Do You Need Brand Copywriting or Conversion Copywriting? (Try Both)

Do you need brand copywriting or conversion copywriting?

The answer is, both.

Download the guide and discover how to create your brand’s “Conversion Copy DNA”: the set of essential messages you need to market like a real brand – but a brand that converts.

Learn brand messaging from a conversion copywriter

After years of working with brands who have their messaging nailed down… and brands who haven’t yet defined the basics, we discovered that most brands need a set of very specific messages.

These are the pieces of copy you’ll use again and again across websites, emails, ads, social and more.

But most brand gurus won’t tell you how to write these messages to be truly persuasive – because they don’t think like conversion copywriters.

And most how-to’s on copywriting only tell you how to write assets, not create brands.

If you want brand messaging deeply rooted in conversion principles, this is the guide for you.

Discover the essentials of brand messaging optimized to convert

Why you need a brand messaging guide
The mistake most marketers make when it comes to brand messaging
3 essential steps to creating truly conversion-optimized messaging
The ~15 core messages you’ll use across marketing assets
Where to use high-converting brand messages
Next steps once you’ve drafted your brand messaging

Don’t guess at your brand messaging

Optimize it to convert

Enter your email below to get the free guide to creating your brand’s Conversion Copy DNA.

“From research to writing to retrospectives, Anna is an absolute pro to work with. Her copy is great. And working with her is a dream - especially if hitting deadlines and producing fab work matters to you.”
- Joanna Wiebe, Founder, Copyhackers
"Stix has a very defined brand message... So, off-the-shelf copy just won't work for us. We hired Anna to write web copy and multiple long-form landing pages for paid campaigns. Conversion rates are high and our cost per conversion is down!"
- Jennifer Dean, Head of Growth & Business Intelligence
"We hired Anna for a day of consulting on our pitch deck to raise series A funding from top-tier investors for our AI chip. I'm happy to say her strategies and feedback were instrumental in raising a US $20M funding round. Plus, we took away conversion techniques we'll apply to all of our sales, including…
- Darrick Wiebe, CTO, Untether AI
"It’s rare to find a copywriter who is both results and customer-driven. Anna is a dedicated, passionate, smart and talented writer. If you want your website to speak to your customers and convert them you should hire her yesterday."
- Talia Wolf, GetUplift
“Anna rewrote one of our best-selling product pages, which we then extensively tested against our old version. We saw a 30% lift in sales for that product since her copy went live. Using her services is a no-brainer for anyone who wants to sell more of anything.”
- VP Creative & Content, DTC Mattress Brand
Your single email to our client's small waitlist segment (221 subs) produced $7,485 in sales in about two hours. I've run out of superlatives. Really, really well done... And the entire workshop sold out 90 minutes after the 4th email. We are on a roll!
- Kelly Patchet, Co-Founder & Strategist, Quarterback Digital
"Esterah is a DCT demi-fine jewelry brand that we launched in the UK in 2021. We approached Anna with our positioning and brand idea... Anna took those ideas and developed a strong brand message, certain critical sections of the website, and created a product page messaging hierarchy optimized to convert."
- Eunice, Founder, DTC Jewelry Brand
"I was struggling to find words that were true to my brand AND which would resonate with my market. By the end of the project, I had a brand messaging "DNA" foundation with 50+ phrases tailored to where my customers were in their journey, something few marketers take into account. Highly recommend."
- Tim Berthold, Sunny's Goldens
"Anna was incredible to work with, very pro in her copy DNA process and ‘weaponized’ us with the messaging our organization needed to write a new website, garner more donations, and raise corporate sponsorships."
- James Woller, International Executive Director, Thrive for Good
"Anna’s landing page copy has consistently brought in 40% of our firm revenues for a staff of 40+ FTEs over the past two years. These conversions have been worth 8 figures, multiple times over."
- Scott Gettis, Precision Tax Relief
"I know Anna to be an exceptional consultant and leader who takes a results-oriented approach in all aspects of her work. At the Project Management Centre of Excellence, she established a reputation as a trusted advisor and respected consultant to senior executives. Her work involved facilitation, planning and implementation of large scale projects."
- Peter Hoy, Director, Ontario Public Service
"Confident, professional and inviting, Anna combines her depth of experience and knowledge with an approach that will steer you in a direction you wouldn’t have considered, with a delivery you couldn’t have conceived, and to outcomes you would have never achieved on your own."
- Jamie Bruno, AVP, HR at Ontario Tech University
"Anna Bolton is simply divine! I would definitely recommend Anna to any organization looking for a copywriter that is creative, versatile, and always walked the extra mile to meet your project needs!"
- Suki Choi and William Chu, Autism in Mind (AIM)
"Anna put our digital presence on the map and dramatically increased online sales within the first year of launching our new site. She was instrumental in developing winning positioning and the copy we now use everywhere."
- CEO, Natural Calm Canada
"Anna has an innate ability to understand what we are trying to say and succinctly put those ideas into written format. Timely in her reply and enthusiastic with her participation in our projects. I would l highly recommend Anna for all your written content needs."
- Michele LC Mulkey CPA SPHR, Director of Human Resources at Precision Tax Relief, LLC

“From research to writing to retrospectives, Anna is an absolute pro to work with. Her copy is great. And working with her is a dream - especially if hitting deadlines and producing fab work matters to you.”
- Joanna Wiebe, Founder, Copyhackers
"Stix has a very defined brand message... So, off-the-shelf copy just won't work for us. We hired Anna to write web copy and multiple long-form landing pages for paid campaigns. Conversion rates are high and our cost per conversion is down!"
- Jennifer Dean, Head of Growth & Business Intelligence
"We hired Anna for a day of consulting on our pitch deck to raise series A funding from top-tier investors for our AI chip. I'm happy to say her strategies and feedback were instrumental in raising a US $20M funding round. Plus, we took away conversion techniques we'll apply to all of our sales, including…
- Darrick Wiebe, CTO, Untether AI
"It’s rare to find a copywriter who is both results and customer-driven. Anna is a dedicated, passionate, smart and talented writer. If you want your website to speak to your customers and convert them you should hire her yesterday."
- Talia Wolf, GetUplift
“Anna rewrote one of our best-selling product pages, which we then extensively tested against our old version. We saw a 30% lift in sales for that product since her copy went live. Using her services is a no-brainer for anyone who wants to sell more of anything.”
- VP Creative & Content, DTC Mattress Brand
Your single email to our client's small waitlist segment (221 subs) produced $7,485 in sales in about two hours. I've run out of superlatives. Really, really well done... And the entire workshop sold out 90 minutes after the 4th email. We are on a roll!
- Kelly Patchet, Co-Founder & Strategist, Quarterback Digital
"Esterah is a DCT demi-fine jewelry brand that we launched in the UK in 2021. We approached Anna with our positioning and brand idea... Anna took those ideas and developed a strong brand message, certain critical sections of the website, and created a product page messaging hierarchy optimized to convert."
- Eunice, Founder, DTC Jewelry Brand
"I was struggling to find words that were true to my brand AND which would resonate with my market. By the end of the project, I had a brand messaging "DNA" foundation with 50+ phrases tailored to where my customers were in their journey, something few marketers take into account. Highly recommend."
- Tim Berthold, Sunny's Goldens
"Anna was incredible to work with, very pro in her copy DNA process and ‘weaponized’ us with the messaging our organization needed to write a new website, garner more donations, and raise corporate sponsorships."
- James Woller, International Executive Director, Thrive for Good
"Anna’s landing page copy has consistently brought in 40% of our firm revenues for a staff of 40+ FTEs over the past two years. These conversions have been worth 8 figures, multiple times over."
- Scott Gettis, Precision Tax Relief
"I know Anna to be an exceptional consultant and leader who takes a results-oriented approach in all aspects of her work. At the Project Management Centre of Excellence, she established a reputation as a trusted advisor and respected consultant to senior executives. Her work involved facilitation, planning and implementation of large scale projects."
- Peter Hoy, Director, Ontario Public Service
"Confident, professional and inviting, Anna combines her depth of experience and knowledge with an approach that will steer you in a direction you wouldn’t have considered, with a delivery you couldn’t have conceived, and to outcomes you would have never achieved on your own."
- Jamie Bruno, AVP, HR at Ontario Tech University
"Anna Bolton is simply divine! I would definitely recommend Anna to any organization looking for a copywriter that is creative, versatile, and always walked the extra mile to meet your project needs!"
- Suki Choi and William Chu, Autism in Mind (AIM)
"Anna put our digital presence on the map and dramatically increased online sales within the first year of launching our new site. She was instrumental in developing winning positioning and the copy we now use everywhere."
- CEO, Natural Calm Canada
"Anna has an innate ability to understand what we are trying to say and succinctly put those ideas into written format. Timely in her reply and enthusiastic with her participation in our projects. I would l highly recommend Anna for all your written content needs."
- Michele LC Mulkey CPA SPHR, Director of Human Resources at Precision Tax Relief, LLC

Privacy Policy

Effective date: July 3, 2019

Captivate Content Inc. (“us”, “we”, or “our”) operates the www.conversioncopyco.com website (the “Service”). This page informs you of our policies regarding the collection, use, and disclosure of personal data when you use our Service and the choices you have associated with that data.

We use your data to provide and improve the Service. By using the Service, you agree to the collection and use of information in accordance with this policy. Unless otherwise defined in this Privacy Policy, terms used in this Privacy Policy have the same meanings as in our Terms and Conditions, accessible from www.conversioncopyco.com

Definitions

Service

Service is the www.conversioncopyco.com website operated by Captivate Content Inc.

Personal Data

Personal Data means data about a living individual who can be identified from those data (or from those and other information either in our possession or likely to come into our possession).

Usage Data

Usage Data is data collected automatically either generated by the use of the Service or from the Service infrastructure itself (for example, the duration of a page visit).

Cookies

Cookies are small pieces of data stored on your device (computer or mobile device).

Data Controller

Data Controller means the natural or legal person who (either alone or jointly or in common with other persons) determines the purposes for which and the manner in which any personal information are, or are to be, processed. For the purpose of this Privacy Policy, we are a Data Controller of your Personal Data.

Data Processors (or Service Providers)

Data Processor (or Service Provider) means any natural or legal person who processes the data on behalf of the Data Controller. We may use the services of various Service Providers in order to process your data more effectively.

Data Subject (or User)

Data Subject is any living individual who is using our Service and is the subject of Personal Data.

Information Collection And Use

We collect several different types of information for various purposes to provide and improve our Service to you.

Types of Data Collected

Personal Data

While using our Service, we may ask you to provide us with certain personally identifiable information that can be used to contact or identify you (“Personal Data”). Personally identifiable information may include, but is not limited to:

Email address
First name and last name
Phone number
Address, State, Province, ZIP/Postal code, City
Cookies and Usage Data

We may use your Personal Data to contact you with newsletters, marketing or promotional materials and other information that may be of interest to you. You may opt out of receiving any, or all, of these communications from us by following the unsubscribe link or instructions provided in any email we send.

Usage Data

We may also collect information on how the Service is accessed and used (“Usage Data”). This Usage Data may include information such as your computer’s Internet Protocol address (e.g. IP address), browser type, browser version, the pages of our Service that you visit, the time and date of your visit, the time spent on those pages, unique device identifiers and other diagnostic data.

Tracking Cookies Data

We use cookies and similar tracking technologies to track the activity on our Service and hold certain information.

Cookies are files with small amount of data which may include an anonymous unique identifier. Cookies are sent to your browser from a website and stored on your device. Tracking technologies also used are beacons, tags, and scripts to collect and track information and to improve and analyze our Service.

You can instruct your browser to refuse all cookies or to indicate when a cookie is being sent. If you do not accept cookies, you may not be able to use some portions of our Service.

Examples of Cookies we use:

Session Cookies. We use Session Cookies to operate our Service.
Preference Cookies. We use Preference Cookies to remember your preferences and various settings.
Security Cookies. We use Security Cookies for security purposes.

Use of Data

Captivate Content Inc. uses the collected data for various purposes:

To provide and maintain our Service
To notify you about changes to our Service
To allow you to participate in interactive features of our Service when you choose to do so
To provide customer support
To gather analysis or valuable information so that we can improve our Service
To monitor the usage of our Service
To detect, prevent and address technical issues
To provide you with news, special offers and general information about other goods, services and events which we offer that are similar to those that you have already purchased or enquired about unless you have opted not to receive such information

Legal Basis for Processing Personal Data Under General Data Protection Regulation (GDPR)

If you are from the European Economic Area (EEA), the legal basis for collecting and using the personal information described in this Privacy Policy depends on the Personal Data we collect and the specific context in which we collect it.

Captivate Content Inc. may process your Personal Data because:

We need to perform a contract with you
You have given us permission to do so
The processing is in our legitimate interests and it’s not overridden by your rights
For payment processing purposes
To comply with the law

Retention of Data

Captivate Content Inc. will retain your Personal Data only for as long as is necessary for the purposes set out in this Privacy Policy. We will retain and use your Personal Data to the extent necessary to comply with our legal obligations (for example, if we are required to retain your data to comply with applicable laws), resolve disputes, and enforce our legal agreements and policies.

Captivate Content Inc. will also retain Usage Data for internal analysis purposes. Usage Data is generally retained for a shorter period of time, except when this data is used to strengthen the security or to improve the functionality of our Service, or we are legally obligated to retain this data for longer time periods.

Transfer Of Data

Your information, including Personal Data, may be transferred to — and maintained on — computers located outside of your state, province, country or other governmental jurisdiction where the data protection laws may differ than those from your jurisdiction.

If you are located outside Canada and choose to provide information to us, please note that we transfer the data, including Personal Data, to Canada and process it there.

Your consent to this Privacy Policy followed by your submission of such information represents your agreement to that transfer.

Captivate Content Inc. will take all steps reasonably necessary to ensure that your data is treated securely and in accordance with this Privacy Policy and no transfer of your Personal Data will take place to an organization or a country unless there are adequate controls in place including the security of your data and other personal information.

Disclosure Of Data

Disclosure for Law Enforcement

Under certain circumstances, Captivate Content Inc. may be required to disclose your Personal Data if required to do so by law or in response to valid requests by public authorities (e.g. a court or a government agency).

Legal Requirements

Captivate Content Inc. may disclose your Personal Data in the good faith belief that such action is necessary to:

To comply with a legal obligation

To protect and defend the rights or property of Captivate Content Inc.

To prevent or investigate possible wrongdoing in connection with the Service

To protect the personal safety of users of the Service or the public

To protect against legal liability

Security Of Data

The security of your data is important to us, but remember that no method of transmission over the Internet, or method of electronic storage is 100% secure. While we strive to use commercially acceptable means to protect your Personal Data, we cannot guarantee its absolute security.

“Do Not Track” Signals

We do not support Do Not Track (“DNT”). Do Not Track is a preference you can set in your web browser to inform websites that you do not want to be tracked.

You can enable or disable Do Not Track by visiting the Preferences or Settings page of your web browser.

Your Data Protection Rights Under General Data Protection Regulation (GDPR)

If you are a resident of the European Economic Area (EEA), you have certain data protection rights. Captivate Content Inc. aims to take reasonable steps to allow you to correct, amend, delete, or limit the use of your Personal Data.

If you wish to be informed what Personal Data we hold about you and if you want it to be removed from our systems, please contact us.

In certain circumstances, you have the following data protection rights:

The right to access, update or to delete the information we have on you. Whenever made possible, you can access, update or request deletion of your Personal Data directly within your account settings section. If you are unable to perform these actions yourself, please contact us to assist you.
The right of rectification. You have the right to have your information rectified if that information is inaccurate or incomplete.
The right to object. You have the right to object to our processing of your Personal Data.
The right of restriction. You have the right to request that we restrict the processing of your personal information.
The right to data portability. You have the right to be provided with a copy of the information we have on you in a structured, machine-readable and commonly used format.
The right to withdraw consent. You also have the right to withdraw your consent at any time where Captivate Content Inc. relied on your consent to process your personal information.
Please note that we may ask you to verify your identity before responding to such requests.
You have the right to complain to a Data Protection Authority about our collection and use of your Personal Data. For more information, please contact your local data protection authority in the European Economic Area (EEA).

Service Providers

We may employ third party companies and individuals to facilitate our Service (“Service Providers”), to provide the Service on our behalf, to perform Service-related services or to assist us in analyzing how our Service is used.

These third parties have access to your Personal Data only to perform these tasks on our behalf and are obligated not to disclose or use it for any other purpose.

Analytics

We may use third-party Service Providers to monitor and analyze the use of our Service.

Google Analytics

Google Analytics is a web analytics service offered by Google that tracks and reports website traffic. Google uses the data collected to track and monitor the use of our Service. This data is shared with other Google services. Google may use the collected data to contextualize and personalize the ads of its own advertising network.

You can opt-out of having made your activity on the Service available to Google Analytics by installing the Google Analytics opt-out browser add-on. The add-on prevents the Google Analytics JavaScript (ga.js, analytics.js, and dc.js) from sharing information with Google Analytics about visits activity.

For more information on the privacy practices of Google, please visit the Google Privacy Terms web page: http://www.google.com/intl/en/policies/privacy/

Behavioral Remarketing

Captivate Content Inc. uses remarketing services to advertise on third party websites to you after you visited our Service. We and our third-party vendors use cookies to inform, optimize and serve ads based on your past visits to our Service.

Google AdWords

Google AdWords remarketing service is provided by Google Inc.

You can opt-out of Google Analytics for Display Advertising and customize the Google Display Network ads by visiting the Google Ads Settings page: http://www.google.com/settings/ads

Google also recommends installing the Google Analytics Opt-out Browser Add-on – https://tools.google.com/dlpage/gaoptout – for your web browser. Google Analytics Opt-out Browser Add-on provides visitors with the ability to prevent their data from being collected and used by Google Analytics.

For more information on the privacy practices of Google, please visit the Google Privacy Terms web page: http://www.google.com/intl/en/policies/privacy/

Facebook

Facebook remarketing service is provided by Facebook Inc.

You can learn more about interest-based advertising from Facebook by visiting this page: https://www.facebook.com/help/164968693837950

To opt-out from Facebook’s interest-based ads follow these instructions from Facebook: https://www.facebook.com/help/568137493302217

Facebook adheres to the Self-Regulatory Principles for Online Behavioral Advertising established by the Digital Advertising Alliance. You can also opt-out from Facebook and other participating companies through the Digital Advertising Alliance in the USA http://www.aboutads.info/choices/, the Digital Advertising Alliance of Canada in Canada http://youradchoices.ca/ or the European Interactive Digital Advertising Alliance in Europe http://www.youronlinechoices.eu/, or opt-out using your mobile device settings.

For more information on the privacy practices of Facebook, please visit Facebook’s Data Policy: https://www.facebook.com/privacy/explanation

Payments

We may provide paid products and/or services within the Service. In that case, we use third-party services for payment processing (e.g. payment processors).

We will not store or collect your payment card details. That information is provided directly to our third-party payment processors whose use of your personal information is governed by their Privacy Policy. These payment processors adhere to the standards set by PCI-DSS as managed by the PCI Security Standards Council, which is a joint effort of brands like Visa, Mastercard, American Express and Discover. PCI-DSS requirements help ensure the secure handling of payment information.

The payment processors we work with are:

Stripe

Their Privacy Policy can be viewed at https://stripe.com/us/privacy

PayPal or Braintree

Their Privacy Policy can be viewed at https://www.paypal.com/webapps/mpp/ua/privacy-full

Links To Other Sites

Our Service may contain links to other sites that are not operated by us. If you click on a third party link, you will be directed to that third party’s site. We strongly advise you to review the Privacy Policy of every site you visit.

We have no control over and assume no responsibility for the content, privacy policies or practices of any third party sites or services.

Children’s Privacy

Our Service does not address anyone under the age of 18 (“Children”).

We do not knowingly collect personally identifiable information from anyone under the age of 18.

If you are a parent or guardian and you are aware that your Children has provided us with Personal Data, please contact us. If we become aware that we have collected Personal Data from children without verification of parental consent, we take steps to remove that information from our servers.

Changes To This Privacy Policy

We may update our Privacy Policy from time to time. We will notify you of any changes by posting the new Privacy Policy on this page.

We will let you know via email and/or a prominent notice on our Service, prior to the change becoming effective and update the “effective date” at the top of this Privacy Policy.

You are advised to review this Privacy Policy periodically for any changes. Changes to this Privacy Policy are effective when they are posted on this page.

Contact Us

If you have any questions about this Privacy Policy, please contact us:

By email: anna@conversioncopyco.com

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