To visually represent persuasive copywriting
Let's dive into the art of copywriting, a skill that's more relevant than ever in our digital-first world. Whether you're crafting emails or updating your website, the fundamentals of persuasive writing remain constant.

Think of copywriting as your secret tool to spark action. It’s not just about selling a product or service; it’s about creating a connection. Remember, despite the shift from print to digital, our core human emotions haven’t changed. We’re still driven by the same fears, desires, and aspirations. Your job as a copywriter? Tap into these timeless emotions to inspire action.

Here’s the deal: Great copy is all about the reader’s emotions, not yours. In this era of content marketing and social media, it’s easy to forget that. But here’s what I’ve learned: To truly engage your audience, you need to speak to their feelings, not just broadcast yours.

So, when you’re writing that next piece of copy, say about a 10% discount, skip the hyperbole. Don’t go overboard with your excitement. Instead, use words that resonate with your audience’s desire for exclusivity and value. Words like ‘exclusive’ and ‘limited-time offer’ work wonders in making your readers feel special, driving them to take the action you want.

Remember, it’s about them, not us. Keep it real, keep it empathetic, and watch your copy transform from good to great.


Let’s talk about the real game-changer in copywriting: creativity. You’ve got your reader’s attention with a killer headline about an exclusive deal, but that’s just the start. Holding their attention and getting them to read on? That’s where your creative muscle comes into play.

Now, I’ve seen plenty of copywriters lean on puns or get a bit quirky, and while humor is a solid tactic, creativity is so much more. It’s about tackling problems with a mix of imagination and on-the-fly thinking.

But here’s the thing: boosting your creativity isn’t as daunting as it might seem. The key? Keep writing. And I don’t just mean sticking to copy. Explore your thoughts, and dive into different subjects. Whether it’s penning book reviews, sketching characters, or just journaling, these exercises aren’t just for fun—they’re building your creative prowess.

And hey, don’t forget about fiction. Novels aren’t just entertainment; they’re a goldmine for understanding human emotions and inspiring fresh ideas. Remember, at its core, your copy needs to resonate emotionally.

Broadening your literary scope is also crucial in breaking down any rigid thinking patterns. You might be writing copy for products or people you can’t personally relate to. Immersing yourself in the diverse world of fictional characters can be a real eye-opener, offering new perspectives that could spark brilliant ideas for your copy.

Now, we’ve all got our blind spots and biases. It’s worth asking yourself the tough questions. Do you shy away from the unfamiliar? Are your beliefs set in stone? Recognizing any rigid thinking is the first step. From there, it’s all about shaking things up. Change your routine, embrace new ideas, and challenge your own beliefs.

This isn’t just about writing better copy. It’s about evolving as a writer and as a person. Stay curious, stay flexible, and watch your copy—and your mindset—transform.

Writing for Mobile and Social.

When crafting copy for mobile and social platforms, or for content marketing, it’s essential to adapt to the unique demands of these mediums.

Firstly, always start with a comprehensive brief from your client. This brief should outline key elements like the product or service being promoted, the benefits it offers, the brand voice, and the target audience. If this information isn’t provided, make sure to request it. Without these details, you risk struggling with the copy or creating content that misses the mark.

When your assignment involves social media or mobile content, remember the end goal is the same: to connect emotionally with the reader and prompt a desired action. However, the nature of social media and mobile devices calls for a slightly altered approach.

Consider how your content will appear on a small screen. Unlike traditional paragraphs, which work well on paper, lengthy paragraphs can be overwhelming on a smartphone. Aim for brevity and clarity to avoid making your readers scroll excessively. Keep your paragraphs concise and to the point.

Additionally, the tone of your copy should be tailored to the platform and the brand identity. Generally, social media favors a more personable and relatable tone, as opposed to a formal or rigid style. Regardless of what you’re promoting, a casual and engaging tone is usually more effective on social channels. Remember, the key is to reflect the brand’s personality while making your content accessible and appealing to the audience.

Effective ways to engage readers. 

Looking to craft engaging copy that truly resonates with your audience? It’s all about sparking curiosity, sharing secrets, and weaving compelling stories.

You might be asking if there’s a magic formula for this. While there’s no one-size-fits-all answer, certain strategies have stood the test of time. Consider the classic AIDA model – Attention, Interest, Desire, Action. The goal? Capture the reader’s attention, maintain their interest, create desire, and inspire action.

Similarly, I like to think of it as TIPS – Tempt, Influence, Persuade, Sell. Start by tempting the reader, giving them a reason to click your link, or keep reading. This could be as simple as beginning an intriguing story or posing a question that piques their curiosity.

Take headlines, for instance. A generic one like “Over 2,500 PCs Rated & Reviewed!” doesn’t stir much interest. But try something like, “Looking for a new PC? Pick our brains and you won’t go wrong.” Suddenly, you’ve got a dialogue, an invitation for the reader to engage.

Now, let’s talk about secrets. Everyone loves insider info, right? Hinting at exclusive knowledge can be incredibly enticing. It works for almost anything – from business tips to gardening tools. “Five leadership secrets you’ll regret missing!” or “The garden shed secret top gardeners won’t share!” You’re not just providing information; you’re inviting the reader into an exclusive club.

And then there’s storytelling, the powerhouse of engagement. Remember the four key elements: a protagonist, a problem, the journey, and the resolution. A compelling story transforms a simple headline into an emotional journey. For example, “Keyed, crashed, left in a barn. Then one man decided to do something amazing.” This isn’t just about selling car parts; it’s about drawing the reader into a narrative, making them care, and ultimately, guiding them toward a decision.

Play to your reader’s ego:

In the world of copywriting, playing to your reader’s ego and drawing wisdom from ancient Greece can be surprisingly effective.

Here’s a thought: people love to feel special. So why not use a bit of flattery in your copy? It’s an old adage, but it’s true: flattery can work wonders. Instead of the overused “As a valued customer…”, try something more personal. For instance, if you’re promoting an airline membership, how about “As a savvy traveler who spends countless hours in the air…”? It’s direct, it’s flattering, and it speaks to the reader’s lifestyle.

Or, say you’re targeting HR managers. Go for something like, “Exclusively for seasoned HR professionals like yourself…”. This kind of language doesn’t just sell a service or product; it makes the reader feel recognized and important.

This approach is especially potent when your pitch portrays your offering as a luxury or exclusive privilege. It’s not just a product or service; it’s an opportunity for your reader to indulge or be part of an elite group.

Interestingly, these tactics aren’t new. They date back to Aristotle’s principles of persuasion: ethos (character), pathos (emotion), and logos (argument).

Ethos is about establishing why the reader should listen to you. Are you an authority with unique insights or experiences? Lead with that. Make the reader eager to learn what you have to say.

Pathos involves tapping into emotions, like curiosity or the desire for better solutions. People are naturally curious and always looking for improvements in their lives. Use these emotions to create a connection.

Logos is all about the facts. For instance, if your product has been refined over the years, that’s a solid reason for a reader to consider it.

The key is to know your audience. Understand their challenges, desires, and what makes them tick. This knowledge allows you to craft copy that resonates on a deeper, more emotional level.

Mastering by making it enjoyable. 

Mastering good copywriting is about more than just adhering to grammatical norms. It’s about creating a reading experience that’s enjoyable and engaging.

One effective technique is repetition. It can really drive your point home. Take this example: “Are you a copywriter? Are you an ambitious copywriter? Are you a copywriter ready to make a mark? Then you’re going to love what I have to offer.” See how repetition adds emphasis and rhythm?

But, it’s also crucial to avoid common pitfalls. Clichés top this list. They’re overused and dull. Always strive for fresh, engaging ways to express your ideas.

Take care with words like “proverbial” and “literally.” Misusing these can confuse or mislead your audience. For instance, instead of the ‘proverbial carrot on the stick,’ it should be ‘metaphorical,’ since there’s no ancient proverb about carrots and sticks. And avoid saying someone was “literally sweating blood” unless you mean it in the actual, somewhat gruesome sense.

Now, about the grammar police: don’t let them distract you. Sure, grammar matters, but in copywriting, effectiveness trumps traditional grammar rules. Consider the tagline “Write Clever” for an electronic pen. It’s not grammatically perfect, but it’s memorable, and that’s what counts.

Remember, what some might call poor grammar can often be a matter of style. Ending sentences with prepositions or using nouns as verbs aren’t the unforgivable sins some purists make them out to be. In the realm of copywriting, bending these so-called rules can be not just acceptable, but highly effective. What’s most important is the impact of your copy, not its adherence to rigid grammatical standards.


Empathetic copywriting is all about tapping into your reader’s emotions and using that connection to persuade. There are numerous tactics to captivate your reader’s attention and forge an emotional bond. Curiosity, storytelling, flattery, and the allure of secrets and exclusivity are potent tools in your arsenal.

Now, for some actionable tips to breathe life into your writing:

First, dramatize the benefits of your product or service. It’s not just about listing features or quoting numbers; it’s about creating a vivid, engaging narrative. Let’s say you’re talking about a hot new e-book. Don’t just mention sales stats. Instead, paint a scene where the reader is immersed in the book during a crowded morning commute, surrounded by fellow commuters engrossed in the same pages on their devices.

Also, don’t underestimate the power of visuals. Pairing your copy with relevant images can dramatically boost engagement. If you’re showcasing statistics, why not use an infographic or a striking visual that makes those numbers pop? And if you’re sharing a testimonial or a personal story, include a photo of the person involved. This adds a layer of authenticity and brings your story to life, making it more relatable and impactful for the reader.

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