Ever wondered what makes some copywriting just click?
It’s not magic; it’s about following the right rules. (How boring does that sound? Sorry, but ignore this advice at your own risk.)
Copywriting rules can help your words stand out on the page and get people to whip out their credit cards in a frenzy of anticipation.
Below you’ll discover the basics of copywriting, explore the essential copywriting rules, and even discover when it’s okay to break them.
Ready for copywriting to get a whole lot easier? Let’s do it.
Basics of copywriting
Let’s start with the basics of copywriting. Whether you’re a newbie or need a refresher, understanding the fundamentals is crucial to your success.
Know your audience
Who are you writing for? Knowing your audience’s psychometrics (what they feel, think, desire etc) is the first step. Forget all the demographic stuff, that won’t help you.
Understanding the inside stuff helps you tailor your message to resonate with them.
Imagine you’re having a coffee with a friend (who also happens to be interested in what you’re selling).
What would you say?
Clear and concise messaging
This is copywriting 101: less is more.
Your message should be clear and to the point. Avoid fluff and jargon. Instead, focus on delivering your core message in a way that’s easy to understand.
For every piece of copy you write, think about the one thing you want your reader to understand.
Think digital
What I’m about to share with you often gets overlooked in the rules for copywriting…
Everything you write should guide your readers through a seamless digital experience, from the first click to the final call to action.
Think about how your words will flow across different platforms and devices, ensuring consistency and flow of messaging.
Compelling Headlines
Your headline is the first thing people see.
It should grab attention and entice readers to keep going. Think of it as the gateway to your content.
My two biggest tips for headlines:
- Make sure it spells out your key benefit/desired outcome
- Write it after you’ve finished the rest of your copy
Strong call to action (CTA)
Every piece of copy should have a purpose, and a strong CTA is key.
Whether you want readers to buy, sign up, or learn more, your CTA should be clear and compelling.
…or at the bare minimum, present (you wouldn’t believe how often it gets forgotten altogether!)
Essential copywriting rules
Now that we’ve covered the copywriting basics, let’s dive into some essential copywriting rules that can make your words stand out from the oodles of drab content on the internet.
Copywriting rule 1: Write to your person
Always write as if you’re speaking directly to your reader. Use “you” more than “we” or “I.” It makes your copy feel personal and engaging.
Copywriting rule 2: Keep it simple
Simplicity is your friend. Use short sentences and paragraphs. This makes your content easier to read and understand.
Copywriting rule 3: Focus on benefits, not features
People care about what’s in it for them. Highlight the benefits of your product or service, not just the features. How will it make their life better?
Copywriting rule 4: Use active voice
Active voice makes your writing more dynamic and engaging. It’s the difference between saying “The ball was thrown by Joanie” and “Joanie threw the ball.”
Copywriting rule 5: Edit ruthlessly
Good writing is rewriting. Don’t be afraid to cut out unnecessary words or sentences. Your copy should be polished and to the point.
Copywriting rule 6: Deeply understand your products and offers
To write compelling copy, you need a deep understanding of your products and offers. Know the ins and outs, the unique selling points, and the problems they solve.
This knowledge allows you to communicate value effectively and authentically.
Copywriting rule 7: Know what’s going to happen next
Anticipate the next steps in your customer’s journey. When someone takes the desired action—whether it’s signing up for a newsletter, making a purchase, or downloading a guide—know what comes next.
This ensures you can guide them smoothly through the process and keep them engaged.
Copywriting rule 8: Write in your user’s language
Use language that resonates with your audience. Avoid jargon, slang, and self-deprecating humour. Clear, relatable language builds trust and connection — Voice of Customer research is a must. You need to uncover the words people are saying in their heads.
Not sure how to do this? Site Launcher Lab walks you through this step-by-step.
Copywriting rule 9: Use storytelling to grab interest
Storytelling is a powerful tool. Use it to draw readers in, but keep it concise. A well-told story can make your message memorable and impactful, but a meandering story with no real point will lose interest fast.
Copywriting rule 10: Give them a reason to act NOW
Create a sense of urgency or scarcity to encourage immediate action. Limited-time offers or exclusive deals can motivate readers to act quickly.
Copywriting rule 11: Use formulas
Formulas like AIDA (Attention, Interest, Desire, Action) or PAS (Problem, Agitate, Solution) can structure your copy effectively. They guide readers through a persuasive journey.
Copywriting rule 12: Bust myths by offering an alternative truth
Challenge common misconceptions by providing a fresh perspective or hot take. This not only educates your audience but also positions you as an authority.
Copywriting rule 13: Name their objections
Everyone is scared of this one, but you don’t need to be! Address potential objections head-on. Name them. Then turn any perceived drawback into a benefit by showing how they ultimately serve the customer.
(Again, I explain exactly how to do 12 and 13 inside Site Launcher Lab)
Copywriting rule 14: Spell out pain points and how it’s affecting them
Clearly identify your audience’s pain points and explain how these issues impact their lives. This helps readers see the value in your solution. Appeal to all the senses to bring the concept to life.
Copywriting rule 15: Paint a picture of what’s possible
Help your readers visualise the positive outcomes they can achieve with your product or service. This makes the benefits feel real and attainable.
Copywriting rule 16: Show your readers you really understand them and want them to succeed
Above all, demonstrate empathy and genuine concern for your readers’ success. This builds trust and fosters a deeper connection. Really visualising that one person you’re going to help with your copywriting helps you get into a flow.
AI copywriting rules
I got asked the other day if everyone should be embracing AI copywriting.
Personally, I believe it’s a great idea. AI copywriting has helped me get so much more content out in the world.
But it definitely helps to know these basic AI copywriting rules.
Start with a plan
Before diving into AI copywriting, start with a clear plan.
- What’s the purpose of your copy?
- Who are you talking to?
- What are the key messages you want to convey?
- How do you want to copy to be structured? (This is where UX is your best friend. Learn more about UX here.)
This practical AI copywriting rule ensures that the generated content aligns with your needs and goals.
Use it for inspiration
AI can help generate ideas and even draft decent initial content. Use tools like GPT-4 to brainstorm and get over writer’s block. Just remember, it’s usually a starting point—not the final product.
Give it clear tone of voice guidelines
Provide clear guidelines to ensure the AI produces content that matches your brand’s voice. Outline the tone, style, and any specific phrases or terminology to use. This helps maintain consistency and authenticity in your copy.
Keep the human touch
While AI can be incredibly helpful, it’s essential to add a human touch to your copy. Review and edit AI-generated content to give it your usual panache and flair.
Use AI for optimisation
AI tools can help optimise your copy for SEO. They can help you weave in keywords and phrases, to help get your content seen.
Breaking the rules
Why does copywriting disregard English and language rules?
Sometimes, the best copy breaks the rules — because it’s not about perfect English, it’s about selling.
Here’s what writing rules can you break in copywriting, and how to do it!
Rule: Stick to grammar rules
Break it when: Conversational tone needs it. Sometimes, breaking grammar rules can make your copy feel more natural and relatable.
Think contractions, sentence fragments, and starting sentences with “And” or “But.”
… and using ellipsis with wild abandon…
Rule: Avoid repetition
Break it when: Emphasis is needed. Repeating a key phrase can drive a point home and make it memorable.
Rule: Always be formal/polite
Break it when: Your audience prefers a casual tone (AKA almost always). A relaxed and informal style is more engaging.
Rule: Complexity to sound smart
Break it when: Always! Copywriting aims for simplicity and clarity to ensure the message is easily understood.
You’re nearly there!
Copywriting is a powerful tool that should light a fire under your dream client’s butt.
That sometimes sounds like sorcery…
But understanding the copywriting basics, following essential copywriting rules, knowing how to use AI, and when to break the rules, will get you 81% of the way there.
Ready to dive deeper into the world of UX copywriting?
Check out The Ultimate UX Web Copy Guide for the A-Z “this is how it’s done” system.
