What is Copywriting and how to get good at it

Copywriting is a writing technique that focuses on creating persuasive texts found on any website or marketing campaign.

Typically, websites that are effective and generate conversions have excellent copy.

No matter what type of business you have or what products you offer, copywriting is the art of finding the right words to attract, convince, convert leads, and generate sales.

Since written language is one of the great tools humanity has to communicate an idea,

Copywriting can range from product descriptions, online advertisements, to creating blog posts about products or topics related to the goods and services offered on a website.

It’s important to use persuasive language filled with mental triggers.

It can also be present in various contents designed for Facebook, Instagram, YouTube, or headlines for paid ads on Google Ads, among others.

The contents developed with this copywriting technique should be attractive, high-quality, sensitive to the needs of the ideal client, empathetic with emotions, and motivate the user to register on a website for more information.

Here, we will show you some of the most widely used techniques by digital marketing specialist copywriters to make your copy a powerful tool for converting your audience.

How to do effective copywriting

To write or create adequate copy texts, it’s important to have knowledge of other aspects necessary for achieving objectives within a digital marketing strategy. Let’s look at some effective techniques.

1. Analyze Your Audience

According to the Content Marketing Institute, “the only way we can maintain long-term success is to continually engage people.” To do this effectively, the first thing you need to do is understand your audience, know your customers well.

It’s necessary to know the buyer persona or ideal customer archetype, their needs and desires, and how the product offered can satisfy these needs. Only then can you make your message relevant to your audience.

2. Use Emotions to Drive Action

We see it in major companies like Coca-Cola, Nike, or Adidas, which evoke emotions that attract you or leave a message long after you’ve seen their advertisement.

Why is this? Because emotions sell…

No matter the product, the motivation to buy is usually driven by how the person feels about the item, what it will do for them, and how it will make them feel.

Moreover, customers always remember how a company made them feel, and emotion makes advertising campaigns more memorable and ultimately increases brand awareness and loyalty.

  • List all the problems your product solves or the desires it satisfies.
  • Add a descriptive emotion to each one.
  • Structure your copy to show empathy to your audience.
  • Talk about the benefits of your product or service and how it will make your customers feel.

3. Tell a Story

People love stories and connect with them in many ways.

Stories make a brand memorable and turn leads into loyal and regular customers, especially when the story you tell allows people to identify with the character, their desires, and the obstacles they face in achieving their goals.

Here you can:

  • Identify a hero and a villain within your topic. They don’t have to be real characters; the problem you solve is the villain of the story.
  • Guide the reader through a journey. Create a sense that you will help overcome a challenge and discover something new and valuable.

4. Write Clear and Compelling Headlines

The headline is crucial because it’s the first thing people read. It needs to capture attention so effectively that it motivates the audience to click and read more.

It should be designed to persuade each reader to engage with the entire content and encourage reading to the end. It’s not just about positioning keywords in the title, but about clarity in the message. This way, you promote more than just traffic to the website; you could also increase word-of-mouth referrals.

Such lists are very appealing because people know what they’ll find and are curious to see if they already know them all.

5. Use Subtitles to Highlight Content

Nowadays, people scan information before fully diving into reading a post or a website. Approximately 79 percent of people look for words, phrases, or images that catch their attention.

Hence the importance of subtitles and the clarity you provide in your content!

No matter if it’s short or long, it is one of the most attractive elements for good copywriting.

Use subtitles to highlight the most important parts:

  • Break long texts into manageable sections.
  • Insert a subtitle to introduce each section. These should be highly oriented towards benefits. Avoid complex concepts and use appropriate keywords.
  • Make sure the subtitle is in bold.
  • For SEO purposes, assign an H2 or H3 tag to your texts.


Good copy can facilitate the process in the conversion funnel, so that users are not only drawn to the purchase, but it also presents other benefits like conducting email marketing campaigns, reaching more people within the target audience, increasing the number of followers on social networks, and even, customer loyalty.

So, consider good copywriting when creating truly attractive and memorable content for your audience.

Juan Esteban Yepes

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