By name: Conversion Copywriting description: Expert conversion copywriting, copy editing, and marketing psychology for all surfaces. Integrated from Corey Haines' marketing skills. version: 1.0.0
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.
- Clarity Sweep: Can a stranger understand this instantly?
- Voice & Tone Sweep: Is the brand personality consistent?
- So What Sweep: Does every claim answer "Why should I care?"
- Prove It Sweep: Is every claim supported by data or social proof?
- Specificity Sweep: Replace "improve" with concrete metrics.
- Emotion Sweep: Does it evoke the pain of the problem or the relief of the solution?
- 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].