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Copywriting, Conversion
and Your Customer’s
Comfort Zone
BARRY FELDMAN
@NEILPATEL
@Kissmetrics
#KissWebinar
@thuelmadsen
Thue is the Kissmetrics Webinar Wizard and
Marketing Ops Manager. Before joining forces with
Kissmetrics, he was a Lyft driver in SF, which is also
how he ended up as a KISSmetrics marketer.
Whenever Thue is not trying to automate everything
around him, you can find him hiking in the Sierras.
THUE MADSEN
Marketing Operations Manager, Kissmetrics
@ThueLMadsen
Barry Feldman is a content marketing strategist,
copywriter and creative director. Barry has been doing
online marketing since it existed and writes for
Kissmetrics and many top marketing blogs.
BARRY FELDMAN
Founder, Feldman Creative
@feldmancreatitve
@NEILPATEL
#KissWebinar @Kissmetrics
#KissWebinar
@feldmancreative
1 Section One - Introduction: Copywriting for Conversion
Confusion
Distraction
Apathy
Boredom
Friction
Lack of trust
Mystery
2 Section Two - Overcoming Common Causes of Discomfort
Section Three - Quick review
TABLE OF CONTENTS
3
WATCH WEBINAR RECORDING NOW
Discomfort is the mother of all
conversion killers.
The chief conversion officer:
the copywriter.
Is conversion the right word?
Do we really change people?
Appealing to a desire that already exists.
You need to get your customer to 

agree this is the time and place to
take action.
You need to get your customer into a
comfort zone.
When readers don’t feel good,
they’re gone.
ConfusionDistractionApathyBoredomFrictionLack of trustMystery
onfusion
istraction
pathy
oredom
riction
ackoftrust
ystery
Confusion
Distraction
Apathy
Boredom
Friction
Lack of trust
Mystery
Common
Causes of
Discomfort
ConfusionDistractionApathyBoredomFrictionLack of trustMystery
onfusion
istraction
pathy
oredom
riction
ackoftrust
ystery
Confusion
Distraction
Apathy
Boredom
Friction
Lack of trust
Mystery
Common
Causes of
Discomfort
The key to overcoming confusion is
clarity.
Write a clear
headline.
We have a
disconnect
Twitter ad
Landing page
Aclear
connection
Twitter ad
Landing page
Watch the language.
industry gargon.
And…
marketing bull.
“Executing Real World Operational Strategies to Propel Innovation”
“State of the art” “Core competency” “Right-sized”
ConfusionDistractionApathyBoredomFrictionLack of trustMystery
onfusion
istraction
pathy
oredom
riction
ackoftrust
ystery
Confusion
Distraction
Apathy
Boredom
Friction
Lack of trust
Mystery
Common
Causes of
Discomfort
The key to overcoming distraction is
focus.
Keep it
simple.
An effective web page has one job to do.
Landing page:
Get the form filled
Build 

your case
Write what needs to be written.
Don’t count characters, but make every
character count.
ConfusionDistractionApathyBoredomFrictionLack of trustMystery
onfusion
istraction
pathy
oredom
riction
ackoftrust
ystery
Confusion
Distraction
Apathy
Boredom
Friction
Lack of trust
Mystery
Common
Causes of
Discomfort
Overcome apathy by making sure
nothing begins to feel
optional,
less urgent.
irrelevant.
Application:

Aselling proposition articulates 

how your offer applies to the
reader’s needs.
Benefits:

Answers the question:
what’s in it for me?
How to __________________ .
An example of
how to (blank)
Context:

Qualify and
disqualify.
Difference:

What can you deliver unlike
anyone else?
Emotions:

Tap into pleasures and pains with
power words.
Context: marketers
Difference: focused budgeting
Emotions: love

ConfusionDistractionApathyBoredomFrictionLack of trustMystery
onfusion
istraction
pathy
oredom
riction
ackoftrust
ystery
Confusion
Distraction
Apathy
Boredom
Friction
Lack of trust
Mystery
Common
Causes of
Discomfort
You can’t bore people into
buying.
If attention is the web’s golden goose, 

boredom is its rotten egg.
Make it fun.
• Lighten up
• Tell a story
• Push emotional buttons
• Ask questions
• Introduce characters
• Speak to memories, values, dreams
• Use your sense of humor
• And remember who you are talking about…

The reader
Give it rhythm.
• Brief opening paragraph
• More paragraph breaks
• Vary sentence length
• Subheads
• Bulleted lists
• Photos with captions
• Pullout quotes
• Web copy needs to be skimmer friendly
Your copy stops working when it feels like
work.
ConfusionDistractionApathyBoredomFrictionLack of trustMystery
onfusion
istraction
pathy
oredom
riction
ackoftrust
ystery
Confusion
Distraction
Apathy
Boredom
Friction
Lack of trust
Mystery
Common
Causes of
Discomfort
Desire - Friction

= Conversion rate
Give readers what they are looking for:
ease.
Introduce ease.
• Shortcuts
• Fast tracks
• Templates
• Cheat sheets
• Checklists
• Assure readers you’re leading them 

down the fast and easy path
Reduce risk.
• “What if” always lingers in the reader's mind
• Introduce safety nets
• Address fears with reasons to be fearless
• Help readers imagine the satisfaction 

of realizing a positive outcome
• Share the problem… 

“I once had the same problem you’re facing”
Speak to the
dream.
Overcome
objections.
ConfusionDistractionApathyBoredomFrictionLack of trustMystery
onfusion
istraction
pathy
oredom
riction
ackoftrust
ystery
Confusion
Distraction
Apathy
Boredom
Friction
Lack of trust
Mystery
Common
Causes of
Discomfort
Write
conversationally.
• Casual
• Caring
• Direct
• Simple
• Break rules
We talk too much like marketers because
we’re not listening to our customers.
Develop pathological empathy for your customer.
~ Ann Handley
Empathize
Use first and second person
voice.
Actual landing page: marketing jargon
My fix: voice of the customer
The source of the headline idea comes from a customer testimonial.
Actual landing page: marketing jargon
My fix: voice of the customer
The source of the headline idea comes from a customer testimonial.
Offer
proof.
ConfusionDistractionApathyBoredomFrictionLack of trustMystery
onfusion
istraction
pathy
oredom
riction
ackoftrust
ystery
Confusion
Distraction
Apathy
Boredom
Friction
Lack of trust
Mystery
Common
Causes of
Discomfort
Give your reader ultra-clear directions.
One choice wins.
Use compelling verbs.
Start… Try… Reserve… Buy… Get
If you’re not creating a landing page, 

you’re creating a leading page.
ConfusionDistractionApathyBoredomFrictionLack of trustMystery
onfusion
istraction
pathy
oredom
riction
ackoftrust
ystery
Confusion
Distraction
Apathy
Boredom
Friction
Lack of trust
Mystery
Overcome
Avoid
Foil
Elude
Prevent
Displace
Remove


You may not transform readers, 

but you can make them feel good 

about taking action.
www.feldmancreative.com
LOG IN WITH
GOOGLE
Start Your Free Kissmetrics Trial
BARRY FELDMAN
Founder, Feldman Creative
@feldmancreative
barry@feldmancreative.com
THUE MADSEN
Marketing Operations Manager, Kissmetrics
@ThueLMadsen
tmadsen@kissmetrics.com
Questions?

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