A Framework for Writing Brand Copy That Converts

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So you’ve finally shipped the product. You’ve launched on Product Hunt. Maybe you’re even dipping your toe into paid ads.

But something feels off. People are landing on your homepage or reading your emails… and then leaving. Or lurking. Or not converting in the way you hoped.

Want to know the truth? 

Eight times out of ten, the issue isn’t your product—it’s your copy.

Great brand copy doesn’t just sound good. It works. It bridges the gap between attention and action. And in the early days, when you don’t have brand awareness or a huge team, your copy is your closer.

Here’s a simple framework to help you write copy that doesn’t just inform. It converts.

Step 1: Lead with clarity, not cleverness

The number one reason startup copy fails? It’s trying too hard to be interesting, and not hard enough to be clear.

If your headline makes someone pause and say, “Wait, what do they do?”—you’ve already lost.

The first line of copy should answer a simple question:
What is this and why should I care?

You don’t need to sound like a PhD dissertation defense. You just need to sound clear. For instance…

Instead of:
“Revolutionizing everyday mobility through seamless last-mile optimization.”

Try:
“Electric scooters you can rent with one tap—and ride across town in minutes.”

The goal isn’t to sound impressive. It’s to make sure your audience instantly knows what you offer, who it’s for, and why it matters. Clarity builds trust. Confusion kills it.

Step 2: Match your message to your moment

Your copy doesn’t exist in a vacuum. To write copy that actually converts, you need to meet your reader where they are in their journey—not where you wish they were.

• Are they just learning about your category? Start with education.
  

• Are they switching from a competitor? Highlight what you do differently.
  

• Are they deep in the funnel? Reinforce trust, proof, and value.

Think of it like dating: You don’t propose on the first coffee. You get to know each other. Earn some trust. Then go deeper.

So how do you know where your audience is in the funnel?

Here’s a quick framework:

Let’s apply it:

Homepage hero? That’s TOFU. People need fast clarity and a reason to keep reading.
→ Use simple, benefits-driven language that highlights the problem you solve

Example of real-life TOFU copy in action (Eight Sleep):

Feature landing page? That’s MOFU. Readers are curious, but unconvinced.
→ Explain how you’re different, and show what’s in it for them.

Example of real-life MOFU copy in action (Eight Sleep):

Pricing page or demo request? That’s BOFU. They’re close, but cautious.
→ Emphasize ease of adoption, ROI, money back guarantees and real-world success stories.

Tailoring your message this way makes your copy feel more relevant—because it is. You’re not trying to rush the conversion. You’re guiding the reader forward one confident step at a time.

Example of real-life BOFU copy in action (Eight Sleep):

Step 3: Make the value visceral

Don’t just describe features—show what life looks like after someone uses your product.

Features tell. Outcomes sell.

Before:
“Our tool lets you set custom automations and track project workflows across teams.”

After:
“Know exactly who’s doing what—and never ask for a status update again.”

You’re not just offering functionality. You’re offering relief, control, clarity, or momentum. Tap into those feelings. Make your reader say, “Yes. That’s exactly what I want.”

One trick: write your copy like you're texting a friend who's dealing with the problem you solve. How would you explain it in one or two lines?

Step 4: Infuse your voice—consistently

Once your copy is clear and your value is sharp, it’s time to sound like you.

Your brand voice should feel human and, ideally, a little distinct. Avoid sounding like AI wrote it. Avoid sounding like a Fortune 500 HR memo. Avoid sounding like a default template.

Voice builds trust. When people hear the same tone on your homepage, in your onboarding emails, and even in your error messages, they start to feel like they know you…or, in other words, your brand’s persona.

Some quick ways to dial in voice:

• Choose shorter, punchier sentences for confident brands.
  

• Use contractions and rhythm to keep things casual.
  

• Use specific verbs and visual language over vague statements.
  

Example:
Vague: “Designed to elevate team productivity.”
Stronger: “Fewer tabs. Faster updates. More deep work.”

Step 5: End with momentum

Every piece of copy needs a next step, universally known in the marketing world as a “Call To Action” or CTA. Don’t just “inform.” Invite. Here are just some examples:

• “Get started in under 5 minutes.”
  

• “See how it works—no signup required.”
  

• “Schedule a quick walkthrough.”
  

• “Try it. You’ll never go back.”

Make your calls to action clear, confident, and low-friction. The goal isn’t to pressure—it’s to remove hesitation.

Final thought

Good copy makes you sound smart.
Great copy makes the reader feel smart—and ready to act.

You don’t need a copywriter to craft brand copy that converts. You just need clarity, empathy to where the reader is in their journey, and the discipline to speak to your audience like a real human who wants to help.

Start there and your brand will do more than message. It’ll move people to action.

Best,

Edwin