Let’s talk about one of my favorite things: words that work. You’ve probably heard the phrase “copy that converts,” but what does that even mean? Is it just a fancy way of saying “good writing”? Not quite!
“Copy that converts” means the words on your website, sales page, email, or ad are doing their job. They're not just sitting there looking pretty — they’re helping someone take action. That could be clicking a button, signing up for your email list, buying your product, or just wanting to learn more about what you do.
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 is the same way. It takes the right mix of message, timing, and tone to connect with the right people and get real results.
As a former engineer turned copywriter, I love this part. Engineering taught me how to think clearly, solve tricky problems, and pay close attention to every tiny detail—and that’s exactly what great copy needs. When you mix those skills with a love for storytelling and a big ol’ cup of tea? Magic.
Here’s what makes copy convert:
1. It speaks directly to your people.
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.” That means using words your audience actually uses, talking about their real struggles, and showing them you get it.
2. It’s clear and easy to follow.
If your reader has to stop and ask, “Wait, what does that mean?” — they’re probably clicking away. Copy that converts is simple, clear, and easy to understand. No fancy jargon needed.
3. It shows the why.
People don’t just buy products or services — they buy results, ease, transformation, or a better life. 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 have to shout to be heard. You don’t need pushy sales tactics. You just need to connect like a human being (which, let’s be honest, is way more fun anyway).
So whether you’re writing a sales page, an email, or a short Instagram caption, ask yourself:
Does this copy sound like me?
Does it help someone understand what I do?
And does it gently guide them to take 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. 😉
