how to write copy that actually converts (without sounding like a salesperson)

you know the type. the “buy now” energy. the bold fonts. the fake urgency. we’ve all seen copy that tries way too hard to sell. and instead of clicking, we cringe. here’s the thing: good copy shouldn’t feel like it’s selling anything. it should feel like a conversation — honest, human, and just persuasive enough to make someone want to say “yes.”

if you're a brand, a freelancer, or just someone trying to get people to care, this one's for you.

what is high-converting copy, anyway?

high-converting copy is copy that gets people to do something. click a link. buy a product. sign up. reply. it’s less about pressure and more about connection. if you can speak to what people care about, and sound like a real human while doing it, your copy has already won.

1. write like you're talking to one person

not a crowd. not the “target audience.” one person. think of someone who would actually buy what you're offering. then write like you're talking to them. this trick alone will make your writing 10x more engaging.

examples:

• instead of: “our customers love our product!”

• try: “you’ll probably love this if you’ve ever [insert real feeling/problem].”

2. kill the corporate speak

please, for all of us. ditch words like “synergy,” “solutions,” “leveraging,” and “cutting-edge.” nobody talks like that unless they’re trying to get out of a zoom meeting. if your copy sounds like a robot wrote it, readers will bounce faster than your homepage load time.

say this → not that:

• “get stuff done faster” → not “optimize workflow productivity”

• “we’re real people who write real words” → not “a multidisciplinary content agency”

3. focus on benefits, not just features

people don’t care what your thing is — they care what it does for them.

• features = what it is

• benefits = what it helps them do, feel, or become

example:

• feature: “made with all-natural ingredients”

• benefit: “so your skin doesn’t freak out after using it”

4. stop burying the good stuff

put your strongest line first. no one’s reading 5 paragraphs to get to the point. whether it's a sales page, an instagram caption, or an email subject line — your best line should punch first.

ask yourself: if they only read the first sentence, would they care enough to keep going?

5. test your copy out loud

seriously. read it out loud. if you cringe, rewrite it. good copy should roll off the tongue, not trip you up. if it sounds awkward, it’ll read awkward. your tone, flow, and rhythm matter just as much as your message.

bonus tip: if you're writing for a brand, use the founder’s actual voice as a reference. what do they really sound like? that’s your blueprint.

so... does your copy convert or confuse?

if it’s not doing the job (or if it just doesn’t feel like you) that’s okay. writing is a skill, but it’s also a vibe. and sometimes, it takes a second pair of (human) eyes to help it click.

at selahh studios, we write copy that actually works. no gimmicks, no fake hype. just words that sound good and make people do stuff. if you're tired of writing that sounds like everyone else’s, drop us a line. we’ll bring the voice. you bring the vision.