The Difference Between Microcontent and Conversion Copywriting

Microcontent and conversion copywriting are two of the seven writing styles that every nonprofit communicator should master. And they are pretty freaking important. In fact, we are doing a whole webinar devoted to these two styles next week.

Learn more and join us for Getting People to Click: How to Write (Ethically!) for Opens, Clicks, and Conversions

There is a lot of overlap between these two, but knowing the important differences between “microcontent” vs “conversion copywriting” will help you strengthen them both.

What Is Microcontent?

Microcontent is the short but powerful copy that’s actually read. It’s what people look for when the skim.

Includes:

• Email subject lines
• Sender name
• Pre-header
• ALT text
• Headlines
• Subheads
• Calls to Action
• Captions
• A P.S.
• Sidebars
• First line of social media posts
• Hashtags

What Is Conversion Copywriting?

Conversion Copywriting is persuasive writing that motivates immediate action like donating, clicking, or registering.

Where you use it:

• Landing Pages
• Ads
• Forms
• Buttons

To simplify it, microcontent gets ATTENTION. Conversion copywriting gets ACTION.

You can’t really have one without the other – you have to have someone’s attention before you can tell them what to do. But getting their attention does no good if you can’t inspire them to act.

To learn more about how to strengthen both of these writing styles, join us for next week’s webinar!