How to Write Marketing Copy That Actually Converts: 3 Simple Rules

Good writing is your silent salesman.

It works while you sleep. It grabs attention. Builds trust. Closes deals. Fills up your calendar.

But most people don’t realize this.

They’re so focused on the tech… the funnel… the targeting… that they forget the thing that holds it all together:

Words.

Words on your landing page.

Words in your emails.

Words in your ads.

If your words don’t hit, nothing else matters.

And unfortunately, most writing out there?

It sucks.

Why Most Writing Fails

It’s not that people don’t try. They do.

But when it’s time to sit down and write something for their business, suddenly it’s like they’ve been possessed by a robot who thinks sounding “professional” means sounding like a corporate zombie.

So what do you end up with?

Walls of text.

Buzzwords.

Run-on sentences.

And paragraphs that look like a punishment.

But the truth is, good writing doesn’t have to be hard.

You just need to follow three principles.

Let’s get into it.

Rule 1: Make It Easy To Read

Think of your writing like a staircase.

If the steps are steep and uneven, no one’s climbing them.

They’ll turn around look for the elevator.

Same with your content.

If it’s a chore to read? if it’s dense, slow, or full of fluff? People bounce.

Your job?

Grease the slide.

Make it feel like they’re gliding through the page.

Here’s how you do that:

• Use short paragraphs (like this one)
• Break up walls of text
• Use headers, bold text, and lists to keep it skimmable
• Use simple words: not “utilize,” just “use”

Think of how your brain reacts when you see a LinkedIn post that’s just one giant blob of words.

Now think of how easy this article is to read.

That’s not an accident.

It’s by design.

Rule 2: Write Like You Talk

This one changes everything.

If your content sounds like a textbook, you’re done.

Nobody talks like that.

Nobody reads like that.

You know what people do respond to?

Real conversation.

Your writing should sound like you pulled up a chair next to the reader and said, “Hey, here’s something that’ll help you.”

That’s it.

Not, “As a small business owner, one must endeavor to optimize digital outreach strategies…”

No. Please. Stop.

Try this instead:

“If you’re running Facebook ads and they’re flopping, here’s probably why.”

See the difference?

One sounds like a brochure. The other sounds like a friend.

Here’s a rule that works every time:

Read it out loud.

If it sounds weird coming out of your mouth, it’s going to sound weird in someone’s head too.

So talk to people.

Not at them.

Rule 3: Cut to the Chase

This is where most people lose the game.

They take 500 words to say what could’ve been said in 50.

Now look, I’m not saying you can’t write long posts.

This article is almost 1,000 words.

But every sentence earns its place.

Every paragraph moves the reader forward.

That’s the key.

Cut the fluff. Kill the filler.

If it doesn’t help your message or drive the reader to action, delete it.

Here’s an example of what not to do:

“In today’s ever-evolving digital landscape, businesses are facing a multitude of challenges when it comes to standing out from the crowd, especially when considering the vast amount of noise present across various social media platforms…”

You still with me?

Didn’t think so.

Now compare that to:

“Most businesses are getting ignored online. Here’s how to fix it.”

One sentence. Same idea. More punch.

Remember: Clarity beats cleverness. Every time.

Your New Checklist Before You Hit Publish

So here’s the deal.

Next time you write a landing page, blog post, or Instagram caption, ask yourself:

1. Is this easy to read?
2. Does it sound like a real conversation?
3. Did I cut out all the fluff?

If the answer is yes, you’re good to go.

If not, fix it.

You don’t need to be Hemingway.

You just need to be clear, real, and brief.

That’s what people actually respond to.

That’s what sells.