how your offer is better than your competitor’s offers, it’s time to articulate that value to your audience.
The key here is to focus on your own uniqueness while addressing the pain points and explaining how your product solves those specific problems or fills the gaps in the market.
Then, you can plug what you’ve uncovered into a template similar to the one below:
For [target audience], our product is [key differentiator] because [benefit or reason].
For example, if you’re creating an email marketing platform that uses artificial intelligence to write content, your value proposition could be…
- For businesses overwhelmed with content creation, our email marketing platform streamlines communication by autonomously crafting emails, allowing for efficient, consistent, and stress-free outreach.
Then comes the next step: starting to write based on the research you’ve done & what you’ve uncovered up to this point.
Step #5: Write Your Headline & Subheadline
You want to start writing with your headline and subheadline.
By getting these two elements out of the way first, you can centralize the rest of your message and make sure it’s all aligned with your final call to action.
Your headline should be a single, clear message that portrays the biggest benefit your product offers.
Your subheadline helps explain who that benefit is for and why it should matter to them.
And there are a few different formats you can use:
For this format, your headline identifies the problem that exists while your subheadline teases a potential solution for that problem.
Here’s an example…
- Headline: “Tired of chaotic project management?”
- Subheadline: Streamline Tasks & Boost Productivity With [Your Product].”
With this format, your headline focuses on a unique feature in your offer while the subheadline explains the benefit and why it should matter.
Check out this example from The Tonic that uses this format:
The question-answer format poses a question that you know will be a “yes” and then uses the subheadline to introduce your offer as the answer to that question.
Here’s an example:
- Headline: “Want To Boost Your Online Sales Without Working Harder?”
- Subheadline: “This Tool Can Increase Your Sales By 15%.”
Using the value proposition we created in the previous section, here’s the headline for an email marketing service that uses A.I. to write emails for its users:
Practice using each of the formats above to create the headline and subheadline for your offer.
Step #6: Lay Out the Elements in Your Copy
Once you have the headline and subheadline dialed in, the next step is laying out the rest of the elements you’ll use in your copy.
These elements help guide your visitor through their concerns, show them what’s in it for them and why it should matter, and prompt them to take action.
Testimonials, reviews, client logos, and case studies are all great ways to build trust and validate that the claims you’ve made in your message are legitimate.
Including a guarantee or refund policy in your message can help increase your conversions by reversing the risk people are taking when they make a purchase.
Story or Anecdote
Telling personal stories, company origin tales, or customer stories helps engage your audience on an emotional level and makes your message more relatable.
Scarcity & Urgency
Using phrases like “Limited Offer”, “Only A Few Left”, or “Sale Ends Soon” can help get people off the fence and make a decision to move forward right now.
Comparisons Or Alternatives
Comparisons or alternatives can show how your offer stacks up against the competition or your own previous offers and helps demonstrate superiority while highlighting improvements.
Bonuses Or Addons
Bonuses or add-ons help sweeten the deal and increase the perceived value of your offer.
Check out the example from ClickFunnels 2.0 to see what we mean:
While ClickFunnels 2.0, by itself, is an amazing tool, it becomes even more amazing when you realize you get access to a marketplace filled with dozens of pre-built professionally designed templates.
These templates give you a great starting ground for launching your landing pages and funnels, making it so you don’t have to be a designer or coder to get moving.
Each of the templates is fully customizable, too, so you can perfectly match them to your branding and message as you’re building it out using the elements we’re giving you in this guide.
If you haven’t already become a ClickFunnels 2.0 member, click here to start your free trial now.
Step #7: Write Your Body Copy
After you’ve chosen the elements to use in your message it’s time to start building the body copy.
Your body copy is the main text in the message and lets you dive deeper into the subject, expand on the promises you made in the headline, address the reader’s pain points, and present solutions.
While the headline is designed to grab attention, your body copy educates, persuades, and engages them on a deeper level.
It helps provide context, details, and the emotional (or logical) arguments needed to guide your reader toward making a decision — whether that’s a purchase, signing up, or gaining awareness of a problem.
To help make writing your body copy easier, check out these tips:
- Maintain a Consistent Tone and Voice: The tone you choose (e.g., professional, casual, humorous) should resonate with your target audience and remain consistent throughout.
- Structure Matters: Use short paragraphs, bullet points, and subheadings to break up text, making it more digestible and scannable.
- Address the Reader: Use the word “you” to make the copy feel personal and directly relevant to the reader.
- Keep It Benefit-Driven: Instead of just listing features, explain how they translate into benefits for the user.
- Use Clear and Simple Language: Avoid jargon and complex vocabulary. The goal is to communicate, not to impress.
- Use Storytelling: Narratives can be compelling. They help readers relate to the content, making the message more memorable.
Step #8: Inject Your CTAs
Once your body copy is written, you want to take a second look at it to determine where your CTAs should be injected into it.
The CTAs (call to action) are what tell your reader what to do next.
Rather than just tossing one at the end of the page, though, sprinkling them throughout the copy at strategic intervals can help enhance your engagement and increase your conversion rates.
Since people skim content, having your CTAs at key locations can give them a way to move forward no matter what section of the page they’re landing on.
Likewise, some readers may want to take action before they reach the end of your message, so providing a CTA earlier on helps capitalize on this enthusiasm.
Then, repeated exposure to your message (a CTA, in this case) increases the likelihood of them taking the action you want them to take.
To help you see the most effective places possible for your CTAs, check out these examples:
In the example above, CTAs are used after introducing different features and benefits.
Immediately providing a CTA in these locations (and tying that CTA to the feature or benefit) can help trigger your reader’s impulse to click and move forward when they see the feature or benefit that matters most to them.
In the example below, a CTA is used after the testimonials:
Including a post-testimonial CTA helps capitalize on the trust, authority, and credibility you’ve cultivated with the testimonials you’ve featured.
You want to make sure your message ends with a strong CTA, too. It helps wrap up your message and provides a clear next step.
Like other elements on your landing page, you want to split-test the CTAs you use to determine which ones are performing the best — and which ones present growth opportunities.
Inside ClickFunnels 2.0, you can easily A/B split test different versions of your landing page to help optimize your clickthrough rate and measure your conversion rates.
You’re able to automatically direct traffic to different versions of your page with ClickFunnels reporting back which page had the better results.
You can start by testing different versions of your CTA, then new angles for your headlines and subheadlines, followed by other elements like your social proof, benefit-drive bullet points, guarantee, and more.
You can test the feature by clicking here and creating your free ClickFunnels 2.0 account now.
Step #9: Proofread & Edit
Finally, before you go live with your new message, you want to step back and proofread & edit it.
This helps ensure your message is clear, the flow is logical, and your ideas transition smoothly.
It also helps make sure you’re using a consistent tone, voice, and style throughout the copy.
To get started editing, here are a few tips:
- Take a Break: After writing, step away from the draft for a while. This helps you approach it with fresh eyes & remain as objective as possible.
- Read Aloud: Reading your copy aloud can highlight awkward phrasings or unclear sections.
- Seek Feedback: Get someone else to read the copy. They might spot issues or ambiguities that you missed.
- Trim the Fat: Eliminate redundant words or phrases. Concise copy has a greater impact.
Your goal in proofreading and editing the copy is to catch grammatical and punctuation errors while making sure the copy is polished and free from mistakes that could harm your professionalism and credibility in your reader’s eyes.
As you’re reading through it, if you catch yourself shifting away from the main message, edit the copy to keep everything central to the main idea you’re presenting to your visitors.
Then, after you’ve transferred your copy onto your landing page, give it one more once-over to make sure everything flows from the headline to your final call to action.
If you do that and use the steps in this guide, you’ll be well on your way to writing high-converting copy without feeling like you had to learn a second language to do it.