There is a category of writing that explains things clearly, covers the relevant information, and leaves the reader better informed than they were before.<\/p>\n
And there is a category of writing that does all of that and also moves the reader to take a specific action.<\/p>\n
These are not the same thing, and confusing them is one of the most common and costly mistakes in marketing.<\/p>\n
Informational writing asks: does the reader now understand this topic better?<\/p>\n
Conversion writing asks: did the reader do the thing I needed them to do?<\/p>\n
Informational writing succeeds when the reader comes away saying “I learned something.” Conversion writing succeeds when the reader comes away having clicked, subscribed, purchased, or called. A reader can learn something valuable from your marketing copy and not take any action. That’s a well-informed non-conversion.<\/p>\n
What’s the difference in the writing itself?<\/p>\n
Informational writing is complete. It covers the topic. It presents the relevant facts and perspectives. It gives the reader what they need to understand.<\/p>\n
Conversion writing is incomplete in a specific way. It gives the reader enough to be genuinely interested, enough to believe the solution is real, and enough to trust the person offering it \u2014 and then it makes an ask. The incompleteness is intentional: the resolution, the full picture, the complete solution is on the other side of the action.<\/p>\n
This is not manipulation. It’s an accurate representation of reality. You can read about what it’s like to work with someone. The actual experience of working with them \u2014 the full value \u2014 is on the other side of hiring them. Conversion copy points honestly toward that.<\/p>\n
The other critical difference is that conversion copy never forgets that the reader has a choice to leave. Every sentence has to earn the right to the next sentence. Every section has to give the reader a reason to continue. Informational writing can be more discursive and exploratory. Conversion writing has to be pulling the reader forward constantly.<\/p>\n
Write to inform. But never forget that information without action is just content.<\/p>\n
Know which one you’re writing before you start.<\/p>\n","protected":false},"excerpt":{"rendered":"
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