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Lawrence Elliot joins to discuss conversion copywriting.
Conversion Copywriting
Creating In-Depth, PILLAR Content that can be written in a way that both informs and persuades.
The best copywriters pass what Lawrence calls the ‘barstool test’; in order to put the reader at ease, imagine as if you were sitting in a restaurant with the reader. By writing in a conversational tone, you invite the reader in and avoid confusing them with complicated industry jargon.
To build this perfect storm of growth, you’ll need an irresistible offer, understanding of sales psychology that drives your ideal customers, and the writing chops to weave a story that engages that audience into making a direct response.
By following three steps, companies are able to employ content as a method of lead generation.
Providing valuable information
Positioning product/service as an industry leader
Drive engagement, (email opt-in, call to action)
Headlines need a solid hook and a solid graphic because people see the image first then read headline. If you don’t position your business along the way, a call to action won’t hit home. By utilizing a CHALLENGE/SOLUTION framework, companies can structure their content efficiently.
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Lawrence Elliot joins to discuss conversion copywriting.
Creating In-Depth, PILLAR Content that can be written in a way that both informs and persuades.
The best copywriters pass what Lawrence calls the ‘barstool test’; in order to put the reader at ease, imagine as if you were sitting in a restaurant with the reader. By writing in a conversational tone, you invite the reader in and avoid confusing them with complicated industry jargon.
To build this perfect storm of growth, you’ll need an irresistible offer, understanding of sales psychology that drives your ideal customers, and the writing chops to weave a story that engages that audience into making a direct response.
By following three steps, companies are able to employ content as a method of lead generation.
Headlines need a solid hook and a solid graphic because people see the image first then read headline. If you don’t position your business along the way, a call to action won’t hit home. By utilizing a CHALLENGE/SOLUTION framework, companies can structure their content efficiently.
Back on T-R-A-C-K (formerly Tea Time with Tech Marketing Leaders) is where founders learn how to build a true marketing growth engine — one that runs smoothly, scales sustainably, and supports the business you actually want to lead.
After hundreds of conversations with marketing leaders on Tea Time, one truth kept surfacing: too many founders are stuck chasing what’s shiny and new instead of strengthening the systems that create consistent, compounding growth.
Back on T-R-A-C-K is your reset. Join me and a lineup of fractional marketing leaders and founders who’ve paved the way — or are finding it in real time — as we share honest stories, practical strategies, and proven frameworks to help you get clarity, build momentum, and stay the course. Because growth doesn’t come from doing more — it comes from getting back on track.