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15 great examples of creative copywriting and 10 tips you should try.

Creative copywriting is the best way to take your copy to the next level. See 10 tips for writing marketing copy that breaks through the noise and converts.

Published on Dec 10, 2022

By Dave Rogenmoser

It’s true: Most writing requires a touch of creativity. But as a seasoned marketer or copywriter, you probably already know that creative copywriting, whether for landing pages, social media or ads can get your product or service heads and shoulders above your competitors.

So the real question is how do you do it? How do you create copy that does more than state the facts and figures — copy elevated by a dose of creativity? We won’t just tell you how to do it; we’ll show you how as we analyze 15 great copywriting examples from top brands. 

What is creative copywriting?

Creative copywriting goes one (or three) steps further than basic copywriting in the sense that it requires strategic, imaginative thinking . As obvious as it sounds, creative copy is where unleashed creativity meets copywriting skills.

A creative writer goes beyond inserting the average powerful words in marketing copy. They also think about the big picture: out-of-the-box ideas, the audience’s pain point, unique perspectives, and ways to approach and present the solution in the copy.

How do you identify creative copy? 

Think about the last time a landing page SOLD you on the company’s services so much that you were scrambling to enter your credit card details? Or when that persuasive popup convinced you to sign up for their email list? Or what about the time that product description — everything about it — had you buying a product you didn’t even need? 

That’s what creative copywriting does. It excites, persuades, and moves your audience to action in seconds.

What’s the difference between creative copywriting and SEO copywriting?

While creative copywriting focuses on the reader, SEO copywriting aims to reach the reader via search engines. This kind of copy is optimized for search engines by the skillful inclusion of keywords.

Does this mean SEO copywriting cannot or should not be creative? Not necessarily. Ideally, SEO copywriting should be optimized both for readers and search engines. This is not the easiest of tasks, but it is highly achievable if your copywriter knows their onions — and has great writing tools on hand.

For digital marketing, you must marry SEO and creative copywriting. This means getting down the basics of great copy and applying your knowledge of search engine optimization without stifling your copy. Sounds like a big ask? We’ll help you figure it out.

10 tips to skillfully master creative copywriting

If you’re more accustomed to SEO copywriting and would like to know how to write creatively, you’re in the right place. We’ve gathered 10 of the best tips for mastering great copywriting .

1. Do your research

Before you can write creatively, you need to have a solid knowledge of the practicalities. Detailed research helps you understand your subject matter and enables you to render your copy as persuasively as possible. In the course of your research, you should uncover — at a minimum — answers to the following questions:

• Who is your target audience?
• What does your target audience need?
• What is your product’s unique selling point?
• How does your product’s selling point intersect with your audience’s needs?

Once you have the raw materials, you can now whip them into your creative masterpiece.

2. Write a head-turning headline

Now, you may be in the camp that writes headlines as the final step of the process, and that’s fine. You can apply these tips whenever you choose to write your headline. However, do not underestimate the power of an arresting headline.

The rest of your website copy could be the most impressive piece of work, but readers will never know if they don’t get past your headline. 

In email marketing as well, subject lines—another kind of headline—must captivate your reader. Your subject line must be strong enough to sway the reader into opening, instead of archiving your email — or worse, making it as spam. Try these tips for crafting an irresistible headline:

• Use numbers to grab attention
• Appeal to emotions with power words
• Spark curiosity (but skip the clickbait)
• Ask a thought-provoking question
• Inject a sense of urgency

Bottom line? Make a darn good first impression. If you’re having trouble coming up with a worthy headline, try Jasper’s Perfect Headline template . It uses information about your article to generate impressive headline options. Jasper also has an Email Subject Line template for generating concise, inviting subject lines.

3. Build credibility 

This is another vital branch of creative copywriting. Granted, it’s daunting to build reader trust in such few words as those on an ad or landing page, but it’s doable. An easy way to accomplish this is by using cold facts and figures.

Like in the screenshot above, your figures could be anything from your current number of users to the number of five-star reviews your product has accrued. You could also show proof using a reel of popular companies you’ve provided services for in the past. 

Here are a few more things to highlight if you want to build trust:

• Detailed customer testimonials
• Any industry awards you’ve won
• Case studies 

Pro Tip: Provide a freebie or actionable industry information in your copy so that your readers benefit just by reading your copywriting.

4. Be specific

Specificity shows readers that you’re confident and unafraid to make a claim or take a stance. Which of these two promises makes you more likely to order?

“Nutritious meals delivered in one hour” vs “Nutritious meals delivered super quickly”

Stating a specific time reassures customers that you’ve tested and can guarantee them service at that level. It makes your copy creative because you’ve put strategic thought into the process. This is particularly important when crafting Google or Facebook ads. Jasper has several ad templates including the following:

• Google Ads Headline
• Google Ads Description
• Facebook Ads Headline
• Facebook Ads Primary Text

Here’s the Google Ads Description template in action:

There’s much to be specific about in your copy, but unfortunately, so many copywriters are vague about what their products or services accomplish. For example, while saying your service will “boost results,” highlight exactly how or by what percentage it will do this.

5. Tell a story

Isn’t storytelling the height of creative writing? You can use this same medium in your copywriting. While this style may not work for everyone, it is particularly captivating for individuals selling a personalized service. See how Ramit Sethi uses his narrative by sharing his experience with a problem and now offering to share his solutions with readers.

You may not have a heart-tugging personal anecdote to share, but perhaps your product has an impressive backstory? Share it. Show customers how the behind-the-scenes work translates to a better product for them .

Remember, the goal of storytelling in your copywriting isn’t to blow your trumpet, but to get readers to see themselves in your story — which is what makes your copy convert.

6. Be conversational

Speaking of reaching readers, our number one tip for word usage is to keep it simple. Always use a shorter, simpler word where possible. Your copy should be easily understandable for maximum impact.

For example, take Shopify’s landing page. “Sell online with Shopify” leaves no room for misunderstanding and would be understandable by most fifth-graders in America. Imagine, if instead, the brand had written: “Establish your business online with Shopify”? Still feel the punch? Not so much.

7. Use emotion

There’s a reason why the PAS (Problem-Agitate-Solution) Framework is known as an effective copywriting formula: it works. With creative copywriting, though, you need to do a bit more than following the formula. You need to empathize with your reader.

For example, the sentence, “Why do the prettiest shoes give the worst blisters?” could easily open the way to highly converting copy for blister cushions. First, you get the reader nodding — just as they would with an empathetic friend — and then you keep them nodding into checkout.

Still unsure how to use the PAS Framework to your advantage? Let Jasper worry about that for you. Here is Jasper’s PAS Framework template in action.

8. Don’t forget design

We have to break it to you: Design matters just as much as your copy. Even if your copy was A+ and you followed all the other copywriting tips on the internet, poor brand colors and fonts would tank your sales.

Creative copywriters see the full picture, design inclusive. 

Use design that complements your copy. Don’t drown your hard-won words in overpowering design or back your words with an underwhelming design that won’t stand out.

9. Answer questions in advance

Headline, check. Trust and credibility, check. You’ve got your reader hooked now. They believe your copy and they’re ready to commit, but they have one niggling question before they take the plunge… and there’s no answer on your landing page.

If you’ve ever been a contemplating customer, you’ve likely deferred or changed a decision because of a lack of information. Sometimes the information is there, but on a page that requires the reader to put in extra work to access.

Spare potential customers the hassle and include relevant information on your landing page. These include:

• Frequently asked questions (FAQs)
• Pricing (+ free trial, if applicable)
• Geographic limitations
• Additional features and integrations

Don’t make potential customers work too hard to find information that can sway them in the purchasing direction.

10. Make your CTA work for you

The ultimate goal of your copywriting is to get readers to respond positively to your call to action. So, ensure that your CTA also has something for your readers. It should be all about them. After all, they’re browsing solution alternatives because they have a problem they’d like to solve.

Your CTA should be the solution. Avoid dead CTA’s like “Buy now” or “Click here.” Both of these feel to the reader like they’re giving you something, as opposed to receiving. Your CTA is your final punch. Use it to remind the reader of the core benefit you’re offering. Try one of these:

• “Start your free trial”
• “Start saving now”
• “Get $10 off”
• “Start earning now”
• “Get your free guide”

While hitting either of these buttons will be a conversion for you, your customer also receives something. We think that’s a win on both sides — and what a great way to kick off a relationship.

10 creative copywriting examples to inspire you

Before we go, we’ll show you a few brand pages and advertisements putting our tips into practice. Maybe it’ll give you some inspiration as you write your own creative copy.

On its homepage, Lyft doesn’t leave any room for guesswork. The headline is both specific and appeals to top desires of the target audience—freedom and money. The body copy is also clear about the benefits of driving for Lyft and conversational. Lastly, it includes a direct and hard-to-miss CTA. Got more questions? You can see “How driver pay works.”

The simplicity of Trello’s homepage shines through, thanks to the easy-to-read font and vibrant illustration. It definitely gets an A+ for design but what about the copy? It states specifically who Trello is for and the top things it can help teams do. (And because it’s specific about capabilities like collaboration and project management, we can imagine that Trello has done quite a bit of research to identify those as users’ top needs.)

Additionally, did you catch how the CTA employs the tip on answering questions in advance ? It addresses price-related questions and objections by stating upfront that signup is free! 

The Bombas homepage is witty, but they’re no joke. You’ll notice that they highlight their philanthropic achievements, which appeal to emotion. Plus, besides offering an enticing 20% off deal, Bombas also creates a feeling of exclusivity with the headline and subheadline.

Innocent Smoothies

Another great copywriting example to add to your swipe file, Innocent Smoothies’ homepage opens with an entertaining twist on the horoscope.

Who can resist a scroll further down with that starter, which balances its customers’ personal desires with a cause they and the brand collectively value? And it only gets better with narrative copywriting that invites you into their brand’s story. 

PayPal gets straight to the point by offering you $10 if you invite a friend — something you can only do if you’re signed up. This brief but effective copy is a reminder that clarity and specificty don’t have to mean being longwinded. This page makes smart use of minimal text, a simple design that doesn’t distract from the call-to-action, and complementary visuals.

This AppSumo marketing email uses the PAS Framework—rooted in emotion—with a dash of dry humor. It seals the deal with an urgent final line and CTA to amp up the FOMO. After all, no one wants to miss out.

This Netflix sign-up page is a thing of beauty for more reasons than one. The headline rocks because, although it’s simple, it highlights something we all love—unlimited access. The subheadline rocks because it answers important questions potential users have before signing up such as “Am I locked in to a contract?” Plus, available movies and shows fill the background to remind you of what you’ll be missing if you don’t sign up.

Quip’s email sign-up form is an entertaining read and a memorable example of good copywriting. The header uses witty wordplay that evokes the memory and feeling of a familiar, pleasant experience we’ve all had. And the body copy sets clear expectations about what Quip’s emails will be about, while also answering FAQs about email topics and frequency. 

Lastly, we can’t forget to mention that all of this copy is conversational through and through, speaking directly to “you” and maintaining a friendly and relaxed tone.

Here’s another brand that’s loading up the freebies and not hiding it at all. Just look at that CTA button. Not to mention that the headline does a great job of sparking curiosity about the offer.

This popup from Our Place is a masterclass in the use of social proof to build credibility. Sure, they could’ve written a call-to-action like, “We’re giving away one pan a day. Enter your email address for a chance to win.” But that wouldn’t be nearly as compelling as hearing some of the overwhelmingly positive things Always Pan users have said. 

5 of our favorite examples of ad copywriting

We’ve seen fantastic examples of copywriting in emails and on landing pages. How about some advertisements? Here are five memorable advertisements with smart copy that will get you to look twice.

Saatchi and Saatchi

This Saatchi & Saatchi ad encourages dog lovers to think twice before adopting — and yet it never says those exact words. Powerful. And a good lesson that what your headline or your copy doesn’t say may be more powerful than what it does. 

This Band-Aid ad takes “minimal” to a whole new level. As you can see it’s light on the copy, but what makes it so powerful is the imagery. It illustrates the claim made in the copy perfectly and simultaneously builds credibility and trust for Band-Aid. 

Heinz Ketchup

We love that this cheeky Heinz ad reminds you of what Ketchup is made from. At first glance, you might expect the copy to say, “No one makes Ketchup like Heinz,” so using the word “grows” instead is an excellent attention-grabber. The image then brings the concept in the copy full circle.

Three words are all this ad needs to be laugh-out-loud funny. In the copywriting world, you’ll often hear the advice that you should be “clear over clever,” and often, that’s true. We even listed being specific as a best practice so that there’s no confusion or lingering questions to stop people from taking the action you want them to take. 

But, as this ad shows, there’s a time for cleverness and copy that makes people stop and think for a second. (As long as it’s quick and easy for them to pin down what you mean). 

This Calm Facebook ad is an excellent example of providing value in your creative ad copy. It leads readers through a super-short meditation before they even realize it. The copy also makes use of social proof by spotlighting recognition the company has received. Not to mention that it has a clear call-to-action: “Go download Calm.”

Go the extra mile with your copywriting

Creative copywriting stands out because it’s not your average copywriting. It requires generous portions of imagination and big-picture thinking. You’ll need to do the research and write solution-centric copy that demands readers’ attention.

We believe in you, but we also believe in getting help when needed. That’s why we recommend using one of the leading tools for copywriting — our AI writing assistant, Jasper. With scores of templates, including marketing-specific options like the PAS and AIDA Frameworks, Jasper is up to the task of creative thinking and, unlike you, he never tires.

If you need help getting Jasper to write even better, we definitely recommend going through Jasper Jumpstart where you’ll learn how Jasper thinks, as well as how to use templates, commands, and recipes. 

Ready to give it a shot? Start a free trial of Jasper today .

Meet The Author:

Dave Rogenmoser

Dave is the Co-Founder Jasper , a Y Combinator-backed tech company based in Austin, Texas. He is also a husband and father of 3 boys.

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Creative Copywriting: What it is and How You Can Nail It

• June 4, 2022

Sometimes you don’t just want to write copy. 

You want to write copy that causes a double-take.

Copy that results in “OMG.”

Copy that really sticks to your ribs.

Creative copywriting goes a step beyond hitting those pain points and completely magnetizes a brand, leaving them to not just want what you’re selling, but to have your clever quips ingrained into their psyches for the rest of their lives.

Let’s take a look at what creative copywriting is, what a creative copywriter does, how to write creative copy, and even look at some examples of creative copywriting that have stood the test of time.

Creative Copywriting: What is It?

Creative copywriting defined: Creative copywriting is the art and science of writing words that attach a concept to a product or service in an interesting way. 

This style of copywriting can be funny, serious, blase, or shocking––but the one thing all styles of creative copywriting have in common is that they get into the audience’s head.

What Does a Creative Copywriter Do?

A creative copywriter writes headlines, taglines, advertisements, sales pages, and any other marketing materials that further the commercial initiatives of a brand. Creative copywriters work with brand developers, marketing departments, advertising agencies, PR firms, and other entities that create public-facing content. 

Creative copywriters study the brand’s guidelines, objectives, sentiment analysis, demographic information, and current strategies to create magnetized messaging that helps create awareness, generate revenue, and shape a brand’s legacy.

Is Copywriting a Creative Career?

Copywriting is absolutely a creative career––but it’s not only a creative career. Creative copywriting requires both left-and-right brain thinking. Analytical thinking, creative thinking, consumer psychology, and an understanding of user experience all play a role in the day-to-day goings on of a creative copywriter.

But, at the core of creative copywriting is absolutely creative thinking. 

How can you make time stop––and the scroll stop?

How can you tie together humanity and commerce?

How can you identify with people you’ve never met and inspire them to take an action, make a chance, or complete a purchase?

If these challenges appeal to you, congratulations. You’re a creative copywriter in the making.

How Can I Be a Creative Copywriter?

Turning heads with words sounds like a dream come true, right? Let’s talk about how you can learn to write creative copy.

Learning How to Learn Creative Copywriting

Let’s jump in, shall we?

Learn Copywriting Basics

You can’t jump in the deep end if you can’t swim. I mean you could…but you know what will happen. 

If you want to get GOOD––and I mean REALLY good––at creative copywriting, you first need to understand the basics of copywriting. 

• What copywriting is and what it isn’t.
• What goes into a compelling headline and a show-stopping call to action. 
• How to use future pacing.
• How to create urgency the RIGHT WAY.

And how to get into the core of someone’s head and pull out exactly what they’re thinking, why, and what you can do to shift that thinking.

Taking a copywriting course for beginners is a great way to lay the foundation so you can build your creative copywriting empire.

Create a Swipe File

A swipe file isn’t stealing and regurgitation, no matter what it sounds like. Instead, a copywriting swipe file is a collection of copy examples that you really like and would like to emulate its effects.

Pay attention to every ad you see. Every email. Every billboard, headline, call to action, and sales page. Keep track of each one, why it caught your attention, how it kept your attention, and whether or not it moved you to DO something.

Keep all of these examples in a file and refer to them when you need inspiration. 

Practice Your Skills 

You know those skills you learned and that copywriting swipe file you created?

Put them together and put them to work.

Take your swipe file and rewrite the copy you like. Put a spin on it. Give it a different perspective. Turn funny creative copy into somber creative copy. Take creative ads and write them for a different product or different audience. 

Practice your skills until your brain writes copy on autopilot for every product you see. 

Pay Attention to Human Emotion

This one is key. Human emotion, over everything, is what drives a purchase decision. Pay attention to what products appeal to what emotions, and what the pain and pleasure points are associated with common problems.

For example, let’s look at some everyday problems, pain points and pleasure points for some products and services.

This is one of my favorite copywriting exercises, and one that I recommend to new copywriters all the time.

Now, let’s take it a step further and use this copywriting exercise with some creative copywriting techniques.

Creative Copywriting Techniques

There aren’t any “standard” techniques that all creative copywriting follows, but I’ll break down a few fun ones that I call the Double Take, the Double Entendre, the Word Slide, and the Smash & Grab. 

We’ll use the examples from the exercise above and write creative copy for a headline and tagline for each one.

Double Take

The “double take” creative copywriting technique makes your audience look twice––and then think twice. To use the “Double Take” technique, you can go for shock value, cross out words, or use humor. 

For example, let’s take the chocolate and vanilla ice cream twist cone for a local ice cream shop. 

DON’T Get it Twisted.

Now the only meltdown will be yours when they let it drip all over the car.

This copy addresses the pain point without actually mentioning it, and uses a play on words with the word “twisted.”

Double (or Triple) Entendres

A double (or triple) entendre is a phrase that has more than one meaning, and one of the meanings is usually a little risque. 

Take this example for a water park hosting an “adults only” night:

Slide in More Than Just the DMs.

This creative copywriting addresses a common issue in online dating (just keeping it to the DMs and never getting to “real life”) and uses humor to entice an audience who might be a little bit rowdy (you know, the kind who will spend money on drinks at adults only night).

Word Slides

“I Love My Dog Bit the Kid Next Door.”

I love word slides. It starts with one idea and ends with another, shifting perspectives. This specific example is written for a dog trainer specializing in behavioral issues. 

Creative Copywriting Tips

If You Have to Explain It, It Doesn’t Work

Less is More

Avoid Cliches (Unless it’s Part of the Joke)

Creative Copywriting [Examples] 

Want to see creative copy in action? Take a look at these 5 examples of creative copy pulled straight out of my personal swipe file.

1. ANYTHING on the BarkBox Website (but Especially Their Product Descriptions)

If you’ve followed my blog for a while, you know how amused I am with basically ANYTHING on the BarkBox site

Seriously. BarkBox, if you’re reading this, I love you.

This product copy in the image above is a hilarious example of creative copywriting. The double entendres. The metaphors. The pop-culture references. That closing sentence that speaks to their ideal audience–people who spoil their pets (and I am guilty as charged. I have a dog in my lap on the couch as I’m writing this). 

2. This L’Oreal Ad NOT for Their Target Market…But it Also Is

Can I just say L’Oreal smashed it out of the park with this one? 

L’Oreal’s target audience isn’t the stereotypical male; but this ad is absolutely for just that audience––and the end result of this ad IMPACTS their target audience. WIN-WIN for L’Oreal on this marketing campaign.

 At first glance, it looks like the ad is trying to sell men 15% more lipstick, but when you look closer, you see a statistic about the profitability of female leadership, adding credibility to the ad.

And because the overwhelming majority of people in decision-making positions are men, hopefully this ad actually grabbed their attention.

3. This Volkswagon Ad

Volkwagon had some pretty good ads (excuse me while I go research their copywriters for the rest of the day). 

But this one is one of my favorites.

It uses subtle humor and pushes two central ideas: that you’ll be driving your Volkswagen so much you’ll run it out of gas, and that it’s a lightweight car.

4. This SONY Ad

So this SONY ad might only be understood by SONY’S target audience,and that’s perfect. This ad uses humor, a pop culture reference, and appeals to the senses. 

4. This Ad Featuring the Most Iconic Duo of All Time

Ok, who doesn’t love the Martha-Snoop Dogg friendship, first of all…

This is a great example of creative copywriting that has a double meaning, is a little bit risque, and makes the audience think. 

Creative Copywriting Jobs: What to Know & How to Find One

So, you’re sold ont he idea of becoming a creative copywriter. Let’s talk about what you should know and how you can find gigs.

How Much Does a Creative Copywriter Get Paid?

How much a creative copywriter gets paid depends on several factors:

• Whether or not you’re a freelancer or work in-house somewhere
• How many years of experience you have
• Your skill level
• What your portfolio looks like.

Creative copywriters can make anywhere from $50k to multiple six-figures per year. If you’re a freelance copywriter , you have more control over your income, as you are the one who sets your prices. 

How Do You Find a Creative Copywriting Job?

Creative copywriting jobs can be found virtually anywhere any other type of job is posted. Job sites like ZipRecruiter or Indeed will often have job listings for creative copywriters for both freelance gigs and full-time options. 

Other ways to find jobs as a creative copywriter include networking sites (including LinkedIn), social media, and even in person networking groups.

The best way to find a creative copywriting job, of course, is to have your prospects come to YOU. You can do this with a mixture of building your personal brand as a copywriter , search optimizing your website, and content marketing.

Is Being a Creative Copywriter a Good Job?

It depends on what you consider  a “good job.” If you’re both creative and analytical, have a way with words, and want to get paid to create thought-provoking content for brands, then yes, creative copywriting is a good job.

What Niches Need Creative Copywriters?

Virtually every niche on the planet needs a creative copywriter. Think about it: every business in the world relies on copywriting to some extent. However, creative copywriter is more in-demand in some niches than others, primarily those that serve a younger audience who is nearly immune to advertisements.

Frequently Asked Questions About Creative Copywriting

More questions on creative copywriting? Let’s go!

Creative Writing vs. Copywriting: What’s the Difference?

While both creative and both forms of writing, creative writing focuses on more fiction, poetry, or other entertainment-centered writing while copywriting is meant for business purposes.

Copywriting vs. Creative Copywriting: Key Differences

This is where the waters get a bit murky. Creative copywriting and “regular” copywriting both require you to be creative, but copywriting is more focused on driving home the pain points while creative copywriting focuses on driving the point home in an interesting, thought-provoking, out-of-the-box fashion.

Where Can I Find Copywriting Courses?

One great thing about copywriting is that you don’t need a fancy four-year degree to start your career. You can take copywriting courses online, learn copywriting from YouTube, copywriting podcasts, copywriting books , and from other copywriters.

How Do I Know My Copywriting is Creative?

If your copy makes someone double take, think twice, or have an emotional reaction (followed by an “Ohhhhhhhh” moment), you’ve very likely got some creative copy on your hands.

However, if your copy is confusing, dull, and doesn’t elicit any kind of reaction from your audience, you have work to do.

Can Creative Copywriting Be Funny?

Absolutely. Some of the best examples of creative copywriting are funny, and funny copy is usually the most memorable.

 Just see that Snoop and Martha ad above!

Copywriting For Creatives: Your Dream Job

Creative copywriting means using both sides of your brain to tell a story––no matter how long or short––that puts a concept into words and elicits an emotional response from an audience.

If that sounds like a dream come true, then creative copywriting is going to totally be your jam.

This NEEDS to be in Your Copywriting Brief

Without it, objectives aren’t met, time is wasted, and the end result is a final project that is far less powerful. Here’s what needs to go in your copywriting brief.

If You’re NOT Using Generative AI, It’s Time to Raise Your Prices

It seems that every freelancer’s fear is that generative AI tools like ChatGPT, Bard, and others like it would commoditize copywriting and content writing. At

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The Marketing Copywriting Guide: Techniques + Brand Examples

• Growth Marketing

Did you know that over half of mobile users abandon sites that take over 3 seconds to load? Now, let’s try a quick experiment and count to three. 

Did these seconds feel long for you? When you think about the experiment, maybe they didn’t feel that long; but when users are not consciously aware of their behaviors while browsing the web, three seconds have been proven to be way too long. This is especially true in today’s scroll-culture — with the popularity of 15-second TikToks and 280-character Tweets, today’s consumer (Gen Z especially) is accustomed to absorbing information through quick intakes. In 2022, the average consumer attention span dropped to just 8 seconds, meaning that it’s becoming more and more difficult to capture and maintain user attention. 

The conclusion? Immediately engaging marketing copywriting is the backbone of success. To get your prospect to act, you need to grab their attention, hold it, keep it engaged, and guide them to their intended action. From website landing pages, to emails, and push notifications, almost every marketing initiative includes some sort of copy, meaning that copywriting is a crucial skill that every marketer needs to have. Let’s start with the basics. 

What is copywriting for marketing content? 

Copywriting is writing any sort of language to be used in advertising. We also use the term “copy” to describe text on websites, social media, marketing emails, etc. While marketing copywriting in itself is a profession, it’s also a critical skill that all great growth marketers should have in their toolbox. The ability to write copy that captivates and engages the intended viewer with the right messaging isn’t easy, but if you’re interested in getting better at it, you’ve come to the right place.

What does a marketing copywriter do?

Marketing copywriters act as the voice and the storyteller of a certain brand, product, or service. They mold and control their target audiences’ perceptions, using words to achieve certain marketing objectives, such as increasing awareness, driving conversions, or fostering loyalty. Copywriters usually work closely with creative departments to present a holistic brand story through a cohesive, strategic combination of words and visual elements. 

As an interdisciplinary space, marketing copywriters often come from a variety of different backgrounds, straddling the midpoint between creative writing, marketing strategy, consumer psychology, and communication sciences. On one hand, it’s important for marketing copywriters to have a strong background in writing and have the ability to confidently manipulate words to achieve different tones of voice, writing styles, and sentence structures.

On the other hand, having an extensive writing background does not necessarily equate to being a good copywriter; skilled copywriters should also have some experience in marketing strategy and understand the importance of customizing copy to different target audiences, funnel stages, and platforms. 

If you are looking to become a marketing copywriter, or if you’re a copywriter looking to further improve your skills, you’ve come to the right place. 

Why is copywriting important?

The easiest way to envision the importance of copywriting is to see it as the intersection of growth, creativity, and community. Whether it be through driving action or increasing awareness, good copywriting leverages the strategic approach of targeted communication and the creative power of emotive writing to build relationships between brands and consumers. 

The benefits of successful copywriting are manifold, but the keys ones are:

• Growth: good copywriting efficiently drives users through the conversion funnel, thus increasing revenue, ROI and profits
• Creativity: good copywriting elicits specific consumer emotions and supplements brand visuals to tell a holistic story, thus solidifying brand awareness and recall
• Community: good copywriting will resonate with target audiences and build long-term customer relationships that stimulate growth loops, decrease CAC and increase customer LTV. 

Copywriting is the backbone of almost all of a brand’s touchpoints. From landing pages to emails, social ads to SEM — nailing down the right copy for the right audience, channel, and funnel stage is the first step towards sustainable and measurable impact. 

What is the difference between copywriting and storytelling?

These days, everyone has a story or content to spread. Whether it’s a food blog or the latest brand launch, people are constantly surrounded by new pieces of content. But what makes your content matter? Stand out? Cut through all the copy clutter that we are exposed to every day?

The foundation of good marketing copywriting is storytelling, but the two are not mutually dependent. The word “storytelling” actually speaks for itself. It is about telling stories, and being able to engage your audience, or to make something more clear. Photos, pictures, graphs, and videos really elevate the storytelling as well. Storytelling is all about painting the picture, setting the scene, and taking the reader on a journey. 

Copywriting is one of the most critical elements of all forms of marketing and advertising and is also tied to great storytelling. It is like a call-to-action on a bigger scale, trying to catch your audience’s attention and make them feel, think, or respond. The product, called “copy” or “marketing copy”, is the written content aiming to increase brand awareness and ultimately to persuade the audience to perform a particular action.

A successful brand understands that the customer needs to be the hero of the story, meaning that the storytelling aspect of copywriting must align with your customer’s own story. This means putting your customer’s needs first and thinking about the “what’s in it for me” aspect of the consumer perspective. Consumers want to interact with brands that share their values and principles, and it’s the brand’s job to make that alignment clear to them. 

Essentially, the goal here is to put the audience at the center of your brand story — make it clear as to what’s in it for them, and how the product or service you offer relates to their day-to-day. In Donald Miller’s book, “Building a Story Brand” , he introduces the SB7 framework, which outlines critical rules that a brand should follow when writing marketing copy.

Here is the SB7 framework:

Let’s use Apple as an example. Their copywriting strategy mirrors the SB7 framework and positions their ideal customer as the “hero” of their journey.

1. The Character

Apple identified their target customer as aspiring filmmakers who care about having a good camera, then framed that character as the hero of the story. 

2. The Problem

Apple identified privacy as the key problem for their hero. 

3. The Guide

Apple positioned itself as the guide that can help make their customers’ (heroes’) lives easier. 

4. The Plan

Apple highlights their value proposition — which in this case is product durability — as a plan to help their hero solve their problem. 

5. The Call to Action

Apple urges Android users to take action and make the switch to iPhone.

6. Avoiding Failure

Apple illustrates how the hero can make their life easier by switching to iPhone. 

7. Achieving Success

Instead of listing specs and features, Apple uses an image to show what success looks: a high-quality image shot on iPhone. 

Ultimately, marketing copywriting is improved by the ability to tell a good story, but that story must be told with the customer as the hero — not the brand. This ensures that the storytelling aspect drives consumers toward the end goal of taking action. 

What are some copywriting frameworks?

The aida framework.

The AIDA framework stands for Attention, Interest, Desire, and Action. 

The steps to executing this framework are as follows: 

• Attention: Get your reader’s attention with something catchy and relevant (question, statement, urgency, etc.).
• Interest: Facts, social proof, and numbers capture the reader’s attention every time.
• Desire: Make them desire the product/service provided
• Action: Add a call to action to tell the reader what to do next

For example, the olive oil brand Graza uses the AIDA framework on its landing page to convert initial attention to action:

• Attention: “Olive oil the way it should be” engages audiences that are interested in high-quality cooking oils
• Interest: “Always fresh, never blended, (real) EVOO” lists out the product benefits, uses, and facts to validate the value proposition
• Desire: Descriptive words such as “Drizzle” and “Sizzle” stimulates further interest in the product
• Action: A clear call to action of “Shop this classic kitchen duo” drives the user to conversion

Harking back to the principle of storytelling through copywriting, the AIDA framework takes the consumer through a journey from start to finish, using each new step to build on previously established attention or trust.  

The Problem-Solution Framework

Determine the value props that will matter to these people, and provide them with the solution for their needs. A useful exercise to write better copy is to list out 5-10 problems your target market deals with, the effects of these problems, and then how your product or service solves them.

Let’s look at a simple example. If we were a DTC eCommerce company that sold hiking boots, these are a few of the problems and solutions we would list:

Just like that, in our solutions column, we suddenly have three lines of copy that will resonate with our target market. The more rows you are able to complete, the more options you will have ready to launch when the time comes.

The 4 U’s Headline Framework

Start with the 4U’s that produce good content: Useful, Urgent, Unique, and Ultra-Specific. Keep the copy short, cut the fluff, and think of how to package your message in the shortest yet most powerful way.

The 4 C’s Framework

Make sure that your copy adheres to the 4 C’s: Concise, Clear, Credible, and Compelling. 

Concise: Writing with clarity means being concise. Unnecessary words often dilute the meaning of the conveyed message.

Clear: Don’t use fancy words just for the sake of it. Good, clear copy cuts like a knife. Avoid big words that make you sound like you are trying too hard. 

Credible: Research your topic so that you appear as a person with a genuine interest in offering your help and expertise and, of course, know your audience inside and out. 

Compelling: Don’t be afraid to inject creativity and a unique voice into your copy so that you can keep your audience engaged amongst the noise. 

The Before-After-Bridge (B.A.B) Framework 

The Before-After-Bridge framework positions your brand’s product or service as the missing piece to bring you from problem to solution. For example, coffee brand Taika communicates the benefits of its drinks by illustrating the:

• Before: “coffee has been focused on where it was grown and not how it makes you feel”
• After: “the world’s first perfectly calibrated coffee”
• Bridge: “That’s why we made Taika”

The Feature-Advantage-Benefit Framework

The Feature-Advantage-Benefit framework is a straightforward and easy way to communicate what your brand does and why your consumers should care. This 3-step formula includes stating:

• Feature: what the product/service feature is
• Advantage: what advantage it has
• Benefit: what the consumer gains from using the feature

Refresh, a plant-based gum brand, uses this framework in their “Garden Mint” product description.

• Feature: “Mint gum like never before”
• Advantage: “Fresh taste of mint straight from the garden…”
• Benefit: “Freshen up your breath…”

The Contrast x Complement Framework

Two is better than one. Use contrasting and complementary words to create a paired mirroring effect that is both engaging and concise. Here are some examples.

What is good marketing copywriting?

Good marketing copywriting extends beyond the basic principles of good writing; although it is certainly important to achieve quality through writing style, flow, grammar, and sentence structure, good marketing copywriting is so much more than just that. 

The difference between “good” and “bad” copywriting lies in the question of whether or not the piece of copy is able to achieve the established marketing goals — whether it be impressions, revenue, or conversions. 

This challenge of goal-oriented marketing copywriting  involves a couple of important considerations:

• Target audience: how can you frame your tone of voice to resonate with your target audience and create a relationship with the consumer you are communicating with?
• Funnel stage: where is your audience in terms of their buyer’s journey and what information is most important to surface to them at this stage of their process?
• Platform: what platform are your writing copy for, and how can you make sure that the copy fits within the appropriate conventions and requirements of the platform? 

Writing with these marketing considerations in mind will ensure that your copywriting is working towards achieving a specific, measurable and strategic goal. 

How do you write copy for different funnel stages?

Identifying what part of the funnel the user is in is crucial to relevant marketing copywriting that drives conversions. After all, the audience that sees your copy will have a different level of familiarity with your brand — so it’s important to meet them where they are, with the right answers they need. Here is a rough framework (with examples!) that will help you think of the user journey more holistically and write copy that is more relevant to your intended audience.

Top of Funnel Copywriting 

At the top of the funnel, you want to focus on brand awareness and give the viewer as much valuable information about your brand as possible. Who are you? What do you do? Why do you do it and why should the viewer care? Content that answers these questions will get the quality recall you need lower down the funnel.

For example, this ad for Accelerate, a video conferencing platform, demonstrates what the product is and why viewers should care about it. The copy focuses on providing valuable information such as product benefits, price, and competitive advantage, so as to attract consumers’ attention and increase brand awareness. It also uses the 4 U’s Headline Framework with copy that is Useful (“everything you need”), Urgent (“Meet Accelerate”), Unique (“one video platform for everything”), and Ultra-Specific (“video platform”). 

Middle of Funnel Copywriting 

At the middle of the funnel, you have users who have a rough recall of your brand. You want to get more specific here: what are the exact products/services that you offer? What is the unique value proposition of each? What are some statistics or testimonials you can use to drive conversions? Be as specific as possible to build on the recall and drive their decision.

Continuing with the Accelerate example, the copywriting style on the platform’s Sign In page demonstrates the specificity required for middle-of-funnel copywriting. The copy identifies what the product is (“a virtual collaboration platform”), and uses a bullet checklist to highlight exactly what features the product offers (“simplified scheduling”, “frictionless video calls” etc). This level of clarity builds upon the customer’s existing recall of the brand, and uses additional information to drive their decision forward. The copy also uses the 4 C’s framework with a concise headline, a clear list of benefits, a credible user base (“thousands of small business owners”), and a compelling value proposition. 

Bottom of Funnel Copywriting 

At the bottom of the funnel, you have users who already know your brand and your offerings — and they need an extra push to finally convert. At this stage, you can be very straightforward with a harder sell (that still falls within your brand voice and remains consistent with your overall messaging). Tell the user what specific actions they should take in order to find the value they are looking for. Introducing extra urgency, discounts, limited-time offers, and perks at this stage can help seal the deal.

This email on Accelerate’s suite of integrations is sent to all registered users. These are users that are already familiar with the brand and have likely interacted with the product itself. By drawing attention to Accelerate’s suite of integrations, this email prompts users to take action (“integrate your tools with Accelerate”), and increases customer retention by incentivizing the user to revisit the platform. This email also uses the Feature-Benefit-Advantage framework by emphasizing how the Integration feature has the benefit of automated tools for the advantage of boosted productivity.

How do you write copy for different platforms?

Different channels are designed to reach different audiences, at different peak times, and within different character limits. Each channel is built for a specific audience, hence there needs to be a different style of writing. Your visuals vary by channel, so why shouldn’t your copywriting do the same? The key to channel specific copywriting is to understand the intention of the user where you are meeting them. 

When you think about it as a user, it seems obvious, but this is often lost on time-strapped marketers attempting to push content out rapidly. While it may be time-effective to copy and paste, when the copy doesn’t convert on engagement, you’re going to wish you had spent more time considering where your copy was going to live and how it would be consumed.

Landing Page Copy

The key to writing good landing page copy is to capture the user’s attention immediately and guide them through the brand story as they (ideally) scroll through the site. In an eye tracking study conducted by Nielson , results showed that 57% of users’ page-viewing time is spent above the fold (ATF), and 74% of the viewing time was spent in the first two screenfulls (up to 2160px). What this means is that the hero section or ATF needs to convey the value of the brand immediately in order to capture users’ attention before they lose interest. 

Within the hero section and consistently throughout the entire landing page, there should be clear CTA buttons that ask users to take action. Common examples of these landing page CTAs can include “Shop Now”, “Learn More”, or “Get Started”. 

Take Windmill, a modern air conditioner brand, for example. Their hero section displays a compelling headline, “eye candy for your window”, and uses an illustrative metaphor to convey the aesthetic benefit of their product. The “Shop Now” CTA is also immediately obvious. 

Another important copy element to include on the landing page is social proof. Use numbers or customer testimonials to build trust — after you’ve fully explained what the product or service is and what value you can provide. Windmill does this on its landing page by including testimonials from users and reviews from well-known publications.

Ultimately, the landing page should follow a linear information hierarchy, with the main value at the top, followed by supporting benefits and information as the user scrolls. 

Social Ad Copy

When writing copy for ads, it’s crucial to combine both text and visuals to allow the two elements to support one another in telling a story. Ad copy should also balance emotional and rational appeal prior to outlining a clear call to action. 

In order to write a compelling ad copy, you must be concise while demonstrating a clear understanding of the problem and how the brand solves it. Understanding your customer’s pain points is the first step to convincing your customers how your brand can help solve their problems. 

Meditation brand Headspace, for example, combines emotional language like “a happier, healthier life” with more rational statistics like “28% less sad”. The ad immediately communicates how Headspace can help solve the consumer’s problem (which in this case is sadness) by providing a solution (i.e. a guide to health and happiness). A CTA of “Install Now” is clearly outlined, and the main message of the entire ad can be perceived in less than 8 seconds. 

Search Ad Copy

Writing copy for SEM (search engine marketing) requires an ability to speak to the user’s search intent while also communicating key value propositions within limited character counts. Google search ads allow headlines of up to 30 characters and descriptions of up to 90 characters. Copywriting for search engine marketing should be straightforward, concise, and clearly communicate the value of the product or service in response to the user’s search intent. 

Figma’s search ad copy responds to the search intent of finding “the best graphic design tool” by emphasizing its effortless interface and its speed capabilities. In one short headline, Figma’s search ad is able to communicate its promise to the user to “make designing effortless” and help them “create designs faster”.

It’s important to note that for newer brands, SEM is often used to test various value propositions in order to better understand which key features users are most interested in. In the case of search ad testing, copywriters should aim to create different headline and description variations that each clearly highlight a different value proposition, so as to facilitate better experimentation and data-backed insights. 

Email copy is similar to ad copy except with more real estate. Like the landing page, the key message and CTA needs to be above the fold to immediately capture the user’s attention. Like ads, the headline and key message need to be short, clear, and demonstrate how your brand can help your consumers solve a problem. Although the relatively longer length of an email offers more room to get creative, it doesn’t mean that you should write a lengthy and monotonous piece — it should still be clear, concise, and get straight to the point. 

Magic Spoon taps into its value proposition right from the first line, “Best in class breakfast”. Then, the email follows with a clear “Try Now” CTA that is supplemented with clear product benefits such as “Cheaper than a protein bar” and “No grains or gluten”. 

SMS / Push Notification Copy

In contrast to emails, copywriting for SMS and push notifications has extremely limited real estate that needs to be optimized for maximum impact. Because of the space and character limit, headlines need to be catchy, messaging needs to be (extremely) concise, and benefits need to be immediately obvious. A common way to increase engagement in shorter copy formats like SMS and Push is to use emojis to supplement your headlines (note: emojis count for 2 x characters).

Since SMS and Push notifications don’t include a specific CTA button like landing pages, ads and emails do, the CTA should be integrated into the message itself. For example, content platform Invisibly encourages the user to perform 3 actions: “take surveys, earn points, and access your favorite subscribers”, and demonstrates the value of doing so “without the subscriptions and ads”. 

Knowing your brand voice

Your brand voice is one of the most important pieces of marketing copywriting. It’s the audience-facing, distinct personality that is consistent and evident across all communication touchpoints. This voice usually manifests across a brand’s website, social media posts, blog posts, ads, emails, etc. An easy way to envision this would be to imagine your brand as a person.

Are they playful and humorous or serious and knowledgeable? Are they your close friend, an expert mentor, or a helpful colleague? What phrases, vocabulary, and stylistic choices do they routinely use when talking to you? If the way a person talks is part of their personality, the way a brand communicates is likewise a part of their identity, positioning, and overall distinctiveness.

Normally, your brand’s voice is a key element of your brand’s guidelines. The brand voice guideline should specify the do’s and don’t’s to copywriting and the rationale behind why you chose specific characteristics that tie back to your brand identity. When writing marketing copy, it’s important to stick to these guidelines to maintain consistency across channels and touchpoints while still tailoring your message to specific audiences and platforms on a more micro level. 

One common mistake is to see brand voice and tone as interchangeable terms — which they’re not. Remember: your voice always remains constant. A brand voice should be an overarching personality that is relatively consistent across the board, while brand tone can vary across different social media platforms, audiences and intentions. For instance, your holiday cheer email or social media marketing post will sound very different from ad copy that’s creating a sense of urgency around a limited-time sale.

Simply put: your voice is consistent, but your tone can change. A brand’s voice is more about who they are and what they stand for on a macro level, and tone is more about how they communicate it at each micro touchpoint. 

Will AI replace copywriters? 

Unless you’ve been living under a rock, you’re sure to have noticed the increasing importance of leveraging artificial intelligence (AI) in copywriting and content marketing. AI copywriting tools like Japser.ai, Copy.ai or Anyword, as well as generative AI chatbots like ChatGPT, have taken over the copywriting space in a way that drastically changes the nature of any marketing copywriting role. 

A lot of copywriters are worried about the impact that AI will have on their jobs: “ Will AI take my copywriting jobs? ”, they’ll ask. The short answer is no, but that necessitates a certain level of adaptability and quick learning on the copywriter’s part. The best copywriters know how to work with AI tools, not against them. Copywriters need to seamlessly integrate AI tools into their writing workflows, and hone in on the skills that AIs inherently lack. The “human touch” becomes more important than ever, as writers will need to shift their focus to revising AI-generated content to ensure quality, brand consistency, and platform suitability.

In an age where AI tools are able to take care of the writing and creation portion of the job, human copywriters need to expand their skill set and see copywriting as one piece of an overarching marketing strategy in order to avoid becoming obsolete. The best copywriters don’t just create content, they know how to emotionally resonate with their target audience, they understand the narrative of a buyer’s journey, and they know to consider how each piece of content fits into a larger channel or audience strategy.

Copywriting for digital marketing is an incredibly important skill. At the end of the day, all of us have access to the same ad platforms and tools. One of the best ways to stand out is by having impeccable copywriting. Especially now, content is accessible in all ways, and content creators are finding new platforms to tell their stories and engage an audience. Clean and effective copywriting will help you break through the noise and stand out from your competitors.

Following the above suggestions can help you create great copy by understanding the channel that you are creating the copy for, and thinking about how the copy can interact effectively with other visuals in your ads. Combine storytelling with great copywriting, and you will create effective communication with your target audience and hence, a successful ad.

If your copy can achieve these few important things, you’re well on your way to becoming a great marketing copywriter! If you’re looking for an agency to take the hard work off your plate – feel free to reach out to our team for a chat.

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Marina Chilingaryan

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Really insightful! I’m looking to improve my social media copy.

Absolutely informative guide, Thanks for sharing this guide,Got a lot to know from it.

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• Inspire Your Writing: Creative Copywriting Examples

In the ever-evolving world of marketing and advertising, creative copywriting has emerged as a powerful tool to engage audiences, tell compelling brand stories, and transform business narratives. This article delves into the fascinating realm of creative copywriting, showcasing some of the most innovative and successful examples from various industries. We’ll explore how this art form has been harnessed to capture audience attention, drive digital marketing strategies, and even shape social media campaigns. From advertising to digital marketing, we’ll examine the profound impact of creative copywriting and the lessons we can learn from outstanding examples. Whether you’re a seasoned professional or a budding copywriter, this comprehensive guide will provide valuable insights into the power and potential of creative copywriting.

Unleashing the power of creative copywriting: Top examples

When it comes to the art of persuasion, nothing beats the power of creative copywriting. It’s the secret weapon behind some of the most successful marketing campaigns, driving engagement and conversions. Take for instance, the iconic Just Do It campaign by Nike. This simple, yet powerful slogan, encapsulates the brand’s ethos and motivates its audience to push their limits. Another brilliant example is Apple’s Think Different campaign. It not only positioned the brand as an innovator but also resonated with its target audience who saw themselves as non-conformists and trailblazers. These examples demonstrate the immense potential of creative copywriting in shaping brand narratives and influencing consumer behavior. In conclusion, creative copywriting is not just about clever wordplay, it’s about crafting compelling stories that connect with the audience on an emotional level and inspire action.

How innovative copywriting captures audience attention: Case studies

One of the most effective ways to captivate an audience is through innovative copywriting. Engaging, thought-provoking content not only draws readers in, but also encourages them to interact with your brand. Let’s delve into some case studies that demonstrate the power of creative copywriting:

• Dollar Shave Club: This company’s launch video is a perfect example of how humor can be used effectively in copywriting. The video, which features the company’s CEO, is filled with witty one-liners that quickly went viral, resulting in a significant increase in subscriptions.
• Old Spice: Old Spice’s ‘The Man Your Man Could Smell Like’ campaign is another great example of innovative copywriting. The ad’s humorous and unexpected twists kept viewers engaged, leading to a massive boost in sales.

These case studies highlight the importance of thinking outside the box when it comes to copywriting. By pushing the boundaries and taking risks, you can create content that truly resonates with your audience and drives them to take action.

Exploring the impact of creative copywriting in advertising

Advertising, a dynamic field, thrives on the power of words. Creative copywriting plays a pivotal role in this sphere, shaping the way consumers perceive and interact with brands. It’s not just about selling a product or service; it’s about telling a compelling story that resonates with the target audience. This narrative, when crafted meticulously, can significantly enhance brand image, drive consumer engagement, and boost sales.

Let’s delve into some concrete data to illustrate this impact. The table below compares two hypothetical advertising campaigns – one utilizing creative copywriting and the other relying on generic content.

As the table illustrates, Campaign B, which leveraged creative copywriting, outperformed Campaign A on both fronts. This underscores the power of creative copywriting in driving consumer engagement and sales. However, it’s important to note that the effectiveness of copywriting can vary based on factors such as the target audience, the nature of the product or service, and the overall marketing strategy.

Successful brand stories crafted through creative copywriting

Brand stories are not just about recounting the history of a company. They are about connecting with audiences on a deeper level, evoking emotions, and building trust. Creative copywriting plays a pivotal role in crafting these successful brand stories . It’s the art of using words to create a narrative that not only informs but also engages and inspires. It’s about painting a picture of who the brand is, what it stands for, and why it matters.

Take, for example, the brand story of Apple. Their copywriting doesn’t just focus on the technical specifications of their products. Instead, they tell a story of innovation, of challenging the status quo, of thinking differently. This narrative, crafted through creative copywriting, has helped Apple build a loyal customer base and become one of the most valuable brands in the world .

In conclusion, creative copywriting is a powerful tool for crafting successful brand stories. It’s not just about selling a product or a service, but about creating a connection, evoking emotions, and building trust. Brands that leverage creative copywriting can differentiate themselves in the market, engage their audiences more effectively, and ultimately drive business success .

Transforming business narratives with creative copywriting: Inspiring examples

Business narratives can often be dry and uninteresting, but with the power of creative copywriting , they can be transformed into compelling stories that captivate audiences and drive engagement. Let’s explore some inspiring examples of how this can be achieved.

Firstly, consider the case of a tech startup that used creative copywriting to differentiate itself in a crowded market. Instead of relying on jargon-filled descriptions of their product, they used a narrative approach. They painted a vivid picture of the problems their target audience faced, and how their product could solve these issues. This narrative was woven into all their marketing materials, from their website to their social media posts. The result? Increased brand recognition and a surge in sales.

• Problem identification: The startup clearly identified the problems their target audience faced.
• Narrative approach: They used a story to describe their product, making it more relatable and engaging.
• Consistent messaging: The narrative was consistent across all marketing channels, reinforcing the brand message.

Secondly, let’s look at a non-profit organization that used creative copywriting to increase donations. They moved away from the traditional approach of simply stating what they do and why they need donations. Instead, they told the stories of the people they help, using emotive language and powerful imagery. This approach not only increased donations but also strengthened the emotional connection between the organization and its supporters.

• Emotive language: The non-profit used language that evoked emotions, making their cause more compelling.
• Powerful imagery: They used images that complemented their stories, enhancing the emotional impact.
• Increased engagement: This approach led to increased donations and stronger connections with supporters.

The role of creative copywriting in digital marketing: Real-life examples

Mastering the art of creative copywriting can significantly elevate a brand’s digital marketing strategy. It’s not just about crafting catchy phrases or compelling narratives; it’s about resonating with the audience, sparking interest, and driving action. Let’s delve into some real-life examples that demonstrate the power of creative copywriting in digital marketing.

• Apple : Apple’s copywriting is a perfect example of simplicity and sophistication. Their product descriptions are not just informative but also engaging, making the audience want to experience the product. For instance, the iPhone 12 Pro’s description reads, It’s a leap year – a clever play on words that highlights the phone’s advanced features.
• Nike : Nike’s Just Do It campaign is a testament to the power of creative copywriting. The slogan is not just catchy but also inspiring, encouraging people to overcome their limitations and achieve their goals.
• Airbnb : Airbnb’s copywriting focuses on creating a sense of belonging. Their tagline, Belong Anywhere, coupled with engaging property descriptions, makes users feel welcomed and at home, no matter where they are.

These examples underline the fact that creative copywriting is not just about selling a product or service; it’s about telling a story that resonates with the audience. It’s about understanding the audience’s needs, desires, and aspirations, and crafting a narrative that speaks to these elements. When done right, creative copywriting can significantly enhance a brand’s digital marketing efforts, driving engagement, conversions, and ultimately, business growth.

Creative copywriting in social media campaigns: Best practices

Utilizing creative copywriting in social media campaigns is a powerful tool for engaging audiences and driving conversions. It’s not just about crafting catchy headlines or clever captions; it’s about telling a compelling story that resonates with your audience and prompts them to take action. Whether it’s a Facebook post, a tweet, or an Instagram story, every piece of content should be strategically designed to capture attention, evoke emotion, and inspire action.

Best practices for creative copywriting in social media campaigns include understanding your audience, using compelling visuals, and crafting concise and clear messages. Understanding your audience is crucial because it allows you to tailor your message to their needs, interests, and preferences. Compelling visuals are essential because they grab attention and make your content more memorable. Lastly, concise and clear messages are important because they make it easy for your audience to understand your message and take the desired action.

In conclusion, creative copywriting in social media campaigns is a powerful strategy for engaging audiences and driving conversions. By understanding your audience, using compelling visuals, and crafting concise and clear messages, you can create content that resonates with your audience and prompts them to take action. Remember, the goal of creative copywriting is not just to entertain, but to inspire action and drive results.

Lessons to learn from outstanding creative copywriting examples

Delving into the world of creative copywriting, we find a plethora of examples that stand out for their ingenuity and effectiveness. Apple’s Think Different campaign is a prime example of this. The campaign not only redefined Apple’s brand image but also resonated with consumers on a deeper level. The copy was simple, yet powerful, and it perfectly encapsulated Apple’s innovative spirit. This campaign serves as a reminder that creative copywriting is not about using fancy words, but about conveying a brand’s essence in a way that connects with the audience.

• Old Spice’s The Man Your Man Could Smell Like campaign is another example of creative copywriting at its best. The campaign was humorous, unexpected, and it completely repositioned Old Spice in the market. The copy was clever and engaging, and it successfully captured the audience’s attention.
• Dove’s Real Beauty campaign is a testament to the power of creative copywriting. The campaign challenged societal beauty standards and promoted body positivity. The copy was heartfelt and empowering, and it struck a chord with consumers worldwide.

These examples underscore the importance of understanding your audience and crafting copy that speaks to them. Creative copywriting is about telling a story, evoking emotions, and creating a lasting impression. It’s about breaking the mold and daring to be different. So, the next time you’re tasked with writing copy, remember these examples and strive to create something just as impactful.

Frequently Asked Questions

What are some techniques to enhance creativity in copywriting.

There are several techniques to enhance creativity in copywriting. These include understanding your audience, using storytelling, incorporating humor, and experimenting with different writing styles and tones. It’s also important to stay updated with current trends and popular culture, as these can provide fresh ideas and perspectives.

How does creative copywriting contribute to a brand’s success?

Creative copywriting plays a crucial role in a brand’s success by effectively communicating the brand’s message and values to its target audience. It helps in creating a unique brand identity, engaging and persuading potential customers, and ultimately driving sales and growth.

Can you provide some tips for writing creative copy for social media?

Writing creative copy for social media involves understanding the platform and its audience, using a conversational tone, incorporating visuals, and creating engaging content that encourages interaction. It’s also beneficial to use hashtags and emojis appropriately, and to keep the copy concise and clear.

What is the role of creative copywriting in digital marketing?

Creative copywriting is integral to digital marketing. It helps in creating compelling content that attracts and retains the audience’s attention, improves SEO rankings, drives traffic to the website, and increases conversion rates. It also helps in building a strong online presence and enhancing the brand’s image.

Can you share some inspiring examples of creative copywriting?

There are numerous inspiring examples of creative copywriting. Some notable ones include Apple’s ‘Think Different’ campaign, Nike’s ‘Just Do It’ slogan, and Dove’s ‘Real Beauty’ campaign. These examples stand out for their unique and powerful messaging, emotional appeal, and ability to resonate with the audience.

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3-Step Guide to Creative Copywriting

By Joseph Lapin • April 3, 2020

How to Write Copy Like A Pro

A lot of guides out there may have you convinced that it takes some kind of innate skill to write creative copy that attracts readers. We disagree. It actually takes just three steps that anyone can complete. 

Copywriting is an essential skill for marketers and advertisers to master to enhance their campaigns. A copywriter is a lucrative career in an industry that is expected to grow 8% between 2018 and 2028.

There are hundreds of writers out there, but what separates a good copywriter from a great one is the ability to write creative copy. And creativity isn’t just an internal spark within. It also requires studying writing techniques, behavioral responses, and sentence structure.

In order to write creative copy, you first need to learn the fundamentals of copywriting. Once you’ve set that foundation, you can then add the power to your punch(line).

Step 1: The Fundamentals of Copywriting

What is copywriting.

In its simplest form, copywriting is the process of writing content with a purpose, typically to persuade, inspire, or inform readers using a variety of tools, including emotional appeal, negativity and positivity, storytelling , and numerical data.

Copywriting can be used for every form of marketing you can think of, from blog posts and downloadable guides to Facebook ads and sales pages. Good copywriting can mean the difference between a page that converts readers into buyers and one that turns people off from your brand completely.

When you write poor copy, however, you run the risk of alienating and possibly confusing your readers. This is a mistake that author Steven Pinker calls “the curse of knowledge.”

The Curse of Knowledge

First, delete jargon and overly complicated language from your content. To take that tip a step further, we suggest writing in the same way you speak. Then, read your copy aloud to check the way it flows and determine whether it’s also written how your target audience speaks.

If you stumble over any words or sentences, it’s a good idea to assume your readers, who likely aren’t as knowledgeable about that particular subject as you are, will stumble as well. You want to minimize the number of times your readers could potentially stumble and focus on developing a nice, even flow of words. To do this, you’ll want to employ the second tactic and put yourself into your readers’ shoes.

If you’ve done a good amount of research into your target market and its needs and wants, you should have no trouble addressing those needs in your copy. That means answering common questions, solving problems, and ensuring you provide value throughout the entire piece of content. To do that, though, you need to ensure your copy actually conveys the messages you want readers to receive. This involves the copywriting tree diagram, which we go over in the next section.

For now, let’s get into our third and final tip for avoiding the curse of knowledge. It’s pretty simple: In addition to doing all you can to put yourself into the mind of your target audience, you also want to get its input on your content. That means sharing your content before it’s published — maybe with a friend, relative, or co-worker who fits in your target audience — and getting feedback on your copy.

Doing this will help you ensure your copy is easy to read and simple enough for your audience to understand. With that being said, let’s get into that tree diagram we mentioned.

The Tree Diagram

In the diagram, Pinker breaks down the components of the sentence “In Sophocles’ play, Oedipus married his mother.” As you can see, even a simple sentence can hold a wealth of meaning. Every single word has a purpose that contributes to the overall meaning of the sentence, and it’s your responsibility as the copywriter to know what that meaning is, as well as what your readers will perceive it to be.

The trick to doing this successfully is in your word choice. Choosing the right words to convey your meaning creates the magic that’s so heavily associated with creative copywriting. The French even developed a phrase to describe that magic: mot juste.

The Most Juste

If you’ve ever rejoiced at finding the perfect word or phrase to describe a thought or feeling to someone, you’ve experienced the mot juste. As the tree diagram illustrates, every word in copywriting plays a pivotal role in a piece of content’s ability to succeed.

That means every word you use is a mot juste when you break your content down, and the mot juste should evoke emotion in your readers. In the next step, we share examples of what that looks like.

Fundamentals of Copywriting Resources:

• Steven Pinker, The Sense of Style 
• Complete Guide to Copywriting in 2019
• Write More Compelling Copy 
• Copywriting Strategies 

Step 2: What Is Good Copywriting? Examples of Powerful Copy

The known-new contract.

You see the known-new contract all the time in copywriting, and you may not even realize it’s a strategy. It involves bringing up something your readers already know and then introducing new information.

In a piece of content, for example, this would be a group of sentences like the two above. Because of the information provided in the first sentence, you know what we’re talking about in the second sentence.

And when you including phrases like this throughout your copy, you create a roadmap for readers to follow so they don’t become lost or confused. All of that would mean nothing to your readers, however, if they don’t have a clear understanding of what to expect from your content from the very beginning.

We’re talking about a throwback to every high school English paper ever written: the thesis statement.

Reintroduction of the Thesis Statement

As is the case with high school English papers, the most successful copywriting features a creative thesis statement. The purpose of this statement is to let your readers know what to expect from the content they’re about to consume.

Thesis statements most commonly appear at the beginning of copy, but including them at the beginning of each section has also been shown to increase the amount of time people stay engaged.

This is because the statement serves as the proverbial “you are here” sign for readers making their way through your content. The thesis statement also prepares readers’ minds to receive the various appeals to emotion that tend to be evident in good copy.

Logos, Pathos, and Ethos

The philosopher Aristotle determined there are three methods of persuasion: logos, pathos, and ethos. Logos refers to logical arguments that appeal to people’s sense of truth with tools such as numbers, statistics, and proven facts.

Think scientific journals and new studies that have uncovered groundbreaking information. Ethos refers to arguments that focus on credibility and character.

In practice, this method of persuasion tends to rely more on likability and authority to convince your audience that you can be trusted. Pathos takes this a step further and appeals to people’s emotions, relying on their sense of right and wrong to convince your audience to take a certain action.

Interwoven through all of these methods, though, is an underlying reason for your writing. You need to understand your reason before you start writing. If you do, you’ll stand a better chance of correctly employing content development methods and getting your readers to do what you want.

Let’s dig into that a little more.

Understanding the “Why” of Good Stories

Your “why” is, in a sense, your mission statement come to life, which is why having a well-crafted one is so critical to creative copywriting.

Our team at Archer Education developed this Facebook Ad for American University’s School of Education. We thought carefully of the “why” that prospective students would have to receive a masters degree in education and wrote copy that would pull at a prospective students logos, ethos and pathos.

Write Copy that Converts

Another area where good copywriting can make or break a marketing or advertising campaign is on the landing page. The landing page is where a prospective customer goes before they make their final decision to convert.

This is your chance to showcase your product, program or service with intentional, eye-catching and appealing copy.

For example, our team developed landing page copy for our client’s online programs. For American University’s online Master of Arts in Special Education , we knew we needed to develop copy that would evoke an emotional response to prospective students.

In our copy, we highlighted what students have to gain from the program, what benefit they can make on the world, and how AU’s program prepares them to do that.

Good Copywriting Resources:

• Ethos Pathos Logos in Copy
• 3 Big Things to Know About your Character
• What do you Characters Want
• What Makes a Hero
• Star Wars and the Hero’s Journey
• Steve Jobs on Values of Apple
• Find Your Why: How to Draft a Why Statement
• Simon Sinek on the Golden Circle

Step 3: How to Write a Mission Statement

To begin, let’s go over best practices for writing effective mission statements that allow your creative copywriting skills to grow.

Best Practices for Writing Effective Mission Statements

There are many best practices for writing effective mission statements, but the biggest one has to do with how your mission statement relates to your target audience. Your mission statement is a message to the world that declares your purpose and the reasoning behind it.

To be effective, your mission statement should be precise and inspiring, and it should speak to your target audience in a way that other businesses don’t.

Your mission statement should be unique, concise and direct, and convey a sense of urgency to your reader. In order to understand your reader’s wants and goals, you need to define your target audience. That requires something called a “persona.” Here’s how to put one together.

How to Write a Persona

We’ve said this before, and we’ll say it again: Your audience is everything. If you don’t know who your audience is, what it wants, and what its problems are, you’ll have no way of knowing whether your copywriting — and therefore your content — is effective.

Developing a persona isn’t difficult, but it can take time. It requires you to do a significant amount of research into the group of individuals you would like to target, including talking with members of that group.

Social media and networking events are great ways to get to know members of your target audience and put a face to the characterization you’ve developed — a persona, if you will.

Psychographics

Psychographics aren’t new in the world of creative copywriting. In fact, the word is just a fancy way of saying reliable, quantifiable data. Unlike demographics — which focus on quantitative traits, such as gender, age, and income — psychographics focus on qualitative traits, such as thoughts, feelings, opinions, and beliefs.

Mission Statement Resources:

• Hubspot: Guide to Psychographics 
• Watch Cambridge Analytica 
• Oberlo on Psychographics

It's Your Turn to Get Creative

Are you ready to take those steps but afraid to do it alone? We’re happy to help! Contact us  or visit our  Branding tactics page and we’ll guide you through the secrets of copywriting each step of the way.

Joseph Lapin

Joseph is the vice president of marketing and communications at Archer Education. He is a graduate of the MFA program at Florida International University, and his writing has appeared in major publications, including the Los Angeles Times, The Village Voice, So It Goes: The Literary Journal of the Kurt Vonnegut Museum and Library, LA Weekly, Narratively, Salon, and The Los Angeles Review.

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What is Creative Copywriting? A Blueprint for Marketers

• August 30, 2023
• Copywriting
• Monique Balmes

In today’s fast-paced digital landscape, staying one step ahead is no easy feat. For earnest marketers keen on pushing the envelope, creative copywriting could be the secret sauce your marketing strategy needs. 

With the rise of social media and content marketing, businesses need engaging content that stands out from the competition and resonates with potential customers. Creative copywriters work closely with graphic designers and other professionals to create visually appealing and impactful copy that captures the attention of the target audience. They craft headlines, website copy, ad copy, social media posts, and other forms of marketing copy to ensure brand awareness and persuade potential clients to take action.

What is it exactly, and how can understanding and mastering it elevate your performance as a marketer? Let’s learn more about the exciting world of creative copywriting with your partner in digital marketing, Looptide.

What is Creative Copywriting?

Creative copywriting is the use of compelling and engaging language to create effective and memorable content that prompts action from potential customers. It involves blending creativity, storytelling, and a deep understanding of the target audience to produce captivating narratives and hooks that evoke emotions and establish a strong connection. 

A good creative copywriter knows how to utilize their creativity and writing skills to create content that stands out from the copywriting crowd. They understand the power of words and concepts, utilizing clever puns and wordplay to capture attention and leave a lasting impression. They also understand the importance of research and well-crafted messages that resonate with potential clients.

In summary, creative copywriting is the fusion of creativity, storytelling, and persuasion in crafting compelling content that resonates with potential clients. It plays a vital role in content marketing and is essential for creating engaging and effective copy that stands out in a crowded digital landscape. Skilled creative copywriters possess a strong understanding of their audience and have the ability to create content that not only informs but also emotionally connects with readers, ultimately prompting action and driving results.

The Role of Creative Copywriting in Digital Marketing

Creative copywriting is an essential component of digital marketing that plays a significant role in brand awareness and engaging potential customers. Creative copywriter utilizes their skills in creative writing, copywriting, and content writing to produce compelling copy that captivates the reader and encourages them to take action. In the realm of social media, where attention spans are short and competition for engagement is fierce, a good creative copywriter knows how to craft captivating social media post that stand out in the feed. 

Creative copywriting is the secret ingredient for brands that yearn to be remembered. Here’s more on the integral roles it plays in digital marketing:

1. Brands Voice and Identity Development

Creative copywriting helps brands craft, refine, and assert their voice in various marketing channels. A distinct, consistent effective copy creates a brand voice that fosters brand recognition, aiding customers’ association with the brand’s values, style, and unique selling propositions. Through creative copywriting, brands can break free from generic content writing and establish meaningful identities that resonate with their audiences.

2. User Engagement and Interaction

Unlike standard, direct advertising, creative copywriting endeavors to evoke emotions, spark discussions, and engage your potential customer. As a creative copywriter, your goal is to create compelling copy that captures the attention of potential customers and sparks discussions. By incorporating creativity into your social media posts and other forms of content, such as blog post or website copy, you can enhance the relationship with your target audience and increase brand awareness. This type of copywriting goes beyond traditional advertising, focusing on creating captivating and relevant content that resonates with the reader.

3. Persuasion and Conversion

One key aspect of creative copywriting is understanding the power of a great copy. A good creative copywriter knows how to choose the right words and phrases that resonate with the target audience and evoke the desired emotions. They use their knowledge of copywriting and marketing to create persuasive and compelling copy that grabs the reader’s attention and entices them to take action.

4. SEO Optimization

SEO optimization in creative copywriting is the art of strategically incorporating relevant keywords and phrases into written content to increase its visibility on search engine results pages. A creative copywriter understands the importance of utilizing SEO techniques to ensure that their copy is easily discoverable by potential customers searching for related topics online. 

To achieve optimal SEO optimization, a skilled creative copywriter aligns their content with the intended audience’s search behavior, creating engaging and compelling copy that seamlessly incorporates keywords without compromising the natural flow.

5. Storytelling and Connection Building

People resonate with stories—not merely products or services. Creative copywriting is the art of crafting engaging and compelling copy that resonates with the reader and builds a connection between the brand and its audience. A creative copywriter uses their creative writing skills to tell stories and convey the unique elements of a business through copywriting. They understand the importance of brand awareness and utilize their creativity to create content that captures the reader’s attention and leaves a lasting impression.

6. Content Diversification

Whether it’s blog post, social media updates, product descriptions, emails, or video scripts, creative copywriting ensures each piece of content is uniquely tailored to its medium yet remains consistent with the brand’s identity. This creative content diversification keeps audiences interested, engaged, and wanting more.

As digital landscapes become more competitive, the role of creative copywriting becomes increasingly crucial in creating standout marketing strategies. It’s the bridge between a brand and its audience, facilitating connection, communication, and ultimately, conversion.

Key Elements of Creative Copywriting

In the realm of content marketing, creative copywriters play a crucial role in creating engaging content that resonates with the target audience and ultimately drives sales. By utilizing their creativity and writing skills, they are able to produce content that not only educates and entertains but also motivates potential customers to take action. To be a successful creative copywriter, one must continuously stay updated on industry trends and related topics, ensuring their copy remains relevant and compelling.

Here’s a more comprehensive look at the essential elements that make up creative copywriting:

1. Creativity

Creativity is the vital essence of copywriting that adds an extraordinary edge to common information. It involves brainstorming, playing with ideas, coming up with novel connections, and exploring unchartered territories in the nuances of communication. Creativity differentiates creative copywriting from standard copywriting.

2. Audience Understanding

Successful creative copy requires an in-depth comprehension of the target audience—their language, their desires, their fears, their pain points, and aspirations. The copy should shrewdly address these points to establish relevance and resonance.

3. Conversational and Relatable Tone

Creative copywriters often employ casual language and a conversational tone to build intimacy. The goal is to make the audience feel as though the brand is talking directly to them, creating a personal connection that inclines the audience towards action.

4. Narrative and Storytelling

Good creative copy tells a story—it draws the reader in with a compelling narrative, carries them through an engaging middle, and gives them a satisfying conclusion. The narrative style makes the copy more relatable and memorable, driving engagement.

5. Humor and Wit

Humor and wit play an integral role in the realm of creative copywriting. Whether it’s crafting content for social media posts, engaging blog posts, or compelling website copy, humor can inject a sense of humanity into a brand and make it more relatable to potential customers. Incorporating wit through clever puns, smart references, or enjoyable anecdotes can further enhance the connection and recall of a brand’s message.

6. Use of Metaphors

A good creative copywriter understands the significance of effectively using metaphors in their writing. Metaphors allow them to simplify complex ideas or products, making them more relatable and understandable to a broad audience. By embedding metaphors in their copy, creative copywriters create vivid images in the readers’ minds, enhancing the overall impact of the content. From a website copy to a social media post, these skilled writers ensure that their copy stands out by employing metaphors that create a memorable experience for potential clients.

7. Call-to-Action

One of the key elements of creative copywriting is the call to action (CTA). A CTA is a concise and persuasive statement that prompts the reader or viewer to take a specific action. It is strategically placed within the copy to encourage potential customers or clients to engage further with the brand. A good CTA is clear, precise, and tailored to the target audience. It should inspire the reader to click on a link, make a purchase, sign up for a newsletter, or take any other desired action. The effectiveness of a CTA can greatly impact the success of a marketing campaign and is therefore an essential skill for creative copywriters.

8. SEO Integration

No matter how creative, copy needs to be found. Learning how to integrate high-ranking keywords, without hindering the narrative, cleverly optimizes the copy for search engines. This makes the content more visible to your target audience without compromising creativity and engagement.

In essence, creative copywriting is a melding of innovation, emotional intelligence, and technical know-how. A good creative copywriter isn’t just a writer— they are a strategist, a wit, and a researcher all in one.

The Journey to Finding the Best Creative Copywriting Agency: A Guide for Earnest Marketers

As an earnest marketer eager to amplify your marketing strategies, you need an agency that not only understands your needs but also transforms your vision into compelling words that resonate with your target audience. Allow Looptide, your reliable partner in digital marketing, to guide you on this journey toward identifying the best creative copywriting agency.

Understand Your Needs First

Before embarking on finding the best creative copywriting agency, clarification on your own marketing needs and objectives is vital. Evaluate your current marketing strategy and identify where creative copywriting could streamline your efforts. Are you looking for more engaging website content, persuasive email campaigns, or effective social media content? Understanding your needs gives you a robust foundation to begin your search.

Look For Experience and Expertise

A top-notch agency will have a robust portfolio that showcases its experience delivering various copywriting projects across diverse sectors. Make sure to review the agency’s portfolio and gauge its ability to create an engaging, unique, and result-driven copy. You should always choose an agency with proven expertise in the type of copywriting you need.

Evaluate Their Creativity and Innovation

The essence of creative copywriting lies in its ability to make brands unique in their communication. The agency you choose should demonstrate out-of-the-box thinking, the ability to tell engaging stories and a knack for making even mundane information captivating.

Assess Their Communication and Response Rate

How well agencies communicate with their clients significantly influences their service delivery. They should update you on the project’s progress, take your feedback positively, and implement the necessary changes. Prompt and effective communication is an essential quality to look for in an agency.

The evolution of the digital marketing landscape calls for an adaptive stance from marketers. Today, being a marketer involves more than understanding your product; it requires first and foremost, an understanding of your audience and the medium of communication. This recognition has given birth to creative copywriting, a strategy that bridges traditional marketing strategies and the dynamic nature of online platforms.

As marketers, creative copywriting is one of the most effective ways we can respond to the demands of today’s digital age. It’s about learning to navigate the continuously changing landscape. So, as you strive to leave a lasting imprint in the digital world, consider the roles, elements, and value of creative copywriting in your marketing strategies.

This journey may seem daunting, but with the right agency, it can be seamlessly exciting. That is where the Looptide Digital Marketing team steps in. At Looptide , we understand the value of your vision and the power of creative copywriting. We strive to transform your ideas into compelling copy that goes beyond selling a service or product—it sells an experience, a story, or a brand. 

Let Looptide be your guide on this creative journey, elevating your marketing strategies and realizing your digital goals. Connect with us today and let’s explore the exhilarating realm of creative copywriting together.

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Copyblogger

7 Copywriting Strategies the Great Copywriters Wish You Knew

We sometimes talk about copywriting strategies and content marketing like they’re the same, but they aren’t — they complement each other, but they also serve two distinct purposes.

Copy, traditionally, is what we use to make the sale. To use Albert Lasker’s phrase, it’s salesmanship in print (or pixels). Its aim is to persuade.

Content does everything else. A strong content series attracts an audience, engages their sustained attention, demonstrates your ability to solve their problems, and paves the way for an eventual purchase.

Copywriting strategies directly from the masters (that work for your content)

Content marketing has been the new cool kid in advertising — the web lets us use content to accomplish so much with relatively limited resources.

But really smart content marketers know enough to steal from their more traditional copywriting brothers and sisters. Because when you learn how to be a copywriter , those old-school elements of persuasion will make everything in your content work better.

Here are 7 copywriting strategies you’ll want to swipe from the rich tradition of direct response copywriting.

#1: Headlines, headlines, headlines

Copywriters know that if the headline is weak, the ad will never get read.

The same is true for your content. Put a vague, waffly, or obscure headline on the best piece of content the world has ever seen, and it still won’t get read.

Even if you have a decent-sized audience, you still need to persuade them, day in and day out, to continue giving you their attention. Great headlines help with that.

Now, the best headline writing can’t help content that’s consistently thin and weak. But it will do a lot to increase audience engagement for quality content, as well as shares and links.

#2: Quit being so clever

Look, I get it. You wouldn’t be a professional writer if you didn’t have a secret love of clever wordplay.

Puns and in-jokes and linguistic play are the writer’s delight. Just realize … they may not be your audience’s delight.

Writerly craft is a good thing. Thinking carefully about language will make it clearer and more powerful, and that’s what you want. But great copywriters know that cleverness too often leads directly to audience confusion.

A dash of cleverness here and there can add seasoning, so if you do use it, use it sparingly — and never in a headline.

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#3: Develop your copywriting strategies around your Big Idea

As a content marketer, you’re not (I hope) writing endless pages of dry, factual information that merely answers questions.

You’re publishing information that both entertains and educates your reader — and you’re doing it in the framework of a Big Idea.

Think Apple’s “1000 Songs in Your Pocket.” You’re looking for the instant communication of a desirable benefit, compressed into a memorable statement. It’s not always easy to find, but it’s how you write better content .

Don’t just be another writer blogging about design or fashion or parenting. Frame your content with a compelling, ultra specific Big Idea.

#4: Do your research

“The best copywriters are the most tenacious researchers. Like miners, they dig, drill, dynamite, and chip until they have carloads of valuable ore. John Caples advised me once to gather seven times more interesting information than I could possibly use.” – legendary copywriter Gary Bencivenga

If you know how to write a good blog post , it only follows that you’re also an obsessive student of your topic.

Dig deeper. Scour sites like Abe for valued out-of-print books on your topic. Get beyond the “big blogs” everyone in your topic reads — go to the rare, obscure resources, especially if they’re chewy and difficult for the average reader.

Dig, drill, dynamite, and chip. Don’t just be an expert — be a dork about your topic. The depth and richness you’ll gain will show.

(Incidentally, the best Big Ideas for copywriting strategies usually come out of compulsive research — combined with some creativity and enough time to think carefully about the problem you’re solving.)

#5: Find your starving crowd (then listen to them)

Notorious copywriting genius Gary Halbert liked to tell his students that the key to a successful restaurant was not location, great food, or low prices — it was the presence of a starving crowd that needed and wanted what your restaurant had to offer.

And of course, the same is true for any kind of business.

“When it comes to direct marketing, the most profitable habit you can cultivate is the habit of constantly being on the lookout for groups of people (markets) who have demonstrated that they are starving (or, at least hungry) for some particular product or service.” – Gary Halbert

Your “starving crowd” is your audience — the people who are hungry for what you have to say, in the way that you say it.

The terrific thing about building a hungry audience is you can then turn around and ask (or observe) them to find out what, specifically, they’re hungry for .

Traditional direct marketers used expensive response lists to find this out. In the online world, we can gain a lot of that knowledge by listening to what our audiences have to say, both on our own sites and in forums or other social media.

When you also know what your audience wants by studying SEO for content writers , you can create the perfect product or service to meet that desire. As famed ad man Bill Bernbach said:

“Advertising doesn’t create a product advantage. It can only convey it. … No matter how skillful you are, you can’t invent a product advantage that doesn’t exist.” – Bill Bernbach

Getting the product or service right is great marketing — and when you pair it with solid persuasion skills, you’ll be unstoppable.

#6. Know where you’re going

Writing direct response copy always serves a specific purpose. You’re writing to stimulate a specific behavior. If you get that behavior, you win. If you fail to get it, you lose.

The economics of content marketing allow us to experiment more, but you still want to develop an idea of what , specifically, each piece of content you create is intended to accomplish.

Your copywriting strategies might help you widen your audience, get more email subscriptions, educate your market about an upcoming product … there are lots of goals you can accomplish with content .

But drifting around and publishing “to see what happens” should be kept to a minimum.

#7: Don’t be boring

“Tell the truth but make truth fascinating. You know, you can’t bore people into buying your product. You can only interest them in buying it.” – David Ogilvy

We’re fans of David Ogilvy around here, as D.O. was a longtime champion of education-based marketing.

But he knew very well that in order to make it work, you have to make that education fascinating .

• Personality
• Great imagery
• Your Big Idea
• Reader-friendly formatting

Not to clownishly grab attention, but to make your good advice and useful content more interesting and readable.

What are your favorite copywriting strategies?

Here at Copyblogger, we have hundreds of traditional copywriting tips that we like to apply to content marketing. It’s what the blog was founded on.

Do you have favorite old-style copywriting strategies that work brilliantly in the new world of content and social media? Let us know about them in the comments …

Sonia Simone

Sonia Simone was a founding partner of Copyblogger Media. These days, she helps content writers become fiercely creative and insanely productive. Check out her brand-new free report on 7 Things Prolific Writers Do Differently -- written especially for content writers.

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Reader Interactions

Reader comments (60).

November 6, 2013 at 6:31 am

Sonia, in #5 you quote ‘No matter how skillful you are, you can’t invent a product advantage that doesn’t exist’.

Well actually you can!

I don’t know how many times I’ve worked with copywriting clients who really can’t think of anything that specifically makes them better, special or different.

So what I do is say ‘let’s invent one’. Then what we do is create something that does make them different.

I’ll say something like ‘From now on you’re going to be the only local window blinds service who does a FREE child safety audit’.

But what I then tell them is that, not only are they going to include this in their copy, they’ve actually got to do it IN PRACTICE.

In other words, if you’re a little more proactive in your role you can actually create a product advantage that wasn’t there previously.

November 6, 2013 at 7:41 am

I like the idea Kevin. And I’ve got a couple of window blinds clients of my own – they’re awesome.

You’re definitely onto something.

I think Sonia’s point is that advertising can’t invent a product advantage. The advertiser can suggest one, or even help the client to build one. But they can’t invent a hollow product advantage with content alone.

I reckon your beasty approach is more in line with creating an irresistible offer: https://copyblogger.com/kids-eat-free/

What do you think?

I liked your post on crafty conversion tricks btw.

November 6, 2013 at 10:07 am

I’ve just checked out the kids eat free post. I reckon that line ‘You must then live the story and fulfill the offer’ just about sums it up.

Yeah, I also once worked for a load of window blinds clients who were all part of the same chain. It was a real challenge coming up with a different message for each individual franchise.

But when it’s hard like that it makes you think harder too. And, as a result, you actually come up with better ideas.

November 6, 2013 at 10:36 am

Agreed, sir.

In a way – the ‘boring’ clients are often the best for your own development.

Turns out, I know all kinds of interesting crap about blinds these days (and I bet you do too).

Maybe that could be a post in itself …

“10 Things Your Neighbour Doesn’t Know about Window Blinds … Yet”

Cheers for the add on G+ btw.

November 6, 2013 at 11:06 am

You could also repurpose that post into a blinds feature for one of the local papers.

The possibilities are endless.

November 6, 2013 at 8:04 am

You can, and really good ad agencies (or smart writers like you) have a history of doing it. Mary Wells Lawrence tells a great story about convincing Braniff to paint its fleet of planes in intense rainbow colors. This was in 1965, and it instantly made the airline look cool and youthful.

But as you say — if you add the new point of distinction in, the company has to be willing to live it. Braniff had to be willing to be a cool, youthful airline, which worked well for them at the time.

Lawrence’s book A Big Life in Advertising has tons of examples of finding the big idea for brands we know well, very interesting read.

November 6, 2013 at 10:13 am

That book would probably be a good one to pack in the suitcase next time I go on holiday.

The only problem is that I’d probably be writing down notes all the time. Instead of relaxing, I’d be building up my checklists and swipe files.

November 6, 2013 at 12:26 pm

What, that’s not how you relax? 😀

January 29, 2014 at 5:59 pm

But, technically speaking, by changing the business in and of itself, you have only chosen to highlight the advantage created. You can’t create something that isn’t there, so you CREATED a new layout to the business so that then you could advertise them with the specific change in mind. Had you just simply advertised the business as such without making the actual change, then you wouldn’t have been highlighting anything, you would have been lying to the client.

Don’t get me wrong, I like the fact that you did this, and you should continue to do this. It’s always about filling a niche. I am in my third year in college, and I love finding sites like this that help me determine what I want to do within the business world. 🙂

November 6, 2013 at 7:34 am

Some great tips, I think I am guilty of writing some very dry content! I really appreciate the advice on finding an audience, ‘Find your starving crowd – then listen to them’, which of course makes perfect sense. 🙂

November 6, 2013 at 8:03 am

Sonia, (from the perspective of a content marketing agency) I am so glad you highlighted RESEARCH here. So many content marketing service providers forget that truly insightful content requires LOTS of research, in any industry.

I look forward to referencing this article in my next blog about the importance of research when providing content services. Unfortunately, agencies are in a situation where they will need to be armed with articles just like this to justify the “extra” work that goes into creating truly valuable “content” for clients.

Thanks Sonia, great work!

November 6, 2013 at 8:22 am

Great list, Sonia, and powerful reminders. As a long time blogger, I’m currently putting together more in-depth articles and your #4 really hit home. I tend to look for unique and undiscovered content, and you have given me some new places to look. I have fallen into the #6 trap of publishing “to see what happens,” way too much. My creative side tends to get bored, so I’m always experimenting. Unfortunately, this leads to a lot of rabbit trails. As a member of the Copyblogger community, I’ll have to download the Content Marketing eBook you talk about. A little FOCUS never hurts. 🙂

November 6, 2013 at 9:42 am

Focus is good!

A little experimentation is great — maybe make a decision about how much “see what happens” content you publish, in the general mix. Maybe it’s 10% (it could be higher in the early days of a blog, to see what works for your audience).

The content marketing book will really help, though — it gives you a framework for the different types of content and the way they set your site up to become successful.

November 6, 2013 at 9:46 am

Reason-why copy. Tell me a story. Sell me something. It makes advertising worth reading (or listening to).

Always a great one to keep in mind.

November 6, 2013 at 10:18 am

I love this headline, Sonia. It reminds me of your classic, “50 Things Your Customers Wish You Knew”

I’ve swiped that headline and used it for one of my best performing pieces of content – “What Your Boss Wishes You Knew About Personal Branding”

November 6, 2013 at 12:24 pm

I stole it from Cosmo! 🙂

Yeah, I originally had a complicated headline on this that was about 4 lines long, I switched it out at the last minute.

November 6, 2013 at 10:20 am

Yep, research is always handy. Lots of it, too, not just perusing over Wikipedia like it’s some amazingly accurate resource. Actually read some books on the subject, as lots of online articles on subjects can be spun.

Be visual is something else I’d rely on – the internet is all about aesthetics, and most people on it aren’t ardent readers wanting to be lectured. It’s a skimming world, so bright colourful content can draw them in. Innit, as the trendy folk say.

November 6, 2013 at 1:38 pm

Good tip Alex M.

Its true I skim a lot through articles, headings and look at subheadings as well before I decide if I continue to read on or not. Spending a lot of time on an article that doesn’t get read is a paralyzing fear of mine.

I am trying to see how this can apply to an incentive for an email optin landing page for my audience. I mean it has to have a good opening but also needs to get read as well. I guess thats where #6 know where your going comes in well 🙂

November 6, 2013 at 11:03 am

Finding the starving crowd! Golden!

I recently started a Facebook group for newby bloggers and it started as a ‘commenting tribe’ type set up. Now, I, along with the two that are managing it with me, want to take it to a new level.

Our crowd are starving, but we don’t know for what! So we’ve decided to send out a survey to find out, serve them better, and add this to our marketing copy.

Why try and find the food ourselves? Ask them what tastes good!

(ok, starvation analogy over)

– Razwana

good stuff!

November 6, 2013 at 11:26 am

I totally agree with the fundamental of perceptive presentation; making the image your copy conveys match the desires of your audience. It’s selling the people what they want to buy. Even more beautiful is selling them to the point that they didn’t realize they wanted to buy.

I love the mining reference too. A lot of good work goes into writing copy. If you have good facts, good resourceful information you’re going to get a great bang for your buck.

November 6, 2013 at 12:25 pm

Bencivenga’s stuff is well worth reading and re-reading. It’s old-fashioned, in an excellent way.

November 6, 2013 at 4:17 pm

What also makes the mining reference so good is what else can be done with it.

Where I come from in Montana it was the people that sold shovels to the miners who were still around long after the gold rush of the 1860s had come and gone.

November 6, 2013 at 11:42 am

Yeah. Headlines I have come to discover is one of the most important if not most important part of an article because if it doesn’t get read it doesn’t matter if the article is crap or great it just won’t get any attention.

Jon Morrows headline hacks is another great example I think he used an old style copy of “who else wants (insert)…” as one example. I’d say that one example is onw of the most useful.

Morrow is a great student of all the old school copywriters. 🙂

Great post!

I have two swipes files: one is in Evernote and the other is a folder. I’ve collected many samples in the last few months. The pieces, ranging from magazine ads to direct mail, help me with my copywriting. Plus, if I need a bit of inspiration, I review my files and feel energized.

My favorite old-style copy tip that works brilliantly in the new world of content and social media is from Leo Burnett, “Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.” Copywriting doesn’t have to be complicated. 🙂

November 6, 2013 at 3:11 pm

All seven of these points allude to something less tangible, yet well worth developing. That is to say, trust. Now getting someone to trust you isn’t easy. I met a chap on a train a while ago, and on asking him his work he flinched from me! Now I might be a fifty something divorcee, but I’m not that dangerous.

Okay, so perhaps I am?

Anyway this reaction puzzled me, because normal people don’t react this way. A banker might bluff, a politician offer you something you don’t need, that sort of aversion behaviour – but outright fear? There was only one answer.

So I took a risk and asked him “Are you a marketer?”

A little face appeared from under his metaphorical shell, nodded briefly – and on hearing that I was too, warmed considerably. In the space of three minutes I’d managed to establish a rapport with someone who was truly terrified of the reputation that preceded him.

The issue here is to trust the person you’re speaking with – or your reader. That means you need to take a risk of some kind, and in doing so, you’ll establish a bond far more swiftly.

November 6, 2013 at 5:49 pm

Great article Sonia, thank you! I’m grateful for my early experience in direct marketing. Learning from Adland legends like these (nearly 20 years ago, yikes!) helped craft my copywriting skills which are so relevant to writing across today’s digital channels. Point #3 on research is a critical one. It mystifies me how some of the “content creators” out there can offer “well-researched” blog posts for $50-$100. I will spend anything from 6-12 hours completing a well-researched, well-crafted original blog post or article and I can’t compete with those prices. Am I just too slow for today’s market?

November 6, 2013 at 7:08 pm

The applicable reminder for me in this article is to center your content around your big idea. To make sure that it fits within the framework of your big idea.

Great reminder. Thank you.

Personality in content is important as it makes otherwise boring topics come alive. I blog about merchant services and that can get kind of dry if I’m not careful.

I’d love to comment on each of the points made in this post but I’ll end it there. Definitely a great article to keep handy and use as a reference.

November 6, 2013 at 8:21 pm

These are great tactics for writing great content. My favorite one is, “Even if you have a decent-sized audience, you still need to persuade them, day in and day out, to continue giving you their attention.”

I often forget the things I already have (or in other words: I tend to take them for granted). This doesn’t only apply in business relationships, but in all relationships in life.

Thanks for the reminder that a relationship is a continuous effort – not just an email subscribe or a post comment.

November 6, 2013 at 9:35 pm

Sonia, one big takeaway for me tonight after reading this is your point about “building a hungry audience.”

I’m in process of launching two different niche blogs, and I need to make sure I “ask (or observe) them (my audience) to find out what, specifically, they’re hungry for,”

Definitely need to schedule time to gain that knowledge through listening to what my audiences needs through the websites they frequent and in forums or social media, as you recommended.

Are there any other ways to building a hungry audience that were not covered in this article?

November 7, 2013 at 1:23 am

Nice read Sonia! I agree with everything you have said. A good headline is essential because your audience use it to decide whether or not to read your article. Though crafting catchy headlines is considered an art, but there are few simple tricks to concoct a grabby headline.

I also want to add a point here: When developing your web copy keep in mind that it should persuade your readers to take a specific action.

Maybe you’d like them to download an eBook/ sign up for a newsletter/like you on Facebook etc. but be clear what you would like to achieve out of it. Focus on one action at a time otherwise you will confuse your audience and they will not take the desired action.

November 7, 2013 at 6:12 am

Thanks for sharing. Really enjoyed the article and more importantly, it’s refreshing to read all the comments made.

I think the most awesome copy tip I got was from The Robert Collier Letter Book. He basically sold a product that he didn’t invent yet by designing the perfect DM letter, and then got himself busy creating the product when the cash came rolling in!

Proven Concept and a Self-funded project =).

Simply put – Copywriting is one of the most Powerful Business Development tools.

November 7, 2013 at 9:02 am

I was mentored by a legendary ad man and think you’re spot-on about what makes effective copy. And applying some of the style of copywriting to content marketing makes sense.

But an awful lot of content fails because it reads too much like sales copy. And I fear you are encouraging writers to further blur the lines between the two.

One of the lines in this piece, “Smart content marketers will go grab our free Ebook on writing headlines and start mining it right away for tips on creating terrific headlines,” illustrates my point.

It’s good traditional copy, ala “Choosy mothers choose Jiff,” and “4 out of 5 dentists recommend Trident,” but it’s not an example of smart content marketing.

Content marketing is not the “new cool kid in advertising.” It’s cool, yes, but content marketing hangs out with a different crowd.

November 7, 2013 at 9:18 am

Just like your own tagline says – “We tell – and sell – your story.” Content that doesn’t satisfy a business objective is not content marketing, it’s just content.

I see you created your domain kotawcontentmarketing.com a year ago. Best wishes with your new career.

November 7, 2013 at 12:24 pm

Yes, Brian, great stories are persuasive. Great advertising is persuasive. Great marketing of all kinds has an objective.

But content marketing is not advertising. And there’s a reason to point out what may seem like a semantic difference: I’ve never met a client who didn’t want his content to read like sales copy. While Sonia suggests content marketers “steal” from copywriters, she is inadvertently encouraging writers to make more direct pitches in their blogs.

Clients often insist — and writers may acquiesce based on Sonia’s direct pitch in her piece — that every post include a pitch for a product or service.

I’ve seen the pitch for the Copybloggers’ ebook on headline writing before, and I don’t think it belongs here as a direct appeal to “smart content marketers” any more than a blog written for a furniture store should include a pitch to “check out our new leather sofas.”

Before writers learn to say “yes” to copywriting techniques, they should learn to say “no” to disguising its tactics as content. Yes, at KOTAW Content Marketing we tell — and sell — stories. And we also sell products and services through story-driven copy. But we don’t confuse content marketing with advertising.

I applaud your success and will accept at face value your best wishes for mine. I’m sharing my interpretation of the new digital landscape as shaped by Hummingbird and backed by 25 years of experience in journalism, advertising and branding.

I agree with Sonia, who said elsewhere on this site that she doesn’t enjoy squabbling, but controversy is inescapable: “So we might as well stand our ground, say something worth saying, and make the best of it.” https://copyblogger.com/controversial-content/

And, thank you, I am enjoying great success at KOTAW, launched in June 2013.

November 7, 2013 at 2:29 pm

When my clients insist on pitches I just put them in. I stopped arguing with them or trying to convince them awhile ago. If they don’t want to listen to what I know, screw ’em. I’ll just take their money instead.

I don’t know, I think it’s still a pretty good tactic.

Why on earth are you still complaining about their blog posts? Start writing yours today!

November 8, 2013 at 10:47 am

I would also suspect that the kind of pitches you’re talking about, and the simple call to action to get even more valuable free content that Katherine is complaining about, are inherently different.

The point is getting people to take action within an appropriate context. Even if you’re giving something great away for free. If you don’t ask people to do it, less people do it. Period.

November 8, 2013 at 4:35 pm

I’m not sure about what you meant by “still complaining”, Greg. I never complained, simply acted on the “Speak Your Mind” CTA for this blog.

There’s a place for ads in a newspaper — next to an article. There’s a place for a CTA in a blog — at the end of a blog or in some other clearly defined space.

There’s a place for persuasion everywhere. But if a blog looks like a blog but reads like sales copy, it crosses a line that makes me uncomfortable. Where’s the value in content marketing if it’s no different than pitch-y copy?

If a client asks me to insert a sales pitch into a blog, Greg, I don’t say “screw em” and take their money. I say no. Saying no to bad ideas is one of the best services I provide clients.

Greg, you suggested I write my own blog. I do write a blog on my website and invite you to check it out.

November 8, 2013 at 4:38 pm

@BrianClark: Brian, I respect that your viewpoint is different than mine. And I agree that the ebook about headlines includes valuable information. We disagree about “appropriate context.”

And that’s good. Healthy debate about content marketing is crucial to its evolution — and survival.

Thank you for providing a forum for this discussion.

November 7, 2013 at 3:55 pm

Excellent. And I started doing what we now call “content marketing” in 1999, and this publication has been teaching it for 8 years. And we’ve built a multi-million dollar business out of practicing what we preach.

So maybe, just maybe, we know what we’re doing? Maybe? 😉

November 7, 2013 at 5:47 pm

🙂 That’s Cheeky Brian…

And I love it.

Said that, it’s clear that copywriting techniques for blog posts are working effectively, because we are all here ENGAGING in a conversation which:

– Builds Copyblogger’s brand – Increases their attractiveness to search engines

Somehow…just somehow, this is the first blog post I have read this month that has gotten me to actually contribute a comment. So thanks, I’m going to model it for future use 🙂

And of course, Brian isn’t on KOTAW interacting with their content (but that might change in the future, who knows). So something CB is doing is obviously working.

Have a lovely day.

November 8, 2013 at 12:34 pm

@Katherine … perhaps it’s a matter of how you want to frame the call to action in a content marketing piece. This CTA doesn’t always have to be a pitch. It can be a Follow me on Twitter … Read more about this topic here … or whatever.

But content marketing inherently is about marketing – and that means information with a strict purpose. If I’m already reading about writing headlines and I see a link about crafting better headline faster – it’s not a pitch. It’s additional information I’m already interested in – since the context remains relevant to my initial read.

One more thought, if I may … if our content doesn’t fire up the reader to want to learn more about our topic – hence the need for some sort of call to action to the next step – then, to my direct response writer’s mind – we’ve failed both the reader and the client.

November 8, 2013 at 2:38 pm

Roberta! So good to see you here. 🙂

November 8, 2013 at 4:39 pm

Thank you, Roberta, for your thoughts. I’m not surprised that a direct response writer would side with Sonia on this. But I agree with much of what you say.

How you frame a call to action matters. Content should fire up a reader. It must have a purpose. Calls to action are critical.

Sonia’s line directing people to the ebook was a pitch. She didn’t offer the ebook as a helpful addition to her post. In the very first of seven tips, she said “Smart content marketers will go grab our free eBook.”

What she wrote is good copywriting. But it is pitch-y and in no way the same as an end-of-blog CTA that says “Follow me on Twitter.” Or “if you’d like to learn more about writing effective headlines, check out our ebook.”

November 7, 2013 at 11:36 am

Ah, Katherine, you’re reminding me of my days working with big agencies on brand/awareness advertising and PR.

I left that world for a reason. 🙂 I suspect we’ll have to agree to disagree on this one.

November 7, 2013 at 12:26 pm

I left that world, too, Sonia, and I suspect our old bosses would agree more with your viewpoint than mine.

But that what makes the rapidly changing world of marketing fun!

November 7, 2013 at 9:20 am

Great tips! There is a delicate balance between #2 and #7 – being too clever and not being boring. Good writers find it.

November 7, 2013 at 6:01 pm

Absolutely — balance is always key. 🙂

November 7, 2013 at 11:27 am

Excellent article. I love the points about headlines, an overlooked point by amateur/novice writers approaching copywriting with just slightly less than an expert voice. A turned-around-headline can make them an expert on an otherwise great article. Attention grabbing, shorter headlines are more impactful than long, arduous sentences. The other point I liked was how witty may not be engaging to all clients. Unfortunately for those sad souls reading it and not liking the read, this can be true sometimes, so wit must be toned down at times.

Re: #2. Quit being so clever.

I’ve surely been guilty here from time to time. To avoid being too over-the-top in attempts to be funny, I often reminded myself of what Wisconsin newspaper columnist Doug Larson said on the subject:

“A pun is the lowest form of humor, unless you thought of it yourself.”

Ha! Indeed.

November 8, 2013 at 3:11 pm

“Be a dork about your content.” Love that. We recently had a client come in, wanting to produce high-quality and equally as high-brow posts for his website. After working one-on-one with him long enough, I began to become totally engrossed in his product and salons. That showed directly in the content I drafted for him!

November 20, 2013 at 8:38 am

#2 – absolutely spot on. While it’s fun being clever, we’re first and foremost being paid to sell. If some wordplay helps us do that then great, otherwise we need to leave it out.

December 27, 2013 at 12:19 pm

Instead of knowing and following all these 7 things that Great Copywriters already used, why not find that one thing which has never been used?

If I use all these 7 I would be one among the rest. But if I find the one that isn’t used, then that’s the bait 😉

December 27, 2013 at 2:17 pm

Holding out for some secret magic bullet is why so many people fail. Trust me, if it works, it’s been done in some form or fashion already. It’s up to you to adapt what’s proven to work for your own situation, which makes it unique.

December 28, 2013 at 12:26 am

I agree that just holding out for magic bullet won’t work. I am just looking out for the secret ingredient that can spice up all these 7 :-). I trust what’s been done already and will definitely use it. Wish you a happy and prosperous new year. Have a wonderful day.

December 28, 2013 at 7:41 pm

So true that great copywriters (and writers in general) are assiduous researchers. Simone you did some of your own to dig up these credible quotes to help make your points. Seven times as much seems excessive, but two or three makes for a good piece.

November 15, 2022 at 5:49 pm

Content marketing is so much more than just online content. Books and press releases have been a form of content marketing almost since the printing press was first invented. When you think about it, content marketing is one of the oldest (and most effective) forms of marketing.

This article's comments are closed.

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8 surprisingly effective copywriting strategies that can dramatically improve conversions and sales.

What’s “good” copywriting? 

• It draws your audience’s attention.
• It has compelling calls to action.

As a business owner, you’re in charge of creating a powerful narrative for your product or service to convert your audience into buyers. Easier said than done.

You see, conversions happen only when you convince your audience that they need your offer. The good news is that you don’t need a law degree to learn how to write persuasive copy. You can follow these 8 simple copywriting strategies in this blog post. 

You’ll not only be able to capture your audience’s interest… but you’ll also convince them that you have the solution to their problems. In other words, your customers will start flocking to your business.

Let’s get into the strategies.

Table of Contents

Copywriting Strategy #1: Get Creative

While copy should be informative, it doesn’t have to be dry or boring. Your copy should first and foremost hook your audience. So don’t be afraid to be fun and entertaining.

Once you’ve got their attention, you can start steering them toward conversion. And that’s where your creativity comes in.

Start by asking yourself: what kind of copy you want to read? If you already have a draft you’re working on, scan the text. Imagine you’re a potential customer and read it from their perspective. 

Does your copy answer what you need to know in an engaging way? Does it give irrelevant information? Do parts of it seem off-message with your brand?

It’ll also help to get another person’s opinion. Oftentimes when we write, we can get too into our heads. Having a fresh pair of eyes read your copy will help you see it more objectively. 

Try asking your coworkers, friends, or family to read it over. They may even be able to present new angles or suggestions you’ve never thought of. Keep an open mind, and draw inspiration from different areas in your life.

Strategy #2: Use Short Sentences

How would you react if you read something long, wordy, and confusing? Can you already feel your eyes start to glaze over?

To put it simply, simplicity is key. Your message might be great...but if it’s not clear, you’ll immediately lose your audience.

Your copy shouldn’t take an English major to understand. Instead, it should be clear enough for anyone to follow.

To avoid muddling up your points and putting readers off, stick to these tips:

Break Up Your Text Into Short Paragraphs 

Huge blocks of text are overwhelming. Your audience just wants to quickly get to the point and move on. That’s why it’s important to break your text into a few lines at a time. Like in this blog post, paragraphs don’t last more than 3 lines.

Sometimes they only last one.

That’s because short copy is much more approachable and accessible. Your reader will be more willing to read something quick, digestible, and to the point.

Shorter paragraphs also prevent your reader from getting lost in your message. It helps them keep their focus. Especially since they feel like they can handle the minimal time commitment it takes to read your piece.

So instead of bombarding your readers with several ideas in a single paragraph, keep everything short and sweet.

Say One Thing At A Time

Remember: clarity is key. There’s no need to drag your audience through a long-winded explanation of your product or service. Instead, simple and direct points will guide your reader toward your CTA easier and faster.

Instead of shoving all of your information together, break up your copy into sentences at a time.

Ideally, one idea belongs in one sentence. And the sentence after should build on that idea.

As soon as your ideas shift to another main point, then you can start a new paragraph. But make sure your message is logical and easy for anyone to follow.

Don’t Use Run-on Sentences

Have you sensed a pattern here, yet? It may start sounding redundant...but it’s important to make sure your copy is as concise as possible.

Run-on sentences are another thing that can turn off your reader. Instead of linking together clause after clause, opt for the shorter, punchier approach. 

Shorter sentences are more direct. They create intensity and impact in your copy. They will also help you to communicate ideas more clearly, and in a shorter manner.

That way, your audience will be more likely to stick with you and help them smoothly progress through the narrative you’ve laid out for your product or service.

Make Your Message Easy To Understand

Even the most complicated topics can be explained simply. It might take a little bit of work to break things down. But it makes a huge difference to your audience.

Think about the last time you were in math class. (Excuse me while I shudder...). No one likes to feel like they don’t understand something, right?

Now think about that from your audience’s perspective. If they read your copy and it’s complicated, full of technical jargon, and inaccessible, they will feel discouraged. And you will lose them.

That’s why it’s important to write copy that anyone can understand--not just people with your specific background. So ask yourself: “If someone has no prior knowledge of this topic, would they understand my copy?”

If that’s hard for you to answer, try reaching out to others. Ask your co-workers, friends, or family members who are unfamiliar with the topic to read your copy. If they understand it, great. If not, use their feedback to simplify it.

Creating copy that is easy to understand can communicate trustworthiness to your audience. It shows the reader that you understand where they’re coming from. And, at the same time, it also shows your expertise in your field.

Clear copy assures the reader that you’re not trying to show off your superior intelligence or talk down on them. Instead, it shows that you’ve thought carefully about your content and are considerate of their needs. 

That will make them want to do business with you even more.

Learn more about improving clarity in your copy here .

Strategy #3: Use Familiar Language

Another way to write copy that converts is by using familiar phrases that everyone can recognize. 

People won’t be able to understand what you’re saying if you only use complicated terms and industry-specific jargon. So, before you begin a lengthy technical explanation, ask yourself: “Can someone who knows nothing about what I’m offering catch on easily?”

If the answer is no, swap out complex terms for simpler words. That will make your copy more readable and approachable to a general audience.

Even for those who already know about your topic, reading with words that they use in their daily lives can make their experience more enjoyable. It’ll seem like you really understand who your audience is, and that will attract them more to your business. 

This can be challenging in fields with highly specific knowledge. So again, try asking someone who’s not in your industry to read over your copy. If they think your text is hard to follow, it’s a sign you’re alienating your audience.

To write for a general audience, use words that everybody uses. Readers will feel like your copy is just for them. And that way, it’ll gain their trust.

So, make sure you use words that draw in your reader, instead of pushing them away.

Here's how you can dramatically improve your conversion copywriting.

The More Relatable Something Is, The More Compelling It Is 

An important part of familiarity is relatability. If your copy is relatable, readers will be able to place themselves within the narrative of your product, service, or brand.

This makes your job easier too. Instead of coming up with crazy scenarios to get your audience’s attention, all you need to do is think about their daily experiences and emotions. You can draw upon these commonalities to make your copy more relatable.

Once you have them comfortable, you can slowly introduce them to how your product or service can improve their lives. Then you can guide them smoothly along to your CTA.

If you’re not quite sure what’s relatable to your audience, stick with universal experiences. For example, everyone feels frustrated, upset, scared, hopeless, or that something is missing in their lives. 

Think about these experiences concerning your product or service. How can your offer help your audience with these emotions?

If you establish these commonalities in your copy first, then you can hook your audience. And then, they’ll want to see how they can resolve these problems. 

Then, your offer’s solutions will be presented at exactly the right time.

Works like a charm, right?

Strategy #4: Pay Attention To Your Verbs

Verbs serve an important function in your copy. As action words, they help readers imagine how your product or service will improve their lives. Ideally, your offer will have a positive impact on your customer. If you can communicate this well, readers will be more likely to buy from you.

Here’s how you can use your verbs more effectively.

Use Active Voice

Which sentence sounds more direct? 

• The bananas were eaten by you.
• You ate the bananas. 

The second bullet point, right?

This is the power of active voice over passive voice.

Active voice is when the subject of a sentence acts out the verb. Passive voice is when the subject of the sentence is acted upon by the verb.

Use active voice as often as possible. Sentences that contain a dynamic action are more attention-grabbing and engaging to readers. Plus, active voice empowers your product or service as the thing that will positively impact your customer.

You may be more used to writing in passive voice instead of active voice. That’s completely normal. To help you switch from passive to active voice, follow this formula:

• Subject + Verb + Object

In this formula, the subject performs the action described in the verb upon the object. If your sentence follows this order of subject, verb, then object, you’re in good shape. 

We can see how this plays out in our example from above:

In the first bullet point, the bananas (the object) are acted upon by the subject (you). The verb “eaten” describes the action that happened to the bananas. 

In the second bullet point, the bananas (the object) are still acted upon by the subject (You). The fundamental meaning of the sentence has not changed. But the verb “ate” describes the action you (the subject) took, instead.

Using active voice doesn’t change the inherent meaning of the sentence. It changes the focus. It shifts the emphasis of your sentence onto the subject and away from the object.

If you want your product or service (the subject) to be the center of attention, writing in an active voice shifts the sentence’s focus onto it.  

If you’re working on a draft now, take a sweeping pass through it. If you see a lot of passive voice, that’s normal. It can be tricky to start writing in an active voice right away. So use this formula as a guide to help you switch your sentences into active voice. 

By keeping a careful eye on your verbs, you can transform your copy for the better. Changing the way you use verbs can improve your copy from a bland or vague statement to a crystal clear message. 

Focus On Verbs Instead Of Adjectives 

Verbs do a lot more for your copy than adjectives (pun fully intended). Not only are they more exciting...they’re also more persuasive to readers. That's because verbs emphasize what your product or service can do for them.

For example, which of these two sentences is more compelling?

• Eating a banana is a surefire way to kick-start your day.
• Bananas are a healthy and nutritious option.

The first sentence packs more of a punch, doesn't it? That’s because of the verb “kick-start.” It’s a colorful verb that conveys energy and excitement. You can get a sense of how bananas will fuel your day.

On the other hand, the second sentence is more bland. It just tells you what bananas are. It doesn’t illustrate how bananas can positively impact your life.

By using powerful verbs instead of adjectives, it makes readers feel more excited and compelled to follow through with your call to action.

Strategy #5: Tap Into Empathy

Great copy develops a relationship with readers. It makes them engage both intellectually and emotionally with your brand.

So take the time to understand your audience. This is important because knowing what it’s like to be in your audience’s shoes will help you write in a way that resonates deeply with them.

When your audience feels known and understood, they’ll be more likely to trust you. If they trust you, they’ll be more likely to take up your call to action.

To add more empathy into your copy, think about their perspective. What do they want? More than anything? What do they wish was different? What do they need to improve?

Once you understand your audience, you’ll know exactly how your product or service can fit into their lives. In other words, you’ve found your angle to write from.

Perhaps your audience’s problem is that they can never finish their bananas. They always have at least three they throw out every week. This frustrates them because they feel like they’re wasting money and food.

In that case, your copy will address their concerns. And, it will introduce a solution to help them use their bananas in a more timely, delicious, and cost-effective way.

This approach appeals to readers because it shows you understand their concerns and priorities well. Your audience will be able to tell that you put in the work to truly empathize with them.

When thinking about what would appeal most to your readers, remember: the more understanding and relatable you are, the more trust you will build with them.

Bridging the gap between your goals and your reader’s goals is exactly what leads to successful conversions.

Strategy #6: Evoke Emotion

Conversions are the direct result of your readers’ emotional responses. So, how can you tap into your audience’s emotions?

Try connecting your offer to something your audience feels or wants to feel. For example, say your customer is frustrated that they’re unable to finish all of their bananas before they rot. 

But think about what they’d feel if they finish their bananas on time. Satisfied at their discipline? Proud of their buying habits? Relieved that they’re not wasting more food and money? This is what your audience wants to feel.

So try to incorporate these emotions into your copy. Meet your audience where they’re at, and paint a picture of the positive emotions they’ll experience after they buy your product or service.

When thinking about emotions that motivate your audience, try pinning down:

• Emotions that move towards something like joy or desire
• Emotions that move away from something: fear, missed opportunity, or loneliness

A reader could move towards buying something that would bring them joy or meet their desire for something 

They could also move to invest in something that would help them avoid discomfort

There are lots of ways to invite emotions into your copy to inspire your readers to act. You just have to pick a feeling that best fits your audience and their relationship with your brand.

Learn more about ways to trigger emotions in your copy here .

Strategy #7: Be As Specific As Possible

The more specific you are, the better your copy will be.

But what does being specific mean? It’s being descriptive. It’s ”showing” your audience how your offer can improve their lives, rather than just “telling” them it will. 

A descriptive picture is easier to remember than bland statements. Some great ways to paint a picture with your copy is by adding imagery without being too distracting or outlandish.

For example, “bananas contain vitamins like B6, B12, and potassium that will keep you energized, and help you avoid the midday slump.” This statement is descriptive and specific without giving too much or distracting information.

Know more about writing hyper-specific copy here .

Use Numbers In Evidence

Another way to add specificity to your copy is by using numbers.

For example, “banana production increased by 20% this season” is more memorable and impactful than “many more bananas were produced this season.”

Numbers can also be used to show a comparison. For example, if you’re a banana supplier, letting your reader know that your bananas are only $35 per shipment compared to the competing rate of $45 will show exactly why it’s better to do business with you.

Strategy #8: Ask Questions

Inviting readers to recall an experience or imagine themselves in a scene makes your copy more engaging. This is because it elicits a response from them.

One way you can do this more in your copy is by asking rhetorical questions. After all, wouldn’t you rather be asked about your opinion instead of just being told what to do? (See what I did there?)

As you can see, rhetorical questions hook the reader in because they encourage introspection. They’re also personal, which makes the reader feel seen and understood by your brand. 

When you ask readers to reflect on themselves, you can get them to consider their goals and values. This is a great way to then position your product or service as something that aligns with their lives.

Engage Readers For Better Conversion Rates 

Even though these strategies may seem simple, they’ll make a huge difference to your audience.

If you can master these techniques, you can bring life to your copy. Your message will engage your audience and they’ll feel more compelled to buy from your brand.

There's no end to improving your copy, but these simple strategies are a great step toward increasing your conversions.

P.S. Marketers and B2B business leaders...

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If you're looking to improve the performance of your sales pages, emails, or ads... I may be able to move the needle in a big way. 

Using my proven “Neuro-Response” copywriting method, I've generated over $2.7 billion in revenue for over 224 of the largest B2B companies in America.

This behavioral-science inspired system taps into lesser-known hidden psychological triggers that target multiple decision-making regions of your prospects’ brains...

In a way that elevates their desire, makes them primed to be more receptive to sales messaging, and gets them to move forward.

Averaging across over 1,124+ projects, my copywriting drives a 55% increase in on-page conversion rates, an 84% increase in quality sales-qualified leads, and a 27% decrease in customer acquisition costs compared to existing controls.

If any of this sounds interesting to you...

Click HERE to learn more and find out if I’m the right fit to help.

Want copywriting that converts up to 47% better?

I offer a 100% done-for-you solution to make your sales pages, emails, and ads dramatically more effective., results guaranteed , or you don't pay, about daniel doan, looking for more copywriting resources, 22 reasons why consumers purchase things (and how to sell to them), 6 lesser-known copywriting strategies that boost clarity and skyrocket conversions, 5 ways to make your e-commerce copywriting significantly more persuasive (and boost your product page conversions), 23 powerful copywriting psychological triggers that convince people to buy stuff, 20 copywriting mistakes that are sabotaging your conversion rates (and how to fix them), 3 powerful ways to jam-pack proof in your copywriting (to drive more credibility and trust), product launch 101: how to plan and write copy that guarantees strong sales, what is direct response copywriting (and how to find the right direct response copywriter to hire), how to find and hire the perfect direct-response copywriter to supercharge your conversions, improve your copy. get more sales., quick links.

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Copywriting Tips: Techniques and Strategies for Compelling Copy

Whether you're writing a sales page, email, social media post, or blog , your words have power. Compelling copy can grab attention, spark emotion, and motivate action. Boring copy does none of that.

In today's noisy online world, crafting copy that cuts through the clutter and connects with readers is essential. The difference between mediocre and persuasive writing often comes from mastering basic copywriting techniques.

In this post, I'll share my favourite copywriting tips and strategies for writing hypnotic headlines, irresistible offers, compelling content, and more. You'll learn frameworks for structuring persuasive copy, tricks for triggering emotion, and formulas for boosting conversions.

These battle-tested copywriting techniques will help you engage more readers and customers. You'll be able to create content people love to read and actions they can't resist taking. Let's dive in!

Table of Contents

Copywriting Tips to Improve Conversions

To boost conversion rates, you should use several vital copywriting techniques. These techniques are proven to focus attention, stir emotion and compel readers to act.

One technique is to write solid and compelling headlines that instantly grab your reader’s attention and spark their curiosity. For example: ‘Unlock Your Potential with Our Proven Marketing Strategies.’ This headline clarifies what the product or service does but hints at more.

Another technique is to concentrate on selling the benefits of your product or service – rather than just its features. Explain how your offering will solve the audience’s problems – or improve their lives. The stronger the desire you build for a benefit, the more likely people are to take action.

Storytelling can be highly effective, too. Humans love stories, and narratives create an emotional connection that can be very powerful indeed. Use anecdotes, customer success stories or your journey as examples of how your offering has made a difference in practice. If someone sells software that drives business admin easier, they might tell a story about one customer whose life was transformed by wasting less time on paperwork.

Lastly, creating urgency can effectively drive conversions because it triggers fear of missing out (FOMO). Limited-time offers (LTOs), exclusive deals and countdown timers all do this well, so get them into your writing where appropriate.

So if company X has some kind of special discount available for only a short period, make sure that comes across loud and clear because it will encourage people not to hang around when thinking about buying from them instead of someone else.

How to Create Compelling Headline Copy

Being able to capture the attention of your audience with a thorough headline is one of the most crucial skills in copywriting. The fact of the matter is, if you don’t have a great headline, there’s very little chance that people will continue reading what you’ve written. With that in mind, here are some tips for writing headlines to grab people’s attention.

• Be clear and concise: Your headline should communicate your product or service's main benefit or unique selling point (USP). It should be succinct and avoid jargon or complex language that may confuse readers. For example, rather than saying something like ‘Find out how our proven marketing strategies can help boost your business’, say something more straightforward like ‘Boost your business’.
• Use strong action words: Using powerful words that suggest actions in headlines makes them stand out while also evoking emotion within readers. Some examples include discover, transform, unleash and master.
• Address a specific pain point : If you identify a particular problem an audience has and address it directly within a headline, they will want to read on further, as this means what you’ve written applies now to them. For example, something like “Say goodbye to acne forever” would work well.
• Make it unique/memorable : By giving people a reason why they shouldn't just go on Google and search for other similar products/services, you will immediately make yourself stand out from competitors. Something like “Experience adventure like never before” works well here, and so does anything else which adds exclusivity, e.g.”exclusive eco-tours”.

It’s worth remembering that when it comes down to it, the first impression somebody gets about what you’ve got isn’t based on any kind of introduction – but instead whatever 10-12 word sentence appears at the top of the page. This is why having such things nailed when creating copy is so important.

The Importance of Understanding the Target Audience in Copywriting

Understanding your target audience is paramount in copywriting, as it allows you to hone your message to fit their unique needs, desires and areas of pain. By knowing your audience inside and out, you can create copy that speaks directly to their motivations and resonates with them.

When you truly understand your audience, you can use language, tone and messaging that appeals specifically to them. You will be able to speak directly to their challenges and concerns, highlight vital benefits for them and employ references/examples they are likely to relate personally to – all helping make a big difference in conversion rates.

To begin fully understanding your target audience, conduct thorough market research . Once you have done this, work on creating buyer personas that can represent an ideal customer or customer group; include key demographic info/motivations/pain points/goals, etc. Using these should enable you to focus on creating copy where all those angles meet head-on.

For example, if selling skincare products aimed at millennials, any accompanying copy needs to reflect their desire for natural/eco-friendly solutions while addressing some common skin-related issues in this age range. Knowing what preferences/pain points exist within your target audience helps shape more powerful copy that resonates better with its desired recipients – potentially encouraging action, too!

How to Incorporate Persuasive Language and Storytelling

Incorporating persuasive language and storytelling techniques into your copy can significantly enhance its impact and engagement. These techniques tap into human psychology and help you connect with your audience more deeply. Here are some strategies to effectively incorporate persuasive language and storytelling into your copy:

• Use emotional appeals : Humans are emotional beings, and emotions play a significant role in decision-making. Using persuasive language that evokes emotions can create a stronger connection with your audience. Tap into their desires, fears, or aspirations and use language that resonates with those emotions. This can be achieved through vivid and sensory descriptions, relatable anecdotes, or powerful metaphors. For example, a fitness brand might use emotional language like “Unleash the power within you and transform your body into a lean, energetic machine.” This language taps into the desire for self-improvement and the emotional satisfaction of achieving personal fitness goals.
• Tell a compelling story : Storytelling is a powerful tool in copywriting as it captivates readers and helps them visualise the benefits or solutions your product or service offers. Craft a narrative that engages your audience, taking them on a journey from the problem they're facing to the answer you provide. Use relatable characters, vivid descriptions, and a clear story arc to make your story memorable. For instance, a financial planning service might tell the story of a couple struggling with debt and financial stress. They describe their journey towards financial freedom and how the financial planning service helped them achieve their goals. This story creates an emotional connection and demonstrates the positive impact of the service.
• Highlight the benefits : Persuasive copy should focus on the benefits your audience will experience. Communicate how your product or service can solve their problems, improve their lives, or fulfil their desires. Paint a vivid picture of the positive outcomes they can expect using your offering. For example, a travel agency promoting a luxury vacation package might highlight the benefits of relaxation, rejuvenation, and unforgettable experiences. They could describe the breathtaking views, the pampering amenities, and the sense of adventure that awaits, creating a strong desire to experience those benefits.
• Use social proof : People often look to others for guidance and validation. Incorporating social proof in your copy can build credibility and trust. Include testimonials , reviews, case studies, or endorsements from satisfied customers or industry experts to demonstrate the positive experiences others have had with your product or service. For instance, an e-commerce website might display customer reviews and ratings on its product pages. These testimonials prove the product's quality and reliability, helping potential customers make informed purchasing decisions.

By incorporating persuasive language and storytelling into your copy, you can create a deeper connection with your audience, engage their emotions, and compel them to take action.

Strategies for Creating a Sense of Urgency in Copywriting

Creating a sense of urgency in your copy is a powerful technique to motivate your audience to take immediate action. You can drive conversions by instilling a fear of missing out or highlighting time-limited opportunities. Here are some effective strategies for creating a sense of urgency in your copy:

• Limited-time offers : Communicate that a special offer or discount is only available for a limited period. This creates a fear of missing out and encourages prompt action. For example, an e-commerce store might have a limited-time sale with a countdown timer to make a sense of urgency .
• Countdown timers : Displaying a countdown timer can visually represent urgency and prompt immediate action. Countdown timers are particularly effective for limited-time promotions, flash sales, or product launches. Seeing the time ticking down creates a sense of urgency and intensifies the desire to take advantage of the offer before it expires.
• Limited availability : Emphasise limited stock, narrow spots, or little product or service availability to convey scarcity. This scarcity can create a sense of urgency and prompt immediate action. For example, a hotel booking website might highlight that only a few rooms are left at a discounted rate, prompting customers to book quickly.
• Highlight time-sensitive benefits : Illustrate the immediate benefits or advantages your audience will gain by taking action now. Communicate how they will lose out if they delay their decision. For instance, a fitness program might emphasise the rapid results that can be achieved by starting immediately, creating a sense of urgency to join now and not miss out on those benefits.

By incorporating these strategies into your copy, you can create a sense of urgency that compels your audience to take immediate action, increasing the likelihood of conversions.

How to Use Social Proof and Testimonials to Enhance Copy

Social proof and testimonials are compelling tools to enhance your copy and build trust with your audience. They help you overcome scepticism, up the credibility of your words, and demonstrate positive experiences others have had.

Here’s how to make them work for your business:

Use customer testimonials

Incorporate glowing feedback from happy customers who’ve experienced incredible results using your product or service. To make this social proof more credible, always include full names and relevant details about the person singing your praises.

Be sure to emphasise any improvements they enjoyed or specific benefits from doing business with you.

An example: “I lost three stone in six months – my energy levels skyrocketed!” – Jane Smith

Display reviews and ratings

Positive comments from respected sources that rate your work can reassure potential clients. They prove that others are pleased with their purchase/interactions with you. Don’t forget to mention if something significant has been won or achieved along the way!

Feature case studies

Describe how your offering solved someone’s problem or delivered truly outstanding results for a client. Case studies prove what you say is true while providing real-world examples of success.

Consider outlining the challenge faced, the solution implemented, and the result achieved (in numbers, if possible). For example: “We helped XYZ company increase web traffic by 150% through targeted content marketing.”

Include endorsements

Let everyone know if an influential figure in your industry/well-known personality loves what you do! Endorsements provide instant credibility because they prove prominent people respect what you’re selling/offering too.

Choose endorsements wisely; ensure they’ll resonate with the type of person likely to buy from/smear themselves in/be associated with whatever makes up your brand/business/magic formula stuff.

By incorporating these elements intelligently into every piece of copy you write, you’ll quickly build trust, overcome objections, and make potential clients even more confident they’ve come to the right place.

Best Practices for Writing Clear and Concise Copy

Writing clear and concise copy is essential to ensure your message is easily understood and effectively communicated. Clarity and conciseness improve readability and engagement, increasing the chances of your audience taking the desired action. Here are some best practices to follow when writing clear and concise copy:

• Keep sentences and paragraphs short : Use concise sentences and break your text into short sections. This makes it easier for readers to digest the information and improves readability. Long, convoluted sentences or paragraphs can be overwhelming and lead to reader disengagement.
• Use bullet points or numbered lists : When presenting information that can be organised in a list format, use bullet points or numbered lists. This helps to manage the content and make it more scannable. Bulleted or numbered lists also help to break up long blocks of text and improve visual appeal .
• Avoid jargon and technical language : Write in a language your target audience can easily understand. Avoid using technical terms or industry jargon that may confuse or alienate your readers. Instead, use simple language that communicates your message.
• Focus on one main idea per paragraph : Each paragraph should convey one main idea. This helps to maintain clarity and prevents your copy from becoming cluttered or overwhelming—transition between paragraphs to guide the reader through the flow of your copy.

By following these best practices, you can ensure that your copy is concise and effectively communicates your message, leading to better engagement and increased conversions.

How to Test and Optimise Copy for Better Results

To improve the effectiveness of your copy and maximise conversions, it is crucial to test and optimise. Continuous testing and optimisation can refine your copy based on data and insights, ensuring it resonates with your audience and drives desired actions. Here are some strategies to consider for testing and optimising your copy:

• A/B testing : Create multiple versions of your copy, then test these versions against each other in an A/B test to see which performs better. Compare headlines or calls to action, storytelling approaches or design elements. This will help you make data-driven decisions about what works best in practice.
• Track and analyse metrics : Monitor critical metrics such as click-through rates (CTR), conversion rates (CR), bounce rates (BR) or time on page (TOP) to understand how well the copy is performing. Use analytics tools to gather data around these metrics to spot areas for improvement and identify strengths, weaknesses, and opportunities for optimisation.
• Collect feedback : Gather feedback from users via surveys, focus groups, user testing or social listening; this will give you valuable insights into how people perceive the copy – helping inform optimisations going forward. You might ask about messaging clarity, whether the copy addresses their needs, etc.
• Iterate & refine : Continuously iterate & refine the copy based on insight & data gathered — Example? Test different variations, make adjustments & analyse the impact on CTRs, and implement changes informed by feedback/data – always aiming for further performance optimisation.

Regularly testing and optimising copies like this example above does not mention the benefits of doing so once more prior sentence could be deleted. You can achieve better results, including improved performance, increased conversions, etc.

What Is the Difference Between Conversion Copywriting and SEO Copywriting?

Conversion and SEO copywriting serve different purposes but can work together to achieve overall marketing goals. Understanding the difference between the two is essential for creating copy that engages your audience and drives organic traffic . Let's explore the distinctions between conversion copywriting and SEO copywriting:

Conversion copywriting focuses on driving conversions and encouraging readers to take a specific action, such as purchasing or signing up for a newsletter. It is highly focused on the persuasive elements of copy and aims to motivate the audience to take immediate action. Conversion copywriting uses persuasive language, storytelling techniques, and a deep understanding of consumer psychology to engage and drive conversions.

On the other hand, SEO copywriting is tailored for search engine optimisation. It involves incorporating relevant keywords and optimising meta tags, headings, and other on-page elements to rank higher in search engine results. SEO copywriting aims to attract organic traffic and increase visibility by aligning with search engine algorithms and user search intent. Effective SEO copywriting requires keyword research, understanding search trends, and optimising the copy for readers and search engines.

While their objectives differ, conversion and SEO copywriting can complement each other. By incorporating SEO techniques into your conversion-focused copy, you can increase your reach and attract more potential customers. Creating content that ranks well in search engines can drive more organic traffic to your website, increasing the chances of conversions. Combining conversion and SEO copywriting techniques allows you to create copy that engages readers, drives conversions, and attracts organic traffic.

Examples of Effective Conversion Copywriting

Learning from real-life examples is a great way to understand effective conversion copywriting. Let's explore some examples of brands and campaigns that have successfully utilised conversion copywriting techniques:

Spotify: Spotify's homepage copy effectively highlights the benefits of their music streaming service: “Unlimited Music. Endless Possibilities.” This concise headline communicates the value of unlimited music and creates a sense of excitement and curiosity, encouraging visitors to explore further.

Black Girl Sunscreen: Black Girl Sunscreen's headline speaks directly to its target audience and addresses a specific need: “Melanin-Friendly Sunscreen for Beautiful Brown Skin.” This headline resonates with black women who have experienced challenges finding a sunscreen that works for their skin tone. It communicates the unique benefit of their product and instantly captures the attention of their target audience.

Ann Handley: Ann Handley, a renowned writer and marketer, effectively uses conversion copywriting on her website. Her headline, “Learn to Write Better. With Ann Handley.” positions her as an authority in writing and promises to help readers improve their writing skills. By offering a clear benefit and leveraging her expertise, she entices her audience to engage with her content.

Uber: Uber's tagline, “Get There. Your Day Belongs to You.” emphasises their transportation service's convenience and freedom. This concise and action-oriented copy captures the attention of busy individuals seeking flexibility and control over their day.

Kate Bradley Chernis: Kate Bradley Chernis, CEO of Lately, uses persuasive copywriting techniques to engage her audience. Her headline, “Marketing Made Simple. Finally.” instantly communicates the benefit of simplicity – something all marketers crave – positioning herself as its deliverer while also using persuasive language like ‘finally’ which triggers an emotional response in people who feel overwhelmed or behind in any area (like marketing). It’s very attuned to getting noticed and remembered/responded to, i.e. > conversions.

These examples demonstrate the power of compelling headlines, benefits-focused copy, and audience-oriented language in driving conversions. By studying successful models and understanding their techniques, you can apply similar principles to your copywriting to achieve better results.

Effective copywriting combines creativity, strategy, and understanding of your target audience. By implementing the copywriting techniques discussed in this comprehensive guide, you can create compelling and impactful copy that engages your audience and drives conversions.

Remember to focus on making attention-grabbing headlines, incorporating persuasive language and storytelling, creating a sense of urgency, leveraging social proof and testimonials, writing clear and concise copy, and continuously testing and optimising your copy for better results. With these strategies in your toolkit, you'll be well-equipped to craft copy that captivates your audience and achieves your marketing goals.

Stuart Crawford

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What Is Copywriting? Your Ultimate Introductory Guide

As the impact of high quality online content on customer acquisition and company growth becomes increasingly apparent, so too do jobs in content marketing. One of the content producers holding a key position on the content marketing team is the copywriter . 

Copywriting is a varied, creative, and dynamic skill. On an average working day, a copywriter can be working on advertising slogans in the morning, editing a pitch deck after lunch, and writing a blog article to address customer questions in the afternoon. 

If you love language and could imagine using different writing styles to meet the multifarious needs of a company or client, copywriting could be the career that ticks all your boxes. Working in this profession is a unique opportunity to flex your creative muscles while making a real impact on the company’s output and success. It can be pretty fun, too!

If you’ve been thinking about utilizing your writing skills to embark on this diverse and creative career, then keep reading. In this guide, we’ll be answering all of your questions on the topic of copywriting in all its guises, as well as providing you with a comprehensive overview of the main steps you’ll need to take to launch a career in the field. 

Here’s a clickable list, so you can go straight to the section most relevant to you. 

• What is copywriting, and what does a copywriter do?
• What is the difference between copywriting and content marketing?
• What are the different types of copywriting?
• What are the qualities of good copywriting?
• Copywriting examples
• What skills do you need to be a copywriter?
• How to become a copywriter
• Key takeaways and next steps

1. What is copywriting, and what does a copywriter do?

Copywriting is the art of producing text for promotional, marketing, instructional, or advertising purposes. The goal of this content is typically to persuade, inspire, entertain, educate, or inform a reader in order to increase brand awareness or authority, sell a product, describe a course of action, or to convince a person or group of people to take a specific step. 

This text is produced by a copywriter. Copywriters can work as members of in-house marketing, editorial, or product teams, for copywriting agencies, or they can work for themselves as freelancers. Both agencies and freelance copywriters typically work for a variety of different clients fulfilling each company’s different copywriting needs. Although in-house copywriters will only have one employer, they may often be asked to produce copy for a multitude of departments or teams within that organization.

Although copywriting isn’t exclusive to online platforms, the explosion of online content and the increase in users consuming content online means that today a large majority of copywriters work in digital marketing teams. In this context, the copywriter works closely with the SEO specialist and marketing manager to produce the text needed to boost the online presence of a brand, grow an audience, and convert users into customers. 

2. What is the difference between copywriting and content marketing?

While both copywriters and content writers require a deep understanding of language and communication, a passion for storytelling, and a love of prose, the stand out difference between the two roles is the goal of the content. While a copywriter is typically writing to persuade a reader to perform a certain action, a content writer seeks to educate or inform the readers with their text. 

It’s for this reason that copywriting tends to be more concise. Copywriters might produce the copy for an advertisement, a slogan, or a tagline which excites, stimulates, and persuades in a matter of moments. In contrast, content writing is longer, with a content writer seeking to educate their readers via articles, blog posts, ebooks, reports, or white papers, with extensive resources cited to support their arguments and add authority to their content. When this is done successfully, a reader is persuaded over the long term of the trustworthiness of the company and its expertise. 

Both copywriters and content writers have the same overall goal: to convert a reader into a customer. However, a copywriter is seeking to do that with urgency, over a much shorter period of time, and therefore with a much shorter piece of writing. A content writer is playing the long game: building trust and demonstrating authority and knowledge in the field, via a long and well-researched piece of content.  

Although a copywriter will likely have some understanding of SEO, a content writer will need to be well-versed in SEO best practices, and will typically work closely to the briefs set by the  SEO specialist. A copywriter is not needed to have such a deep understanding of SEO, as they will typically be working with very short texts that will not rank in search engine results. 

Although there are clear distinctions between the two roles, many of the skills of the two positions overlap, and you’ll often find companies advertising for one of these roles but actually seeking the skills and flexibility of both. Depending on the size of the company and the demands of the marketing and product teams, a writer will frequently work as both copywriter and content writer for the same organization. 

3. What are the different types of copywriting?

Here are some of the most popular types of copywriting and content writing that in-house and freelance copywriters will produce in order to: 

• Reach new audiences 
• Educate users on an industry
• Communicate the brand’s vision
• Persuade a potential customer of the benefits of a service 
• Build trust

We’ll go over these types in detail over the next few sections.

A company blog publishes posts to educate, inform, and inspire readers on topics that are relevant to the product or service the company offers in order to increase the brand’s visibility and attract more users to their site. In addition, a blog might be used for company and corporate updates and industry news. 

Blogs are also a great opportunity for a company to produce informative how-tos or answer FAQs in detail which teach users about a product, explain a service, or demonstrate specifically and with easy-to-follow steps on how a feature works. 

An ebook is an opportunity for a company to cover a topic in depth, demonstrating its expertise in a particular area, while passing on useful information, techniques, or advice to readers to help solve a problem or answer commonly-asked questions. The brand therefore becomes established as a trusted source for users when looking to solve related problems in the future.    

Another purpose behind ebooks is that they can be a way for a company to collect leads. An ebook can be ‘gated’, meaning it is only available for download once a user has provided an email address. With high-quality pieces of downloadable content such as ebooks, a company can collect user email addresses to be used later for email marketing purposes or newsletters promoting other products or services. 

Social media posts 

Social media is an opportunity for businesses to directly engage with their existing customers, reach new audiences, and promote their vision, product, or service in a recognizable voice and tone. The copywriter’s role here is usually to provide a relatively short entertaining, informative, or persuasive text that accompanies and corresponds with a posted image. 

A seasoned copywriter will go above and beyond a descriptive two-liner, and instead seek to additionally involve the readers in a conversation, encourage audience participation, trigger an emotional response from the brand’s followers, and include a powerful call to action (CTA) that prompts the reader to engage further with the brand. 

Depending on which social media platform the text is being provided for, different styles of writing might be employed. A copywriter is expected to have knowledge of the styles popular with each network, and how best to engage with the different audiences those networks attract. 

Newsletters 

A newsletter is a customizable and trackable email that brings high-quality content directly to the user’s inbox. A company can use newsletters in a variety of ways, including: 

• Sharing company news or events
• Highlighting products or features 
• Drawing the user’s attention to content on the company blog or social media pages
• Tracking user interest and engagement 

A newsletter is an opportunity for the copywriter to use more personable, friendly language than a more formal article or blog post and to speak directly to the user about their challenges. In addition, the copywriter can customize the content of automated emails to make them appear to have been written to a specific individual, which encourages interaction and builds trust.  

4. What are the qualities of good copywriting?

Having a good understanding of the key qualities of great copywriting will be a huge help as you prepare for a career in this exciting content production role. With this knowledge, you’ll be able to focus on what’s really important to the site’s readership, and practice the techniques that guarantee your copy makes the right kind of impact on potential customers. 

Let’s take a look at what makes for great copywriting. 

Communicates clearly

Ultimately, all copy is trying to tell us something. However, learning how to communicate your message clearly and succinctly takes time and practice. When you’re starting out it can be tempting to show off your writing skills, but unless throwing in that Latin phrase really adds something to the message you’re sending, it’s best to stick to terminology that speaks to everyone. Essentially, your role is to enable a reader to take away what they need to know quickly and with ease—and, in the best cases, it should be fun to read, too. 

Puts the reader first 

It’s easy to forget sometimes who we’re writing copy for, especially when a client’s strict deadline is looming, or your CEO is keen to share their wisdom. However, irrespective of who has requested the content, it’s crucial to keep the person on the other end of your text in your mind at all times: the reader. Without the reader’s attention, the goal of the copy—to reach new users, build trust, or generate interest—will be much harder, if not impossible, to reach. 

Sounds natural 

There’s a reason why search engines rank high-quality content above content that simply contains the right keywords. It’s because writing that sounds like it has been written by a robot does not connect with audiences, and therefore does not build trust, convert customers, or demonstrate expertise or authority. One of your advantages as a human is that you can speak the language of your audience. You can convey empathy for their problems and, because you’ve been there yourself, you can also help solve them.  

Tells a story 

Storytelling has gained increasing attention in marketing circles over the years, as marketing teams realize how well this works as a tool to influence, teach, and inspire. Storytelling builds connections between people and ideas: it helps a writer demonstrate empathy, and makes a brand seem relatable. 

The great thing about storytelling is that it demonstrates to the reader that the brand not only understands their issues inside out, but it also knows how to solve them. When done skillfully and sincerely, storytelling builds trust with users which enables a marketing team to grow their readership and customer base. 

5. Copywriting examples

Here are some examples of real-world copywriting that we loved! 

Rather than promoting a supermodel body or an unrealistic fitness routine, Gymit ’s copywriter has tapped into the mindset of a real gym-goer. In this ad, they’ve recognised a very real problem–canceling a gym membership–and addressed it head on, with humor and empathy. 

Volkswagen uses its advert for the new Volkswagen up! to poke fun at traditional car advertising, while simultaneously promoting the reliability of its own vehicles. It’s not just funny, it’s on brand and fits nicely with the tagline of the vehicle being promoted: “ The car that takes you places. ”

When Brad Pitt and Angelina Jolie broke up in 2016, Norwegian Airlines released this genius advert promoting a sale on flights to Los Angeles. Due to the high-profile nature of the split, readers didn’t need any other information to understand what the advert was referring to. It was eye-catching, amusing, and very clear what the message was. 

Going against the grain of other health foods and in particular protein bars, RXBAR decided to advertise the simplicity of its product, rather than overwhelming consumers with reams of information or ingredients on its packaging. The result? Consumers felt like they were being given all the facts, without any sugar-coating or unpronounceable extras which, in turn, built trust between customer and brand. 

6. What skills do you need to be a copywriter?

To succeed as a copywriter you’ll need to embody a range of soft and hard skills. You’ll not just be playing an integral role within a marketing team, but also assisting the design, product, corporate communications, and customer service teams. As a company copywriter, you’ll find you could potentially be called upon by almost any part of the organization that requires long or short form customer-facing or B2B copy. 

Strong writing skills

It probably goes without saying, but a copywriter needs to possess strong writing skills to excel in this role. A love of words and language, combined with a broad vocabulary and a passion for crafting compelling turns of phrase will ensure your prose is not only engaging  customers, but that you’ll love what you do on a day-to-day basis. 

Communication skills

As a copywriter, you’ll be receiving requests from numerous teams within your organization who are likely to demand very different styles of writing for a wide range of purposes. This means you’ll need to be approachable to all levels of the company, and be able to communicate what you need from them in order to perform your job to your best ability. If you choose to work freelance as a copywriter, your communication skills will be even more important. You’ll need to be highly responsive to work requests, guide your clients towards providing comprehensive briefs, and listen carefully to their wants and needs in order to meet, and hopefully exceed, their expectations. 

Research skills

As a copywriter, you can’t be expected to know everything, however you will certainly be expected to write about a very wide range of subjects, many of which you may have no prior knowledge of. This is where your research skills come to the fore. A copywriter needs to be able to find, digest, and interpret information at speed in order to distill it into the copy requested by the team or the client. Perhaps a client requests a short blog post on current threats to the rainforest. If this is not your area of expertise, you’ll need to find research papers, interviews with scientists, and any other relevant resources pertaining to the subject that you can summarize, draw conclusions from, and use as citation to perform the task at hand. Linking to all the sources you’ve used, and clearly referencing the work of others will also be a key part of your job. 

Creative thinking and adaptability

As we’ve mentioned, copywriting requests can come from different departments within an organization—departments which will all have different purposes for their content. This requires a copywriter to be extremely adaptable, switching quickly between subjects and styles in order to meet deadlines throughout the week—or even the day! Creative thinking is an integral part of this role: finding new ways to inform, entertain, and persuade readers, while maintaining the voice, tone and messaging of the brand. 

7. How to become a copywriter

If you’re excited by the idea of launching a career as a copywriter, read the following sections for some simple steps you can take right now to increase your chances of landing a copywriting position. 

Follow blogs 

Learning how to craft good content doesn’t happen overnight. However, there are some great blogs out there with tips and tricks on how to write great copy—blogs which themselves are filled with high-quality content. Read as much as you can, and follow as many different writers as you can. You’ll need to be able to write in a variety of styles when you eventually perform this role yourself, so it’s a good idea to absorb as much as you can. It’s also worth checking out the websites of freelance writers to get an idea of the scope of projects expected of copywriters, content writers, and technical writers. Here are a few of our favorites:

The Daily Egg

Copyblogger

ABC Copywriting

Start a blog 

Consider starting your own blog. This is not just a great opportunity to practice your own writing skills, but you’ll also learn how to publish blog articles, how tagging works, simple SEO techniques, and some basic design best practices. The subject of your blog can be whatever you want it to be—the key thing here is to learn, practice, and improve. You don’t even have to publish your content if you don’t feel ready, you can see it as purely a learning exercise. You might want to write about your progress building your career as a copywriter, or you might want to write about your favorite books or films. The key thing is to practice honing your writing and blog publishing skills. Demonstrating your own blog will also impress future employers or recruiters when you have your first interviews in the field. These are some of the most well-known free blog platforms:

Get your grammar in order

Grammar rules can be a bit of a minefield, especially when you’re starting out. But in this career, there’s really no room for error when it comes to grammar and spelling. Luckily, there are a lot of resources (both online and in print) to help copywriters learn the dos and don’ts of great writing in both U.S. and British English. 

Here are some books it might be worth investing in: 

Chicago Manual of Style

The Blue Book of Grammar and Punctuation   

Websites offering great copywriting advice: 

Grammar.com

Grammarly blog

Grammar Girl – Quick and dirty tips  

Offer your services 

While you’re starting out, it’s definitely worth approaching websites related to your passions to offer your writing skills. If you’re a music fan, you could write record or concert reviews. If literature’s your thing, you could review the latest bestsellers. Small websites and companies generally appreciate articles from those with a passion and knowledge for their subject, and many sites will have an in-house editor who can help get your article in good shape before publication. When you’ve had a few pieces published, you’ll be able to link to them on your LinkedIn profile and cite them on your CV. 

8. Key takeaways and next steps

We hope our guide has given you a clear idea of what you can expect from a career in copywriting and some of the steps you can take to get started in the field. 

If you’re still excited to pursue this career choice, now’s a great time to do some of your own research into different copywriting styles. Take a look at the blogs we’ve recommended, the packaging of some of your favorite products, and the social media posts of brands you particularly admire (check out Oatly and Innocent Drinks if you need inspiration). 

For those who love words and writing, copywriting is a fulfilling career choice that can lead to roles in every kind of industry, as well open up opportunities to work in the fast-paced world of copywriting agencies, or give you the freedom to go freelance. With so much demand for high-quality content right now you’ll find that with the right skills, training, practice, and perseverance, you’ll never be short of rewarding and creative work in this diverse field.  

Want to learn more about copywriting and the world of content? Check out CareerFoundry’s free 5-day course , or read these articles:

• A Complete Guide to Social Media Jobs
• The 8 Best Online Courses to Learn Digital Marketing in 2022
• What Is Multichannel Marketing?

Crafting Compelling Narratives: Unleashing the Art of Creative Copywriting

In the digital age, where content is king, the art of creative copywriting has become a paramount skill.

In the digital age, where content is king, the art of creative copywriting has become a paramount skill. Whether you're trying to sell a product, share a story, or convince an audience, crafting a compelling narrative can be the key to capturing attention and achieving your goals. Copywriting, a unique blend of art and science, serves as the cornerstone of effective communication in today's information-driven world.

The Power of Words

Words are immensely powerful. They can inspire, persuade, educate, and entertain. In the realm of copywriting, words become tools for constructing narratives that engage readers, viewers, and listeners. A compelling narrative doesn't just inform; it connects with its audience on an emotional level, leaving a lasting impact. The significance of a well-crafted narrative is evident in the success of brands, the popularity of books, and the influence of thought leaders.

The Anatomy of a Compelling Narrative

Before delving into the finer points of creative copywriting, let's explore the elements that constitute a compelling narrative. Whether you're writing an advertisement, an article, or a social media post, the following components are crucial for your success:

Clarity: A clear narrative is essential to ensure your audience understands your message. Avoid ambiguity, and choose words carefully to convey your message effectively.

Relevance: Your narrative should be relevant to your target audience. Understand their needs, desires, and pain points, and tailor your message accordingly.

Emotion: Emotions are the driving force behind human decision-making. Your narrative should evoke emotions, whether it's excitement, empathy, or curiosity, to make a lasting impression.

Engagement: An engaging narrative keeps your audience's attention. Use storytelling techniques, such as creating relatable characters or using anecdotes, to draw readers in.

Call to Action (CTA): Every narrative should have a purpose. If you want your audience to take action, provide a clear and compelling CTA that guides them on what to do next.

Crafting a compelling narrative is an art that evolves with practice and creativity. It's not about using flowery language or fancy words; rather, it's about understanding your audience and using words effectively to create a connection.

The Power of Storytelling

At the heart of compelling narratives lies the age-old art of storytelling . Storytelling is the vehicle through which you can transport your audience to a different world, make them experience your message, and elicit an emotional response. Great copywriters are masterful storytellers. They understand that a story is more than just a sequence of events; it's a means to communicate a message.

Think of your favorite brand, and you'll likely find that it has a captivating story. Apple tells a story of innovation and simplicity. Nike's narrative revolves around inspiration and overcoming challenges. These stories are not just marketing ploys; they are the essence of the brand , and they resonate with consumers. When you wear a pair of Nike shoes, you're not just buying footwear; you're embracing the "Just Do It" philosophy.

To craft compelling narratives, consider the following storytelling techniques:

Character Development: Introduce relatable characters that your audience can connect with. These characters can be real or fictional, but they should represent the values or qualities associated with your message.

Conflict and Resolution: A good story has conflict and resolution. Highlight your audience's challenges and provide a solution that may involve your product or service.

Visual Imagery: Use descriptive language to paint a vivid picture in the minds of your readers. Engage their senses and transport them to the world you're creating.

Tension and Release: Build suspense and curiosity to keep your audience engaged. Release this tension with a satisfying resolution or revelation.

A Hero's Journey: The hero's journey is a classic narrative structure that involves a hero facing challenges, undergoing transformation, and returning with newfound wisdom. This structure can be adapted to various forms of copywriting, creating a compelling narrative arc.

A great example of storytelling in copywriting can be seen in the "Share a Coke" campaign by Coca-Cola. By replacing its logo with popular names, the brand made its customers the heroes of their own stories, encouraging them to share a Coke with friends and loved ones. The result was not just a boost in sales but also a surge in brand engagement and emotional connection.

The Science of Persuasion

While creativity is at the heart of compelling narratives , there's also a science to persuasion. Copywriters leverage psychological principles to influence decision-making and drive action. Some key principles include:

Social Proof: People are more likely to follow the crowd. Use testimonials, reviews, and statistics to show that others have benefited from your product or service.

Scarcity: Creating a sense of urgency can motivate action. Limited-time offers or exclusive deals can make your audience act quickly.

Reciprocity: When you give something valuable, people are more likely to give back. Offer free resources or valuable content to build goodwill with your audience.

Authority: Establish yourself or your brand as an authority in your niche. Share your expertise and credentials to gain trust and credibility.

Consistency: Encourage small commitments that lead to larger actions. Once people commit to something, they're more likely to follow through.

Anchoring: Use a reference point to make your offer seem more attractive. For instance, show a higher-priced option to make the standard option appear more reasonable.

Combining these psychological triggers with a well-crafted narrative can make your copywriting incredibly persuasive. Take, for example, Amazon's product pages. They incorporate social proof through reviews, use scarcity with limited stock notices, and display authority through detailed product descriptions, creating a compelling narrative that encourages purchase.

The Role of Creativity

Creativity is the heart and soul of compelling copywriting. It's about finding fresh angles, unique perspectives, and innovative ways to communicate a message. Copywriters often need to think outside the box to capture their audience's attention in a crowded digital landscape.

Consider the Old Spice "The Man Your Man Could Smell Like" campaign. By featuring a charismatic character who seamlessly transitions through various scenes, the brand created a humorous, memorable narrative. It was creative and unexpected and completely transformed the perception of a traditional brand.

To infuse creativity into your copywriting, follow these strategies:

Brainstorming: Start with brainstorming sessions that encourage wild ideas without judgment. Sometimes, the most unconventional concepts lead to breakthroughs.

Metaphors and Analogies: Use metaphors and analogies to explain complex concepts in a relatable manner. This can make your copy more engaging and memorable.

Wordplay: Experiment with wordplay, puns, and clever language. A well-placed pun or a catchy phrase can leave a lasting impression.

Visual Storytelling: Don't limit your creativity to words alone. Use visuals, such as images, infographics, and videos, to enhance your narrative.

A/B Testing: Test different creative approaches to see what resonates best with your audience. Data-driven decisions can lead to creative breakthroughs.

A memorable example of wordplay and creativity in copywriting is the M&M's slogan, "Melts in Your Mouth, Not in Your Hands." This tagline combines the product's unique selling point (no mess) with a catchy rhyme, making it easy to remember and repeat.

The Digital Landscape

In today's digital age, the platforms for copywriting are vast and diverse. Every medium requires a unique approach to crafting compelling narratives, from social media to blogs, email marketing, to video scripts.

Social Media Copy: On platforms like Twitter and Instagram, you have limited space to convey your message. Be concise, use impactful language, and create curiosity to drive engagement.

Blogging: Blogs allow for more extensive storytelling. You can dive deep into your narrative, use visuals, and even incorporate multimedia elements like videos or infographics.

Email Marketing: Email marketing often involves a series of messages that tell a story or guide the reader through a narrative. Use compelling subject lines and engaging content to keep readers interested.

Video Scripts : Video is a highly engaging medium for storytelling. Write compelling scripts that take viewers on a journey, whether it's a product demo, a brand story, or a tutorial.

Landing Pages: Landing pages are designed to convert visitors into customers. Craft a narrative that addresses pain points, presents a solution, and leads to a clear CTA.

E-commerce Descriptions: Product descriptions should do more than just list features. Use storytelling to highlight the benefits and make the product relatable to the customer.

It's important to adapt your narrative to the platform and audience you're targeting. While creativity is essential , it should be paired with an understanding of the medium's constraints and strengths.

The Future of Creative Copywriting

The world of copywriting is constantly evolving. As technology advances, new mediums and tools emerge, providing both opportunities and challenges for copywriters. Here are some trends and considerations for the future of creative copywriting:

Voice Search: With the rise of voice-activated devices, copywriters will need to optimize their content for voice search, focusing on conversational and natural language.

AI Assistance: AI tools can assist copywriters in generating ideas, optimizing content, and even personalizing messages. Copywriters will need to work in harmony with AI to enhance their productivity.

Interactive Content: Interactive content, such as quizzes, polls, and interactive storytelling, can engage audiences in a more immersive way. Copywriters will need to adapt their skills to create such content.

Sustainability and Ethics: Ethical considerations and sustainability will play an increasingly significant role in copywriting. Brands that advocate for responsible practices will require narratives that reflect their values.

Multilingual Copywriting: As businesses expand globally, copywriters who can work in multiple languages will be in high demand.

Augmented and Virtual Reality: These technologies offer new storytelling opportunities. Copywriters can create narratives that take users on virtual journeys or provide augmented information in real-world settings.

Privacy and Data Regulations: As data protection regulations evolve, copywriters will need to be mindful of privacy concerns and ensure their messages comply with legal requirements.

The Future of Creative Copywriting is an exciting one where innovation and adaptation will be key. While the core principles of storytelling, persuasion, and creativity will remain constant, copywriters will continue to evolve their skills to meet the demands of an ever-changing digital landscape.

Creative copywriting is an art form that combines the power of words, the magic of storytelling, and the science of persuasion. Crafting compelling narratives is not just about selling a product or conveying information; it's about creating connections, evoking emotions, and leaving a lasting impact on the audience.

The future of creative copywriting promises to be dynamic and challenging, but it's also full of opportunities for those who can adapt and innovate. Whether you're a seasoned copywriter or someone just starting, remember that the art of crafting compelling narratives is a journey, and with each word you write, you have the power to shape the world's perceptions and decisions. So, wield your words wisely and unleash the full potential of creative copywriting in the digital age.

You Should Know

ThoughtLab is a dynamic and innovative full-service creative agency renowned for its exceptional branding prowess and relentless commitment to thinking outside the box. With a team of visionary creatives, strategists, Web3, and marketing experts, plus decades of superior website design, ThoughtLab consistently delivers groundbreaking solutions that redefine the boundaries of branding and design. They understand that breaking away from convention and embracing bold, unique ideas is vital in today's fast-paced and competitive landscape.

ThoughtLab's approach involves immersing themselves in their client's businesses, understanding their values and aspirations, and crafting tailor-made branding experiences that resonate deeply with the target audience. Their track record of success stands as a testament to their ability to push creative boundaries, captivate audiences, and ensure their client's brands stand out amidst the noise. With a focus on innovation and a passion for excellence, ThoughtLab continues to be at the forefront of revolutionizing the world of branding and marketing. Contact ThoughtLab today.

10 Proven Strategies of Great Copywriting

January 25, 2016 Copywriting

E-mail marketers use many strategies to improve the effectiveness of their campaigns, but one area often overlooked is what fills the page–the copy you write.

Whether you’re a seasoned writer or a novice, it’s always important to strengthen your editorial skills and make sure your e-mail marketing communications contain valuable information. Good copy helps your readers understand your offer–and how to respond. The following copywriting tips are ones that pros know well. Following these “strategies”  when you write will help you create compelling copy that engages your readers, conveys your business message and creates effective calls for action.

Strategy #1: Know your audience.

Who is this e-mail going to? Picture the average person on your list. Give them a name, even. Think about what their day is like. Think about what’s important to them. What are they passionate about? How old are they? What products or services have they purchased from you in the past and why? The more you know about the audience you’re writing for, the more targeted and relevant your copy will be.

Strategy #2: Determine your value proposition.

Know the answers to these questions: Why should your customer buy your product or service? What’s in it for them? Why is your product better than the one down the street? What are your key differentiators?

Strategy  #3: Find a unique selling proposition.

The more your offer stands out from the competition, the better your chances of getting a response. Rosser Reeves, author of Reality in Advertising , defines the unique selling proposition as a promotion that offers “something that competitors do not, or will not, offer.” He also says, “The proposition must be strong enough to pull new customers to the product.”

Strategy #4: Establish an objective.

What’s the purpose of this e-mail? What action are you trying to get the reader to take? You need to be clear on this before you start writing. If the answer isn’t clear to you, it certainly won’t be clear to your reader.

Strategy #5: Use a compelling subject line.

The subject line is what gets your e-mail opened, so don’t write something quickly just before sending. You have to convince your readers that they really need to open your e-mail. The best word you can use to get the reader’s attention is you . The word you says that the message is about them. Other great words for subject lines (and headlines) include new, exciting, exclusive and introducing . Also, try to keep your subject line to 50 characters or less, including spaces.

Strategy #6: Write a great headline.

If the subject line gets your reader to open the e-mail, then the headline gets them to read further. Consider using some of the buzzwords mentioned in commandment #5 in the headline so it’ll grab readers with an obvious “What’s in it for me?” message. Here’s a question to ask yourself: What if my customers only read the headline? Will they know enough about you and what you offer?

Tip: Write five to 10 different subject lines and five to 10 different headlines to see what works best. Also, you may find that it’s easier to write a subject line and headline after you’ve written the body copy.

Strategy #7: Avoid weasel words.

When writing headlines, subheads and body copy, don’t use words that avoid a direct command, aka weasel words. These include may, maybe, hope, wish, try, but, could, perhaps and strive . Instead, use words like will and can to describe what your product or service will or can do for your reader.

Strategy #8: Don’t use passive voice–write in the present tense.

Passive voice weakens your message. It’s best to avoid it. Here are a few examples to help you see the difference:

• “Our company was chosen to receive an award” vs. “Our company received an award.”
• “We have had 15 new products arrive” vs. “Fifteen new products arrived.”
• “Ten new designs were created” vs. “We created 10 new designs.”

Strategy #9: Include a customer quote.

Do you have a great customer quote that you can include in your e-mail? A brief and convincing quote can add credibility to your campaign. The more real you can make the person to your readers, the better. Including their name, what city or state they live in and even a photo, if it fits your campaign, is a great way to communicate the value of your service.

Strategy #10: Keep your copy clean and concise.

After you write your first round of copy, read it out loud. Also, have someone else read it to see if they understand the message and the call to action. As you edit, cut unnecessary words and consolidate ideas. See if you can get your text down to 30 to 50 percent of what you started with. Also, include bullet points and possibly subtitles to make it easy to read-and, more important, easy to scan–as most readers scan a page before deciding whether or not to read all the details.

Great copywriting is within your reach. Keeping these tips in mind when you write will greatly improve your copy, making it easier for readers to understand and respond to your e-mail campaign. Good, thoughtful writing will ultimately improve your success as an e-mail marketer.

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Creative strategy and copywriting: why words matter more than you think

“It’s only words, and words are all I have, to take your heart away,” sang the Bee Gees, and later Boyzone. While creative strategy and visual identity is our bread and butter, no logo exists in a vacuum, and smart branding is about how your words and visuals sing in harmony. Just like the Bee Gees.

Why copywriting is central to a creative strategy

‘Tone’ is one of the hardest things to put your finger on, and it can confuse people more than the ending of Inception.

When we talk about ‘brand tone’ in marketing, it’s perhaps easiest to crack open the thesaurus and reflect on some of the words we associate with tone, like personality, character and values.

What’s not always appreciated is that ‘tone’ applies to both visuals and language, but more pertinently, the interplay between the two. The job of your creative strategist is to oversee this marriage like a parish priest at the altar.

Examples of copywriting in a creative strategy

It’s one thing to have a cutting-edge visual brand, but if your tone of voice jars with your visual identity , your audience will start to (nervously) back away.

Let’s look at some examples of where creative strategy and copywriting are a match made in heaven.

Innocent Drinks

These smoothie-operators have been the gold standard when it comes to peddling delicious drinks in a chirpy, informal, ever-so-slightly-wacky tone of voice. And the bright and cheerful colour palette reflects this sunny-side-up language.

Let’s face it – you don’t open an email from Deloitte and expect to find emojis and cat gifs. Nevertheless, even the most sober and serious brands can let their hair down once in a while. Deloitte boldly undertook a creative strategy and copywriting refresh “to authentically express our personality – confident, clear, and human”.

Not every brand needs to reinvent the wheel, and that’s especially true for Slack, the instant messaging maestros whose job is quite literally to make our lives easier, not overburden us with jargon and creative strategy clutter. From its bright but unfussy logo to its minimalist copy, Slack have decided that clarity is king. So it’s little wonder why “clear” and “concise” are two of the watchwords for the brand’s identity.

What to expect from your branding partner

‘No man is an island’, and no creative strategy should exist like a lonely archipelago while your tone of voice parties on the mainland. Even if your branding partner is visually-driven, each and every asset should take into account copy considerations – from the tone of voice and word count, to whether you like curly apostrophes.

Equally, even the most genius copy won’t suffice if the language jars with the visual tone, or takes up too much space. Your branding partner can ensure your written and visual language is a songwriting partnership to savour.

Creative strategy at our core

At Visualise, we’ve lived and breathed creative strategy for over 20 years. And when you partner with us, we’ll do a comprehensive sweep of your brand and understand your mission before we figure out the destination together.

For a free discovery call, drop us a line and we’d love to chat.

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A Guide to Effective and Persuasive Copywriting in Marketing

Published on: March 29, 2024

Words matter — especially within the world of marketing. It comes as a surprise to some marketing professionals, but effective copywriting rests at the core of any marketing strategy. The phrases you use and the stories you tell directly impact consumer perception and customer experience, significantly influencing visibility and branding.

From email marketing to website content writing, as a marketer, you need to be able to rely on the best content marketing strategies to deliver results through your campaign.

Understanding Copywriting in Marketing

Defined by  Semrush.com  as a strategic writing process, copywriting is the act of using persuasive and influential words in order to compel the audience to take a specific action. From a marketing and sales perspective, effective copywriting should:

• Grab the attention of the target audience.
• Hold their interest.
• Prove that the audience has an unfulfilled need.
• Motivate the audience to take action.

Copywriters, known for their ability to target the right audience and boost sales, are highly sought after in marketing. Within the realm of online marketing, copywriting is especially critical to increasing site traffic and boosting conversion ratings.

Semrush.com  notes that copywriters are typically responsible for:

• Following brand guidelines and establishing brand voice.
• Creating a variety of content, including short-form and long-form copywriting pieces.
• Generating ideas for creative copywriting applications.

By being aware of copywriting best practices and knowing how to implement them, you can become a more well-rounded marketer, regardless of your specialization or niche within the industry.

Copywriting vs. Content Writing

Copywriting is a form of sales writing, and the purpose of any copywriting piece is to encourage the reader to make a purchase. According to  Indeed , copywriters must have an intimate understanding of the target audience, and they must be able to craft their work in a way that motivates the reader to respond. They commonly draft marketing emails, landing pages, call to action phrases, product pages, social media taglines and commercial content.

Often, copywriting is used interchangeably with content writing, but the two types of writing are distinctly different. While copywriting focuses largely on sales and conversions, content writing focuses on providing information and generating organic web traffic. Content writers focus more heavily on creating content that is informative, relevant and easy-to-digest for the target audience.  Indeed  states that content writers often work on blog posts, e-books, video scripts and social media content.

The Principles of Persuasive Copywriting

Cialdini’s six principles of persuasion were first published in 1984, long before the digital marketing era began. However, his principles of persuasion are still quite relevant today, and they can easily be applied to all types of copywriting, including email marketing copywriting.

As defined by  weBOUND Marketing , the key principles of persuasive copywriting include:

• Reciprocity — Offer something of value within your copywriting in return for a subscription, a like, a follow or even a sale.
• Commitment and Consistency — Make your first ask a smaller one and prove that you will deliver. Then, encourage the customer to make more commitments throughout their journey.
• Social Proof — One of the most powerful components of any online marketing strategy, social proof is essential within your copy writing. You can do this by adding reviews and testimonials to your piece.
• Authority — Use facts and data within your copywriting to craft a more authoritative, transparent and trustworthy piece.
• Scarcity — Let your audience know that they only have so much time to act. You can rely on scarcity by limiting the number of offers available or setting a deadline for the promotion.
• Sympathy — Use storytelling in copywriting to make your brand more relatable. Consumers who can relate to your brand messaging or mission are more likely to support it.

Crafting a Compelling Message

When you are copywriting for conversions, creating compelling copy is critical to your success. At the end of the day, your target audience must be able to relate to and connect with the content to act on it.

Citing   Super Copy Editors , you can create an emotional connection with your audience by relying on the following writing techniques:

• Offering simple yet consistent information in your copywriting. Clear and powerful wording will get your point across quickly. Avoid unnecessary details.
• Using language that your audience is comfortable with and used to. Your copywriting tone of voice should match your audience, so don’t be afraid to get creative and use wording that they are familiar with.
• Relying on the power of empathy. Use your words to prove that you understand their perspective, and that you are offering them a solution that will improve their lives.

SEO in Copywriting

Commonly known in the marketing industry as SEO, search engine optimization is the practice of utilizing targeted keywords within content to improve the content’s ranking on the search engine results page. SEO-friendly copywriting is critical, particularly with digital marketing campaigns, as it allows a brand to increase visibility, boost traffic and drive conversions.

Given the fact that the search engine algorithms are constantly changing and adapting to the latest technologies, the best SEO practices for copywriting can change at a moment’s notice. As outlined by  Writtent , some of the best SEO copywriting tactics include:

• Focusing on high-quality writing.
• Promote one keyword, and use it in strategic places, such as at the top of the content or within headings.
• Write long-form pieces to improve engagement. It’s recommended to write content that is 500 words or longer.
• Create scannable content that includes headings, subheads and bullet points.

Staying abreast of the latest SEO strategies will allow you to create compelling, SEO-friendly copywriting pieces that not only drive traffic but also increase conversions.

Copywriting for Different Marketing Channels

Your copywriting tone of voice and overall style may vary significantly based the marketing channel that you are writing for. Some of the most common marketing channels for copywriting include social media, email marketing and website landing page content.

Sprout Social  reports that copywriting for social media focuses heavily on using a targeted brand voice to engage a specific audience. Social media copywriting should be clear, concise and accessible, and copywriters should use an active voice, writing in concise yet compelling sentences and keep language as plain as possible.

When it comes to email marketing copywriting, your content might look a bit different from your social posts. The key to successful email marketing copy is personalization. The reader should feel as if this message was personally directed to them, and it should include a promotion that relates to a product or service they have already shown interest in. Actionable language that capitalizes on scarcity works best within email copy.

When you are crafting copy for a website landing page, you will have to utilize a different approach entirely. When it comes to website content writing, you will want to create chunky, scannable content. Rather than providing in-depth information about the products or services available, emphasize the benefits of those services. With copywriting for conversions, it’s important to prioritize benefits, social proof and call to action phrases.

Analyzing and Testing Your Copy

At the end of the day, your content needs to perform well. Copywriting is all about increasing conversions, so you need to feel confident in the strength and clarity of your content. To verify that your content is going to do what it needs to do, you will want to rely on A/B testing. Per  Copywriter Collective , A/B testing allows you to compare two or more pieces of content to test its performance. For example, you may submit two versions of the same landing page to determine which will increase traffic and fuel conversions. Depending on the platform you are writing for, you may have different digital tools and resources available to perform A/B testing.

Common Copywriting Mistakes to Avoid

The art of copywriting is versatile, which means that it’s somewhat easy to make unintended mistakes. LinkedIn states that these are some of the most common persuasive copywriting mistakes:

• Misunderstanding the target audience.
• Forgetting to create an emotional connection with your copywriting.
• Relying on weak and passive call to action phrases.
• Failing to establish a clear and consistent tone of voice.

Ultimately, you will want to make sure that you rely heavily on consumer market data to develop a strategic copywriting marketing plan that allows you to reach your target audience and motivate them to take action.

Future Trends in Copywriting and Marketing

With authenticity being at the forefront of the latest digital marketing trends, copywriters are going to have to continue to adapt to changing technology while still creating compelling and relatable copy for their target audience. The industry is abuzz with the latest AI writing tools, which have been shown to increase speed and efficiency in copywriting, but that human element will remain vital to your success. 2Stallions points out that natural language and human-centric narratives will play a crucial role in content marketing strategies moving forward.

Earn Your Marketing Degree at Park University

At Park University, we offer  bachelor’s degree programs in both marketing and digital marketing , allowing you to develop an advanced understanding of the best content marketing strategies as well as the digital marketing trends that are shaping the industry.

Request more information  today about our marketing degree programs and learn how you can future-proof your career.

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What is a Creative Copywriter?

Table of Contents

What does the word copywriter mean?

As well as having the ability to write wording to market, a product or service for a business, a creative copywriter can think conceptually about how to ‘sell’ that product or service in an original, imaginative and attention-grabbing way – whether for print or online.

A copywriter provides words. A creative copywriter provides words and ideas that help accelerate the commercial impact of communications.

A creative copywriter is a strategic thinker

Creative copywriting isn’t just about getting information in. It’s about getting information out – in an interesting way. It’s not just about writing but about thinking. And thinking differently. Sometimes you have to zig when others zag; but not just for the sake of it. This is business after all. Whatever is different about the ad or web page has to be down to whatever is different about the product.

Why is the product unique? Why should I choose it above and beyond any other similar brand? Who is the target audience? As a creative copywriter, you never stop interrogating the brief, the account handler or the client to discover that USP (unique selling proposition).

Creative copy is inspiring to read and has a voice that makes a brand stand up and stand out. But it’s about more than having a way with words. It’s about being original with an idea and tapping into people’s hearts and heads. It’s about having a headline that makes people look twice and copy that makes people want to read end to end.

A creative copywriter is an artist

As much as I love designers, in my experience they tend to work separately to a copywriter. Designers will bring the look to life whereas an art director will work with a copywriter and bring the idea to life. As Jim Durfee said, ‘A strong idea, simply presented, is far more effective than a weak idea strongly presented.’

Freelance creative copywriters often work by themselves . The ability to draw or use Photoshop isn’t essential, but you do need to think visually. I can’t even draw matchstick men so if I’m presenting ads, a TV commercial or a video script, I’ll often pull together a mood board of photos to give a feel for look and direction.

Sometimes the strongest ads don’t even have a visual at all – but they do have a powerful idea, such as the famous, award-winning and long running campaign for  The Economist.

A creative copywriter is an editor

The very best copy comes about through drafting and crafting and pruning. It’s not about adding lots of fancy adjectives or writing a mini novel. It’s about getting to the point quickly and avoiding puns and clichés (well, 99% of the time). It’s about reading what you’ve done and not being afraid to start again (you can’t beat the overnight test). To get the best work, you have to recognize when to get rid of the bad work.

So, what isn’t a creative copywriter…..?

What’s the difference between a creative copywriter and a creative writer?

Many copywriters have a burning desire to be an author instead (not me) with a Booker Prize-worthy novel inside them. And some now are (Fay Weldon, Salman Rushdie).

Whereas a creative writer can let their imagination run wild in a poem, short story or novel, a creative copywriter can only let their imagination run wild within the confines of a client’s brief. That’s why copywriters need a first rate planner to write the creative brief and a brave client to sign it off. (Don’t have a creative brief to work from? Feel free to download my free client brief template .)

What’s the difference between a copywriter and a content writer?

Once upon a time (i.e. when I started out) copywriters wrote press ads and brochures and direct mail and TV and radio scripts. Now copywriters write Facebook posts and Tweets and blogs and e-newsletters and lots of other lovely e-things. As a freelance copywriter, the Internet has opened up a glorious wealth of opportunities.

A good content writer should also be a good creative copywriter. A good creative copywriter should also be a good content writer.  What will be an eye catching headline? How can I develop a fresh tone of voice for this brand? How can I thread in key words cleverly without the copy looking like an SEO shopping list? How can I add value by writing punchy meta tags and engaging Google descriptors?

What’s the difference between a copywriter and an SEO copywriter ?

My heart often sinks when I’m asked to churn out large amounts of content or blogs for the purposes of SEO. As much as a client may say they want quality articles, they’re never prepared to pay for quality writing.

Google ranks each website by the page, not the website as a whole, so it’s important for every article and blog to be well written, well optimised and of a decent length. For tips on this, and handy links, you may like to read this piece on  how to choose SEO keywords .

What’s the difference between a copywriter and a journalist?

A journalist will find an angle for a news story and write up all the good points – and the bad ones. A press article may also include interviews or quotes.

Journalists tend to charge by the word, while copywriters charge by the hour, the day or the project (which, in my view, is always preferable). They’ll write for a mass audience too, while a copywriter will write for a specific audience.

Read Also: Top Preference

What’s the difference between a copywriter and a PR writer?

A PR writer provides information about a product or service (usually if being launched) or a person in a positive light with a newsworthy angle. I’m sometimes asked to write press releases – and have done so – but it’s a definite skill set that also requires something crucial: having journalist contacts. Yes, you can have a press release with the boilerplate and editor’s notes – but there’s zilch point unless it can get into the press.

What’s the difference between a copywriter and a creative copywriter?

The answer to that most tricky question can be found here, in one of my blogs !  what-is-a-creative-copywriter?

About the author: Caroline Gibson

This article was first published by  Caroline Gibson

English copywriter

Lives in manchester, united kingdom, chinese copywriter, lives in taipei, taiwan, swedish copywriter, lives in stockholm, sweden, lives in london, uk, hire a freelance copywriter today.

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The Missing Link Between Strategy and Innovation

• David L. Rogers

To drive growth, corporate innovation needs to connect to a clear set of strategic priorities and play to the company’s strengths.

In too many companies, an innovation team is allowed to pursue its own agenda and imagine itself to be a separate island from the rest of the company. The results are always disappointing: a lot of creative ideas, but a failure to deliver meaningful growth. The root problem is the disconnect between strategy and innovation. To succeed, corporate innovation needs to be bounded by a clear set of strategic priorities that matter to the business. And it needs to play to the strengths of the firm — whether data, customer relationships, or supply chains — that will enable it to outcompete others attempting the same idea. The author offers five steps to help embed strategy into the innovation process.

Established companies know they must innovate to find growth in the digital era. So, in recent years, large companies have set up innovation labs, accelerators, hackathons, and open innovation programs to look beyond their core, pursue disruptive ideas, iterate, and experiment.

• David L. Rogers is faculty at Columbia Business School and author of five books. His international bestseller, The Digital Transformation Playbook , was the first book on digital transformation and put the topic on the map. His latest is The Digital Transformation Roadmap . Rogers helps companies unlock growth, advising Microsoft, Google, Citibank, Mastercard, Unilever, Merck, Toyota, GE, Cartier, and others. Subscribe to his newsletter at davidrogers.digital/subscribe .

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I worked for Beyoncé for a year. She wasn't a diva and wasn't passive — it was a master class in digital strategy.

• Marcus Collins shared the major lessons he learned helping Beyoncé bring her fan base online.
• Collins said Beyoncé's platforms didn't perform as well as expected in the beginning.
• One lesson was the importance of facilitating an existing community instead of building a new one.

This as-told-to essay is based on a conversation with Marcus Collins , an author and professor at the Ross School of Business at the University of Michigan. It has been edited for length and clarity. 

For a year I worked with Beyoncé, overseeing her digital ads and social media. I started working with her in 2009, as her director of digital strategy and new media. During that time I shifted my focus toward helping Beyoncé bring her fan base online. This is when I learned my biggest marketing lessons from her.

She's the most gracious and kind person I've ever met. At the same time, she knew what she wanted from her team. She has high standards for those around her because she has high standards for herself.

Here are three big takeaways from working with Beyoncé that have helped shape my career.

1. Don't build community, facilitate it

Part of my job in overseeing Beyoncé's digital strategy was maintaining her Facebook page and Twitter account. The team would put together our recommendations, and we'd present these ideas to her father, Mathew Knowles, who was overseeing Music World Entertainment, which produced her earlier work.

If he liked our ideas, we'd share them with Beyoncé. She'd hear us out, say what she liked or didn't like, and give recommendations. Even when she disagreed, she was always gracious. It was during these in-person meetings that it seemed she wasn't really excited by social media or inclined to post on Facebook or Twitter.

This was back in 2009 or 2010. The internet felt like the Wild Wild West. There were no rules. Beyoncé had just finished the Brazilian leg of her "I Am Sasha Fierce" tour, and it seemed like social media wasn't for her.

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In fact, for years she had a Twitter handle she never tweeted on. And yet she had lots of followers waiting for her. So when we became active on these platforms for her, we expected them to light up with activity. But they didn't in proportion to her stardom, which was a quagmire for us. We kept asking ourselves: "What is going on here? Why aren't any of her platforms taking off?"

Then the team noticed there was already a group that found each other online, and they were far more active than anything we were trying to do. And those folks were the Beyhive .

We stopped working on building Beyoncé an online community and instead started engaging with the online community that already existed. We found people who saw the world similarly to Beyoncé, and then we engaged with them based on their shared values and beliefs.

People who come together under the moniker of the Beyhive don't just love Beyoncé's music; they subscribe to her point of view. To me, that was one of the biggest lessons of my marketing experiences working with her: You don't build community, you facilitate it .

2. Dial in and focus on the creative vision

I think Beyoncé's greatest skill as a businesswoman was her ability to be involved in everything we did. It's wild to think that someone as talented and profound to the cultural zeitgeist would be so nice. You'd expect a diva attitude, but she's so far from that. She's extremely gracious, but she isn't a pushover.

As my interactions with her became more frequent, we started making plans to revisit her website, and she wanted to be very much a part of it. She wasn't the passive player.

She's dialed in. She was very aware of her creative vision , and I never had one bad interaction with her. I learned that you have to have a point of view about how you see the world. You have to know what you like and be courageous enough to follow it even if it's not the direction most people are going and folks may not seem to get it right away.

3. Engage authentically

It seems somewhat obvious now, but people who went online to engage with each other about Beyoncé didn't want to be treated like consumers. It felt like when we first engaged with them, they told us: "Don't talk to me as though I were someone with money in their pocket. Talk to me as if I were a human being and engage with me based on your understanding of who I am and how I see the world."

Beyoncé's fans use her music to see the world through a cultural lens. The fans liked her authenticity and responded to it. But bloggers at the time took great license in throwing shade and jabs her way. It was at this point that her community started to take shape. The Beyhive became a battering ram for all those bloggers.

Once we were able to shift from focusing on fans to focusing on the community, we connected with the audience in a more meaningful way

When we saw the targeted audience for who they were, they felt validated. And we learned they were then more inclined to be engaged. The secret was treating this community as a community, not consumers. And then what happens is those people you've engaged with in an authentic way tell other people. Then that community becomes the marketer for you.

After working with Beyoncé, I wanted to go into advertising because I felt like the ad industry was using contemporary technologies better than the music industry was. But I learned a lot from my time working with Beyoncé . My book, " For the Culture ," is predicated on these experiences. Chapter one is all about finding who your tribe is, which is what marketers do.

Watch: The Taylor Swift effect: How a pop star created her own economy

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