How toConvertReadersInto Buyers
Struggling to write the perfect headline?
Why are some books devoured overnight while others gather dust on the shelf for years?
This doesn't just apply to books. Articles, sales copy, landing page headlines — it all comes down to the writing. Text alone is worthless; it is just a string of letters. However, it profoundly influences how visitors perceive your brand.
Now, we are going to share the ultimate copywriting secrets to turn your readers into paying customers.
1. Use a captivating, compelling headline that drives people to read. The best headlines include numbers, intrigue, and tap into professional or provocative themes.
2. Long sentences must be broken down into short ones. (Ideally fitting onto a single line).
3. Simplify complex participle phrases.
Example: I stared at the rising sun without taking my eyes off it, inhaling the fresh scent of flowers carried by the wind from the old garden.
Better: I stared at the rising sun. The wind carried the fresh scent of flowers from the old garden.
4. Active voice is better than passive voice.
Example: Flowers can be bought; A new feature can be tried.
Better: Buy flowers; Try the new feature.
5. Present tense is better than past tense.
6. Use short paragraphs. Keep it to 4–5 lines per paragraph.
7. Vary your paragraph length (e.g., 5-3-1-4-2). This prevents a predictable rhythm that puts the reader to sleep.
8. Use subheadings. Aim for one subheading every 2–3 paragraphs.
9. Stick to a logical order and clear structure when writing.
10. When describing things to a customer, use present tense verbs, not future tense. Write as if the client is already using your product.
11. Eliminate excessive “I” and “We” statements from your copy.
12. Avoid using too many pronouns. Example: you, your, yours.
13. Sell the benefit, not the feature.
14. Banish the word “not” from your text.
15. Remove acronyms and abbreviations that slow down and complicate reading. Example: Ladies & Gents.
16. Remove jargon and foreign words if the text is aimed at a non-professional audience.
17. Avoid or completely eliminate amplifier words from your text: absolute, ultra-modern, high quality, unique technologies, we are, entire, very, highly, extremely, really, truly.
18. Avoid vague words in your copy: “at quite reasonable prices,” “highly successful,” “one of the leaders,” “of fairly high quality”—they carry no concrete meaning.
19. Eliminate time-wasting filler phrases: currently, nowadays, in today's world, today.
20. Address the reader. Unless the client requested otherwise, the text should speak to one person — the reader.
21. Use present-tense calls to action.
22. In the benefits section, when listing features and descriptions, avoid adding extra emotional sales pitches like: “You will love it,” “You will be surprised.” A benefit is already a sale.
23. Don't exaggerate. No one will believe in a perfect product that is cheap, high-quality, and never breaks down.
24. Evoke emotions in your readers; use examples that awaken their imagination.
25. Write in a conversational style; it is much easier to digest.
26. Simplicity is the key to success. Simplify your copy — it will be read by ordinary people, not university professors.
27. Write with proper grammar. Typos and mistakes are perceived by users as a lack of respect.
28. Specify exact numbers, percentages, and hard data.
29. An overabundance of adverbs weakens the sentence and breeds distrust.
30. Make your texts as informative as possible. Example: “Monster bones were found in the jungle”; “Mammal bones were found in the jungle”; “Whale bones were found in the jungle.” With the same word count, the third option is the most informative.
31. Say no to modal filler words: can, must, need — they add no meaning, and you can easily do without them. Example: “You can try a sample”; “Try a sample.”
32. Do not use cliché headlines that look like spam. They will most likely trigger negativity in your reader.
33. Remember the goal of the text. Keep that in mind, and you will successfully make it convert.
Reward your texts with simplicity, and don't hold back on elegant phrasing. Your writing should be like an exquisite dish that can be eaten with your hands. Good luck!
