If you’ve ever searched for something online and quickly scrolled past anything labeled as an “ad,” it likely means the writing wasn’t engaging enough. On the other hand – something I do all the time – if a poster catches your eye while you’re out and about, kudos to the copywriter!
Here’s a recent example that caught my eye. Props to Tubi. Copywriting is a tough skill to master, and as someone actively trying to improve, I can attest to that! Effective copywriting can make or break an advertising campaign. That’s why I’ve put together these 21 tips to help you write more persuasive and impactful marketing content. Let’s dive in!
1. Identify your ideal customer
Before you start writing, determine who you’re targeting. Be precise. If your potential customers are diverse, narrow down a specific segment to focus on. For instance, college students and families living in the suburbs will respond differently to marketing messages.
2. Set a clear objective
What action do you want readers to take after engaging with your copy? Should they visit a website to make a purchase? Sign up for more details? Or visit a physical store? Define your desired outcome before putting pen to paper.
This particular Mailchimp copy encourages visitors to select a plan and subscribe immediately.
3. Create a sense of urgency
A simple yet powerful technique for writing compelling copy is to inject urgency. Phrases like “don’t miss out!” or “order now for Mother’s Day delivery” can be very effective. You’ll often hear these on radio ads, and it’s worth noting that commercials and video scripts also rely on strong marketing copy.
4. Support your claims with data
Statistics are incredibly persuasive in copywriting. People are naturally curious about data-driven insights, such as “57% of people dislike this type of avocado – find out which one!” It might feel clickbaity, but sometimes you have to grab attention to get results.
This example comes from Billie’s website, which promotes razors designed specifically for how women shave. It’s a fact: Women have more surface area to shave, and not all razors are created equal.
5. Use customer testimonials
This tip has been highlighted before as a highly effective copywriting technique for crafting persuasive ad copy, which essentially means compelling copy, right?! It’s one of my favorite strategies because it requires minimal effort. Leverage existing feedback from your customer base to encourage conversions.
6. Keep it concise
Make your copy easily scannable – this is crucial in today’s information-saturated world. We’re constantly bombarded with content. As someone who loves reading (I even watch TV with subtitles), I still miss half the information around me. Large blocks of text are visually unappealing. Break up your copy into smaller, digestible chunks to make it easier for your audience to process. If you’re struggling to condense your message, try using a copywriting formula.
7. Write in an active voice
Using an active voice is something I’m making a conscious effort to do more often. Let’s rephrase that: I’m actively trying to use an active voice. It’s much more concise and impactful, right? It’s punchy, and less is more.
Speaking of action 
…
Free guide! The 36 Best Call to Action Phrases (Ever)
8. Pick your adjectives wisely
“‘Tis the season! Get all your back-to-school supplies here.”
“Inhale the smell of freshly sharpened pencils and brand-new composition books. We have all the goodness of back-to-school here.”
You tell me, which one makes you want to head to your closest office supply store?
9. Focus on your customers
While you can brag about your business, a different tactic is to focus on your customer when you’re writing compelling copy. This is an important copywriting skill you can’t afford to overlook. Talk about what problems you’ll solve for them, how you’ll take away stressors, or make life easier.
This Postmates OOH campaign (OOH meaning out of home) focused on all the reasons why people love to order food online, instead of talking to a human. They get it.
10. Grab attention
There are a lot of different ways to grab attention through design, but you can also stop people in their tracks with some eye-catching marketing copywriting (see tubi reference). Lean into the shock-and-awe factor with this tactic.
Sorry, Volvo, but this copy does it for me—shock and awe and admiration.
Speaking of shock and awe, use words that evoke emotion in your copywriting. We’ve got two great resources for this:
- 120 Words and Phrases for Marketing With Emotion
- 273 (MORE!) Words to Use for Emotional Marketing Copy
11. Build interest
Copy should always be interesting, plain and simple. Don’t put useless words on the paper, people! And there are many different ways to make it interesting. That said, write a lot of copy and cross out all the words you find uninteresting or detracting from your story. Create intrigue.
Timothy Goodman had a collection with Zappos, specifically hightops. Instead of splashing images of shoes all over their ads, the copy told a better story. It makes my inner angsty teen want to go straight to the store to check them out.
12. Don’t pander
People know when they’re being sold. No one likes the sickly sweet sales person who compliments every pair of shoes you try even though you KNOW they make you look like you have clown feet.
13. Empathize with agitation
Online marketing is hard.
nexus-security makes it easy.
Simple, to the point, we’re here to help you with online advertising because we know it’s complicated and confusing—especially for non-marketers. If you can distill the way you’re solving problems and making life easier for your customers, that’s a copywriting win.
14. Provide a solution
It’s one thing to be empathetic, but don’t stop short of showing how your business can solve a problem. You don’t need to be too wordy to get there because hard problems sometimes require simple solutions. You have your customers’ backs.
The Hustle’s email exists to make your life easier, like most daily morning newsletters. I love the use of the dictionary definition here.
15. Use analogies
I often use analogies to explain complicated ideas simply—it’s my go-to tactic. If your offering is something that the average person wouldn’t know much about, relate it to something they would know about. Alternatively, you can use analogies to increase empathy. There’s a reason people still say, “easy as pie.”
PSA: There is nothing easy about baking a pie.
16. Be funny
People are far more likely to remember what a joke you made than a brand slogan. And who doesn’t love to make their audience laugh? Jokes are so important!
This ad is a personal favorite, especially because I drove around in a minivan throughout college; it did carry the most people to and from the bars (you’re welcome, Villanova students).
17. Choose a CTA
Earlier, I said that you need to set a goal before writing your marketing copy. Sometimes, it’s helpful to go one step further and choose a CTA to set the tone for your copy, too.
Take this example from Spotify.
This is copy on Spotify’s website. It’s direct and urgent: Your fans are waiting for you. We’ll help you. Let’s do this. This whole section has one cohesive message, driven by the CTA.
18. Be wary of profanity
This is simple: Refrain from using obscene language in your copy unless you’re certain it will resonate with your audience. Partly because you’ll have difficulty getting through any digital filters, print makes it something you can’t take back, and it’s likely that you’ll offend more people than you end up enticing for your product.
This PSA went out from KFC after they catastrophically ran out of chicken in their fried chicken establishments. A kind sentiment that worked out—this time. But I’d pass on the “FCK.”
19. Be clear
One of my own pet peeves is when I see a well-designed ad with compelling marketing copy … but I just cannot figure out what they’re actually trying to sell me. Worse, they’ll use words like “Get X for as low as $5.99!” (you’ll pay more), “Receive up to 10 free sessions!” (you’ll get less), or just not caption anything at all.
I had to include the Twitter commentary in this example. It’s too good.
20. Don’t be bland
It is so important to let the personality of your brand shine through in copywriting. An easy way to do that is to think about the most common thing leadership (or management or any employees) say the most to describe your business. A word of warning to the CEOs out there: Let your copywriters have a longer leash to show off the business’s flair. No one wants to be bored by your brand.
21. Trust your gut
You know and love your brand. When it comes to marketing, you already have words and phrases living in your brain that are good representations of that brand. Trust that. You’ll know when you write something that doesn’t sound—well, good. You’ll also know something is on point when you write it—something will just click.
22. Use psychology
There are a number of psychological phenomenons out there that impact the way we behave as consumers. And sometimes, all it takes is an understanding of these effects to be able to make small tweaks with be results. Head to our post on 26 Brilliant Ways to Use Psychology in Your Copywriting to learn more!
Remember, test all of your marketing copy
Remember to test, test, test. Copy testing becomes harder with print advertising, but anything digital (Google Ads, Facebook, Twitter, you name it) should be A/B tested. You’ll see what resonates the most with your audience and be able to move forward with that marketing copy.