The Best Copywriters share their Favorite Copywriting Tips

To put it bluntly, marketing would not exist without copywriting. Any marketing campaign that is worth its weight features masterful copy. That’s why we’ve reached out to expert wordsmiths and compiled their insights and advice when it comes to writing the best piece in the business.

The basics of copywriting in marketing

Copywriting is so much more than writing well—it’s more about writing strategically. Any successful marketing or advertising strategy must include thoughtful copywriting. It’s what captures the attention of your audience, makes them remember your brand and eventually convinces them to give your business a chance. Copy also helps your audience better understand who you are as a business, including your history, mission, goals and beliefs. Most importantly, it shares how your business can help your readers.

In business writing, it’s important to plan out how to make your writing more direct and effective. If you’re one of the many people in business for whom writing has never been a major concern, you probably know that a lack of writing skills is a greater and greater handicap with every passing year. That’s why it’s smart to ask for help from writing experts.

Why is copywriting important for marketing?

If done well, copywriting will increase brand awareness and customer loyalty. It helps potential customers slide their way through the sales funnel and into your shopping car (or equivalent depending on your business). Well-written copy will not only increase traffic to your website, it’ll convert potential customers into leads and finally into actual customers.

Copywriting in your marketing strategy

  • Think about your audience – What are their needs and desires? How is your service or product going to help them? The best copywriters put themselves into the perspective of their audience. What would catch their attention? What kind of copy would they find impactful, inspirational or even funny?
  • Tell a story – Even the shortest copy needs to tell a story. Humans are captivated by a good tale, no matter how long or short it is. Especially with today’s savvy consumers, you need to use your copy to connect your audience to your service or product, and nothing connects people like a fascinating story.
  • Don’t forget the basics – While copywriting is the vehicle that drives your marketing strategy to its desired destination, you need to make sure you have a full gas tank. Grammar, spelling and style do matter! Even the most inspirational copy will look sloppy and reflect poorly on your marketing campaign if it isn’t proofread. You can also contact pro essay writer for help.

18 Copywriters share their insights and advice

Copywriting is obviously extremely important to business’s success. But how does one become a master wordsmith? We asked 18 copywriting gurus to share their tips. These are their answers.

Relate, entertain and teach with a good dose of humor – Angelo Sorbello

Think back about what YouTube videos you’ve liked the most recently. The chances are that at least one of them was a mixture of both information that made you feel like you learned something, and entertainment: the information was laid out in a catchy way and exciting to watch.

That’s precisely how we’re writing our copy for all our email and social media marketing campaigns: telling a relatable story that happened to your team this week or one of your clients, sharing interesting insight, and so on, all filled with a good dose of humor. What happened once we’ve started to use this approach is that our customers look forward to our emails and posts every week, although we add a sales-related call to action in each one of them.

Angelo Sorbello, MSc, is the Founder of Astrogrowth, a fast-growing business software reviews site. He has been a consultant for Techstars-backed and Appsumo featured companies, and the first company that he started at just 13 years old was acquired in 2013

Start your research early – Jordie van Rijn 

Last year I started doing more long form and comprehensive articles. My tip is to do, what I call casual research, but start early. For instance in industry guides like this 6.000+ words one on ecommerce email marketing.

I started research months even before writing, every time I “ran into” something I saved it in a google doc. So…

  • Save interesting blogs and sites around the topic/subtopics.
  • Find and list competing articles.
  • Whenever you see something interesting you could use, even if totally unrelated, save it.

This will allow you to go much deeper into a topic, make it more interesting, and it will be way more original than any other. Additionally you know who to mail to have a look during promotion phase. It also works very well if you aren’t expert in the subtopic, for instance I knew a lot about ecommerce, but not that much on email for restaurants, so keep an eye out – and you will end up with some gems.

Of course, there will be a lot of additional ideas “you can’t use”, but these will serve perfect for later updates and other pieces.

Jordie van Rijn is email marketing consultant and MarTech analyst (and he also writes)

Understand your audience – Alice Corner

The thing that elevates good copy into great copy is a deep understanding of your audience. If you’re trying to convert your audience into product users make use of your audience research.

Who are they? What are their main problems? How can your product fix those problems? The more specific, the better. Too often copywriters get fixated on selling their product by listing the specifics; instead they should take a step back and ask themselves “what does my audience actually want to know?”

Most of the time the answer is “how this product can help me” and not “what this product can do”.

Alice Corner is content writer at Venngage

Don’t give up on existing content – Ben Culpin

One of my biggest copywriting tips is to create content that is relevant and topical to catch the immediate surge of traffic and interest. The crucial thing that we’re trying to do more of in 2020 is that when the surge of interest in that subject passes, not to give up on the content, but look at how we can repurpose it for a different audience.

For example, while working for a company in the Nordics, there was a lot of interest at the end of 2018 when Amazon announced their plans to move AWS into Sweden. We published an article about that, which attracted a spike in traffic that had peaked by Q1 of 2019. Instead of abandoning the article, we re-wrote and re-formatted it as a step-by-step guide for Amazon sellers now looking to get established in the Nordics. 

Be current and be topical by all means, but remember to be adaptive too!

Ben Culpin is copywriter for WakeupData, an eCommerce marketing tool. He is driven by the desire to create valuable, actionable content for digital marketers worldwide

Start with a conclusion, prove with a story – Lesley Vos

All my favorite tips are about neuro copywriting, its headline and intro strategies in particular. And though most copywriters have mastered the secrets of headline creation (use numbers and beneficial adjectives, appeal to FOMO, etc.), the introduction is what can sink all writing endeavors with a single strike.

We know it needs to be short (no more than eight sentences), include a hook, and keep people reading. For a long time, my favorite formula for writing intros was APP method by Brian Dean:

  • A — agree (start with concept readers will agree with, to show you understand their problem),
  • P — promise (give a peek to a better world),
  • P — preview (tell what you have for them).

This year, I’m going to test his other method: PPB, where P is for a preview (what you have for readers), the second P is for a proof (why they need this), and B is for a bridge (a call to action, inviting to keep on reading and learn more).

As a big fan of storytelling, I would recommend this trick to create a correlation between your product/service and events that benefit it, and stir readers into a desired action through their perception of this correlation. In plain English, your content piece follows this scheme:

  • Conclusion (a message) –> Story –> What is it all about? (facts)

You start your writing with a conclusion. In a preview, you already share the message you want to communicate. After that, you share a story (a proof that your message is right); and finally, you answer WIIFM (what’s in it for me?) in your content, turning it into a story with facts.

Lesley Vos is a professional copywriter and guest contributor, currently blogging at Specializing in data research, web text writing, and content promotion, she is in love with words, non-fiction literature, and jazz

Read out aloud – Will Cannon

This is old but definitely still gold. After completing your text or an important part, read it out aloud. It may sound silly but this helped me a lot in the past.

You’ll get a better connection to your writing and find out how your words really sound. On top of that, it helps to spot grammar and style mistakes that Grammarly might have missed.

It’s definitely not a new technique but for me, it works like a charm (although you shouldn’t apply this method when working in a Starbucks).

Will Cannon is CEO and Founder at UpLead, a B2B lead generation platform, and loves writing copy that moves its readers

Narrate a compelling and relatable story – Chioma Iwunze

The human brain evolved to love and remember stories. Researchers suggest that stories engage several parts of the brain, particularly areas that are related to emotions, language processing, language comprehension and visual image processing. Any surprise why messages stick more when they are encased in well-told stories?

Every great personality had great storytelling skills. William Shakespeare’s stories are still relevant in schools, theatres and cinemas. Why can’t we stop quoting Confucius, Plato and other great storytellers?

Storytelling remains the surest way to capture prospects’ attention and get them to remember all about the product. In your next ad, tell a relatable story that engages the audiences’ emotions and wins their trust. That way, you’ll win loyal customers and brand ambassadors. 

Chioma Iwunze is content specialist at Time Doctor, a time management tool. When she isn’t talking about the benefits of time tracking and employee monitoring apps, she can be found reading or writing an interesting story

Get into focus mode – Max Benz

When I start to write, I try to get into a focus mode. In sum, this means avoiding distraction at all cost and maximizing creativity. In detail, I would:

  • clean my desk before starting to write.
  • snooze all notifications (Email, Slack, …).
  • close all other tabs in Chrome.
  • use an editor that doesn’t distract, like Hemingway.
  • use a Pomodoro timer Chrome extension to work in chunks of 25 minutes.

This helps me concentrate on my text and avoid any potential distractions that could impact my writing. This way, I’m highly productive although it didn’t work all the time. Sometimes, I still get distracted but it definitely helped me get better.

Max Benz co-founded the remote job board and is also head of content

Write a headline that scores high on empathy – Roshni Shaikh

Your content gets buried if the headline lacks specificity. Make the headline accurately beneficial to your readers so that they feel invited and understood. 

If your audience doesn’t see an incentive in your content, they bounce off your page. And that is why it’s crucial to bring empathy into your copywriting to increase its specificity, utility and relevance. When you address your audience’s biggest concerns in your copy and map it to the outcome of your solution, you are earning their trust and positioning your brand as dependable. 

3 easy ways to write a headline that scores high on empathy:

  1. Bust a big objection by clearing their biggest block/challenge
  2. Include VoC data excerpts to write a highly relevant headline
  3. Mention one motivating factor that inspires and draws the reader into the content

Roshni Shaikh is Chief Copywriter at Content Primer

Use your target group’s vocabulary – Lisa Dietrich

Before writing content, I research the language of my target group. For example, if they hang out in specific Facebook groups or Subreddits, I’d go there and read their thoughts and try to understand how they talk and argue.

Furthermore, I would note the powerful and interesting words they use. To me, it’s a bit like keyword research because I’ll try to incorporate these keywords into my copy as naturally as possible. When your target group reads your content, they’ll be far more likely to resonate with it if you’re using their language and style.

Lisa Dietrich writes about traveling, working remotely and family life on her blog Let’s be crazy and loves actionable content that provides direct value

Write with the user intent in mind – Arek Ponski

Writing engaging, educational, SEO-friendly content is no longer an option, but rather a standard. It’s no secret that there are multiple ways to approach the process of content creation and here are a few of my personal favorites:

#1 Simple keyword research is not enough, write with the user intent in mind

Understanding the intention behind users’ search is crucial. Get into the shoes of your audience and simplify your language.

#2 Storytelling never gets old

Create an insightful story, backed up by solid data. It can make your article a real masterpiece. Storytelling won’t get out of fashion anytime soon and the faster you learn how to incorporate it in your copy, the better results you will get with your content.

#3 Let emojis speak

Using humor in your copy makes you more “human” in the eyes of your readers. The same is true when it comes to using emojis. It might sound silly, but in fact, emojis can become a powerful tool in your toolkit if you don’t overdo it. Studies show that emojis are responsible for boosting the CTR rate and keeping the reader more engaged. Give it a go whenever you feel that an emoji could express more than the words ever could 🙂 

Arek Ponski is founder at

Go straight to the point (or pretend to) – Kazik Rajnerowicz

The “hook, buildup, and payoff” is the best content structure possible, but your hook should also provide some payoff in advance. It is nice to engage users with storytelling, but it is always better to start with something tangible and relevant. The very first sentences of your copy should make your readers realize what they will miss if they don’t keep reading.

I use this technique all the time. In this blog article about WordPress chat plugins, the lead and the opening paragraph are almost the same because I care about accomplishing two things. First of all, I need to make my writing relatable. My readers encounter obstacles and I need to identify with their problems (in this example, they are searching for the right plugin). Secondly, I need to give them something of value right away (here, it is the promise to help them find the best solution).

Articles that are more straightforward and make things clear from the beginning convert far better than ones that focus on storytelling and the buildup phase too much.

Kazik Rajnerowicz, Copywriter at Tidio. A tech geek, journalist, and chatbot enthusiast. He has a knack for numbers – in his spare time, he enjoys recreational math and programming video games

Deploy refreshing honesty and humour – Jon Buchan

One technique you can use to get people to do something you want is to deploy refreshing honesty and humour. 

For instance, if you’re trying to coax your email subscribers into completing a survey, you can reference the fact that you’re aware this request might not be something they’re going to be intrinsically enthusiastic about. 

Here’s an example:

“Just what you wanted to do today – fill in another blasted survey!

In order to coax you into complying with my request, I’m going to try and sweeten the deal. Upon your completion of the survey, I promise you’ll be presented with an adorable picture of a dog wearing a monocle and a top hat.”

You would need to make good on such a promise, of course. 😀

Why does this work? Because it’s easier to get people to agree to your reasonable requests if they’re smiling as you make them.

Jon Buchan once wrote a drunk cold email that changed his life, leading to meetings with some of the world’s largest brands. Today, he runs Charm Offensive, teaching his weird ways to entrepreneurs across the globe

Filter out the “blabla” – Kas Szatylowicz

In the era of information overload, being heard (or read) is harder than ever. Writing an engaging copy is not enough, if the information you provide isn’t really useful.

Something that never fails me is always backing up my writing with solid data. Nothing makes you look more credible than referring in your copy to numbers and statistics. Even better if you can chip in with some sort of proof (like a screenshot) to support your writing. Do that in the beginning of your copy, and you gain your readers’ trust and boost your credibility right away.

People tend to filter out the bullshit and “blabla” and they are way more likely to consume the content written by someone who comes across as an expert in the field. Relevant data helps a lot, so do your research before you sit down to write anything and then use it in your copy.

Kas Szatylowicz is content manager at Digital Olympus

Optimize your content – Jonas Sickler

If one of your copywriting goals is to capture more traffic, then you absolutely must consider SEO. But optimizing your content isn’t just good for search engines, it’s also great for user experience.

Think about it, when you Google a phrase, you’re more likely to click on the search result that contains that phrase in the page title and meta description. Beyond that, optimized content strengthens overall topical relevance, ensures complete depth of coverage, keeps content aligned with search intent and provides clear, actionable next steps.

Here are some of the top tips from our advanced SEO copywriting guide

  • Optimize page titles, headings and subheads.
  • Find the right keyword density.
  • Cover the topic as thoroughly as your competitors do, but don’t overdo it.
  • Make sure your text is concise and readable.
  • Add internal links to convey relevance and provide users with more information.

Jonas Sickler is SEO Manager at Terakeet

Write personal stories – Nikola Baldikov

I’ve found that some of the best copywriting I’ve done tells a strong story. Every copywriter has the difficult task of grabbing and keeping their reader’s attention, and there’s no better way to do this than by creating a compelling narrative. Personal stories are the most effective in this regard, the more relatable for your target audience the better. These types of stories help the reader to make a connection, which will ultimately make your content more compelling. 

Nikola Baldikov is digital marketing manager at Brosix, a secure instant messaging software for business communication. Besides his passion for digital marketing, he’s an avid fan of football and loves to dance

Copy before design – Dayana Mayfield

People often wonder, should design or copy come first for website pages? There are some instances where design can come first (say an ecommerce shop), but 9 times out of 10, copy should come first and here’s why. Your messaging strategy dictates the story that you want to tell. This affects layout which then affects copy. Lastly, the design is meant to best tell the story and illuminate the copy. Avoid cramming copy into a preset layout with lorem ipsum whenever possible. It’s just nonsensical to try and cram your important brand story into pre-existing boxes. 

Messaging should lead layout which leads copy, which all together lead design. Starting with your messaging strategy and story first (and then copy) will create a cohesive asset that sells as its meant to, not a nonsensical Frankenstein beast. 

Dayana Mayfield is copywriter at

Refer to the language of your prospects – Chintan Zalani

The best way to make your prospects and customers feel at home on your website/owned social media property is by speaking in their language. If you use the EXACT words that your audience uses to describe their problems, then you will instantly have their attention. 

So refer to those customer service tickets and sales team conversations with your prospects. If possible, talk to and hang out with your prospects and customers. You can also check out conversations on Reddit, Quora, Facebook Groups, or other online communities where you’ll find your tribe online to note down how your target audience talks about their problems and the phrases they use.

Chintan Zalani is founder and editor in chief at

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