Copywriting: The ultimate guide to texts that convert

What is the job of a copywriter? Definition

So, copywriting... What exactly is it?

To make it simple: Copywriting is the art of writing to get a specific action from your reader.

Nothing to do with copyright or simple web writing. Its unique objective is to persuade the reader to perform a specific action : buy, register, download, share or contact.

A good copywriter is above all a written persuasion strategist. In an age where content reigns supreme and in the face of ever increasing competition, your success depends on your ability to create engaging content. They must form a strong bond with your audience, arouse emotions and encourage them to act... according to the objective you have defined.

And the SEO (natural referencing) is only half of the equation. You can attract thousands of visitors to your site, if your text doesn't trigger the desired action, it's wasted traffic.

Thus, the copywriter writes, rewrites, adjusts, rates, starts again... He works on a multitude of formats: sites, articles, social networks, white papers, newsletters, advertisements, advertisements, landing pages, landing pages, video scripts or podcasts... His writing is based on a thorough knowledge of the product And of sound Audience : needs, fears, desires... To refine his message, he must collaborate with UX teams.

Myths to deconstruct about copywriting

Before we go any further, let's get rid of some stubborn misconceptions:

Myth #1: “Copywriting is manipulating people”

Fact: Copywriting is based on a deep understanding of the needs of your audience. It does not create artificial desire, it reveals how your solution meets an existing need.

Myth #2: “There are magic formulas that work every time”

Fact: Frameworks are useful, but each audience is unique. What works in one sector may fail in another.

Myth #3: “The longer it takes, the less it works”

Fact: The optimal length depends on a number of factors. A text should be as long or short as needed to convince — no more, no less.

Myth #4: “AI can now replace copywriters”

Fact: AI is a great helper, but it's no substitute for human understanding of the emotional nuances and cultural contexts that make a difference. Write A blog post, it's a whole process that artificial intelligence cannot do alone.

How do you do copywriting and create an emotional connection?

Create An emotional connection with your audience, it means understanding that rationality justifies a decision, but that emotion triggers it. People don't buy a product, they buy what it means to them. Security, belonging, recognition or pleasure are powerful levers that effective copywriting must activate.

To captivate, clarity is key. A simple, direct, and powerful message makes it easy to join. Action verbs, an active voice, and concrete words reinforce the impact and encourage immediate action.

The Storytelling is a major asset: a well-constructed story captures attention, engages emotionally, and anchors a message in the reader's mind. Good copywriting goes beyond words, it creates an experience, a resonance and a strong identity that keeps your audience loyal.

You have to keep in mind that copywriting is above all a “sales technique”. Well controlled, it boosts the impact of your campaigns, your conversion rate and your return on investment.

The 5 areas where copywriting transforms your results

Copywriting is not just for your site pages or articles. It applies to all points of contact with your audience. Let's see where it can have the most significant impact:

Sales pages and landing pages

It's the natural territory of copywriting, where every word should contribute to conversion. An effective sales page or a Landing page combines:

• An eye-catching headline that grabs attention and promises a clear benefit
• An overview of the problem your prospect is having
• Your unique solution with its benefits (not its characteristics)
• Social and guaranteed proof to reassure
• A clear and compelling call to action

To note : The architecture of your page must be thought out beforehand. Copywriting and design need to work together to provide a genuine user experience.

Marketing emails and automation sequences

THEEmail marketing can be a channel with a very good ROI, as long as your emails are opened and read. Email copywriting focuses on:

• An eye-catching object that generates curiosity
• A first paragraph that immediately captivates
• A clear structure that guides you to action
• Personalization that resonates with the reader

Critical point often overlooked : The sequence between emails. A good copywriter does not think in isolated emails but in full course.

Social media and content creation

Social networks pose a unique challenge for copywriters: to capture attention in seconds in an ultra-competitive environment. Copywriting must then:

• Hang on from the first lines (often the only ones visible before the “see more”)
• Provoke immediate emotion (curiosity, surprise, surprise, agreement, disagreement)
• Encourage sharing and engagement
• Lead to clear action (comment, click on a link, participation)

Practical tip : Adapt your approach by platform. The tone and format that works on LinkedIn won't be the same as the tone and format that works on Pinterest or X.

Commercial prospecting messages

Sales people are often the worst copywriters... because they've never been taught. For an effective prospecting message, you need to:

• Truly personalize the approach (beyond the simple “Hello [First name]”)
• Demonstrate an understanding of the context and challenges of the prospect
• Provide value before asking for anything
• Offer a clear and easy to accept follow-up

Fatal error : Talk about your business and your solutions from the very first lines. Nobody cares... yet.

Product sheets and descriptions

Often overlooked, product descriptions are however crucial in the buying process. Effective copywriting for products:

• Focus on benefits rather than technical features
• Uses sensory language that allows the client to project themselves
• Anticipate and respond to objections
• A natural guide to buying

Key difference : For a stock management ERP, “Real-time analyses of inventory levels” is a characteristic. “Definitely avoid costly stockouts and cash assets” is a benefit.

The psychological foundations of effective copywriting

The psychology of persuasion according to Cialdini

Reciprocity

• Principle : We feel obligated to return the favors received.
• Application : Offer value before asking for action. A free guide, an audit, an educational video create a feeling of “debt.”

Commitment and consistency

• Principle : We seek to be consistent with our past actions and statements.
• ‍Application : Start by getting small commitments before asking for more: “You've read our article, why not take note of...”

Social proof

• Principle : We rely on the behavior of others to determine our own.
• Application : Integrate testimonials, customer reviews, number of users, case studies.

The authority

• Principle : We are influenced by expertise and authority.
• Application : Highlight your certifications, publications, prestigious partnerships.

The rarity

• Principle : We value more what seems rare or limited to us.
• Application : Highlight time, quantity, or access limitations.

Affection

• Principle : We are more easily persuaded by those we love.
• Application : Create a connection by sharing values, personal stories.

Ethically exploitable cognitive biases

The anchor bias

• Principle : The first piece of information we receive is used as a reference point.
• Application : First, present your premium offer before the more accessible options.

The aversion to loss

• Principle : The pain of losing is stronger than the pleasure of winning.
• Application : Highlight what the reader is likely to miss rather than what they could gain.

The framing effect

• Principle : Our perception changes depending on how information is presented.
• Application : “Save 200€” is more persuasive than “Pay 800€” for a product that normally costs 1000€.

Confirmation bias

• Principle : We seek and value information that confirms our beliefs.
• Application : Start with statements that your audience already agrees with to make it easier to accept your next arguments.

Engagement techniques and engagement escalation

The foot-in-the-door technique

• Principle : Start with a request that is easy to accept before making a bigger one.
• example : “Download this free template” → “Try our trial” → “Upgrade to the full package”.

The escalation of commitment

• Principle : Guide the individual through a series of micro-decisions that naturally bring them closer to the final conversion.
• Structure : Question → Recognized problem → Proposed solution → Offer as best solution.

The open loop

• Principle : Create narrative tension by opening questions without answering them immediately.
• example : “There's an easy way to double your conversions. But before we reveal it to you, let's understand why traditional approaches fail...”

Proven copywriting frameworks

AIDA: Attention, Interest, Desire, Action

THEAIDA is a framework that guides the writing of persuasive content by following four steps: lookout, Interest, Desire and Action.

• A - Attention: Capture attention from the first few seconds with a powerful hook (provocative question, surprising statistic, controversial statement, captivating story).
• I - Interest: Develop interest by explaining why your message is relevant to the reader (example: “This problem costs businesses in your sector an average of €45,000 per year, often without them realizing it.”)
• D - Desire: Transform interest into desire by showing concrete and emotional benefits; description of the promised transformation, testimonies, visualization of the result.
• A - Action: Guide clearly to the desired action with an unambiguous CTA (example: “Book your free diagnosis now”).

PAS: Problem, Bustle, Solution

P - Problem: Clearly identify a problem that your audience recognizes and feels.

• Key to success : Talk about the problem in the exact terms your customer would use.
• example : “Your sales teams spend more time looking for information than selling.”
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A - Agitation: Delve deeper into the pain of the problem, its consequences, and its cost.

• Technique : Progressive amplification - start with the visible symptoms and then dig into the root causes and hidden impacts.
• example : “It's not just about inefficiency. It's the difference between reaching your goals or missing them. Between motivating your teams or seeing them leave for your competitors.”
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S - Solution: Present your solution as the obvious and unavoidable remedy.

• Optimal structure : Presentation → Explanation → Proofs → Specific offer
• example : “Our IntelliSalesPro platform eliminates this problem thanks to its patented contextual intelligence technology. Here's how it works...”

BAB: Before, After, Bridge

• B - Before: Describe your prospect's current situation with their frustrations and limitations. Little tip? Use phrases like “You're probably feeling...” to create a connection.
• A - After: Paint a compelling picture of the ideal situation after solving the problem. Be specific and use sensory language to make this vision tangible.
• B - Bridge: Present your solution as the bridge that connects these two realities, for example: “This is how we get you from A to B...”

FAB: Feature, Advantage, Benefit

F - Feature

• Describe a feature or characteristic factually.
• example : “Our platform includes an AI-based predictive analytics engine.”

A - Advantage

• Explain what this characteristic allows you to do.
• example : “This technology can predict buying trends up to 3 months in advance with 87% accuracy.”

B - Benefit

• Translate this advantage into a concrete impact on the customer's life or operations.
• example : “You will thus be able to optimize your stocks, reduce your storage costs by 23% on average, and never miss a sales opportunity due to a shortage.”

Examples of figures of speech that leave a lasting impression

Figures of speech aren't just for literature. They are powerful tools to make your copywriting memorable.

• Analogy and metaphor : Connect a complex concept to something familiar.
  example : “Our CRM system is like a personal assistant who never sleeps.”
• Hyperbole : Controlled exaggeration creates impact.
  example : “This software will literally revolutionize the way you manage your projects.”
• The antithesis : Contrast reinforces the message.
  example : “Spend less. Get more.”
• The rule of three : A sequence of three elements is naturally satisfying and memorable.
  example : “Faster. Simpler. More profitable.”
• Alliteration : The repetition of sounds creates a memorable rhythm.
  example : “Decisive data for decisive decisions.”

Copywriting is a powerful tool for conversion, essential to your marketing, but it must be mastered methodically. Chez Sales Odyssey, we help businesses refine their message and text to achieve concrete results. Do you need copywriting that works? Contact us !