The art of copywriting

With the rise of AI, you’ve probably heard people claim that copywriting is “dead”. Changing consumer habits and shorter attention spans have certainly dulled the effectiveness of long-form copy, but good copy isn’t defined by its length. While businesses place their faith in video and influencers, the truth is: great copy is more important than ever.

The right words for the right people

When it feels like almost everyone is doing TikTok videos and Instagram Reels, it’s important to remember words are what grab attention, spark emotion, and inspire action. The difference between a forgettable ad and a campaign that converts often comes down to the quality of the copy and how it resonates with the target audience.

Social media teams are packed full of creative talent, but having a copywriter provide support for their video scripts, carousels, and post copy can make all the difference. Where a social media manager will focus on engagement metrics, a copywriter will focus on creating meaningful connections.

Copywriting should shape ideas and campaigns that connect across touchpoints, from brand awareness right through to conversion and ROI. Your brand doesn’t just need words; it needs the right words in the right place at the right time. And that’s why using a copywriter can help sharpen the edge of your campaigns.

An abundance of boring copy

Here’s what our in-house copywriter, the John and only Mr. Debell, had to say: “The fact is, it’s not that people don’t want to read copy – they just don’t want to read boring copy that’s not in tune with who they are and what they want. And this is exactly what makes well-crafted, thoughtfully composed copy, built around genuinely persuasive arguments, more important than ever when trying to get your message across. Whether the copy is short or long, one thing’s for sure: having something relevant and engaging to say, in words that shine out of the ordinary and hit home, has always been what really matters.”

Mastering the art

Like any other art form, it gets better with practice.

• Give yourself plenty of time to brainstorm ideas. Bounce ideas off other people to understand other perspectives. What is funny to one person is offensive to another.
• Be strategic. Always know why you’re writing and who you’re writing for.
• A tailored tone. Copywriters aren’t just creative wordsmiths; they’re shapeshifters. They understand the brand’s values, tone of voice and language. This adds consistency and builds trust with customers across multiple touch points.
• Write a lot of copy. Day in and day out, the best copywriters write thousands of words every day. From brochures to advert headings.
• Writing words of wisdom and empathy. For your words to really resonate, it has to be empathetic towards your audience and the problem that you’re trying to solve. If you’re trying to educate and not sell, then you have to offer true wisdom and not just opinions.

If you ever need a helping hand to make your words slap people in the face, cut through the noise, or seduce them into a checkout, we’re here to help.

Talk to our team