How to Write Copy People Actually Want to Read

If you’re running a business, you’ll inevitably need to write some copy at some point or another. And that copy needs to be good. Because you can have amazing graphics, an incredible web design, and on-brand pictures, but if the copy surrounding your online presence is subpar, you probably aren’t going to generate many leads.

I’m not gonna lie; anyone can write copy. But not everyone can write copy that people actually want to read. Spoiler alert: no one starts out writing badass copy. 

Eventually, you’ll be making enough to outsource your copywriting needs, but until then, you need to learn a few tricks and tips to help you write copy that people actually want to read. 

I promise it’s not hard –and it’s certainly important. But first, I want to quickly define what copy means.

What is copy?

Copy is text or words explicitly used for marketing purposes. Your copy should be on a mission to sell products and services using persuasion. You are trying to persuade your audience to take a specific action by telling a compelling story that pokes at their emotions. You’ll find copy on anything from emails and websites to ads and social media. 

Copy also helps to establish your brand voice and represents your overall brand image –but we aren’t really focusing as much on the brand aspect in this post.

So how can you write copy that people actually want to read? 

Know your audience

Know who you are talking to. This is the first thing you need to consider before you ever start writing your copy.  Don’t write for the masses. Write copy that’s appealing and relevant for your unique audience. 

For example, writing for an email list that already knows you are different than writing a homepage for people who will be unfamiliar with you or your brand. So adjust what you say, where you say it.

Write like you talk

I always recommend that copy should reflect you –and the way you talk is one of the unique things that make you, you. So be conversational in your copy. If you need to record yourself talking and play it back so you can pick up special things you say, do it. Basically, talk like it’s only you and your reader in the room and you’re having a conversation.

Leave out the jargon

Don’t write for your peers. Write for people outside of your industry. There is a general rule to write your copy for the 4th-grade level. Even if you talk about a complex subject, try to explain it as you would to a child. This means avoiding the use of slang words or acronyms. Never assume that everyone is familiar with what you’re saying. Break it down for them if you need to!

Just remember, when a client lands on your website, they are probably exhausted, overwhelmed, and looking for help. Landing on a webpage that they need a dictionary to decipher is not going to help you or them. Make your copy easy to read and jargon-free.

Stay on point

Be direct and get straight to the point. Your audience doesn’t have 20 minutes to read your copy, they have 2 minutes max. So get your message across in as few words as possible. This means short sentences, short paragraphs, and avoiding unnecessary filler words. Long sentences are easy to get lost in. So write punchy lines!

Captivating headline

You always want to start your copy off with a captivating lead. This can be your headline, title, subheader, intro paragraph. Catch your audiences’ attention! You’re catching their attention specifically so they keep reading. Make sure your copy is captivating and piques their curiosity enough to keep reading.

Tell A Story

I’ve mentioned this already, but people love to hear about people — especially people who have gone through and overcome challenges. That’s why we read novels, right? So give your audience a story; just weave in your product or service as the catalyst that helped you (or your previous client) overcome their specific challenge and voila, you’ve just written strategic copy.

Let me know which tip you haven’t tried before or which one you struggle with!