Conversion copywriting and sales copy both are commonly used terms that are part of a copywriter’s toolkit.
But what exactly are they?
Is there even a difference?
What is a sales copy?
Excellent sales copy focuses on how the end-user benefits from the product or service being sold.
What marketers call the “value it provides to the customer.”
The sales copy is too dry for the general public.
You couldn’t, for example, use it in a blog post because it would put the reader to sleep.
It’s more commonly used for sales landing pages.
While a sales page does not have to be the next Pulitzer Prize-winning novel, a sales copywriter will use language, tone, and voice to entice readers to keep reading.
The goal of sales copy is to persuade the visitor to purchase a product or service. It must present what a company is selling in such a way that the consumer does not say “no.”
It’s much easier said than done.
What is conversion copywriting?
Conversion copywriting is a data-driven method of writing text that encourages readers to take action.
Depending on the context, the term “conversion copywriting” can mean a variety of things.
Advertisements, web copy, email newsletter campaigns, and even sales funnels are all written by conversion copywriters.
Conversion copywriting provides business owners with invaluable insight into their sales funnels and customer personas.
Skilled conversion copywriters are in high demand because the process is both intricate and time-consuming.
When done correctly, it can have an immediate impact on the return on investment of a business (ROI).
What is the difference between the two?
Sales copy persuades readers to purchase something, usually a product or service.
Conversion copy methodically guides people through the process of taking an action, such as subscribing or signing up (it can also include purchasing).
Why use a conversion copywriter over an SEO content writer?
According to expert sales copywriter Tori Reid, the primary distinction between SEO and sales copy is as follows: “SEO content, in a nutshell, drives traffic.” SEO writers make use of Google’s keywords, which are based on viewership data. Alternatively, “who clicked to view or read articles containing this keyword?”
Sales copywriters obtain ‘keywords,’ phrases, and topics directly from buyer personas in order to create a list of ‘triggers’ to use within the copy.
Yes, SEO content has the potential to generate conversions (sales or opt-ins).
Still, it’s not nearly as consistent as conversion copywriting, and there’s a reason for that.
SEO content is designed to increase traffic. Sales copy is written to increase sales.
So, if you need sales copy, no company should hire an SEO writer over someone who has spent years honing the art of writing to sell.
While SEO professionals and business owners would like to have the best of both worlds – content that attracts organic traffic and has a high conversion rate – the reality is that SEO is best at driving traffic and sales copy is best at selling.
Many writers are capable of both skill sets, but it is the writer’s responsibility to ensure that they do not overlap.
When to hire a sales copywriter
First, consider all of the platforms that require a sales copy.
- Google Ads
- Facebook/Instagram Ads
- Landing Pages
- Social Media Ads and Posts
- Print Ads
- Billboard Ad
- Sales Pages
- Product Pages
When your primary goal is to convert traffic into leads or sales, you should hire a conversion copywriter.
This traffic could be organic, derived from social media, paid advertisements, newsletters, or direct traffic.
As a result, hire a sales copywriter who exemplifies the type of copy required to convert that specific type of traffic.
A Google ad copywriter, for example, may not be an expert in writing Facebook ad copy, and vice versa.
For each copy project, the research, targeting, formatting, writing, and overall process can be completely different.
Project types sales and conversion copywriters do
If the focus is on sales rather than SEO, a company should hire a sales copywriter who is an absolute legend at the type of copy you require.
Conversion copywriters frequently work on the following copy projects:
- Business names and taglines
- Company branding
- Email campaigns
- Facebook ads
- Instagram ads
- Social media posts
- Print marketing materials
- Video scripts
- Sales pages
- Product descriptions
- Web copy (brand messaging)
- Call-to-actions
- Non-SEO landing pages
Typically, a company can find a skilled conversion copywriter by conducting a quick Google search for the copy format they require.
However, some projects are so specific that it can be difficult to find a copywriter who fits the brand.
In this case, instead of a writing skillset, you could hire a general copywriter and ask if they have experience in a specific sector.
This is especially true when it comes to finding writers in the technical or medical fields.
Remember that the ability of a copywriter to write converting sales copy is critical to the success of any marketing campaign.
Conducting market research, writing copy that resonates with a specific persona, and including calls-to-action that entice users to buy should all be part of the sales copywriter’s process.
Or hey, you could hire me to write your sales copy.
