MATT HIGGINS · I build brands that lead

As a copywriter, you should constantly strive to improve your writing. Here are five easy to implement tips for better copywriting.

CTA Isn’t an Afterthought

If your email, banner or social ad, or other copy calls for a CTA (Call to Action), write it first. Almost everyone writing marketing copy writes their CTA last, as the final step, and, worst of all, it’s usually the weakest part. Start with what you want the audience to do. What is it you’re trying to accomplish? Write a CTA that directly relates to your goal. It will be much stronger than generic or default CTAs. Your goal isn’t really for someone to “Click Here” or “Learn More.” You want them to impulsively take advantage of an offer. Make it personal. “Get Your Discount Now.” While shorter is almost always better, this CTA uses an action verb (“Get”), is personal (“Your”), and creates urgency (“Now”).

Set Your Own Deadline(s)

Have you ever heard of Parkinson’s Law? Simply put, it states a project will take the time it is given. Give it three weeks until it’s due and it will take three weeks. Give it three months and it will take three months. This is true at the macro and the micro level, and it’s very often true for creatives. Create milestones, not just a final deadline. Having at least one milestone before the final deadline will create the sense of urgency most creatives need to do their best work. Another trick is to create a deadline to be 100% done a few days before the final due date. Finish and let it sit. Don’t look at or even think about it. Then review it the day before it’s due. This mental break will help you see the work clearly. The edits you come up with will probably be your strongest improvements.

Pick a Person

Write to a specific person. Have the quintessential audience member in mind as you write. If there ever was a universal step 1 for all copywriting, it has to be: know your audience. Do one better than just knowing the general audience; know the ICP (Ideal Customer Profile) and go deeper and develop personas. If you work for a company that makes car accessories, you might have a general audience, but specific parts will often have specific likely customers. Writing that attempts to appeal to everyone often appeals to no one. Don’t imagine writing to “homeowners.” Write to Sarah, a 42-year-old homeowner who just received a quote for new windows and is worried about making the wrong decision. Specificity naturally produces more compelling copy.

Use AI

I can hear the collective gasps from here. At the very least use AI as your copyeditor. You can also use AI to more methodically improve your writing. Ask it if your project matches the voice on the website. Write prompts that provide specifics. Ask AI to identify your three weakest sentences. Ask AI to make your project 25% shorter. Use AI to incorporate SEO (Search Engine Optimization) and AIO (Artificial Intelligence Optimization) improvements. Use AI to test your writing. Use prompts such as “Who is the most likely specific audience for this copy?” Compare responses from three different AI models and see if you’re getting the right answers.

Read

Nothing will make you a better writer quite like reading. You can and should read writing-specific books such as Writing That Works by Kenneth Roman and Joel Raphaelson but just reading quality fiction and non-fiction will help you write quality copy. Read as much as you can and read as much variety as you can.