On the surface, copywriting sure looks easy. Coming up with a jingle like “Plop plop, fizz fizz, oh what a relief it is,” can’t be that difficult, right?

Then you sit down and try to come up with your own content and…


Rome wasn’t built in a day, and neither were phenomenal copywriters. It takes time, effort, and a proper foundation. Build your foundation by following some tips.

1. Research the Audience

Personalization is key in copywriting. The copy must speak directly to your core audience, so that means you need to know who your ideal customer is. Build buyer personas based on your ideal customers. What language do they use? What interests him or her? What are their pain points? Build a complete persona and then create copy around that person.

Related: 7 Sneaky Tips for Building Buyer Personas

2. Put Thought into the Headline

Writing an amazing piece of copy with a bad headline is like baking a delicious cake and then decorating it with mud. It might be good on the inside, but no one will want to give it a try. People simply do not read copy unless they’re enticed, so the headline is the most important aspect of copywriting.

Headlines should consist of language that is powerful yet simple. Include target keywords in the headline, and play on people’s emotions or curiosity by making bold statements or asking strange questions. The headline is your copy’s cake decoration, and you need it to be welcoming.

3. Don’t Get Too Fancy

You want to get inside your customer’s head with your copywriting. The easiest way to do that is to use plain, basic language. Leave the high-level industry jargon out of the copy and make your message clear.

Related: How to Give Your Copywriting an Adrenaline Boost

4. Sell the Sizzle, Not the Steak

Have you ever heard this phrase? It means focus on the experience the product provides instead of the product or service itself. Your copywriting should be focused on benefits instead of features, so your customer base will want to take out their credit cards.

This is easier than it sounds. Use copywriting to show how your product is a solution and explain how your company will impact the customer’s life. By the time people finish reading about your services, they should see it as an experience instead of just an expense.

5. Include a Killer Call-to-Action (CTA)

Include a powerful CTA in the copy. The CTA should tell people what action to take next. They can read more, learn more, buy an item, or anything else, but it needs to be enticing, clear, and to the point.

The best CTAs trigger psychological responses that make people want to act. Start with a strong command verb and include emotional words that will make your readers enthusiastic. Don’t be afraid to include a sense of the fear of missing out in the CTA. That fear has caused many people to click on CTAs throughout the years.


Start Practicing Today

Copywriting is an art form, and like any other form, it takes some practice. These tips will provide you with the foundation to help you take off in the world of copywriting. But if you’re not sure quite how to home your skills to meet your brand’s needs, don’t be afraid to reach out to the marketing experts at Ironmark. We can help kick your brand’s copywriting into gear. Contact us today to get started!

Written by Lynne Kingsley

Lynne Kingsley oversees the digital marketing client services team as well as the marketing strategy division for the company. Since joining the company in 2016, she has increased Ironmark’s digital presence by over 700%, establishing a new lead generation mechanism for the sales team. A certified inbound marketing professional and HubSpot agency partner, Kingsley has been helping companies transform their marketing function into fully diverse and streamlined growth engines since 2003. With agency and client-side work under her belt, Kingsley’s strategic experience spans both the B2B and B2C sectors. Prior to joining the Ironmark team, she served as in-house marketing director for several non-profit organizations. Kingsley is an honors graduate of the S. I. Newhouse School of Public Communication at Syracuse University.
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