You are here because you already know the truth: words sell. In startups, good copy is not decoration. It is the engine that turns attention into sign-ups, and sign-ups into sales.
This handbook is not theory for theory’s sake. It is a practical mini masterclass built around what actually works in the wild. We will look at real examples, then break down why they convert, and how you can apply the same patterns to your own business without sounding like a robot.
1) Know thy reader: audience understanding comes first
Before you write a headline, you need to know who you are writing for. Not “everyone who likes productivity” or “anyone who wants better skin”. Specific people with specific pains, desires, and language.
Example: Dollar Shave Club
That first video worked because it spoke to men who were tired of overpriced razors and annoying shopping trips. The tone was blunt, casual, and confident, which matched the audience perfectly.
Example: Basecamp
“Finally, project management that doesn’t feel like work.” That line works because it’s not about features. It’s about the emotional pain of tools that feel like admin punishment.
- Create a simple customer persona: pains, goals, objections, and language
- Use the exact words your customers use, especially in reviews and support tickets
- Write for one person, not a crowd
2) Hook, line, and sinker: headlines that stop the scroll
Your headline is the gatekeeper. If it is boring, nothing else matters, because nobody reads the rest.
Example: benefit-first headlines
“How to get more traffic without spending any money.” It’s clear. It promises a result. It tackles a common constraint.
- Lead with the outcome your reader wants
- Make it specific enough to feel real
- Choose clarity over cleverness
3) Paint a picture: vivid language beats generic claims
Generic copy is invisible. Vivid language creates a mental image and makes the message stick.
Example: Apple style descriptions
Instead of drowning you in specs, it describes the experience: sharper text, richer images, everything looks incredible. It helps the reader feel the benefit.
- Use strong verbs and concrete descriptions
- Show the experience, not just the feature
- Use metaphors sparingly, but use them well
4) The “so what?” factor: benefits over features
Features explain what it is. Benefits explain why anyone should care. People buy outcomes.
Example: CRM copy done properly
Instead of “contact database” and “reporting dashboards”, you say: stop losing leads, follow up automatically, close deals faster. The features are still there, but they are translated into results.
- For every feature, ask: “So what does that do for the customer?”
- Write benefits in “you” language
- Sell the transformation, not the tool
5) Proof wins: social proof reduces risk
Even great copy cannot beat scepticism alone. Social proof is your shortcut to credibility.
- Use testimonials that mention specific outcomes
- Show numbers where possible (time saved, conversion lifts, revenue gains)
- Add logos, quotes, reviews, case studies, and real screenshots
6) Urgency and scarcity: motivate action without being dodgy
People procrastinate. Ethical urgency helps them decide.
- Time-bound offers: early-bird bonuses, limited-time pricing
- Quantity limits: limited seats, limited onboarding slots
- Be honest. Fake urgency is the fastest way to lose trust
7) Speak simply: clarity and conciseness win
If your copy needs three re-reads, you have already lost them. Your job is to make the decision easy.
- Short paragraphs, short sentences
- Cut jargon unless your audience genuinely uses it daily
- Read your copy out loud and remove anything that sounds unnatural
8) Storytelling: connection beats explanation
Stories do what bullet points cannot: they build emotion and trust. People remember stories long after they forget claims.
- Tell your origin story (briefly, with purpose)
- Share customer journeys: before, during, after
- Keep it human, not polished to death
9) Tell them what to do: the call to action is not optional
A reader should never wonder what happens next. Your CTA is the instruction manual for the sale.
- Use action verbs: Start, Get, Book, Download, Try
- Make the outcome clear: “Get the checklist” beats “Submit”
- Match the CTA to intent: free trial, demo, consult, buy now
10) The never-ending story: test, learn, improve
Copywriting is not a one-and-done task. The best teams test constantly and let data decide.
- A/B test headlines, CTAs, and hero sections
- Track one key metric per page (sign-ups, purchases, booked calls)
- Iterate weekly, not yearly
Your next move
If you want this to actually work, do not try to rewrite everything today. Pick one page (homepage or a single landing page), then improve it using the checklist below.
- Rewrite the headline to promise one clear outcome
- Add 3 benefit bullets that translate features into results
- Insert one strong testimonial with a specific win
- Make the CTA obvious and benefit-led
- Run a simple A/B test on headline or CTA
If you want help tightening your messaging and building a conversion-first page that does not sound like everyone else, visit www.businessmentoringaustralia.com.au or email info@businessmentoringaustralia.com.au.
