How to write conversion copy for freelance clients that isn't sleazy

We’ve all been preyed on enough in this capitalist world. Stop getting me to buy your stuff because I’m scared! Can I get an amen?!

You don’t want to be like them… those LinkedIn bros, those TikTok ads, the multibillion-dollar makeup industry.

No. You want to be an ethical marketer. But you still need to get results for your clients. Don’t worry, I gotchu.

Here are my tips for writing conversion copy that isn’t sleazy. These tips will work for any copy – but’ll work exceptionally well for email marketing.

Tip #1: Use formulas

Formulas have been around since the dawn of advertising and they’ll save your brain while still resulting in amazing copy. Getting that #firstdraftfeeling and hate starting from a blank page?

Try plugging one of these formulas into ChatGPT with more info about whatever you’re writing about to get a (mildly shitty and potentially hilarious brain-jogging) starting point! (while you’re at it, check out last week’s edition for more on this…)

Use formulas to structure your copy and have an easy starting point. They’re designed (and proven to sell), and you can very easily make them not sleazy.

7 Copywriting formulas to try

  1. PAS (Problem, Agitation, Solution):

    • Problem: Identify the reader's pain point or problem.

    • Agitation: Agitate the problem to make the reader feel its impact.

    • Solution: Offer your product or service as the solution to their problem.

  2. AIDA (Attention, Interest, Desire, Action):

    • Attention: Grab the reader's attention with a compelling headline or opening.

    • Interest: Generate interest by highlighting the benefits or solving a problem.

    • Desire: Build desire by explaining the value or advantages of your product or service.

    • Action: Encourage the reader to take a specific action, like making a purchase or signing up.

  3. 4Ps (Promise, Paint, Proof, Push):

    • Promise: Make a bold promise or statement about what the product can do.

    • Paint: Describe the benefits and features in detail, painting a vivid picture.

    • Proof: Provide social proof, testimonials, or evidence to back up your claims.

    • Push: Encourage the reader to take action by using persuasive language.

  4. FAB (Features, Advantages, Benefits):

    • Features: List the features of your product or service.

    • Advantages: Explain how these features translate into advantages.

    • Benefits: Highlight the benefits that the reader will experience by using your product.

  5. Before-After-Bridge:

    • Before: Describe the reader's current situation or problem.

    • After: Paint a picture of the improved situation after using your product.

    • Bridge: Explain how your product can bridge the gap between the two.

  6. The 5 Ws and H (Who, What, When, Where, Why, and How):

    • Answer the fundamental questions about your product or offer to provide a comprehensive overview.

  7. Storytelling:

    • Start with a relatable story or anecdote.

    • Connect the story to the product or service.

    • Show (don’t tell) how the product can solve a problem or improve the situation.

Tip #2: Show, don’t tell

Instead of telling someone what the benefits of your product are, show them. Tell a story. Paint a picture.

DO:

You’ll never be lost in the woods – even if you don’t have cell service because our maps work offline. Always know what to expect at camp with photos and comments on our detailed waypoints. Never hike an extra mile to find a dry water source again.

DON’T:

Available offline, detailed waypoints, built for community.

Tip #3: Add personality via…

Use your microcopy to add brand voice (personality) to your copy.

You can add fun bits of copy with:

  • asterisks

  • parentheses

  • side messages

  • p.s.

  • callouts

  • buttons

  • disclaimers

DO:

This example of email marketing from Surreal packs a serious punch in all of its copy!

DON’T:

This one’s still good but not nearly as persuasive and fun as Surreal…

Tip #4: Be as specific as possible

Create an avatar for your copy. A specific person you’re speaking to. Give them a name and make them a whole character. If you target everyone, you’ll sell no one. If you target one specific person, you’ll sell your ideal client every time.

Examples:

DO:

Are you tired of feeling unfulfilled in your service job? Working odd hours, holidays, and weekends when you could be outside hiking or traveling full-time?

DON’T:

Do you want to quit your job? Are you seeking freedom?

Try one of these apps to make your own buyer persona:

Tip #5: Leave something to the imagination

Get your mind out of the gutter! Oh? Is it just me? 😅 Alright, all jokes aside: try to allow people enough space to imagine themselves in your product. When you show, leave enough holes that someone might be able to see how they could be the subject of your copy.

Examples:

DO:

Remember when you used to dance around the living room to holiday music while you decorated with your family in your PJs on a Saturday morning?

DON’T:

Remember when you and your Mom used to decorate for Christmas on the weekends as a kid?

  • Show Don’t Tell:

  • Asides (asterisks, parentheses, side messages, p.s.) to add personality

  • Use a very specific target

  • Leave enough holes for people to fill them in

Tip #6: Abide by the rule of 3s

Don’t use more than three adjectives, examples, benefits, lines, etc. More than three can overwhelm and even reverse a positive impression.

Tip #7: Lean on psychology

Use one of these psychological tools to positively push people toward buying

  • Scarcity: show how limited quantities are

  • Future Pacing: show them what their future could look like with your product

  • Urgency: limit the window of when they can buy or use a discount

  • Benefits and Features: list the features and benefits of the product

  • Social Proof: show testimonials, reviews, and how others are using the product

Pro Tips To Avoid Sleaze…

Don’t manipulate bad feelings like fear, guilt, shame, or exclusion. All marketing/sales/copy is manipulative – that’s why it works. But if you don’t want to be sleazy, try to foster feelings of nostalgia, belonging, excitement, curiosity, empowerment, freedom, and aspiration instead!

Never ever ever lie. When you’re using the psychological affects listed above don't ever lie. Don’t lie about quantity, discount availability, the lifestyle you’re using for future pacing, or anything else you use in marketing. It’s a surefire way to lose trust and look sleazy.

Copywriting Resources

Want to learn more about ethical marketing? Here are four creators that I LOVE following. I’ve learned most of my copywriting skills from Alex Cattoni of the Copy Posse and Ashlyn Carter of Ashlyn Writes. Highly recommend their free and paid products. Their free resources will get you INCREDIBLY far.

FreelanceRachel Meltzer