What Makes Copy Convert? The Psychology Behind Words That Sell

If you’re interested in the art and science of copywriting and marketing, this article’s just for you. I’ll be revealing some of the top copywriting secrets 🤫

Ever landed on a website, read the whole page, and still had no idea what they were offering—or worse, didn’t feel anything at all? That’s what happens when words sound good… but don’t work.

Copywriting isn’t about showing off vocabulary or sounding smart—it’s about making readers feel seen, heard, and moved to take action. Real marketing is about connecting users who have a specific problem (your target audience) to a perfect solution (your product/service). In this article, I’m gonna break down exactly what’s going on under the hood of good marketing and why it’s important to be strategic.

🧠 1. Copy That Converts Starts With Psychology

At the core of every piece of high-converting copy is a deep understanding of human behaviour (AKA Psychology). It’s not about manipulation—it’s about tapping into the emotional and psychological triggers that influence how we think, feel, and decide.

That’s why a good sales person can diffuse a hesitant customer’s worries and “You’re a total sleazebag con artist!” comments, breaking through their walls, and selling them the product, in spite of their resistance.

Some of the most effective triggers include:

• FOMO (Fear of Missing Out) – urgency, scarcity, limited offers
• Social Proof – testimonials, “trusted by X,” community validation, credibility
• Authority – expert tone, clear structure, confident language
• Storytelling – relatable narratives that build trust and emotional connection
• Clarity > Cleverness – when in doubt, simplify.

📌 Example: Saying “Get 20% off today—offer ends at midnight” will convert way better than “Why wait to save?” - because it’s specific, quantifiable and evokes a sense of urgency (FOMO)

🧱 2. Structure and Flow: Guide the Reader’s Journey

Good copy takes the reader on a journey—from attention to interest, desire, and action. Maybe you’ve heard of the AIDA model:

• Attention – Grab them with a strong hook or headline
• Interest – Keep them curious with benefits or value
• Desire – Make it personal, emotional, and relevant
• Action – Tell them exactly what to do next

Without a structure, your message falls flat—even if your words are 🔥. Great copy doesn't just sound good—it feels like a natural conversation that pulls the reader in, and that takes skill–skill that requires time and practice to develop.

Pause… let’s look further at this concept of a customer journey. A solid marketing strategy hyper targets customers within a niche, at different stages of their own journey. For instance, you might have a subsection of potential customers who are unaware of their problem. So, to market to them, your task should be to highlight the problem in a non-intrusive way.

Alternatively, you might have some customers who’re aware of their problem and have tried some solutions (other businesses’ products and services) to no avail. Well, you should target this subsection differently, communicating why your solution is better, why it’s guaranteed to work, and showing proof.

💡 3. Features Don’t Sell. Benefits Do.

One of the most common mistakes businesses make is focusing on features (“Includes X, Y and Z”) instead of benefits (“Save time. Get results. Stress less.”).

People don’t care about what something is—they care about what it does for them.

📌 Example: ❌ “Our software offers custom dashboards and analytics.” ✅ “See all your data at a glance so you can make smarter decisions, faster.”

When I write for clients, this is always one of the first things I fix—and it makes a HUGE difference.

So, why is this the case? Surely it’s common sense to list the specific features of a product. Well… not exactly. This can work if trying to prove superiority over another product that the customer is considering, or perhaps uses already. But, generally, people buy from emotion, not from facts.

If you can demonstrate to the customer how your product will improve their quality of life, make them feel better and resolve some of their emotional pain, it’s much more likely to sell.

🧲 4. Calls to Action (CTAs): Don’t Leave ‘Em Hanging

If your copy doesn’t ask the reader to take the next step, it’s like setting up a date and then ghosting at the door. Always include a clear CTA.

• “Book your free consultation now”
• “Download the free guide”
• “DM me to chat about your project”

The key is to make the action low-friction and inviting. You’re not forcing anything—you’re opening the door.

Your CTA doesn’t always have to be selling a product or service—especially not trying to cram something down your customer’s throat and grab their money. That’s a surefire way to repulse them.

Instead, you want to provide them with genuine utility. You can enjoy the process of setting your marketing funnel up in a way that takes your customers from point A to point B through a series of nodes. For example, in the examples above, all of the CTAs are guiding users to free actions that will help build rapport and equity with your brand, whilst providing them with genuine help.

You can then, and only then, move onto sales CTAs when and where appropriate—like on your actual store page, or on a direct advert.

🔍 5. Good Copy Sounds Like a Real Human

People buy from people. And in a world full of generic AI-written blog posts and sterile corporate talk, voice matters more than ever.

Your tone should match your brand—but it should also feel human, warm, and natural. If you’re a creative, a coach, or a solo entrepreneur, your voice is a major selling point. Own it.

Building a brand is like building a separate identity with its own living and breathing personality. So, naturally, your customers want to establish a sincere, trustworthy and reliable relationship with that persona. It’s your job (or your team’s) to upkeep that genuineness and friendly rapport with your customers over the long haul—giving them a real human experience.

🛠️ 6. What I Do as a Copywriter (And Why It Works)

When I write copy, I don’t just rearrange words—I tap into your brand, your goals, and your audience’s mindset.

I combine strategy with empathy, structure with emotion, and SEO with storytelling. Whether you need website copy, sales pages, email sequences or brand messaging—I help you speak with clarity and power.

And most importantly: I help your words work.

Essentially, I have the experience to connect your product (the solution) to your intended customers (and their problems) in an effective and highly lucrative manner. That way, you’ll be happy with your end of financial year reports, and your customers will be happy with their purchases, looking forward to coming back for more.

🎯 Final Words: Ready to Turn Your Words Into Sales?

If you’re tired of writing your own content and not seeing results—or if you know your product is fire but your copy just ain’t matching the energy—I got you.

👉🏽 Let’s work together. Hit me up for a free discovery chat. We’ll go over your goals, your brand voice, and whether my copywriting services are the right fit for your business.

📩 DM me or send an enquiry through kane@jacobfrost.com.au

Peace out, Kane ‘Jacob Frost’ ✌🏼