guia-matthieu/conversion-copywriting
Write copy that gets a \"yes\" using Joanna Wiebe's research-first, Voice of Customer methodology Use when: **Writing landing pages, emails, or sales pages** that need measurable conversion results; **Starting a new copy project** and need a systematic process to follow; **Struggling with what to write** and staring at a blank page; **Wanting to prove ROI** to clients with data-backed decisions; **Improving existing copy** through validation and testing
npx skills add https://github.com/guia-matthieu/clawfu-skills --skill conversion-copywriting> Write copy that gets a "yes" using Joanna Wiebe's research-first, Voice of Customer methodology
| Aspect | Details |
|--------|---------|
| Source | Copyhackers, Copy School |
| Expert | Joanna Wiebe - Creator of the term "conversion copywriting," founder of Copyhackers |
| Core Principle | "Conversion copywriting is data-driven copy that gets prospects to say yes. It's a science-based process that determines what to write and how to write it." |
| Claude Does | You Decide |
|-------------|------------|
| Structures production workflow | Final creative direction |
| Suggests technical approaches | Equipment and tool choices |
| Creates templates and checklists | Quality standards |
| Identifies best practices | Brand/voice decisions |
| Generates script outlines | Final script approval |
This skill transforms copywriting from a guessing game into a systematic, data-driven process. Instead of staring at a blank page and hoping inspiration strikes, you'll:
The result: Copy that converts because it says what customers actually want to hear, in the words they already use.
Guide me through the conversion copywriting process for my [landing page/email/sales page].
Start with research questions I should answer before writing.
Help me extract Voice of Customer data from these customer reviews for my [product].
Identify the strongest messages and organize them into a hierarchy.
I have this VOC data: [paste data]. Turn it into copy for a [page type]
using the Copyhackers methodology.
Create a wireframe outline for my [landing page] that organizes these messages:
[list messages]. Include awareness stage transitions and CTA placement.
Run the 7 Sweeps editing process on this copy: [paste copy].
Start with the Clarity Sweep and work through all seven.
┌─────────────────────────────────────────────────────────────┐
│ 1. RESEARCH & DISCOVERY │ 2. WRITE, WIREFRAME, EDIT │ 3. VALIDATE & TEST │
│ (Biggest phase) │ (Synthesis phase) │ (Proof phase) │
└─────────────────────────────────────────────────────────────┘
No phase is optional. Even if a client says "just write," you still need research.
> "If research is not the biggest part of the work, 99% of the time it means you're doing it wrong."
Goal: Find your messages in customer language—don't invent them.
Internal Sources:
Customer Sources:
Competitive Sources:
Analytics Sources:
What to look for:
How to organize:
Joanna's Split-Screen Method:
> "You don't sit there and just start writing. Split your screen in two and take what people are saying and put it on the page."
Step 1: Determine Awareness Stage
Where is your reader starting?
| Stage | They Know | Example Headline Approach |
|-------|-----------|---------------------------|
| Unaware | Nothing | Lead with the problem/pain |
| Problem-Aware | They have a problem | Agitate the problem |
| Solution-Aware | Solutions exist | Differentiate your solution |
| Product-Aware | Your product exists | Prove you're the best choice |
| Most Aware | Ready to buy | Make the offer irresistible |
Step 2: Map Your Messaging Hierarchy
What messages need to appear, and in what order?
Step 3: Select Your Framework
| Framework | Best For |
|-----------|----------|
| PAS (Problem-Agitate-Solve) | Short copy, high problem-awareness |
| AIDA (Attention-Interest-Desire-Action) | Longer sales pages |
| PPPP (Picture-Promise-Prove-Push) | Visual products |
| PASOP (Problem-Agitate-Solution-Outcome-Proof) | Complex solutions |
Step 4: Draft Using VOC
Take raw VOC and transform:
Raw VOC:
> "I was so frustrated with spreadsheets. Every month I'd spend 8 hours just reconciling data and I'd still find errors."
Transformed into Copy:
> "Tired of losing 8+ hours every month to spreadsheet reconciliation—only to find errors anyway?"
After your first draft, run these sweeps in order:
| Sweep | Focus | Key Question |
|-------|-------|--------------|
| 1. Clarity | Is it clear? | Would a 12-year-old understand? |
| 2. Voice | Does it sound right? | Is this how the brand/customer talks? |
| 3. Proof | Is it believable? | Where's the evidence? |
| 4. Specificity | Is it specific? | Can I add numbers, names, details? |
| 5. Stickiness | Is it memorable? | Will they remember this tomorrow? |
| 6. Emotion | Does it make them feel? | Where's the emotional hook? |
| 7. Zero | What can I cut? | Does every word earn its place? |
Clarity is ALWAYS first. Above everything else, copy must be clear.
Create a visual layout showing:
Tools: Figma, Balsamiq, Photoshop, or even Google Docs with boxes
> "We test to validate and learn."
Goal: Ensure you're putting the best version out before committing.
| Method | Best For | What It Tells You |
|--------|----------|-------------------|
| 5 Second Test | Headlines, hero sections | Clarity (not persuasion) |
| UserTesting | Full page experience | Usability, comprehension |
| Wynter | B2B messaging | Message resonance |
| Preview Emails | Email copy | Open/click behavior |
| Scroll/Click Maps | Soft launch | Engagement patterns |
Test one variable at a time:
Note: You can't A/B test everything. Validation fills the gaps.
Research Phase (Week 1):
Key VOC Finding:
> "I was drowning in Slack notifications. By the time I found the message I needed, I'd lost 20 minutes and my train of thought."
Messaging Hierarchy:
Draft Headline:
> "Stop drowning in Slack. Find any message in seconds."
After 7 Sweeps:
> "Find any Slack message in 3 seconds. Not 20 minutes."
> (Added specificity, cut unnecessary words)
Validation:
VOC from Survey:
> "I keep signing up for courses but never finish them. I feel guilty every time I see another one in my inbox."
Email 1 Subject (Problem-Aware):
> "That course you never finished? Not your fault."
Email 1 Opening:
> "You've bought courses before. Started strong. Then... nothing.
>
> The guilt sits there in your inbox. Every email from that course creator feels like a reminder of another thing you didn't follow through on.
>
> Here's the thing: It's not a willpower problem."
Transformation Notes:
## Research Checklist for: [Project Name]
### Customer Voice Sources
- [ ] Customer interviews (min 3-5)
- [ ] Survey responses (min 50)
- [ ] Review mining completed
- [ ] Support tickets analyzed
- [ ] Sales call recordings reviewed
### Competitive Intel
- [ ] Top 3 competitors audited
- [ ] Competitor reviews analyzed
- [ ] Positioning gaps identified
### Internal Sources
- [ ] Existing copy audited
- [ ] Analytics reviewed
- [ ] Team interviewed (sales, support)
### Synthesis
- [ ] Pain points ranked
- [ ] Desires ranked
- [ ] Objections listed
- [ ] Key messages identified
- [ ] Messaging hierarchy drafted
## VOC Translation for: [Page/Email Name]
### Raw VOC Quote:
"[Paste exact customer language]"
### Source:
[Interview / Review / Survey / Support ticket]
### Message Type:
[ ] Pain [ ] Desire [ ] Objection [ ] Trigger [ ] Value
### Transformed Copy:
[Your refined version]
### Placement:
[ ] Headline [ ] Subhead [ ] Body [ ] CTA [ ] Testimonial
## 7 Sweeps for: [Asset Name]
### Sweep 1: Clarity
- [ ] Main message understood in 5 seconds?
- [ ] No jargon or insider language?
- [ ] Simple sentence structure?
### Sweep 2: Voice
- [ ] Sounds like the brand?
- [ ] Sounds like how customers talk?
- [ ] Consistent throughout?
### Sweep 3: Proof
- [ ] Claims backed by evidence?
- [ ] Testimonials/case studies included?
- [ ] Numbers and data where helpful?
### Sweep 4: Specificity
- [ ] Generic words replaced with specific?
- [ ] Numbers instead of "many" or "some"?
- [ ] Names, places, details added?
### Sweep 5: Stickiness
- [ ] Memorable phrases or hooks?
- [ ] Would reader recall this tomorrow?
- [ ] Any "quotable" lines?
### Sweep 6: Emotion
- [ ] Emotional trigger present?
- [ ] Reader can feel the pain/desire?
- [ ] Human, not robotic?
### Sweep 7: Zero
- [ ] Every word earns its place?
- [ ] Redundancies removed?
- [ ] Could be shorter without losing meaning?
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