Words That Win: How to Write Copy That Actually Converts

Addis Studio
Jul 23
2 min read

But no one’s clicking. No one’s buying. The missing link? Words that move people.

Design draws the eye, but copy seals the deal.

Yet, most brands write like they’re filling space—not making an impact. They play it safe. They sound professional. And worst of all?

They forget they’re writing to humans who feel before they think.

Great copy doesn’t just describe your service.

It sparks curiosity. It solves a problem. It invites action.

In this blog, we’ll show you how to write copy that doesn’t just sound nice—it works hard to grow your business.

Know Who You’re Talking To (And What They Care About)

Before you write a single word, answer this: What is my audience struggling with—and how do I make their life better?

Copy that converts is less about you and more about them

Use “you” more than “we.”
Lead with benefits, not features.
Understand their fears, desires, and frustrations.

Example

Instead of: “We offer 24/7 customer support.” Say: “Stuck at 2 AM? We’ve got your back—always.”

Clarity Beats Cleverness Every Time

Founders often try to sound clever or poetic. But unclear copy confuses people—and confused people don’t buy.

Great copy is sharp, specific, and easy to skim.

Use short sentences and strong verbs.
Avoid jargon unless your audience uses it too.
Lead with the point—don’t bury the value

Example

Bad: “Unlock limitless potential through bespoke digital synergy.” Better: “We help you grow faster with smart digital strategy.”

Structure Like a Sales Conversation

Think of your copy like a one-on-one conversation. You’re guiding someone from curiosity to confidence.

Use this simple copy flow

Hook—Grab attention (“What if your brand could sell while you sleep?”)
Problem—Name the pain or challenge.
Solution—Introduce your product/service.
Proof—Testimonials, results, examples.
CTA—Tell them what to do next.

You can use this flow across websites, landing pages, emails, and social media captions.

Make Your Words Feel Like Your Brand

Your brand voice matters just as much as your message. Is your brand friendly? Bold? Minimalist? Witty? Your copy should sound like you—consistently across every platform.

Build a tone guide (we do this for every Addis Studio client!)
Read your copy aloud—does it feel natural and confident?
Swap lifeless phrases like “Reach out to us” with “Let’s build something great together.”

Pro Tip: Even CTA buttons can have personality—"Get “Started” could become “Let's Do This.”

When done right, copy becomes your biggest business asset. It converts, connects, and builds trust. So if your words aren’t working, it’s not your product. It’s time for a sharper story—one that wins.