Guia Matthieu Clawfu Skills Conversion Copywriting

Conversion Copywriting - Data-Driven Copy That Converts

Write copy that gets a "yes" using Joanna Wiebe's research-first, Voice of Customer methodology

When to Use This Skill

• Writing landing pages, emails, or sales pages that need measurable conversion results
• Starting a new copy project and need a systematic process to follow
• Struggling with what to write and staring at a blank page
• Wanting to prove ROI to clients with data-backed decisions
• Improving existing copy through validation and testing
• Training yourself or your team on professional copywriting methodology

Methodology Foundation

What Claude Does vs What You Decide

What This Skill Does

This skill transforms copywriting from a guessing game into a systematic, data-driven process. Instead of staring at a blank page and hoping inspiration strikes, you'll:

1. Research first - Find your messages in customer language, not your imagination
2. Listen more than write - Let Voice of Customer (VOC) data do the heavy lifting
3. Validate before launching - Test copy before committing fully
4. Measure everything - Know what's working and why

The result: Copy that converts because it says what customers actually want to hear, in the words they already use.

How to Use

Prompt Examples

Guide me through the conversion copywriting process for my [landing page/email/sales page].
Start with research questions I should answer before writing.

Help me extract Voice of Customer data from these customer reviews for my [product].
Identify the strongest messages and organize them into a hierarchy.

I have this VOC data: [paste data]. Turn it into copy for a [page type]
using the Copyhackers methodology.

Create a wireframe outline for my [landing page] that organizes these messages:
[list messages]. Include awareness stage transitions and CTA placement.

Run the 7 Sweeps editing process on this copy: [paste copy].
Start with the Clarity Sweep and work through all seven.

Instructions

The 3-Part Process Overview

┌─────────────────────────────────────────────────────────────┐
│  1. RESEARCH & DISCOVERY  │  2. WRITE, WIREFRAME, EDIT  │  3. VALIDATE & TEST  │
│      (Biggest phase)      │      (Synthesis phase)      │   (Proof phase)      │
└─────────────────────────────────────────────────────────────┘

No phase is optional. Even if a client says "just write," you still need research.

Part 1: Research & Discovery

"If research is not the biggest part of the work, 99% of the time it means you're doing it wrong."

Goal: Find your messages in customer language—don't invent them.

Research Checklist

Internal Sources:

• Existing website copy audit
• Product pages and feature descriptions
• Sales call transcripts/recordings
• Customer support tickets
• Chat transcripts
• Email sequences currently in use
• Brochures and sales materials

Customer Sources:

• Customer surveys (existing or new)
• Thank-you page polls
• Customer interviews (transcribed)
• Review mining (Amazon, G2, Capterra, Trustpilot)
• Social media comments and discussions
• Forum posts and Reddit threads
• Testimonials and case studies

Competitive Sources:

• Competitor website audits
• Competitor reviews (especially negative ones)
• Industry forums and discussions

Analytics Sources:

• Click tracking data
• Heatmaps and scroll maps
• Conversion funnel analysis
• Exit survey data

How to Mine VOC Data

What to look for:

1. Pain language - How do they describe their problem?
2. Desire language - What outcome do they want?
3. Objection language - What's stopping them?
4. Trigger language - What made them start looking?
5. Value language - What benefits matter most?
6. Emotional language - How do they feel about all of the above?

How to organize:

• Tag each insight by type (pain, desire, objection, etc.)
• Note the source and frequency
• Identify patterns and repeating themes
• Rank by strength/emotion

Part 2: Writing, Wireframing & Editing

The Writing Setup

Joanna's Split-Screen Method:

1. Open research/VOC data on LEFT side of screen
2. Open writing document on RIGHT side
3. Search VOC data for relevant keywords
4. Copy-paste actual customer language
5. Refine into copy (don't reinvent)

"You don't sit there and just start writing. Split your screen in two and take what people are saying and put it on the page."

The Writing Process

Step 1: Determine Awareness Stage

Where is your reader starting?

Step 2: Map Your Messaging Hierarchy

What messages need to appear, and in what order?

1. Primary Message - The one thing they must understand
2. Supporting Messages - Evidence that backs up the primary
3. Objection Handlers - Address what's holding them back
4. Call to Action - The specific next step

Step 3: Select Your Framework

Step 4: Draft Using VOC

Take raw VOC and transform:

Raw VOC:

"I was so frustrated with spreadsheets. Every month I'd spend 8 hours just reconciling data and I'd still find errors."

Transformed into Copy:

"Tired of losing 8+ hours every month to spreadsheet reconciliation—only to find errors anyway?"

The 7 Sweeps Editing Process

After your first draft, run these sweeps in order:

Clarity is ALWAYS first. Above everything else, copy must be clear.

Wireframing

Create a visual layout showing:

• Where each message block goes
• Image/video placeholders with notes
• CTA placement and copy
• Mobile considerations

Tools: Figma, Balsamiq, Photoshop, or even Google Docs with boxes

Part 3: Validation & Experimentation

"We test to validate and learn."

Goal: Ensure you're putting the best version out before committing.

Validation Methods

A/B Testing When Possible

Test one variable at a time:

• Headlines
• CTAs
• Lead image
• Offer structure
• Social proof placement

Note: You can't A/B test everything. Validation fills the gaps.

Examples

Example 1: SaaS Landing Page Process

Research Phase (Week 1):

• Interviewed 5 customers
• Mined 50 G2 reviews
• Analyzed 10 competitor pages
• Reviewed 20 support tickets

Key VOC Finding:

"I was drowning in Slack notifications. By the time I found the message I needed, I'd lost 20 minutes and my train of thought."

Messaging Hierarchy:

1. Primary: "Find any message in seconds, not minutes"
2. Supporting: AI-powered search across all channels
3. Objection Handler: "Works with your existing Slack—no migration"
4. CTA: "Start free trial"

Draft Headline:

"Stop drowning in Slack. Find any message in seconds."

After 7 Sweeps:

"Find any Slack message in 3 seconds. Not 20 minutes." (Added specificity, cut unnecessary words)

Validation:

• 5 Second Test: 85% understood the value prop
• A/B tested against control: +34% signups

Example 2: Email Sequence for Course Launch

VOC from Survey:

"I keep signing up for courses but never finish them. I feel guilty every time I see another one in my inbox."

Email 1 Subject (Problem-Aware):

"That course you never finished? Not your fault."

Email 1 Opening:

"You've bought courses before. Started strong. Then... nothing.

The guilt sits there in your inbox. Every email from that course creator feels like a reminder of another thing you didn't follow through on.

Here's the thing: It's not a willpower problem."

Transformation Notes:

• Used exact phrase "never finish"
• Captured the "guilt" emotion from VOC
• Moved from Problem → Solution setup

Checklists & Templates

Pre-Writing Research Checklist

## Research Checklist for: [Project Name]

### Customer Voice Sources
- [ ] Customer interviews (min 3-5)
- [ ] Survey responses (min 50)
- [ ] Review mining completed
- [ ] Support tickets analyzed
- [ ] Sales call recordings reviewed

### Competitive Intel
- [ ] Top 3 competitors audited
- [ ] Competitor reviews analyzed
- [ ] Positioning gaps identified

### Internal Sources
- [ ] Existing copy audited
- [ ] Analytics reviewed
- [ ] Team interviewed (sales, support)

### Synthesis
- [ ] Pain points ranked
- [ ] Desires ranked
- [ ] Objections listed
- [ ] Key messages identified
- [ ] Messaging hierarchy drafted

VOC-to-Copy Translation Template

## VOC Translation for: [Page/Email Name]

### Raw VOC Quote:
"[Paste exact customer language]"

### Source:
[Interview / Review / Survey / Support ticket]

### Message Type:
[ ] Pain  [ ] Desire  [ ] Objection  [ ] Trigger  [ ] Value

### Transformed Copy:
[Your refined version]

### Placement:
[ ] Headline  [ ] Subhead  [ ] Body  [ ] CTA  [ ] Testimonial

7 Sweeps Worksheet

## 7 Sweeps for: [Asset Name]

### Sweep 1: Clarity
- [ ] Main message understood in 5 seconds?
- [ ] No jargon or insider language?
- [ ] Simple sentence structure?

### Sweep 2: Voice
- [ ] Sounds like the brand?
- [ ] Sounds like how customers talk?
- [ ] Consistent throughout?

### Sweep 3: Proof
- [ ] Claims backed by evidence?
- [ ] Testimonials/case studies included?
- [ ] Numbers and data where helpful?

### Sweep 4: Specificity
- [ ] Generic words replaced with specific?
- [ ] Numbers instead of "many" or "some"?
- [ ] Names, places, details added?

### Sweep 5: Stickiness
- [ ] Memorable phrases or hooks?
- [ ] Would reader recall this tomorrow?
- [ ] Any "quotable" lines?

### Sweep 6: Emotion
- [ ] Emotional trigger present?
- [ ] Reader can feel the pain/desire?
- [ ] Human, not robotic?

### Sweep 7: Zero
- [ ] Every word earns its place?
- [ ] Redundancies removed?
- [ ] Could be shorter without losing meaning?

Skill Boundaries

What This Skill Does Well

• Structuring audio production workflows
• Providing technical guidance
• Creating quality checklists
• Suggesting creative approaches

What This Skill Cannot Do

• Replace audio engineering expertise
• Make subjective creative decisions
• Access or edit audio files directly
• Guarantee commercial success

References

• Courses: Copyhackers Copy School, 10x Freelance Copywriter
• Free Resources: Copyhackers.com tutorials, Where Stellar Messages Come From (free ebook)
• Expert: Joanna Wiebe, original conversion copywriter
• Source: sources/books/wiebe-conversion-copywriting.md

Related Skills

• copy-frameworks - PAS, AIDA, and other structures mentioned here
• dan-kennedy-copy - Direct response principles that complement this
• landing-page-copy - Specific application of these principles
• email-writing - Email-specific applications
• headline-formulas - For the headline writing portion

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