How to Make a Good Copy That Converts


Learn how to make a good copy of your surroundings!

Have you ever watched an advertisement on YouTube and bought the product immediately? Those are brands that know how to make a good copy. A copy can be seen everywhere from social media to offline billboards on the street. It is indeed the most crucial material in marketing and advertising to promote a product or brand.

A text containing copywriting arouses your desire to buy a product, join a community, try a new trial, and more. But, a well-crafted copy does more than that. It pops up a bubble in your mind that the brand speaks to you and shifts your perspective.

Furthermore, David Ogilvy, the Father of Advertising, said, “You cannot bore people into buying your product; you can only interest them in buying it.” How can you establish this interest? Learn 10 ways on how to make a good copy below.

How to make a good copy

1. Prepare your writing

Before you start putting your fingers on the keyboard, get a deeper look into some elements. You need to ask yourself questions so that you will have a clear notion of what your copy will look like.

  • Who are your audiences?
    Understand their unfulfilled desires and struggles, so you can know how to make a copy that answers their challenge. Then, let your readers assist you during the writing process. For example, different ages and gender have contrasting styles. The Traditionalists are fond of formal communication style, while Millennials like surreal senses of humor.
  • What marketing objectives you want to achieve?
    A good copy contains a call-to-action. Thus, determine what action you want your audiences to do. It helps you provide relevant descriptions to add to the headline.
  • Why would they care about your solution?
    Do not care about your products only. Yet, shift your focus on the audiences and learn how you can help them. Think about the words that make their life better and lead them to do the marketing goal.
  • What makes them hesitate?
    Put yourself in your readers’ shoes. What kind of questions that might appear in their head as soon as they read your copy? They may want to buy your product since you drive their emotion. But, does the copy nudge their logic to buy your product?

2. Be authentic and trustworthy

Attracting people to visit your website can be effortless. Yet, encouraging them to pull out their wallet is a challenge. One way to arouse their willingness to make a transaction is by bringing your business ethics and values. Never copy from your competitor and express your own brand image.

Consumers are more conscious when it comes to brand values. They will find what makes you different from other brands within the same industries and decide which brands align themselves. Hence, be transparent about your products to grow sales and loyalty.

The prime example of this tip is Hyposwiss Private Bank. Their copies are brutally honest, hilarious, and fresh. As other finance industry claims to help the clients double up their accounts, they say, “If you want to double the money in your bank account, please put twice as much in it.” Hyposwiss does not believe in fake promises like what they state, “Promises are overrated.”

3. Focusses on your customer

Have you read a huge number of copywriting tips? Those will not work if you do not notice who you are selling the products to. The next step on how to make a good copy is identifying your customers’ demographics like gender, age, and job title. This matters because your copy will not appeal to everybody. Understanding their demographic variables help you specify the target audience of the copy.

Next, get to know about your audience psychographics. Recognizing their belief, value, and insecurity guides you to design emotional copy. Often, insecurities trigger dissatisfaction. But, your brand can be the solution to make the customers feel important even though the product is the same. For instance, you sell weight-loss pills. Some women who want to lose some pounds may want to appear pretty, but others think that unnecessary fat causes them chronic sickness.

The Economist performs a copy as a brand that understands the audiences. One of their copies resembles how their readers are different compared to others. They say that a poster ought to contain less than 8 words, but theirs has more than that because it is for The Economist readers. It proves that they research their customers who are mostly highly-educated people.

4. Have short and sharp sentences

The outcome of copywriting is different from content writing. When content aims to explain a topic in an in-depth way, a copy avoids long sentences. It has to be brief and creative so that you can catch people’s attention. Hence, maximize every word in your copy using these suggestions.

Avoid weasel words to imperatives

Having a sharp sentence means you delete ambiguous or weasel words because it weakens your promise. The examples of weasel words are “some people”, “it is said”, and several adverbs like “probably” and “perhaps”.

Do not include too much information

Too much detail in your copy makes your readers lose their attention. This can be dangerous because they can forget the crucial point. You can keep the comprehensive information later in the guidebook or article. Simplicity and readability is the key on how to make a good copy.

5. Develop good storytelling

Great storytelling never dies. This pillar of copywriting began in 1920 when John Caples wrote for a school of music. He could write simple headlines such as “Let’s Master a Piano in 30 Days”. Or, a sentence that focuses on the audience when they want to be the spotlight of the party with a piano.

Eliminating those options, Caples incorporated his personal experience and wrote “They Laughed When I Sat Down At the Piano But When I Started to Play!” instead. The headline only builds your curiosity, right? Then, he dedicated the whole space to tell about his experience. The copy has become one of the most successful ads in history.

Storytelling can capture audiences’ interest, so they continue reading it. This strategy works because it builds the “human” side of your brand. Rather than doing self-promotion, the storytelling feels like a friend recommending a product.

6. Use conversational tone

This step on how to make a good copy connects to the tip above. Using a story in conversational language supports the existence of “real human” behind the copy. Instead of bashing the readers with direct promotion, having a “conversation” with your audiences will make them feel special.

You can start by using second and first-person. Compared to the third-person references, these addresses are more friendly and intimate. The words “we” and “I” are used to refer your brand, while the second-person “you” means your audiences. Grammar says no on mixing these references, but those illustrate a real-life experience well.

Add contractions in your copy such as “they’re”, “hasn’t”, and “wasn’t”. Mailchimp is one of the best examples of using conversational tone. They use a lot of “you” to refer to the audience. One copy says, “You’re ready to grow. Now what?” The next description emphasizes how Mailchimp will grow together with the client.

The suggested way to try your conversational language is using The Barstool Test. Like its name, the method thinks whether you can say the copy to your friend when sitting on a barstool. If you consider it might not work, write it in a more conversational way. Ensure that you apply short and common words, so you can talk about the copy to your friends while drinking vodka.

7. Mind technical elements

You have researched your audience and thought about how you will write a good copy. But, the readers will put it aside if they spot technical mistakes and your writing are confusing.

Use an active voice

Passive voice makes your readers think twice. The sentence will be longer and increase the cognitive load of your readers. If you write for SEO copywriting, YoastSEO will limit your passive voice. Meanwhile, the active voice is more natural as people use it in everyday life.

Write in common spelling

Never use “pleez”, “nite”, or “2moro”, unless your audience demographics is around 7 to 13 years old. If your audiences do not know the meaning, those words can distract them from your copy. Some slangs are recognizable but consider your audiences before you use them.

8. Get an appealing design for your copy

People do judge by its cover. You think people are attractive based on their external appearance, right? It also applies to digital marketing. Good design in your copy means you have appropriate clothes. Like you meet real people, the copy will not get a second chance to be looked at closely when it does not create a fascinating first impression.

  • Give variety in fonts
    The headline should be bigger because it highlights the most important point of your product. The description can be smaller as the spotlight is on the headline. Choose readable types of fonts and give bolding, italicizing, and underlining for significant features or benefits.
  • Use paragraph breaks
    Do you want to read a copy that contains long sentences? The probability is low. Using the principle of “less is more”, you need to realize no one wants to read large blocks of promotional text.
    If long paragraphs are the only way in explaining your product, use paragraph breaks to make the copy pleasurable to read. Leave what your teachers in school taught about a good paragraph. You can make it into one line or bullet points. 
  • Visual cues
    Visual cues, or also known as directional cues, are visual elements that assist visitors to a strategic area on the landing page or other marketing products. It can be explicit like an arrow and direct pointing or suggestive like a human’s gaze in the photo.

9. Acknowledge your medium

Not only you must understand your brand voice and audience, but you also need to be aware of how each medium is used. In this tip on how to make a good copy, you should notice that the copy should change when you put it on different marketing channels. Do you plan to put it on a billboard or Google Ads? Is the magazine you choose to feature news or teen magazine?

To maximize your copy, you are required to dig deep into the medium’s audience. It is because the writing style and design will be contrasting. For example, you must be personal to emphasize the “social” part there.

Meanwhile, when you write a copy for a billboard, you are not only forced to be loud but also design safe copy. It is because you should consider driver safety on the road. Your job is to get them to comprehend the message within seconds.

10. Close it with a powerful call-to-action

The purpose of a good copy is knowing how your audience should response. This is the method to reach your marketing objective using the call-to-action (CTA). The CTA offers instructions on what your readers should do next and give them a sense of urgency.

To craft influential CTA, you should follow the tip on writing the copy in an active form. The reason is that active voice pops up an action-oriented step in their mind, then you connect it to the CTA button. They will increase your audience’s desire to act and follow you.

Do not forget to let them know exactly what you want them to do. For example, when you run an e-commerce website, begin your CTA with “order”, “shop”, and “buy”. Next, type the words “download” and “subscribe” to promote your white paper and newsletter. Take a look at Instagram ads’ CTA. It uses “learn more” and “shop now” to differentiate whether it is educational or promotional content. After you finish all the steps on how to make a good copy, edit until you can talk about it with your friends at the bar. At first, the copywriting process can be such a legwork since you need to research. Yet, it can boost your sales at the end. Thus, which is the copywriting tip you find most helpful?