Katie Fetting-Schlerf, a senior copywriter with Seattle's Portent, shares her insights about how to write solid copy that converts.
Most writing is persuasion, be it promoting a product or convincing a reader to turn the page.
Authors seek to persuade readers to reach a story’s conclusion. They do this with compelling characters, an entertaining plot and accessible themes.
But in marketing, the “conclusion” is typically some type of conversion: an email sign-up, a social media interaction, a sale.