The Donut Shop Online Marketing Podcast, Copy that Converts, Episode 7

Written by Dave Shrein

Writing Copy that Converts In Online Marketing

How would it feel to publish a sales page that you knew would lead to sales? Pretty great, right? The dream of sales coming in while you are sleeping can be your reality if you can sell through the written word which, unfortunately, isn’t one of your strong suits.

You’re fine face to face and you’re fine over the phone, but when it comes to salesmanship in print, nothing you write seems to be good enough.

But that doesn’t have the be the case. In fact, writing sales copy is a lot easier than you think if you’re willing to admit that everything you ever thought about writing could be false. If you’re on board, this episode is for you! Step into The Donut Shop as we talk about writing copy that converts.


As a small business owner, you know that writing compelling copy is one of the best ways to convert leads into paying customers. But what if you don’t know where to start? What if you’re not sure what makes good copywriting?

Don’t worry – we’re here to help. This guide will show you how to write copywriting that converts, using proven strategies and techniques. By the end of this guide, you’ll know how to write headlines, calls to action, and other types of content that will drive results.

Plus, we’ll give you some tips for staying motivated when the going gets tough in case writing is challenging for you! (It is for most business owners!)

Are you ready to learn how to write copy that sells? Let’s get started!

What is Copywriting?

So what is copywriting, exactly? It’s the art of using words to convey a persuasive message. Copywriters are responsible for creating all the text you see on a website, from the headline to the call to action.

And because copywriting is so important for selling online, you must learn how to write effective copywriting that converts.

Unfortunately, copywriting is often misunderstood. Some think it’s about writing fluff or hype. Others believe it’s only for advertising and marketing materials. Copywriting is necessary for any writing used to sell or promote something – that’s the truth.

Whether you’re selling a product, a service, or an idea, your success depends on your ability to write persuasive copywriting. And that’s what this guide is all about. In the following pages, you’ll learn everything you need to know about writing copywriting that sells.

Copyrighting is the process of registering your intellectual property with the government. It gives you exclusive rights to your work and prevents others from using it without permission. Copyrighting is a legal process, and an attorney should do it.

On the other hand, copywriting is a creative process that anyone can learn. There are no magical secrets or formulas—just good old-fashioned hard work and lots of practice. So if you’re ready to start writing effective copywriting that sells, keep reading.

Why is Copywriting Important for Small Businesses?

As a small business owner, you know that having a great product isn’t enough. You need to market that product in a way that resonates with your customers and compels them to buy.

And that’s where copywriting comes in. Copywriting is the art of writing persuasive copywriting that sells. It’s the process of using words to create a connection with your customers and convince them to buy what you’re selling.

Without effective copywriting, your marketing efforts will fall flat, and you’ll struggle to reach your business goals.

While copywriting may seem daunting, it’s pretty simple once you understand the basics. This guide will show you everything you need to know about copywriting, from what it is and why it’s crucial to how to write copywriting that converts.

Getting your copywriting handled well is vital for small businesses because it can differentiate between a successful business and a failed one. You’ll have difficulty selling your products or services if you can’t write persuasive copywriting.

But if you can learn how to write copywriting that sells, you’ll be able to take your small business to the next level.

Copywriting is vital for small businesses because it’s the key to driving sales and growth. Without compelling copywriting, your business will struggle to attract customers and make sales.

Here are some of the specific ways that copywriting can help your small business:

– Copywriting can help you create more effective marketing materials.

– Copywriting can help you improve your website’s conversion rate.

– Copywriting can help you stand out from your competition.

So if you’re looking to take your small business to the next level, invest in a solid copywriter. A great copywriter can help you create more effective marketing materials, improve your website’s conversion rate, and stand out from your competition.

Copywriting is one of the essential skills a small business owner can have. Doing it well helps you increase sales, grow your brand, and boost your bottom line.

Keep it Simple and Write

When it comes to writing effective copywriting, keep it simple. The easier you make it for your reader to understand, the more likely they will stick around until the end. To make your writing more digestible, break it into smaller paragraphs with shorter sentences.

Use strong verbs to convey action and essential information. And most importantly, always keep your reader in mind. Write copywriting that appeals to their needs and interests, and you’ll be well on your way to conversion success.

Now that you know the basics of writing effective copywriting, it’s time to start. So grab a pen and paper (or open up your computer) and start writing. The sooner you get started, the sooner you’ll see results.

Don’t worry about perfection. What you’re writing is your first draft; you can go back and revise it later. Get the main points down on paper. If you’re unsure where to start, try brainstorming a list of ideas.

Once you have a few potential topics, research what others have written on the subject. It will give you a good starting point for your own copywriting.

If you get stuck, just keep writing. The more you write, the easier it will become. Soon you’ll be churning out high-converting copywriting like a pro.

And finally, use mental pictures. Paint a word picture for your reader that will help them see what you’re trying to say.

But most importantly, write before you ever try to design. Keeping the order with copywriting first and then the design will help you see the overall structure of your piece and make it easier to write copywriting that flows well.

How Can I Write Copy That Converts?

When writing effective copywriting, it’s important to remember that people buy from people. They want to connect with you, and they want to know they can trust you. So be yourself and represent your business accurately. In addition to being authentic, your copywriting should be clear, concise, and easy to read. Use an active voice, and ensure your sentences are direct and to the point. And finally, don’t forget to proofread! Typos can cost you sales.

When you’re ready to start writing, begin by creating a buyer persona. A persona is a fictional representation of your ideal customer, and it will help you to understand what they’re looking for and how to speak to them. Once you have your buyer persona, you can start crafting your headlines and move on to body copywriting.

And remember, writing copywriting is an ongoing process. You’ll need to test and measure your results to see what’s working and what’s not.

Don’t try to design and write at the same time. It’s overwhelming, and you’ll only end up frustrated. Make a list of the elements you want in your copywriting, and start writing from there.

And don’t forget about conversational copywriting. It’s more important nowadays because people want to feel like they’re talking to a friend, not a salesperson. So be friendly, personable, and helpful. It’ll go a long way in helping you close more sales.

Here are a few tips on how to write copywriting that converts:

– Know your audience. You need to know who you’re writing to and speak your customers’ language. What concerns do they have that you could answer?

– Write headlines that pack a punch. A headline is often the first (and sometimes only) thing people see. It needs to be attention-grabbing and make them want to read more.

– Make use of strong calls to action. Tell people what you want them to do, and make it easy for them to do it. Use active language and persuasive words to encourage conversions.

– Use images and videos. People are visual creatures, and adding relevant visuals can help to add impact to your copywriting and make it more memorable.

– Test, test, test. Constantly be testing different versions of your copywriting to see what works best. Try other headlines, additional calls to action, different images, etc., and see what gets the best results.

What are Some Copywriting Tips for Small Businesses?

There are a few copywriting tips for small businesses that I can share with you from my years of experience. First, always capture a picture of the success your customer can achieve by working with you. Explain what their life will be like after working with you and using your product or service. It is copywriting that converts and comes from experience and lessons learned.

Second, focus on what the customer wants, not what you want. Small businesses often make the mistake of focusing on themselves and their products and services rather than on the needs of their target market.

Remember, people don’t buy products or services; they buy solutions to their problems. Keep this in mind when crafting your copywriting.

Finally, keep it simple. Use short, concise sentences and easy-to-understand language. Don’t try to be clever or use big words. Copy that is easy to read and understand is more likely to convert.

Make sure the word that you find most authentic is front and center in your message.

An easy hack is using the word “you” 4-6 times more than “I.” It’s about making your customers feel like you’re speaking directly to them. So look at the last thing you wrote. It could be an Instagram caption, a Facebook post, or a blog post.

Notice how often you use the word ‘I’: “I love red shirts; I love podcasting; I love my iPhone; I love iced coffee.” There are so many uses of the word “I.”

I want you to go through whatever you just wrote and change every instance of the word “I” to “you” and reread it.

It becomes you love red shirts; you love iced coffee; you love Apple iPhones; you love podcasting.

When writing copywriting, your job is to build that bridge brick by brick and connect with people on the other side. You can’t do that if you’re only talking about yourself.

Following these simple tips, you can create copywriting that converts and helps your small business succeed.

How Can I Learn More About Copywriting?

You want to write copywriting that converts, but you’re unsure where to start. We get it. That’s why we’re here to help. Here are some of our favorite resources on copywriting:

Copyblogger’s How to Write Magnetic Headlines

Neil Patel’s Copywriting Resource Guide

QuickSprout’s How to Create High-Converting Landing Pages

First, you should familiarize yourself with the basics of copywriting. There are a lot of great resources out there, but one of our favorites is “The Copywriter’s Handbook” by Robert Bly. I also love “Youtility” by Jay Baer. Both books are like copywriting bibles and help writers of all industries and ability levels to write copywriting more effectively.

After you’ve read up on the basics, you could check out some writing masterminds. Writing inside of a mastermind or group will help you learn from the best and get inspired to create your killer copywriting.

We recommend following people like Joanna Wiebe, a copywriter and the creator of Copyhackers, and Neville Medhora, Kopywriting Kourse founder. Both individuals are well-known and respected in the copywriting community, and their blogs contain helpful tips and tricks.

Finally, we recommend listening to The Donut Shop Podcast episode on Copy that Converts. This episode will give you a comprehensive overview of everything you need to know about writing effective copywriting that sells.

Don’t be the Only One Looking at Your Copy

You’re not the only one who should be looking at your copywriting before it goes live. Get your friends, family, and colleagues to take a look and give you their feedback. You can also hire a professional copywriting editor to help you fix any errors and ensure your copywriting is up to par. Having another set of eyes on your work can help you catch anything you may have missed.

Make sure to get feedback from people who will be honest with you and give you constructive criticism. You don’t want to show your copywriting to people who will tell you everything looks great. That won’t help you improve your conversion rates.

Getting feedback from multiple people will help you create the best possible copywriting for your website or landing page.

So don’t be afraid to ask for help when you need it.

They’ll help you find spelling and grammar mistakes and clarify statements that don’t make sense to people outside your circle. They’ll also help simplify your copywriting to make it easier to understand. You want your copy to be mistake-free and easy to understand because you don’t want anything turning potential customers away.

Run your copywriting by a few people before you publish it, and make sure it’s the best it can be.

Hit Publish on Your Hard Work

You have to write copywriting, and you have to publish it for people to see. That’s an introductory statement, but I see many entrepreneurs leave copywriting in their drafts because of perfectionism. You can’t be perfect, and you shouldn’t strive to be. Just hit publish and get your work out there. You can fix it later if you need to, but no one will ever see it if you never post it.

If you’re worried about people judging your work, don’t be concerned. No one is perfect, and everyone was a beginner once. Let the world see it.

It’s incredible how much you can get from a single piece of writing. Please put your copywriting on the internet. Stop it from getting stuck in your drafts. We all have to start somewhere. Hit publish and get your work out there for the world to see. It might just be the next big thing.

Your Words Can be the Difference in Conversion

Copy is so important when it comes to selling online. It can be the difference between making a conversion and having another visitor pop in and out. That’s why you need to be willing to put in the time, effort, and training it takes to create effective copywriting. Creating effective copywriting is an art and a science. The right words can be the difference between someone buying from you and someone going to your competitor.

The wrong words can also differentiate between making a sale and losing a customer. You need to be careful with the words you use in your copywriting. Certain words can turn people off or make them feel like they’re not getting what they want. One of the tips I use most when coaching writers is to tell them to use the first word that attracts them.

Don’t try to make your words more expert-level, more industry-specific – the first word you thought of to describe something – use that!

You also need to be aware of the different stages of the buying process. Your copywriting should change depending on where the customer is in the buying process. If they’re just starting to research a product, your copywriting should be different than if they’re ready to buy.

One of the best ways to improve your copywriting is to study effective copywriting. Read books, take courses, and find mentors who can help you learn the ropes. There’s no substitute for learning from those who have gone before you.

Copywriting is an essential skill for anyone selling online.

Do you ever struggle with balancing the need to be succinct and providing all the necessary information? Writing about a product or service you love can be challenging to be concise and clear. Passion makes people wordy sometimes!

One way to overcome this difficulty is to imagine that you are writing for someone who knows nothing about the product or service. It will help you be more precise and more concise in your explanation.

Another tip is to focus on the product or service’s benefits rather than getting bogged down in the details. Remember what the reader wants to gain by using the product or service.

If you can keep these things in mind, you will do well at writing clear and concise content that provides all the necessary information without being too wordy.

You will not be successful if you’re unwilling to take the time to learn how to write effective copywriting. Don’t let your words differentiate between making a sale and losing a customer!


Copywriting is essential for anyone selling online. To be successful, you need to be willing to put in the necessary time and effort to learn how to write effective copywriting. Additionally, you should always test your copywriting to see what works best. With these tips in mind, you’re on your way to writing copywriting that sells!

When writing copywriting that sells, you need to think like your customer. You must understand their needs and wants and highlight how your product or service can solve them. You also need to be clear, concise, and persuasive. Use simple language your customer can understand and ensure your clear call to action.

Why are you waiting? You are capable of creating copywriting that converts. But it won’t be easy – you’ll have to work. The good news is that we’re here to help you through every step. So let’s get started! Follow our guide and start writing copywriting that sells!

Copy That Converts Chapter Markers

0:04 Are You A Horrible Writer?
1:04 Welcome
2:41 Copywriting Backstory
5:01 The Blocks Agency & The Donut Shop Podcast
6:56 Write for Sixth Graders
13:53 Creating Connection with Content
16:43 Create Pictures with Words
21:29 Writing From Experience & Lessons
25:41 Do Not Practice On Your People
27:24 Publish Your Content
31:25 Final Copywriting Comments
33:17 Next Episode, First Page Search Rankings

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