🧠 101 On High-Converting Copy

Welcome back to the 33rd edition of the Nord Media newsletter.

Before we get started – Is there anything specific you’re wanting to learn about? Let me know, as always I appreciate all of you who reply each week and share feedback with me.

Good copy is VERY important. That’s a given.

It’s what helps you stand out in the overcrowded Ecom space. 

Great copy doesn’t just inform your audience. It connects with them emotionally and gets them to take action.

But there’s a bit of a dilemma when it comes to copywriting in 2024.

When did you last watch an entire movie without checking your phone? 

Honestly, I can’t even remember. 

Attention spans are shorter than ever.

So, even if your copy is the best, most persuasive language in the world, it won’t do much if people are too distracted to actually read it.

How can we solve this problem?

Well, let’s start at the root of the cause. 

Customers in 2024

The average customer today doesn’t do a lot of focused reading. 

TikTok, Instagram, and Snapchat offer instant dopamine hits and overstimulation.

You’re not required to have the attention span it takes to watch a full YouTube video or read an article.

The amount of time you have to capture the customer's attention has shrunk drastically in the last couple of years.

Before: You might have had 5–10 seconds of attention per email.

In 2024: You may have 3 seconds (this is not an exaggeration) 

Your ability to get someone to convert is completely dependent on how fast and effectively you can get your point across.

This is why email is unique.

No one is sitting down to read through their emails like it's social media. 

They're opening their email in quick bursts:

• In between tasks

• On a 20-second walk to the bathroom

• While waiting for a bagel to finish toasting

The point is: The clock is ticking. You only have a few seconds of your customer's attention.

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The Problem With Most Copy

A lot of the copy in emails is just fluff—unnecessary. 

For example, when someone joins a newsletter, they know they'll be getting exclusive access, insights, sneak peeks, and community. 

There's no need to waste space telling them about it.

Instead, focus on useful information such as brand-unique selling propositions, social proof, etc.

Every sentence you add to your copy, ask yourself: 

"Does this push the customer closer to a sale?"

A few other common problems with most copy:

• Too Long

• Too Many Points

• Boring

• No Value

Boring, long, and bleak writing may be beneficial for academics, but for the average consumer, it’s painful. 

The customer is easy to get overwhelmed. If you try to tell your customer five different takeaways, they won’t remember any of them—each takeaway gets 20% of their attention.

Try to prove one thing and get one takeaway. It's much more likely the customer will remember it and take action. 

The Core Email Copy Principles

S.C.E

• Skimmable - The customer isn’t sitting down every morning to read their emails in-depth like they would read the morning newspaper. 

We only have a couple of seconds of their attention.

If people can't skim your email, they aren't going to bother reading it.

Optimize for the Skim, Not the Read

Split up your texts with line breaks and bold high-value words and ideas. 

• Clear and concise - The customer's IQ drops by about 50% the second they open their email inbox—they're in zombie mode.

If we aren't clear with what we're giving them, they won't understand. 

If we aren't concise, they won't bother giving us the time.

Your email shouldn't be longer than 1–2 scrolls.

• Engaging - The customer is craving dopamine; we need to give it to them. 

We want our emails to be engaging enough to trigger dopamine in the customer's brain. 

That leads to a positive association with our brand and results in future opens and sales.

Make your emails punchy, informational, and entertaining. 

Infographics are a cheat code when making your emails skimmable, clear, concise, and engaging. 

Incorporate:

• Checklists

• Graphs

• Diagrams

• Timelines

• Numbered lists

• Tables

To get started writing high converting copy:

1. Map out your email layout in a Google Doc

Think about how you want your text to be visually presented. Break the copy down into smaller sections and plan where images, diagrams, and spacing will go.

This helps you envision how the final product will look. Make sure it’s skimmable and visually appealing. 

2. Use an email template for inspiration

Reference a successful email from your industry as a guide. 

Look at the way they structure their text, where they place images, and how they make their CTA stand out. 

Do not copy!!!!!!

Use the proven framework to structure your own ideas that are relevant to your brand.

3. Use ChatGPT to draft your copy

Once your layout is mapped out, you can streamline the copywriting process using ChatGPT. 

Start with a prompt like:

"We're creating a graphic-based email campaign with minimal copy. The topic is about [insert topic]. Please write me a punchy headline, followed by a short sub-headline (2–3 sentences), ending with a SHOP NOW call to action."

4. Refine and personalize

Once you have the base copy, tweak it to fit your brand voice.

Make sure each section of the email flows naturally into the next and that the message is clear and concise.

Particl’s Guide to Crushing BFCM in 2024 👇

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Why do I think it’s so valuable to review and what’s included?

👉 When does BFCM start and when should you start?
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👉 Industry leading insights from top brands year over year.
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Closing Thoughts

In 2024, copy isn’t just about what you say but how quickly you can say it. 

Your audience doesn’t have time to sift through fluff or long-winded messages. 

They need value delivered fast, in a way that's engaging and easy to skim.

As attention spans keep shrinking, the real challenge is finding creative ways to capture those few precious seconds of focus. 

Next time you're crafting an email, remember:

less is more, 

clarity is key, 

and engagement is everything. 

Keep it short, punchy, and impossible to ignore.

Want to learn from me or connect on other platforms? 👇
 LinkedIn • Instagram • Twitter 

Thank you for reading! I appreciate you.
Sincerely,
Kody