Write copy that converts: 10 powerful tips to make words work for you

They say a picture is worth a thousand words, but sometimes the best way to convince customers or potential customers is to really spell things out.

But no one wants to read a boring wall of text. If the only thing you’re stimulating in your readers is their yawn receptors, perhaps you need to take another look at your marketing copy.

Good quality copy can help to attract, retain and engage readers, and whether it’s emails, blogs, social media or good old fashioned marketing campaigns, in this world convincing words really can make a huge difference.

Here are ten top tips to make your words work for you.

1. Know your audience

A great place to start with creating compelling copy is with a proper understanding of your audience.

Who are they? What is their current level of understanding or expertise? What are their unique needs or challenges?

By answering questions like these you’ll be able to tailor your copy to speak to your audience on a more personal level.

It’s probably also worth mentioning your tone of voice here too. You’ll naturally talk to a product expert differently to a novice, or a corporate customer differently to an individual consumer. When you know who you’re targeting and talking to, that becomes much easier.

2. Grab their attention

Boring or nondescript headlines are more easily ignorable than attention grabbing copy. If you want customers (or potential customers) to read your words, you’ll need to give them a reason to click or divert their attention.

But attention grabbing is only the start. If you become known as a peddler of ‘clickbait’, readers will be turned off entirely, so once you have their attention you’ll need to keep it.

Consider things like interesting statistics, storytelling or even a bit of good old humour to hook your readers. And get to the point. When readers know you respect their time, they’ll be more likely to give you some of it.

3. Speak clearly and concisely

First, keep things simple. Straightforward, easy to understand words are more engaging than needlessly complex, confusing copy. Unless it’s absolutely necessary for your audience, you should avoid jargon and technical terms, and if you do have to use those terms, make sure that you explain them to the reader. If your reader needs a dictionary to understand what you’re saying, you’re probably doing something wrong.

Sentences should be short where possible to make them easier to read. And try to stick to the point. Start writing with a clear understanding of the point(s) you want to make and keep them the focus of your copy.

4. Focus on benefits, not features

We’re not saying that pointing out the features of your products or services isn’t important, but you’re more likely to convince readers when you show how those products or services can solve customer problems.

Focusing on value and emotional impact is more likely to produce a positive response than a bland list of features.

And don’t forget to make things personal. The best marketing copy should feel more like a conversation. Personalise your message by referring to ‘us’, ‘we’ and ‘you’ instead of ‘customers’ and ‘your business name’.

5. Show your personality

You’re not a robot, so why would you write like one?

Tools like AI can greatly assist with your writing, but they can make your copy impersonal and lifeless, and that’s the last thing you want.

Taking an informal approach to your copy writing can help to make you sound more authentic. You need to steer clear of sounding unprofessional but, honestly, being human is a massive strength.

It’s not always appropriate of course, but where absolute formality isn’t required, try to infuse your own (and your business’s) personality into your copy.

6. Remember readability

Your copy should be visually appealing and easy to read. And that means long unbroken paragraphs are out.

Wherever possible, format your text so it isn’t intimidating. That means regular line breaks, lots of headings, using bullet points where possible, and even breaking text up with visuals.

You should also try to make your copy as conversational as possible. You may have learnt certain ‘rules’ at school, but they needn’t always apply. And that includes things like starting sentences with ‘and’ or ‘but’ (see what we did there?).

7. Go beyond words

Don’t underestimate the power of visuals and multimedia in enhancing your copy. Your words might appeal to your readers’ intellects, but eye-catching visuals can also appeal to their other senses. Together, they can be a powerful combination.

Use compelling images, infographics, or even short videos to break up your text and visually reinforce your message.

8. Use the help that’s available

AI is all the rage at the moment.

Some people are excited by it, others terrified, and some wonder what all the fuss is about. But generative AI tools like Microsoft Copilot and Google Bard – which are both free to use by the way – can be immensely helpful in assisting you in generating ideas, summarising, suggesting keywords, and even writing copy for you (just remember to give it a proof read and add some ‘human’ elements before you publish).

If you can’t afford to employ a copy writer, and you don’t have the time or skills to do the job yourself, AI tools can significantly lighten the load, and even produce passable copy with minimal help from you. Remember, when you’re asking for copy from an AI chatbot, the better your questions the better its responses will be.

9. Embrace curiosity

How do you make your readers keep coming back? We’ll tell you in our next article…

But (slightly more) seriously, that old joke actually contains a great deal of truth. You want your copy to keep readers engaged and wanting more, and open-ended conclusions or hints at intriguing future content are good ways to achieve that.

Good copy often sparks your readers’ curiosity, makes them think, and leaves them more interested in hearing what you have to say. Rhetorical questions can help readers to understand a point and better relate what you’re saying to themselves. And creating a strong sense of urgency and powerful call to action can encourage readers to act now.

10. Check before you send

Your writing doesn’t always have to be of a professional standard, but it should get the fundamentals – like spelling and punctuation – right.

Before sending or publishing, read it back to yourself (out loud if it helps).

Does it make sense? Does it convey what you want it to say?

You can always make changes before you send, but when it’s gone, it’s gone!

We hope these points will help you with writing your marketing copy. Remember that practice makes perfect, that you do have something interesting to say, and that great copy really can make a real difference to how your business is perceived.