Copywriting is one of the most powerful tools in your marketing toolbox. When it comes to writing it, New York Times bestselling author Ann Handley says it best:
“Before you begin the writing, be sure you know the purpose or mission or objective of every piece of content that you write. What are you trying to achieve? What information, exactly, are you trying to communicate? And why should your audience care?”
– Ann Handley, NYT bestseller author
If it wasn’t for copywriting, nobody would know anything about your organization or how they can support you. Whether you are writing for your website, social media, or a printed brochure, copywriting is the vehicle that ensures your organization’s message is clear and engaging.
So how do you know if your words are having an impact? Copywriting that engages your audience accomplishes four things:
- Grabs your audience’s attention
- Holds their interest
- Proves your organization’s value
- Motivates your audience to take action
You can measure engagement by looking at stats—how many people clicked on your social media post, opened your email newsletter, or visited your web page?
In this guide, we’ll go through some best practices to write copy that attracts, connects, and engages.
BEFORE YOU WRITE, ANSWER THESE QUESTIONS
The most important part of copywriting happens before you even begin. Narrow down your message by answering these four questions: where is your copy going, who is reading it, what is the most important thing to include, and are there any helpful assets at your disposal?
Where is the copy going?
The medium you are writing for determines the length of your copy. Copy on a web page should be concise with a headline that tells the story, while copy on a highway billboard should be short and to the point. Once you know how much copy you need to write, the next step is figuring out who you are writing for.
Who will be reading your copy?
The tone of your copy should match the intended audience. If the audience is new to your organization, your copy starts with the basics: who you are and what your organization does. But, if you’re writing to an already familiar audience—such as to a newsletter list or social media followers—you have the freedom to elaborate on things such as events, accomplishments, and milestones.
What are the most important points to include in your copy?
Keep in mind the 5 Ws: Who, What, Where, When, Why, and How. Focus your message with one or two key points and include a clear call to action (such as “shop now” or “learn more”) with one or two important messages. Most importantly—make sure your audience knows how to engage with your organization.
What other assets will be used?
Copy rarely works alone. Other assets—like a testimonial, a video, or a striking image—all work in concert to convey your organization’s messaging and elevates your copy by providing context and additional visuals.
COPYWRITING TIPS
Now that you’ve determined what you are writing and who you are writing for, it’s time to get started.
For copywriting in general, it’s good to keep things simple. Paragraphs should be relatively short. Sentences should be uncomplicated and feature only one idea. If a sentence is giving you trouble, try breaking it up into smaller sentences.
Here are some other tips that will help you find success.
Writing Tips for Web Copy
Something to keep in mind for web copy is Search Engine Optimization (SEO). Search engines rank your website based on your web copy, so the more times a specific phrase appears the better your site will rank under that phrase. Keep these tips in mind when writing web copy:
- Organize Content with Headers. Structure your content so information is easy to find. Keep in mind that most users will skim your web page, so shorter is better.
- Mix in keywords and phrases. Identify key words and phrases that summarize your information and mix them throughout your web copy. Repeating these phrases will help your ranking with search engines. Especially important is adding them to the page title and headlines.
- Important Information Comes First. The average web user will read only 28% of the words on a web page. Make sure the first sentence of each paragraph provides enough information for your audience.
Writing Tips for Social Media
- 1 post = 1 idea. A single social post should only have one call to action. If you want to add another, consider writing a second post to highlight that second idea.
- Be Direct & State the Obvious. People are less likely to misinterpret your organization’s message when you directly state the idea you want them to walk away with.
- Less is More. Keep copy short and add visuals to attract interest and quickly tell the story.
- Tailor Content to the Platform. It’s good practice to re-post content across multiple platforms. It’s best practice to adjust content to maximize the platforms reach. For instance, Bluesky has a 300 character limit, so copy should be short and to the point.
In other words, follow the advice of Leo Burnett, creator of well-known advertising mascots like Tony the Tiger, the Pillsbury Doughboy and others:
"Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read."
— Leo Burnett
Finding the right words can be hard. That’s why Greenleaf Media is here to assist your organization with copy that attracts and engages. If you want help from our wordsmiths, send us an email at This email address is being protected from spambots. You need JavaScript enabled to view it. or call us at 608-240-9611.