Copy Hackers Course Notes

My notes from Conversion Copywriting 101, full course available here

Features v Benefits

Features tend to be more technical, benefits tell the user what your product/service will do for them, what problem it will solve e.g. “our alarm clock has 7 different modes” v “our alarm clock will wake you up refreshed, feeling like you don’t need an alarm”.

Claud Hopkins was one of the great advertising pioneers. Before Pepsodent, almost no Americans brushed their teeth. A decade after Hopkins’ advertising campaigns, pollsters found that toothbrushing had become a daily ritual for more than half the population. 


How do you uncover your product/service benefits? Interview your customers. Put the biggest and best benefit in the header, so that people are compelled to read further. Generally lead with benefits unless you know your prospects realise these already.


Use features where people already have a high level of awareness and are looking for certain specifications.

Homepage v Landing Page

The difference between a homepage and a landing page.

Using a homepage v landing page for ads comes down to the purpose you need that asset to serve. People usually visit your homepage from Google, looking for general information, with broad intent. They may know of your company.

With landing pages, people are normally arriving after clicking a specific CTA, they have much more specificity or have a specific thing in mind and are less likely to know your company. Landing pages are generally an “opt in” for further information in response to an advert.

Unlike a home page, a landing page should have:

  1. Very little navigation
  2. Very little or no header
  3. A clean footer
  4. Centre focused content
  5. Few visual distractions
  6. A single CTA / next step

Conversion Copywriting

From the course

  1. Copywriting – used to be anything a copywriter can do e.g. ads, billboards, scripts, blogs, ebooks etc
  2. Conversion Copywriting – about motivating someone to act, motivating someone to make a decision. Takes copywriting elements (voice, tone and unique value proposition) and combines with conversion. A lot about the process.
  3. Direct Response – more about the process and delivery, big claims, highlighted text etc. Quite aggressive hence not appropriate for many relationships.

How to know who you’re writing for?

  1. Do Customer Research
  2. Have Mindset and Stage of awareness

Customer research:

  1. Email with a survey
  2. Onsite pop-up surveys e.g. ask one question as people leave
  3. Message mining online e.g. amazon reviews
  4. One-on-one interviews