Copy That Converts: What It Means and Why It Matters
Let’s talk about one of my favorite things: words that work. The phrase "copy that converts" sounds familiar to most people, but what does that even mean? Is it just a fancy way of saying “good writing”? Not quite!
The phrase "copy that converts" requires your website content along with your sales pages and emails and advertisements to produce their intended outcomes. The items stand ready to assist people in taking action. The user must choose between activating a button or subscribing to your email list or purchasing your product or discovering more about your services.
It’s kind of like making the perfect cup of tea (yes, I’m a tea girl through and through). You need the right mix of heat, flavor, and time. Good copy functions in the same way. A message needs precise timing together with correct tone to connect with the right people and get real results.
As a former engineer turned copywriter, I love this part. My engineering background helps me write excellent copy because it demands precise thinking along with effective and exact detail observation. When you mix those skills with a love for storytelling and a big ol’ cup of tea? Magic.
Here are the 3 things that make copy convert:
1. The message directly connects with your target audience.
Good copy sounds like a real conversation, not a robot or a sales machine. You want your readers to feel like, “Wow, this was written just for me.” Your words need to match the terms your audience actually uses which means talking about their real struggles, and showing them you get it.
2. It’s clear and easy to follow.
The reader will exit your content if they must pause to understand what you mean. Copy that converts exists as a straightforward and easily understandable method. No fancy jargon needed.
3. It shows the why.
People choose products and services because they want to achieve results, ease, transformation, or a life enhancement. Your copy should paint a clear picture of what’s waiting for them on the other side of that button.
And the best part? You don't need to raise your voice to get your message across. You don’t need to use pushy or impolite sales tactics. Basic human connection will connect you with people so you should use it because it makes everything more enjoyable.
So whether it’s for sales pages, emails, or Instagram captions, ask yourself:
Does this copy sound like me?
Does it help people know what I do?
And does it guide readers toward the next step?
If yes — you’ve got copy that converts.
Now excuse me while I go make another cup of tea and maybe sneak in an episode of a dating show. All in the name of “research,” of course. 😉
