If you want to create outstanding marketing, improving your copywriting is the way to go. 

We've all tried our hand at writing that perfect blog, ad, website, or sales email... and then watched it fail miserably!

There are plenty of ways that you could improve your copywriting skills and increase your chances of success. In this post, we'll be sharing eight ways for improving your copywriting ability so that you can craft the perfect message for any audience. Let's begin!

You're going to learn how to craft the perfect message for your intended audience. You don't have to speak to everybody; you only need to target the right people. You'll learn how to identify what makes people tick, how to create an emotional connection with them and compel them to take action.

1. Start With Who

Like most things in business today, the first step to writing fantastic copy is to know who you're targeting.

Who is your ideal client? Who do you love helping, and who is seeking you out? These are the people you want to devote your time, energy, and words to assisting.

You don't want a generic message; you want targeted readers ready and willing to buy your product or service!

When people read your copy, they want to feel like they are speaking with a friend. If you try to talk to everyone, you are running a high risk of reaching no one with your copy. 

2. Write In Clear, Simple Language

Decide early what kind of tone you're going to use. I recommend something conversational like you're right there talking with them.

Not many people enjoy reading dry technical manuals because the actual content isn't presented in a way that's easy for them to understand. For example, do you know how people feel when they're confronted with complicated instructions on installing a new computer part? They have no idea where to begin because they just see words on paper or computer screens.

People don't approach copywriting like they do their old research textbooks or manuals. They need something simple that is scannable and engaging. Decide early that you are going to make it easy to read your writing, not complicated.

3. Understand What Your Customers Want

Before you start writing anything, take a moment to reflect on whether you are about to pour your time into will help someone take another step closer to winning.

If you know what your customers want, it's easier to write persuasive copy that benefits them and fulfills their needs. It's essential to understand what your audience wants to create content that will help them serve their needs. Every one of your ideal customers woke up this morning with a desire to win their story. They are looking everywhere throughout the day for resources that will help them achieve it. 

If your copy is not helping them move towards their goal, you are just another company trying to sell them stuff.

If that happens, you'll get tuned out and blocked from their "Nice" list.

To craft effective persuasive messages for your target audience, it is crucial to understand what they want and think. The more we know about our customers' needs and wants, the better able we will connect with those people through the words we use in our content.

You may be thinking,

"So how do I begin identifying my ideal audience?"

Here are some questions that will get you started on identifying and getting clarity on your Who: you can answer that will help you gain clarity on your Who. Answer the following questions:

  • Who are your favorite people to help?
  • What’s the coolest outcome you’ve achieved for someone?
  • Who are your best success stories?
  • Who do you like working with?
  • Who gives you the most money to do it?

Find the common denominator in your answers and you'll have a much easier time creating content if you know who you're talking to on a personal level.

4. Agitate What's Bugging Them

When you talk about human pain, you'll never lack an audience. In this broken world we live in, there's always someone struggling with something. Your ideal client is bothered by something today. They're out there looking for some help figuring out a solution.

Nothing gets their attention quicker than someone talking about their problems.

Without understanding your customers' problems, it will be difficult or impossible to create meaningful content that solves their issues.

You should know your ideal client's pain points. Make a list of them as part of your content creation strategy. You need to see the need they carry around that's not being met by the world, the marketplace, or your competitors' products and services. If you can find out what those points are beforehand, you'll have a huge leg up in crafting copy that will be interesting.

Acknowledge their problems and recognize the need they carry around all day.  

Until you have a deep understanding of why your ideal customer is looking for someone like you, you can expect your copy to be generic and impersonal. It isn't easy to write compelling content without knowing who we're writing for and what gets them excited! The best persuasive messages connect with people emotionally rather than intellectually.

You will have more success if you write copy that directly addresses the problems faced by potential clients and shows them a way out of it.

That's why people read what you write. 

5. Use Bold Headlines and Subheadlines

Another tip is to use powerful words in your headline or subheadline and throughout the copy. Remember that your readers are busy and distracted. This makes it difficult for them to focus on your entire message. Headlines are how you break up text to make it scannable. The words you use in your headlines should be assertive and exciting. They should also hint at the solution to a problem or highlight some benefits of using your product.

The next important thing is to create provoking words in the headings or subheadlines of your copy so that readers will want to continue reading through all the information available with ease. You want to generate some emotional reaction, so it's ok to use some hyperbole or something to break the temptation to scroll and capture their attention.

6. Use Short, Scannable Paragraphs

One of the most significant mistakes writers make is to use long paragraphs. Only use the tactic of long paragraphs if you want people to skip over what you've said. It's better to use shorter paragraphs so that readers can easily understand what you have written.

Ideally, I like to use 1- 3 sentences in my paragraphs to look more appealing and scannable for the readers.

Note that when you're reading content online, you instinctively skip over anything longer than four lines - it's just how we have adapted to all the content that is thrown at us via our screens.

You'll find that when you break up what you're saying into short, easy-to-read sections, your content will be far easier to understand.

People don't want to sift through vast amounts of text anymore – they've got too much going on in their lives! So make sure you hit "Enter" more than your English teacher would have been comfortable with.

7. Include a Call To Action

A call to action is the key to getting people to act. We recommend using a clear CTA that tells readers what they should do next. This is the last step in your copy flow, so don't overthink it. Instead, focus on getting readers to act based on your carefully crafted value proposition that you presented earlier in the sales letter.

It doesn't have to be your classic "Buy Now" or "Schedule a Call" when you want someone to take action. Sometimes just asking them to read more articles like your current one or sign up for more updates is enough. It also depends on your sales funnel and business goals, so take a look at that before deciding what to ask for.

Always have an explicit action you want readers to take and make it as easy as possible if they don't know why or how the strategy won't be effective. Having an ill-defined call to action can cause more harm than good if it's not in line with your ultimate goal.

8. Use Social Proof To Generate Trust

Quotes from someone no one has ever heard of could work to make an impact in your writing (if the quote is awesome). But do you know what works the best? An excerpt from an authority who you know your people love. Use quotes from authorities that you know your audience will admire. They will trust you more and not only will they want to read the quote, they will want to read on.

Another effective technique is the "social proof" method. Using this strategy allows you to provide real-world evidence that your product does what it claims to do.

Use testimonials from people just like them so that your readers can connect with the experience of the before/after story.

Writing Is Hard Work...But You Can Do It

As you can see, writing powerful copy isn't always easy as it's been made out to be by some overreaching articles I've read online! With that being said, if you want to create something exceptional and help people by solving their problems, then put some time and work into your writing.

Even in the days of Instagram Reels, Youtube and TikTok, people are still reading because writing is always one of our primary communication tools.

Here's what you learned in this article.

Writing is part of a conversation between you and the people you want to engage. You should be talking with your customers, not at them. Remember that you're writing to help people and not to draw attention to yourself. The best way to communicate effectively is by starting with a clear "Who." Who is your target audience? What issues do they have? How can you address these concerns in your content? Once you've chosen the right tone ("friendly" and "conversational" is preferred"), write in clear, simple language, understanding what your customer wants, and engage with something that's bugging them. Solve a problem and include headlines and subheadlines appropriately so that readers know how to navigate through your article.

And don't forget a call-to-action because we don't just need more information in the online world - we need transformation.

Use these tips to create engaging copy that your audience enjoys reading and compels them to take action.


Jon Morrison

Jon Morrison

Owner & Lead Consultant

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