From Clicks to Conversions in 3 Steps
Here are my top 3 rules for transitioning from clicks to conversions:
Speak to the heart, not the head.
Here’s the truth: no one cares how clever or smart you are.
What they care about is their world—the things that keep them up at night, the worries tugging at their heart.
Your job is to meet them there. Speak to their struggles, their desires, their emotions—not your agenda or your brilliance.
When you connect to what truly matters to them, that’s when conversions happen.
Before (Head-Driven Copy):
"Our 12-week coaching program focuses on goal-setting, mindset shifts, and personal growth strategies to help you achieve success."
After (Heart-Driven Copy):
"Do you feel like you’re stuck on a hamster wheel, chasing success but never feeling fulfilled? Imagine waking up every day with clarity, confidence, and a plan that aligns with your true purpose.“
Why It Works:
The “before” talks about the program’s features, while the “after” addresses the prospect’s deeper emotional struggles and paints a picture of their desired outcome.
Walk the 5 roads.
Saying “speak to the heart” is one thing—doing it is another. But there’s a simple art to it.
Think of the 5 senses (sight, sound, touch, taste, smell) as 5 roads—and all 5 roads lead to the heart. If you want to connect deeply, you’ve got to travel those roads well.
This is why sensory language is so powerful. It’s not about dumping information; it’s about creating a journey. Use vivid, relatable language that taps into their senses and emotions. When your words paint pictures they can see, feel, or hear, they’ll follow you straight to the heart.
Before (Flat Copy):
"Our online course includes video modules, a workbook, and a step-by-step guide to mastering emotional resilience."
After (Sensory Copy):
"Picture this: You’re watching a powerful video that sparks an ‘aha’ moment, holding a workbook filled with actionable insights that feel like they were written just for you. Each step you take feels like a breakthrough, bringing you closer to mastering emotional resilience."
Why It Works:
The “before” is feature-focused and dry. The “after” immerses the reader in the sensory experience of the course, making the transformation sensory.
Get them off the “hot seat.”
Connecting to the heart is powerful, but without action, nothing changes. This is where most landing pages and sales pitches stumble—at the call to action.
Why? Because we hesitate. We fear rejection, so we pull back when we should lean forward.
But here’s the mindset shift: you’re not the one on the hot seat—they are.
They have the problem.
You have the solution.
Your call to action isn’t about putting pressure on them—it’s about helping them see the pressure they’re already under. When they recognize the pain of staying where they are, your call to action becomes their lifeline.
So, don’t shrink back. Lean forward. Show them the way off the hot seat and into the solution you’re offering.
Before (Weak Call to Action):
"If you’re interested in transforming your life, feel free to schedule a discovery call."
After (Strong Call to Action):
"Are you tired of feeling stuck, wondering if things will ever change? The truth is, nothing will change until you take the first step. Book your free discovery call today, and let’s create a plan to move you forward. This is your chance to take control—don’t let it slip away."
Why It Works:
The “before” lacks urgency and clarity, making it easy to ignore. The “after” highlights the prospect’s pain, positions the call as the solution, and creates a sense of urgency, compelling action.
When you speak to the heart, guide them through the 5 sensory roads, and confidently lead with your call to action, you’re no longer just selling—you’re transforming. That’s how you go from clicks to conversions.
