99 tips for writing a great copy

Published On
September 1, 2023

1. Write down the requirements

Write down the requirements
There are always requirements for the copy to have, thus, it is important to follow them to deliver the expected outcome.

2. Do a 10-minute free write

Brainstorming is always important as it allows you to come up with some great ideas. Besides, after writing down ideas, it is easier to categorize and structure them.

3. Do your research

You cannot know everything about everything, yet, while writing a copy you are expected to sound as an expert on the topic. Thus, profound research is a vital part of writing a great copy as it allows you to learn in detail about the product/service you are selling, finding the right approach on how to sell it to your target audience.

4. Understand your topic

If you do not fully understand the topics you need to write about, how do you expect your readers to understand it? Thus, before starting to write, make sure that you study the topic through, covering all the key aspects associated with it.

5. Ask yourself ‘what problem is this copy solving?’

A copy needs to provide an answer to a certain question that readers care about or to solve a certain problem that concerns them. Thus, use your expertise to give readers the guidance they need in a certain matter (in this case the topic you are writing about).

6. Create attention-grabbing titles

Titles help to set expectations with readers. This helps them decide whether your content is something that can provide them with the value they seek.

7. Be very clear on what your copy’s goal is

Copywriting is very goal-driven. The writer of the ad or other marketing copy wants the reader to take a particular action.

8. Make every word tell

Choosing your words carefully means being ruthless with what you’ve already written.

9. Structure your writing to flow logically

Logical flow in the text is created by using precise and concise words, composing clear sentences, and connecting well-structured paragraphs. The use of transitions connects sentences and paragraphs, ensuring clarity and coherence when presenting academic arguments and conclusions.

10. Revise and rewrite

The process of revision is essential to writing well. It is the opportunity to take a step back and examine your work with a critical eye, looking for ways to improve clarity, sentence structure, and overall effectiveness.

11. Write concisely and get to the point

Concise writing does your readers a favor. It helps them decide faster by getting them to the answer to the question they have in their head.

12. Do not overstate

If you make overstated or exaggerated claims, such as using fabricated testimonials, you run the risk of eroding the trust of your audience.

13. Don't exaggerate

Speak the truth instead of exaggerating since you will likely lose your audience’s trust otherwise.

14. Be clear

Clear copy is understood faster and remembered longer. Clear copywriting can help you express exactly what you want to say and create strong connections with your reader.

15. Use an active voice

Using an active voice also helps people picture themselves taking action.

16. Replace “weasel words” with imperatives and promises

Avoiding commands and strong words like “will” and “can” are a way of protecting yourself, but it makes you sound wishy-washy and unable to deliver. Go through your copy and replace every weasel word(e.g.may, hope, could, perhaps, etc.) with the appropriate imperative or promise word (e.g. will, can, do, etc.).This strengthens your copy and makes you sound confident, which builds prospects’ trust.

17. Don’t mix metaphors

Visualize any metaphors your copy contains. See them as if they were literal. If the images are contradictory or ludicrous, rewrite or delete.

18. Avoid jargon and hyperbole

Jargon is unnecessarily complicated language used to impress, rather than to inform, your audience. Instead of using jargon, such as technical or scientific language, use short and familiar words that are easier to read, understand and remember.

19. Simplify your language

Utilise the principles of simple and clear language to help your message be understood.

20. Use short sentences

Short sentences are easier to read and understand.

21. More periods, fewer commas.

This helps to keep sentences short as the previous point suggests.

22. Start with a problem or statement that your audience recognizes

Potential customers need to understand right away what problem you are actually going to solve for them.

23. Don’t think only about ranking, but also about people

Instead, think about what you’re trying to say and what your audience wants to read about.

24. Be creative—even when your topic is boring

Creativity is the edge that takes a standardised, boring piece of content and turns it into something that’ll win those clicks, purchases or sign ups.

25. Define your target audience

In essence, your target audience refers to the group of people for whom your content is intended. This includes the demographics, personality traits, and interests of individuals who are most likely to be affected by your message. It is essential to have a well-defined understanding of your target audience before creating or promoting any type of content.

26. Determine your value proposition

The content value proposition is a pledge for how you will make the best content possible, deliver on user needs, and meet business goals.

27. Establish an objective

Content writing is much more than putting an idea into words. It needs to reflect a well-defined objective and has multiple variants. This objective will help you determine the audience that’ll help you reach them.

28. Identify audience needs

Before you start writing you should always identify your intended audience and try to understand their needs.

29. Educate your audience

When you’re sharing your knowledge, you’re not only creating connections with your audience, but you’re showing them first hand what you do.

30. Always add value before selling

When you add value you build trust, likeability and stand a much higher chance of conversions.

31. Balance fun stuff with function

Incorporating humor requires a delicate balance to ensure that content quality is not undermined for the sake of a punchline. Thus, humor should be used sparingly to enhance your content, not take center stage.

32. Address pain points

The secret to effective content writing is understanding your customers’ pain points and then writing content to provide them solutions and answers.

33. Answer a customer’s questions

By answering customer questions in detail, you can educate prospects, earn their trust, debunk myths or misinformation, overcome obstacles to the sale, position yourself as an expert in your field, and help people feel more confident about doing business with you.

34. Make people curious

Curiosity is innate in humans so take advantage of it while creating content since this way you will instantly pull readers into it.

35. Inject humor into your writing

Humor has the undeniable power of making your brand engage with your audience on an emotional level.

36. Start with a conclusion, prove it with a story

The major takeaway of the copy needs to be clear from the very beginning.

37. Use your target audience’s vocabulary

Make sure you know your target audience’s vocabulary, so that you can use the same terms and phrases they’ll search for.

38. Do keyword research

Keyword research refers to the process of discovering what search terms your target audience is entering in search engines to find businesses and websites like yours and optimizing your content so you appear in the search engine results.

39. Optimize your content for SEO

Optimization involves ensuring content written in a way that search engines can read.

40. Avoid “landing page words”

Things like: supercharge, unlock, unleash as people don’t really use these words in conversation. So, they’re harder to relate to.

41. Find the tension

Tension is a required element in every copy. Readers want to feel excited when reading your copy. They want to emotionally invest in your story so the most effective way to elicit this response in your reader is through tension.

42. Create content with a purpose

Vague objectives, undefined target audiences, and absent calls to action are some of the reasons why your content strategies may be falling short.So it is essential to think about the main reason why you want to communicate this content to prospects or customers in order to be able to create content with purpose.

43. Use 4 P’s copywriting formula

Vague objectives, undefined target audiences, and absent calls to action are some of the reasons why your content strategies may be falling short.So it is essential to think about the main reason why you want to communicate this content to prospects or customers in order to be able to create content with purpose.

44. Inject personality

A really important way to inject personality into your content is to be on the lookout for stories and anecdotes from your everyday life.

45. Refine your headline

Keeping your headline simple and short is a great way to entice more people to read your blog or article and improve its SEO.

46. Use sub-headings to make things stand out

Subheadings help to make your writing stand out and make it more readable. In addition, effectively writing subheadings can increase reader retention, improve content organization and strengthen readability.

47. Think outside the box

Thinking outside the box is a metaphor often used to describe different, unconventional, novel, or creative ways of writing. So, thinking outside the box in copywriting is important in coming up with the best copywriting ideas that are turned into the best content.

48. Focus on benefits

Stress benefits rather than features” is one of the oldest (and most sacrosanct) rules for writing persuasive copy that sells products and services.

49. Appeal to emotion

Appealing to emotion is a surefire way to form a connection with your audience, and that connection might be just what you need.

50. Try to find a unique angle or hook

A “hook” is simply a device used to grab the reader and make her want to read on. A hook should not only grab the audience’s attention, but also maintain it—in other words, it should encourage the audience to continue reading.

51. Back up your claims

In order to create a well-written copy, it is essential to back up your claims with trusted sources, and using facts and stats to build credibility.

52. Be specific

It’s important to be precise and focused in your writing. You have a limited window of opportunity to engage the reader and persuade them to take action. Therefore, it’s advisable to steer clear of general or broad statements. Instead, find a specific aspect of the subject matter and utilize it as the central selling point.

53. Evaluate your copy’s ratio of “you” vs. “we.”

When you’ve completed writing the copy, take the time to read it and count how many times you use “you” (or another second person pronoun) vs. “we” (or another first person pronoun). As a rule of thumb, make sure you use second person pronouns in at least 80% of your copy and first person pronouns in no more than 20% of your copy. This will give you a good balance and ensure that your ad speaks directly to your customers. Because your readers want to hear more about them rather than about you.

54. Incorporate the fundamentals of persuasive copywriting

Persuasive copy is written material that’s crafted to convince readers to take some type of action. Copywriting often takes the form of persuasive sales copy with a strong call to action (CTA) that solicits the audience to buy something.

55. Build credibility

Most importantly, credibility inspires trust. Clients want to know you’re trustworthy, credible, and can add value to their business. Credibility can be established by providing evidence, sharing your personal stories, giving facts, etc.

56. Mention the most important point at least three times

Repetition is a powerful copywriting tactic as it helps to solidify the customer’s opinion of the nursery.

57. Stress value

Consider using your copy to show your readers that the cost of your product or service is well worth the value of your offer. You may communicate value through the description of benefits and promising to fulfill your customer’s needs.

58. Include a strong call to action

Strong and clear calls to action are an immediate, proven way you can boost the conversion of your sales copy.

59. Use the right tools to perfect your writing

Poor grammar and spelling mistakes are the worst enemies of a good copy, thus, it is important to use grammar checking tools along with other ones to enhance the quality of your copy.

60. Develop a unique style and tone

Establishing a unique brand tone of voice can differentiate you from competitors, gain customer trust and grab people’s attention.

61. Use questions to encourage curiosity

Raising questions makes readers curious—they want answers, and that’s why they keep reading on.

62. Know when you need to stop writing

Half of copywriting is knowing when to stop writing and the best way to avoid overwriting is to know the audience. For instance, using long words and complex sentences may be appropriate in a medical journal, but not in the everyday blog.

63. Be current and topical

Topical content is timely, relevant content that relates to something current. The obvious advantages to this type of content are that it’s of-the-moment and usually, highly searchable.

64. Use the PAS formula

The PAS copywriting formula stands for pain-agitate-solve. Copywriters can use formulas like PAS to save time and energy versus brainstorming completely from scratch.

65. Address all objections in advance

Addressing objections means your audience is reassured before they’ve even had the chance to express their fears.

66. Make your copy intriguing

In the modern world where attention spans are shorter, developing intriguing copy requires you to make that copy bite-sized and scannable so your reader can get the gist of it in an instant.

67. Write easy-to-read copy

A copy needs to be easy to read because people today scan through a website looking for information quickly.

68. Highlight the opportunity

It helps to show readers how they can benefit from the product/service described in the copy.

69. Introduce your product

Don’t over complicate how to introduce a new product to your audience. Stick to a simple formula of writing a basic copy: tell them you’re going to say something, say it, tell them what you told them.

70. Provide an outline

Outlining helps construct and organize ideas in a sequential manner and thoughtful flow.

71. Don’t make things overly complicated

Clear communication is the key to effective copy, so don’t over complicate your copy and make it difficult for your audience to follow. Using too much industry jargon is likely to turn readers off and leave them feeling like your content isn’t right for them.

72. Use bullet points, paragraphs and numbered lists

Those help effectively communicate messages because they capture the attention of readers who prefer scannable content.

73. Treat potential customers with respect

Show the potential client or customer that you have respect for them within the copy, in order to hold their interest. Remember that all potential customers want you to do is solve their problem.

74. Create a sense of urgency

Urgency as a copywriting element helps encourage people to act before it’s too late.

75. Don’t overuse adverbs and adjectives

In general, it is recommended that writers limit the use of adverbs to no more than one per 300 words. One way to achieve this is by substituting ‘-ly’ adverbs with more powerful adjectives or verbs, or omitting them altogether if they are unnecessary. While it is not mandatory to eliminate every adverb, reducing their frequency can enhance the quality of your writing.

76. Make comparisons

Individuals tend to be more open to information that is familiar to them. This is because comprehending a completely new concept requires significantly more effort compared to understanding something that is already familiar or implicit.

77. Use numbers and statistics

Numbers and statistics help readers make purchasing decisions.

78. Write conversationally

Conversational copy is writing how you talk. No sales megaphone. No business speak. Among the other benefits of conversational copy is the personal connection you can form with your reader.

79. Use a skimmable format

Many Internet users utilize search engines to find information quickly and will skim the pages they click on to find exactly what they need. If a user doesn’t have the time to read an entire article, they want to be able to identify key points by skimming.

80. Experiment

Content experiments allow you to test new ideas, tactics, and strategies to continually refine your content strategy and create even better copies in the future.

81. Know the competitors

It is important to ensure that the brand message you deliver differentiates you from competitors.

82. Create a mood

Put the mood you want your reader to experience at the centre. Explore all the words, emotions and settings you associate with that mood to be able to create that mood in a copy.

83. Be relevant

By creating content that is relevant, you show potential customers that you have something important to say.

84. Remember that everything is editable

By creating content that is relevant, you show potential customers that you have something important to say.

85. Ask for a second set of eyes…and a third

By some point of writing a copy, you may feel so oversaturated with your own words. This is normal; it means it’s time to get a second pair of eyes. And a third. Probably a fourth as well. Really, the more feedback you can get the better. While one person can provide valuable feedback, it is useful to get a variety of opinions.

86. Make it convincing

A copy needs to be convincing in order to make readers take certain actions and even better to motivate them to do so right now.

87. Use power words

Power words are the words that are used in copies to trigger a psychological or emotional response. They’re called “power words” because they are so persuasive that people simply can’t resist being influenced by them.

88. Persuade but don’t impose

Try not to overuse the persuasive tone; use it in a way that will not annoy or offend customers. One mistake that new copywriters tend to make is using imposing words or language. Yet, remember to persuade, but don’t impose.

89. Tell stories whenever possible

Storytelling is regularly used in copywriting to increase the engagement of campaigns. This is possible because stories affect us on a very deep level.

90. Read your content backward

Sometimes backwards is the way to move your ideas forward.

91. Prepare to edit your content multiple times

Take at least a day or two to edit your content/copy. It could take a longer or shorter time depending on how many words you’ve written.

92. Read your writing aloud

Reading your work aloud to yourself is the single most effective way to get better writing every time since it allows us to create another layer of separation between ourselves and the work during the editing process.

93. Use common spelling

Poor spelling is a reflection upon your professionalism, thus, grammar mistakes are not acceptable in copywriting.

94. Avoid hyperbole and fancy words

Hyperboles are extravagant and dramatic overstatements that can sometimes even be ridiculous.

95. Put the reader first

Instead of saying: “Our new products are better”. Say: “You can make your life much easier while using our products’ ‘ Frame the copy around the reader, not the product.

96. Find the right tone of voice

Your tone of voice is how you connect and engage with your audience. The best way to do that is to align it with your brand values and mission as well as with your audience’s voice.

97. Write in a natural way

It’s crucial to communicate with your audience using language that they can easily understand and to demonstrate that you are a relatable person who genuinely wants to offer your assistance and expertise.

98. Mind map your topic

A mind map is a diagram used to represent words, ideas, tasks, or other items linked to and arranged around a central keyword or idea. Mind mapping can help you create ideas around.

99. Work from an outline

The copywriting outline provides a single tool where you record all the details about your product or service that you will need to produce a compelling copy.