How to write copywriting

Copywriting is writing with one job: to get the reader to do something — buy, sign up, click, or enquire. It is persuasion, but honest persuasion. The best copy says what the product does and makes that feel worth acting on.

What it is

Copywriting is any writing designed to sell or convert: ad copy, landing page copy, email subject lines, call-to-action buttons, product pages and social ads. It differs from editorial writing because it carries a clear, measurable goal.

How to write it

Know the single action you want. One piece of copy has one goal. Decide it before writing — "buy," "subscribe," "book a call" — and make every line move toward it.

Write for the reader first, not the product. The reader does not care what your product is; they care what it does for them. Open on their problem, their need, or their goal.

Lead with a benefit, not a feature. A feature is what it is; a benefit is what it gives them. "Refillable cartridge" is a feature; "never run out mid-sentence" is the benefit. Use the benefit to make them care, then the feature as proof.

Use clear, plain language. Copy is read quickly. Short sentences, everyday words, no hype that would make a reader suspicious.

Address the objection. A smart reader is sceptical. Name the hesitation and answer it — "you may be worried it is hard to use; it is not."

Make the call to action specific and low-friction. "Get started free" or "Book a call" is clearer and easier than "Submit" or "Learn more."

Be honest. Over-claiming erodes trust and fails long term. Copy that overpromises wins the click but loses the customer.

The formula

Problem → Promise → Proof → Call to action. Name the problem the reader has, promise the outcome, give evidence to support it, then tell them precisely what to do next.

Common mistakes

Talking about the product instead of the reader. Listing features with no benefit. Hype and vague superlatives ("world-class, best-in-class"). No clear call to action. Copy that reads like an essay rather than a direct appeal.

Practical tips

• Write the call to action before the copy — if you know the goal, the rest is easier.
• Cut every word that does not help the reader act.
• Read it as a sceptic; would it convince you?

Checklist

• I defined the single action I want.
• I wrote for the reader's problem first.
• I led with benefits, not just features.
• I used clear, plain, honest language.
• I addressed the main objection.
• I ended with a specific, low-friction call to action.