Great copywriting isn’t about using clever words or following the latest marketing trend. It’s about understanding people.
Changing algorithms, automation, and a plethora of new technologies make it difficult for even the most modern of marketers to keep up.
In the race to get ahead, it can be tempting to focus on The Next Big Thing. However, in doing so, it’s important that you don’t overlook the basics. That includes the quality of your copy.
Here are 12 simple tips to help you be a better copywriter.
Before you put pen to paper (or fingers to keyboard), think about your audience.
Who are they? What challenges are they facing? What questions are they trying to answer?
The better you understand your readers, the easier it becomes to write content that genuinely resonates.
Every piece of copy should have a purpose.
Do you want to generate enquiries? Build trust? Explain a complex topic? Encourage newsletter sign-ups?
Knowing what success looks like will help shape every word that follows.
Before you start writing, decide what you want your audience to remember.
Every piece of copy should reinforce a small number of clear, consistent messages that reflect your brand, your expertise and the value you offer. Whether you’re writing a website page, a blog or an email, ask yourself: What are the two or three things I want someone to take away after reading this?
Having clear key messages makes your writing more focused, your brand more consistent and your marketing more memorable. It also helps ensure that every piece of content is working towards the same business goals, rather than simply filling space.
Good copy isn’t written for Google. It’s written for people.
Modern search engines and AI-powered search tools are designed to reward genuinely useful content, so focus on creating something your audience actually wants to read. Search visibility follows good writing, not the other way around.
Good copy isn’t written for Google. It’s written for people.
Modern search engines and AI-powered search tools are designed to reward genuinely useful content, so focus on creating something your audience actually wants to read. Search visibility follows good writing, not the other way around.
People connect with people. Write as though you’re having a conversation, not delivering a corporate presentation.
That doesn’t mean becoming overly informal, it simply means being approachable, natural and authentic.
A good tip is to write with a specific person in mind, and think about how you would talk to them directly.
Your tone of voice is what you say and how you say it.
The more consistently you use it, the more likely it is that people will come to recognise, understand, and trust you.
If you don’t already have an agreed tone of voice for your business, a good copywriter can help you establish one.
In crowded markets, personality is often what makes the difference.
Don’t be afraid to let your values, opinions and expertise come through in your writing. The businesses people remember are rarely the ones that sound like everyone else.
Good copy isn’t just informative, it’s understanding.
Acknowledge your audience’s frustrations, aspirations and concerns. When people feel understood, they’re far more likely to trust what you have to say.
One of the biggest mistakes businesses make is talking too much about themselves.
Instead of explaining how brilliant your company is, show your readers how you can solve their problems, answer their questions or make their lives easier.
The more your content focuses on “you” rather than “we”, the more engaging it becomes.
Clear writing is persuasive writing.
Avoid unnecessary jargon, acronyms and complicated language unless your audience genuinely expects it.
Simple doesn’t mean simplistic. It means making your message easy to understand.
People often justify decisions logically, but they’re usually influenced emotionally.
Whether you’re reassuring a nervous client, inspiring confidence or creating excitement around a new product, don’t be afraid to write in a way that makes people feel something.
First drafts are rarely final drafts.
Read your copy aloud. Remove repetition. Tighten long sentences. Replace vague language with specific language. Every edit makes your writing stronger.
The platforms we use may change. Search engines evolve. AI continues to reshape content creation.
But the principles of good copywriting remain remarkably consistent.
Stay curious, keep practising and never stop looking for ways to improve.
Writing persuasive copy takes time, and for many businesses, time is in short supply.
Whether you need website copy, thought leadership, blog writing, AI editing or ongoing content support, I can help you create clear, engaging copy that earns trust, inspires action and helps the right people find you.