Everyone always wants “copy that converts,” but what does that actually look like?
I’mma give you a hint: it’s just as much about the questions you ask as it is the words you write.
No copywriter worth their salt isn’t also an expert at asking questions. I’m talking therapist/psychiatrist/researcher/detective level questions here.
Because if you’re only talking about benefits vs features in your copy and wondering why it’s not converting the way you want it to, it’s time to dig deeper into copywriting techniques that really move the needle in your business.
First, I make sure I have the basics covered for every copywriting project (features, benefits, pain points, positioning, etc.)
Ok, I would be remiss to tell you to ignore the basics of copywriting if you haven’t mastered them already.
As in, you should already know things like:
- Talking about features vs benefits
- Identifying your Ideal Client Profile
- Speaking to their pain points
- Calls to action
- Basic writing, spelling, and grammar
Improving your copywriting skills often comes down to being a better writer, communicator, and yes, question-asker.
The hard-hitting questions I ask my clients to write them copy that converts
As you read these, I encourage you to ask your own questions in the same vein here, but are more tailored to your business or project.
My copywriting projects are highly customized because no two businesses are exactly the same. Depending on the client’s needs, I ask different questions, but these are usually a hit when it comes to writing them great copy.
1. “What is the benefit of hiring you, specifically?”
There might be lots of people who do what you do.
But writing copy that converts means you have to paint a word picture of the benefits of going with you specifically (even if you’re more expensive, have a longer waitlist, or take longer for your projects.)
I’ll often refer to this as your “secret sauce” and it’s absolutely essential for writing good copy.
This way, when someone goes to a competitor’s website, they’ll clearly feel a bit of FOMO by not booking with you.
Your “secret sauce” doesn’t have to be anything crazy either (although it can be if that’s part of your business.) You don’t have to promise to double their social media following or get them a book deal within a month or whatever.
You can simply speak to how you understand and approach your industry. Maybe you have a clear understanding of neurodivergent folks, work around the schedules of working moms, or are bilingual.
Make sure that the benefits of booking with you specifically are loud and clear in your copy because it will put you in a league all your own.
2. “If you weren’t worried about hurting people’s feelings, what would you say?”
This is my favorite question to ask.
Too often, I get business owners who are shy, scared of being “salesy,” or are worried about turning people off by being honest about their work.
But people are craving honesty these days.
Too often, people want to be told the truth, even if it’s uncomfortable for them to realize.
And yes, this can totally be done in a mean or manipulative way, but more often than not, I ask this question to get people to speak candidly about their work. It gets them to stop using jargon and hiding behind cliches and actually get to the heart of their work.
3. “What is a quick win people get from working with you?”
If you’re really good at what you do, chances are the best results people have from working with you are not ones that happen overnight.
Bummer, but it’s true. These kinds of results are best talked about in testimonials, case studies, or portfolio pieces.
However, people love a bit of instant gratification. Try to demonstrate some “quick wins” in your copy to help people see that hiring you gets them results quickly.
It could be something like “feeling greater clarity on your business” or “finally have time to go to the gym and make dinner from scratch” or “get hyped because you’ve taken the first step.”
It depends on your business, but don’t discount the quick wins people will feel when they finally start working with you.
Each copywriting project is highly personalized, but asking the right questions is every copywriter’s job
I have higher standards than just “sounds nice” and “hits the right features, benefits, and pain points.”
These days, the internet is a noisy place. Generic, bland, or AI-generated copy will not get you the results you’re hoping for, and digging deeper with the questions you ask is how you get stand-out copy for your business.
If you want help getting copy for your business that is strategic, intentional, and one-of-a-kind, check out my copywriting services here.
