Copywriting Techniques That Convert

Jess Barnes, Content Writer @Article-Writing.co

Posted On: October 02, 2018

Copywriting is essential to any brand with a message. If you’re responsible for the copywriting of a company, you know how important it is to create high-quality content that draws readers in and results in making more sales for the company.

Becoming an effective copywriter starts with knowing what copywriting is. It’s also knowing what it can do for a company, and finally how to use it effectively. Writing copy that converts for a business is more than just jotting down some thoughts and telling customers that your product or service is the best of the best. It includes a lot of research and working on your writing skills to be sure you’re using all of the tools available to be successful.

Copywriting does more than just relay a message to an audience. It promotes the brand as a whole by giving readers a more in-depth view of what the company does and what it stands for. Great writing can help to improve the reputation of a brand as well as creating a sense of customer loyalty. It can also do wonders for driving website traffic and converting clicks to sales.

Copywriting Format and Structure


There are many ways to get your message to readers. All of them can be effective, but you’ll need to decide which is best for your brand, your audience, and your specific message. Choosing a copywriting format will help you narrow in on your writing style. Then, you can focus on writing the content that will speak to your readers in a way that will grab their attention and keep them interested.

A few copywriting formats that might work well for your company are:

  • Clean and Simple– This is copy without all the frills. It’s straight to the point and gets the message across clearly.
  • Long Form Copy– Just the opposite, long form copy includes all the details, predicting questions and giving answers.
  • Storytelling– Just as the name suggests, storytelling gives readers a picture of how a product or service will work for them by telling a story with a problem and solution.
  • Conversational– This type of writing makes the reader feel like you’re not a stranger, but someone they’re sitting down with for a one on one conversation.
  • Big Claims– This attention-grabbing copy will make readers take notice and act, as long as you can back up your claims.

How to Write Compelling Copy


You may be a great writer, but can you write copy in a way that spurs your readers to action? You’ve decided on a copywriting format. Now it’s time to sit down and write the content that will be going out to your readers.

A Buzzfeed headline shows ad copy that converts by surprising readers

To write copy that that converts by grabbing attention, pull readers in, and keep them interested, try these tips:

  • Know you audience– Take time to find out what your potential customers are interested in and what spurs them to make decisions.
  • Have a goal in mind– Are you trying to make a sale? Asking readers to sign up for a newsletter? Know exactly what you’re hoping to get out of this piece of copywriting.
  • Use an attention-grabbing headline– Like the Buzzfeed headline above, yours should make readers want to click. Shocking pictures of the illuminati? That seems like a headline worth clicking.
  • Make it relevant– Use relatable stories and examples to help your readers visualize themselves using what you’re selling.
  • Break up content– Blocks of text won’t hold interest. Break it up with lists, sections with headers, and visuals.
  • Create a sense of urgency– Use wording that makes readers feel like they should take action immediately, so they won’t miss out on what you’re offering.
  • Include a call to action– Never miss an opportunity to tell readers how they can follow up to take advantage of the opportunity you’re giving them.

Creating Powerful Calls to Action


When your reader reaches the end of your copy, they should know exactly what to do next. You can direct them with a powerful call to action. This is how you’ll wrap up all of that compelling copy and encourage readers to take the next step. Your call to action should be direct, easy to see, and easy to follow through on.

Article-writing.co call to action with copy that converts clicks to sales

This call to action from our very own website is clean, concise, and includes a cute emoji to boot. Readers know exactly how the company can help them and can easily see that all they need to do is click a button to get in touch.


Writing to Your Target Market


To be effective with your copywriting, you’ll need to know exactly who you’re writing to. This group is your target audience – existing customers and anyone who you would like to gain as a customer in the future. Determining your target market is how you’ll develop copy that coverts with this specific group.

There are three steps you can take to make it easier for you to write for your target market.

  • Define your target audience – look at who is currently using your goods or services and perhaps think about who you would like to add to that customer base, then find out everything you can about them.
  • Create your ideal customer– Using the information you collect, create a profile of your ideal customer with as much detail as possible.
  • Write to that person – When you’re writing, be sure that you’re writing copy that converts for that one individual. Keep him or her in your mind as if you were speaking directly to them.

Conducting Copy Research from Your Customers


After you’ve determined your target audience, it’s time to dig in and see how your company can benefit them. You can use the data from this research to improve your products and services, redirect your marketing efforts, and write copy that will better appeal to them as a group.

survey from Survey Monkey

There are several ways to collect this information. Surveys, like the types shown from the Survey Monkey app in the image above, will give you the exact information you’re looking for, in a way that makes it easy to analyze and work with. You might also follow up with customers through email or ask questions to all of your followers through social media posts.


Crafting the Most Effective Headlines


Headlines may not seem like much in the grand scheme of copywriting. However, they can make all the difference in whether your content gets attention or gets lost in the shuffle. In the example below from eHarmony, the headline pulls at the heartstrings (an important attribute in copy for a dating site!) It also leads the reader to want to learn more about the service.

an eHarmony ad that uses great copy to gain clicks

Use these tips to help create a headline that will catch your readers’ attention and encourage those around the internet to click and read more.

  • Use a working title– Don’t let a lack of headline stop you from getting to the good stuff. Choose a boring headline and wait until inspiration strikes to change it up.
  • Keep it simple– You don’t need to share all of the details of the article in your headline. Keep it short while still letting your readers know what they’re in for.
  • Use your keyword– By now you should have a keyword or phrase in mind for your post. Add it into your headline to get it noticed.
  • Make it bold– Catching the attention of internet users is the name of the game. Attention spans are short, so you’ll need your headline to make a big statement.
  • Keep it relevant– You don’t want your readers to be confused when they continue reading past the headline and wonder what they just clicked on. Let your headline be an introduction to your content.
  • Don’t go over the top– Making an outrageous claim will turn off many readers and your attempt to shock them into clicking will likely backfire.
  • Keep them guessing– Spark your reader’ curiosity with a headline that will leave them wanting more.

The Difference Between Writers and Copywriters


Writers and copywriters are essentially doing the same thing, right? They each spend their days writing words, publishing them, and hoping that their target audience takes notice. That’s where the differences start. A copywriter is a professional, in line with sales and marketing teams. A copywriter creates copy that converts for a living. The goal of that copy is to persuade customers and to make sales. In addition, a copywriter will usually work with shorter pieces of content like ads, sales letters, brochures, slogans, and TV commercial scripts. A writer is anyone who creates content. That can take many shapes, including articles, blog posts, social media posts, and books.

These are some of the ways you can tell the difference between a copywriter and any other writer.


  • Focus on making sales with copy that converts
  • Build the brand by sharing it with a wider audience
  • Create an interest in the company
  • Tend to focus on short-form writing


  • Focus on keywords and SEO practices
  • Share relevant, interesting, and useful information with an existing audience
  • Keep customers engaged
  • Focus more on long-form writing

It’s important to note that both types of writers have a mutual goal – to use persuasive writing to sell goods or services to customers. There is value in both copywriting and content writing and both are essential to building and maintaining a brand.


B2C Vs. B2B Copywriting


B2C is writing from a business to a consumer. B2B is writing from one business to another. The option you choose depends on the products or services you’re offering and who you’ll be marketing them to. Deciding which of these two copywriting styles you’ll be using will affect all aspects of your copy.

Chase Ink ad shows how a business reaches other businesses

Here are some of the differences between B2B and B2C:

Business to Business (B2B)

  • Usually has a more professional tone
  • Focuses on practical decision making
  • Can be sent directly to those making decisions in the company

Business to Consumer (B2C)

  • Can have an informal tone
  • Focuses on appealing to emotion
  • Usually written to a wider audience that will find you rather than reaching out directly to them

In the ad above for the Chase Ink business credit card, the message is direct. Chase has created a B2B message with copy that converts by appealing directly to the logic of a business owner. It also focuses on a business decision to use this card.


How to Use Social Media to Support Your Copy


Social media is a powerful tool for any business. When used well, it can grow your customer base, drive traffic to your website, support communication to and from customers, and encourage customer loyalty to your brand. Social media and copywriting go hand in hand to promote a brand and work toward making a sale.

  • Always use links to direct traffic back to your blog.
  • Use eye catching images that will draw readers into your copy.
  • Create consistency through branding like logos and colors, so readers will recognize them when reading copy on your website.
  • Establish credibility with your bio and the way you communicate.

Orbitz is a company that’s doing a great job of connecting social media and copywriting. On the Orbitz Twitter page, above, they’ve hit all the points. Their post includes an eye catching photo of Atlanta that sparks an interest in traveling. It also links back to the website where visitors are immediately shown options of hotels in the area, therefore encouraging them to take action immediately. The brand’s logo is front and center. The Twitter bio keeps it short and to the point. It lets followers know that the company does and how it can help them.


Improving Your Copywriting Skills


No matter how long you’ve been writing and how strong your writing skills are, there’s always more to learn and ways to improve.

Here are ten tips to help you improve your writing skills. You can use them whether you’re new to the copywriting world or a seasoned pro.

  1. Get back to basics– If you’re too much into your routine, you might be neglecting some of the basic rules of copywriting.
  2. Learn from others– For writers, reading the work of others is sometimes just as important as writing your own work.
  3. Use shorter paragraphs– Readers aren’t likely to sift through a block of text to find what they need. Using shorter sections will help them stay focused.
  4. Use lists and bullet points– Lists and bullet points are another good way to break up large blocks of text.
  5. Clean up the clutter– Skip the jargon and unnecessary extras. Keep your copy clean.
  6. Research before writing– While you may think you know your topic well, there’s always something new to learn and another source that will help add validity to your copy.
  7. Write for your audience– Copywriting isn’t about promoting yourself. It’s about promoting the brand by reaching customers.
  8. Write with authority– You’re speaking for a brand, so you’ll need to show customers that you know your stuff.
  9. Include necessary details– While it’s important to eliminate clutter and keep copy clean, be sure you’re giving the reader the information they need.
  10. Edit, edit, and edit some more. Above all, be sure you’re editing your copy before publishing.

The best way to hone your copywriting skills is to keep writing. You’ll continue to learn as you go what works and what doesn’t. Use feedback as a tool to make your writing better. When you inevitably hit a rough patch, work through it and move right along.

The copy you write will have a huge impact on the brand. It will affect how many people are exposed to your company and how successful your marketing campaign will be. Learning how to be more effective with your writing skills and strategies can help to write copy that converts, grow your company and, above all, find success in the digital world.

Need help writing?

A lot of effort and skill goes into great copywriting, but you don’t have to do it alone. We’re here to help! Contact Article-Writing.co today to find out more about how we can help you take your copy to the next level.

The ultimate goal of content marketing is offering your target audience information and materials that will engage them and motivate them to choose your business. 

Seems easy, right? 

Often, companies will simply share general content to please everyone. But let’s be honest: you can’t win them all. And that’s okay! 

Rather than throwing a line and hoping the fish will bite, create Thought Leadership content strategically catered to your target market. Consider the people who would genuinely need or care about what your business offers, rather than wasting time, effort, and resources on creating general, unfocused content. Successful content marketing involves promoting your products and services to the people interested in the subject matter, who will read the content, click on your company website, and take action. 

As an executive of an organization, you are a valuable piece of the brand. Consumers want to know about the human presence leading companies, in order to understand more about the company’s values and goals. 

Take advantage of your position as an industry expert and share extra content to attract more attention to yourself as an industry leader and your company. Your quality content will build your reputation as a reliable voice to earn your consumer’s trust. However, if it’s not focused on your target audience, you won’t earn many conversions from your content. 

Consider these techniques to guide your Thought Leadership content so it can expand and strengthen your loyal consumer following:

  • Identify your target audience by reviewing your current consumer data and identifying who is investing in your business or reacting to your thought leadership materials so far. Look for trends to find why these people are interested and if others like them haven’t been reached yet. 
  • Conduct customer research to learn how they will respond to your thought leadership content. Request participation in surveys, polls, social media comments, and more to learn about your existing impression on your audience and how you can improve your platform. 
  • Create target audience character profiles. Identify their interests, demographics, pain points, needs, and desires, and write to them.
  • Find where your current and potential audience is active online.  Catch their attention by being active and sharing your content marketing materials on these platforms.
  • Pull inspiration from other Thought Leader examples. Research other executives within your field who implement successful content marketing through their personal platforms. Learn what qualities make their content attractive and why readers respond to it positively. These examples can offer a base for you to visualize what you want to achieve. 
  • Recognize your strengths as a Thought Leader. Often, leaders aren’t necessarily aware of the unique talents that give them an advantage in their industry until asked. Reflect on what topics you know best and how to input your insights to humanize your materials, make them original and more engaging for your audience. 


Case Study: How Strategic Content Marketing Can Broaden Your Audience

In our client strategy calls, our team will interview our expert clients to learn about their industry expertise and find out what’s meaningful to them, their business, and then identify who we believe to be their target audience. We use these insights to inspire our content subject matter and tone to create impactful content for their current and potential consumers.

Dr. Desai’s COVID PreCheck App Content Marketing

For example, our client, Dr. Nitin Desai, approached our strategy team to create content to promote his COVID Pre-Check app. His innovative software is intended to help employers ensure their employees who enter the office are COVID-free, providing a safe environment by eliminating the chance of spread. 

Our team of strategists recognized that with Dr. Desai’s thorough professional knowledge around the COVID-19 virus, he had the potential to become a reliable voice in a culture of people seeking answers. We created content for Dr. Desai that focused on sharing COVID-related insights to reach a wider audience, which has been a successful mission. Our thoroughly planned content reflected his industry expertise, which brought him attention from various media outlets and publications, including Forbes

By reaching out to our professional content marketing team, Dr. Desai achieved his goal of promoting his groundbreaking app, while also positioning himself as an authoritative voice in his field. Our team learned about his voice, discovered what was meaningful to him and his target audience, and optimized this to create focused, engaging content that broadened his consumer scope. 

Ready to Invest In Your Article-Writing.co Thought Leadership Package? 

At Article-Writing.co, we understand that you have a lot on your plate. Let us share your voice on your behalf, so you don’t need to add more time to your busy schedule to write your own content marketing. Our strategists and creators will develop a plan to create engaging materials to represent your Thought Leader brand through your own specialized Thought Leadership Package

Let us help you strengthen and broaden your consumer base for continued professional success. Book a call today.