Good Copy Is Your Most Powerful Tool

If you’re a business owner, writer, or marketer, copy is the most important thing you write. And it’s also the easiest to get wrong.

In addition to being an expert writer and editor myself, I’ve worked with dozens of writers who are experts at crafting their own copy—and then watching as their efforts fall flat on their face because they didn’t think through how their writing would be perceived by readers.

I’ve also seen far too many businesses struggle with content marketing because they had no idea how to create compelling copy that actually gets results. If you’re struggling with these things too, then let me help!

Here are some things that all great copywriters know about the power of words:

Copy is the text on your website.

Copy is the text on your website, landing page, blog and emails. It’s also the copy in your ads and social media posts. If you want to communicate with customers using a direct marketing approach, copy is your most powerful tool.

Effective copywriting helps you connect with people by speaking their language in a way that’s relevant to them—and it can help you sell more stuff too!

Think of your web copy as a conversation with your customers.

Think of your web copy as a conversation with your customers.

You want to engage them and get them to want to know more about what you have to offer, but you also need to make sure that the words are written in a way that shows how much you love what you do. If people can see how excited and passionate you are about the product or service, then they’ll be more likely to go ahead and buy it!

It’s important not only for prospects but also existing clients who are looking at different options because if they’re already happy with their current provider then this is going to help convince them even further.

In contrast to another competitor who may not have as much information available online right now since their business model might be different than yours (which means there won’t be any comparisons between products).

It makes your website more authentic and personal.

It makes your website more authentic.

When a customer reads your copy, they should feel like you’re talking directly to them. Don’t write in an overly formal way that’s detached from reality; use simple language and speak to them as if you were talking to a friend or family member.

This can be achieved by using the same words customers use, such as slang terms, or idioms they are familiar with—you might even come up with some of your own! Use emojis in place of words whenever appropriate (but not too many).

Don’t be afraid to get personal: Talk about your experience working in the industry or where you grew up when you were young. It all helps build trust between the reader and writer—which is at the heart of great copywriting!

It helps you build trust with customers.

Now, you might be wondering why you’d want to invest in a strategy that’s so focused on the customer. After all, writing is something that can be done by anyone who knows the language and the rules of grammar. What makes good copywriting different?

In short: it draws people in. It compels them to reach out and engage with you—to ask questions or make requests—and it gives them a reason to trust your company or product by showcasing your expertise as an authority on a topic of interest.

This works best when combined with other forms of marketing like email marketing campaigns or social media ads that target potential customers based on their interests (if I’m interested in shoes and fashion trends then maybe there’s something here for me).

It’s an opportunity to showcase your brand voice.

While it might seem like a no-brainer that you should be consistent with your brand voice, it’s actually not uncommon for people to use different tones in different places.

The best way to avoid this is to make sure all of your copy is written by the same person. That way they’ll know exactly how you want things done and can write accordingly.

However, if that’s not an option (i.e., maybe you’re working with a freelance writer), then there are some other things you can do:

Make sure your copywriter knows what tone you’re going for and why it matters. If she doesn’t have any context about who her audience is or what problem needs solving for them, she won’t know what words would best convey that message or solve their problem.*

Be specific about how much leeway she has when writing content.* The more freedom you give someone to express themselves through writing, the more likely they will stray from the original idea of who your company is—which puts both of those goals at risk!

And once you have their attention, copy can make it easier for users to complete the actions you want them to take.

As you can see, there’s a lot more to copy than just words.

Copy is what makes your product or service easy to understand and use, and it also helps you achieve your business goals. The better the copy on your website, landing page or app—and the better it fits in with everything else about the design—the more likely people are going to click or buy something from you.

The right copy will help you stand out from the competition, establish a relationship with your customers and keep them coming back for more.

Good copy can help you stand out from your competition. It can establish a relationship with customers, and keep them coming back for more.


The right copy can be a powerful tool. It can help you stand out from the competition, establish a relationship with your customers, and keep them coming back for more. And once they’re there? Well, then it’s time to use that copy again—to ask for their email address or get them to share on social media.

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Jade Edwards

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