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Conversion Copywriting

Expert conversion copywriting, copy editing, and marketing psychology for all surfaces. Integrated from Corey Haines' marketing skills.

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SKILL.md

Full skill instructions

1.3.1 Conversion Copywriting

This skill combines the art of persuasive writing with the science of cognitive psychology to drive specific user actions.

1. Context & Page Purpose

Goal: Gather essential context before writing a single word.

  • Audience: Who is the ideal customer? What problem are they solving?
  • Offer: What are you selling? What is the key transformation?
  • Context: Where is traffic coming from? (Ads vs. Organic vs. Email)
  • Primary Action: What is the ONE goal of this copy?

2. Copywriting Principles

Goal: Write clear, benefit-driven copy that resonates.

  • Clarity Over Cleverness: If it's not clear, it won't convert. Choose simple words.
  • Benefits Over Features: Features are what it is; benefits are what it does for the user.
  • Specificity Over Vagueness: Use numbers and timeframes (e.g., "Save 4 hours" > "Save time").
  • Customer Language: Use the exact words your customers use in reviews and support.

3. High-Conversion Page Structure

Goal: Guide the reader through a logical argument.

  • Headline: Must communicate the core value prop in < 5 seconds.
  • Subheadline: Expands on the headline with more specificity.
  • Primary CTA: Clear, value-oriented button text ("Start Free Trial" > "Submit").
  • Social Proof: Logos, testimonials, and stats to build trust.
  • Objection Handling: Address "Will this work for me?" and "What if I hate it?".

4. The Seven Sweeps (Copy Editing)

Goal: Systematically polish copy through focused passes.

  1. Clarity Sweep: Can a stranger understand this instantly?
  2. Voice & Tone Sweep: Is the brand personality consistent?
  3. So What Sweep: Does every claim answer "Why should I care?"
  4. Prove It Sweep: Is every claim supported by data or social proof?
  5. Specificity Sweep: Replace "improve" with concrete metrics.
  6. Emotion Sweep: Does it evoke the pain of the problem or the relief of the solution?
  7. Zero Risk Sweep: Are there guarantees or "Cancel anytime" near CTAs?

5. Marketing Psychology (Mental Models)

Goal: Leverage behavioral science to influence decision-making.

  • Loss Aversion: Framing a loss is 2x more powerful than framing a gain.
  • Social Proof: People look to others to determine correct behavior.
  • Scarcity: Limited availability increases perceived value.
  • Anchoring: The first price shown influences all subsequent judgment.
  • Zeigarnik Effect: Unfinished tasks (or open loops) stay in the user's mind.
  • IKEA Effect: Users value what they helped build or customize.

6. Prohibited Language (The "Cut List")

Goal: Remove weak, filler, and jargon-heavy words.

  • Cut: "Very," "really," "extremely" (weak intensifiers).
  • Cut: "Just," "actually," "basically" (filler).
  • Replace: "Utilize" → "Use", "Implement" → "Set up", "Leverage" → "Use".
  • Replace: "Innovative," "Seamless," "Cutting-edge" → [Specific Benefit].