In the digital world, top-notch copywriting is an essential part of building your brand and helping to turn potential customers into current customers. This is something every learning business professional needs to consider when looking at ways to improve their marketing efforts and gain the attention of prospective learners. In this episode of the Leading Learning podcast, Celisa talks talks with Layla Masri, co-founder of Bean Creative, about the relationship between copywriting and conversion, common mistakes organizations make with copywriting, and tips for anyone looking to improve their copywriting game and increase conversion rates. Full show notes available at http://www.leadinglearning.com/episode72 Featured resource: The 5 Second Test – a free tool for quickly testing out different types of visual designs. You can upload a design, share it with people from your target audience, ask them questions about what they recall, and get a report to see how they responded. Thank you to YourMembership, sponsor of the Leading Learning podcast for the first quarter of 2017.  YourMembership’s learning management system (LMS) is specifically designed for professional education with a highly flexible and intuitive system that customizes the learning experience. YourMembership’s LMS seamlessly integrates with key systems to manage all of your educational content formats in one central location while providing powerful tools to create and deliver assessments, evaluations and learning communities.