Conversion Copywriting

---
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.
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].