Rule #1: How to Write Copy that Connects & Converts

copywriting marketing

Imagine you're sitting at your desk when the phone rings and the person on the line shares that you've moved up on the waitlist.


There is an opening for the meeting you requested months ago, but you need to get there before the end of the day.


You know your destination is about six hours away in another state, but that doesn't stop you.


Without pausing to think, you grab a few items, hop in the car, and head to the airport.


You don't:

  • prep before you walk out the door.
  • make sure you have the files you need on your laptop.
  • make any travel arrangements or pack an overnight bag.


You just grab your keys and go.


Once you get to the airport, you buy the first available—yet overpriced—flight and hope for the best.


Your enthusiasm propels you forward while adrenaline fuels your excitement.


You know you're taking action without thinking things through, but this approach is how you live life.


And let's face it, sometimes it works out, while other times—well, not so much.


Let's press pause on this scenario for a moment to reflect: How do you think that meeting will turn out?


Maybe you know the outcome because you've been in that exact situation in the past.


What if that same scenario played out, but this time you paused long enough to get your ducks in a row before running out the door?


What if you methodically checked available flights and created a checklist to make the meeting a success?


Why You Need to Plan Before You Take Action

It is a fact that most endeavors in life work out a bit smoother when you create a roadmap to follow.


Sure, there are times when you'll have to pivot and change along the way


But nine times out of 10, you'll achieve success when you figure out where you're going and how you'll get there before you set out on your journey.


No matter what the task—from business meetings to shopping to weight loss to cooking, you'll get where you're going faster and easier if you plan your trip before you go.


Questions for Creating Your Roadmap

The same process applies to any copy you write.


Before you write any words to build business awareness or promote your __________ —you need to start with the end in mind.


Let's look at the questions I use on every project before I write.


1) What: What are you writing?

Are you writing a webpage? An email campaign? A landing page? A sales page? A product roadmap or workshop? A blog?


The options of WHAT you write are endless.


2) Goal: What is your purpose?

Are you trying to educate or inform about a particular topic?


Perhaps you want to persuade the reader to your way of thinking.


Maybe you have a product or service you want to sell.


Are you writing to engage your audience and build trust?


When you determine the purpose and intent for your copy, you will know how to get to your destination faster.


3) Action: What do you want readers to do?


Copy that connects and converts tells readers what to do and motivates them to do so.


Many writers tell people WHAT to do, but they forget to tell them WHY they should do it.


If you want your readers to Buy Now, Learn More, Join Free for 30 Days, Sign Up Now, Read More, or Get Free Updates—you need to be clear, motion-oriented, and "ask for the sale."


For example, do you want a list of 180 Power Words that Sell?

Download my free list to use when you write.


Map out what you want readers to do, and then help them understand why they should take the action you've requested.


4) Value: Provide one valuable piece of information.


No one likes to being sold, but everyone wants something for free.


Do you want to engage with your audience? Then determine ONE free, useful tactic you will offer for free.


Copy that connects and converts hones in on one idea playing on one emotion and offering one benefit to the reader.


For instance, this blog post is about starting with the end in mind.


I began with an example to show you WHY you needed to do this, and provided examples of how not doing it can make you feel.


Then I listed out the exact steps to follow for creating roadmaps for every piece of copy you write.


You will make a lasting connection when you offer helpful a valuable tip that your readers will apply without buying anything.


5) Hurdles: Are there objections to overcome?


Since we live in a world of opinions, you need to determine why someone may disagree or say no to what you are sharing, offering, or selling before they do.


You will build trust when you identify objections and address them before they ask the question.


Tap into the inner dialogue in your readers' head, and identify any of their concerns.


When you show your readers that you understand their needs and answer their questions before they ask them — you are sure to write copy that connects and converts.


6) Appeal to Desire: What emotion are you addressing?


How do you want your reader to feel: Inspired or Confident? 


Are you tapping into their self-interest or their desire for 


Humans crave connections that tug at the heart and focus on their secret obsessions.


You are certain to do this when you use words that appeal to your readers' emotions.


Emotions are a powerful tool that—when used for good—will drive action.


Great copywriters like Eugene Schwartz have proven time and again that effective use of emotions will break through barriers and influence your audience.


If you answer these six questions before you write, you will create a roadmap for copy that connects and converts.


When you work backward from your destination—you are sure to distill critical points that deliver results.


Are you ready to write copy but still not sure what to say or how to say it?


I specialize in Done-FOR-You and Done-WITH-You copywriting services.


Let's dive into your goals and see how I can help you. Book a free discovery call today.