What is Conversion Copywriting & How Can It Help Grow Your Wedding Business
GUEST POST BY SIPSY INK
Hey, friend!
My name is Tristyn Sipsy of Sipsy Ink, and I’m a conversion copywriter and content writer for wedding professionals.
I’m so excited that Krista invited me to chat more about conversion copywriting and what it can do to help grow your wedding business!
Let’s start out with a quick game.
Think about the last time you invested in a service for your wedding business. Maybe it was a branding photography session, or a designer for your website. Maybe you decided it was time to hire a coach to help your wedding business take off.
Right before you decided to send an email to ask for more information, what were you doing?
Were you perusing their Instagram when you decided they would be the perfect fit for you?
Or were you reading the words they had on their site before you decided this was the person for you and your wedding brand?
I’m willing to bet it was the latter.
When it comes to reaching your clients, your work grabs their attention. But your words build the connections to move them to your inbox.
That is the power behind conversion copywriting!
What is conversion copywriting?
The entire purpose of conversion copywriting is to write in a way that motivates your reader to take action.
We do that by joining the conversation happening in your potential client’s head. Then we show them why you’re the best solution for the problem they’re facing.
The end result? They take that next step, whatever it may be.
It doesn’t always have to be a sale. It can be as simple as subscribing to your email list, clicking to the next page, or sending an inquiry form.
Conversion copywriting is not just about slapping words on a document and hoping it sticks with your readers.
It’s about using tried and true methodology that converts your readers into loyal fans and paying clients!
And it’s one of the most overlooked and undervalued marketing strategies to grow your wedding business.
What goes in to conversion copywriting?
This isn’t a complete list of everything involved in the conversion copywriting process. But it does give you a good look at what your copywriter is doing when writing for your wedding business.
In-Depth Research & Discovery
The process always starts with research and discovery. Since conversion copywriting for your wedding business is all about meeting the conversation in your reader’s mind, your copywriter needs to know what they’re thinking about.
Through market research, competition analysis, pouring through testimonials that have already been written, and interviewing and surveying past clients, your copywriter will get a much clearer picture of who you are writing for and why you’re writing to them.
It’s here your copywriter learns how to write in ways that connect with your readers. It’s this phase that your writer learns the sticky language they’re using when looking for your services so they can use the same exact language in the copy.
When it comes to conversion copywriting, this step simply cannot be skipped. It’s the foundation for everything else!
Brand Voice & Messaging Development
Conversion copywriters also know that your wedding business is unique, and it needs to stand out in a competitive market.
You can rest assured knowing a conversion copywriter is not using the same language for every single project they write.
Instead, they take the time to learn the ins and outs of your brand’s target audience, your market, your brand’s values, and your brand’s unique selling points.
Then, they use all of their newfound research on your brand to write words that sound as if you wrote it yourself. All in a way that fits what your ideal client needs based on the services you provide.
Tested Copy Formulas & Frameworks
All of the words they craft for your wedding business are based on tested copy formulas and frameworks.
These formulas are backed by psychology and are proven to motivate readers to take the next step. Whether it’s clicking from the home page to the services page, or signing up for an email newsletter, or submitting a contact form.
Conversion copywriters have spent time studying these formulas and frameworks so they can make the best decisions for writing your wedding business copy.
Creativity
In a world dominated by advertising, copywriters know that their words need to grab their reader’s attention in just mere milliseconds. And even with all of the research and tested copywriting formulas and frameworks, they still need to use a major level of creativity to get their words to jump out at their ideal readers.
SEO Best Practices
What good is conversion copywriting for your wedding business if no one’s there to read it?
A conversion copywriter doesn’t just know about writing. They also know about marketing. And a huge chunk of that is knowing on-page SEO practices to drive traffic to your website.
Your conversion copywriter will take that into account as they’re writing the words for your wedding business.
They will conduct keyword research to make sure they’re using the right words to bring in more search traffic. And they’ll craft the metadata for each page of your copywriting project.
How is conversion copywriting different from writing blog posts?
Although they both involve writing, copywriting for your wedding business and writing a wedding blog post are two different types of writing.
A blog post is meant to educate and inspire your readers. It helps to build a bond and rapport with your readers. It’s meant to drive more traffic to your website. And it’s meant to establish your wedding business as an expert in your niche.
On the other hand, conversion copywriting uses research, formulas, and frameworks that are backed by science to motivate your readers to take action.
Both should play a part in your marketing strategy, but copywriting is, ultimately, what will drive sales.
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Why hire a conversion copywriter for your wedding business?
The biggest reason why you should consider hiring a conversion copywriter? They’ve devoted the time to learn their craft.
Think of it in terms of your own business. Whether you’re a wedding photographer, videographer, floral designer, wedding planner, or any other vendor in the wedding industry, you’ve taken the time to perfect your craft.
And just like you’ve taken the time, invested in education, and practiced until your eyes were crossed, they’ve done the same with conversion copywriting.
When it’s done the right way, the process for crafting and curating copywriting is detailed and time consuming. But when it’s done correctly, it works to scale your wedding business so you can reach your full potential!
Conversion copywriters know the frameworks and formulas to use. They know the scientific principles behind motivating readers to take action. They know the right questions to ask in order to tap into the conversation that’s already happening in your ideal client’s head.
And then they know how to put it into words according to your brand. All so your wedding business sounds like you and resonates with your potential clients.
When to hire a conversion copywriter for your wedding business?
If you’re looking to do any of the following things, you may want to consider hiring a professional conversion copywriter. Someone who has done the research, knows the tried and true practices, and understands what motivates people to convert is exactly the kind of person you’ll need for these projects:
Wedding website copywriting
Blog post writing
Google ads
Social media (Facebook, Instagram, and Pinterest) ads
Landing pages
Sales pages and sales funnels
Email newsletters and sequences
Launch copywriting for a new product or course
We’re stimulated by images, videos, and reels as we scroll through social media. But we’re able to draw more connections with the brands who write with us in mind.
Your Ideal Clients are no different!
Conversion copywriting is one the greatest strategies you can use to scale your wedding business because it’s a way to build those connections.
If you’re looking for a conversion copywriter, make sure you know their process for your project. There should be a heavy research phase where they dig into your voice of client data and learn your brand voice and messaging. And they should be using formulas to write copy that resonates with your clients and motivates them to take the next step - whatever it may be!
And if you’re looking for ways to elevate your wedding business, Krista is the perfect wedding industry coach to get you there!