The conversion mindset is killing your copy

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Every 30 seconds it’s the same refrain.

“Too close.”

30 seconds later…

“Too close.”

30 seconds later…

“FOR F–K SAKE, STAY TO THE RIGHT OR YOU’LL GET US ALL KILLED!”

This pattern repeats, every 30 seconds, over the next 15 miles.

🥹

We moved (temporarily) to England three months ago but my brain refuses to switch driving modes.

I start out fine. I’m laser-focused on staying in my lane. But the moment my brain switches to auto-pilot…

“TOO CLOSE!!!”

I naturally gravitate toward the left. It’s as if my brain is still trying to reposition me, the driver, back over to the left-hand side of the car, as we drive in the States.

It’s frustrating and killing my confidence.

Which is WILD because back home we have one car and I’m the primary driver.

Now? When my husband asks if I want to drive I say, no.

It’s too hard to switch modes.

I didn’t even know my brain needed to switch modes to get to where I want to go.

This mode-switching concept…

Perhaps this is why, as a business owner, you might feel frustrated with your marketing—because you're always steering toward conversions.

And if you’re always writing in the conversion mindset, you’re probably wondering why your audience doesn't stick around post-purchase…

…or you hired a brand copywriter when you’re really after conversions and wondering why your audience isn’t tripping over themselves to buy your products or services.

Worse yet, when you’re hyper-focused on the sale, conversion mode kills your creativity.

It makes you scared to plant your flag and communicate your values. To show any sort of brand personality, or experiment with your marketing campaigns for fear of losing a sale.

(B2B marketing, I’m talking to you.) 👀

When investing in marketing and outsourcing freelance copywriters, it's important to know when (and why) you’re in brand mode or conversion mode.

And whether your marketing, website, landing pages, or ads need conversion or brand copywriting.

HOT OFF THE PRESS📰

Do you need conversion copywriting or brand copywriting?

READ POST (~6 min reading time)

You might think you’re #TeamConversion, because money, but here’s a nugget of wisdom from this article I want you to know:

Brand copywriting sweeps up and converts the customers for whom an immediate purchase wasn’t possible:

• it wasn’t the right time
• they didn’t have the money
• they were on the fence and needed more reasons to know, like, and trust you
• they are The Thinker buyer type, afraid of buyer’s remorse, and need more time to decide.

But, you also need to switch lanes and get back into conversion mode if you’re going to pay the bills and keep the lights on, in the immediate term.

It’s a constant balancing act.

❓Do you over-index in one mode?

❓Would switching modes open any new doors for your business?

❓Where should you do that and why? (Ahem.)

I’d love to know what’s happening in your business today and if any of these Qs strike a chord.

xx,

P.S. You may have noticed I'm playing around with my newsletter format. Right now I'm trying to have more fun with it, while still providing good value. I push my clients to get creative and experiment, so why not me too? I hope you enjoy this edition of LFYE!

113 Cherry St #92768, Seattle, WA 98104-2205

Thank you to Convertkit for letting me use their address so I don't have to waste money on a P.O. Box.
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