"CONVERSION" COPYWRITING: WHY THE ART OF COPYWRITING NEEDS A REBRAND

Summary from the TLDR Marketing newsletter

Company leadership tends to undervalue copywriting because they misunderstand what it is. It is not a quest for the magic phrase that will resonate with every single visitor, a rote restating of your company’s internal product positioning, or a list of product features. Good copy is designed to elicit a reaction and is always about conversion. Conversion copywriting should encapsulate a holistic view of the entire user journey. However, leaders often measure copy by the same bottom-of-funnel metrics.