Mad Men followers in all places bear in mind the pivotal first scene the place we study simply how proficient Don Draper is at his job.

Confronted with an almost-impossible copywriting process, he rose to the event to resolve an enormous downside for his shopper, Fortunate Strike. Regardless of analysis warning prospects of the risks of cigarettes, Draper delivered the enduring slogan — “It is toasted” — to distinguish the model from its rivals.

Now, we undoubtedly aren’t advocating for smoking cigarettes (or lots of Draper’s health choices). However fictional or not, you possibly can’t deny the memorability and catchiness of that tagline.


It is simple to acknowledge good copywriting if you see it, however there are literally a number of traits that actually separate excellent writing from the remainder of the pack. Wish to know them? Learn on under to search out out.

What’s copywriting?

Copywriting is without doubt one of the most crucial components of any and all types of advertising and marketing and promoting. Copywriting consists of the phrases, both written or spoken, entrepreneurs use to attempt to get folks to take an motion after studying or listening to them. 

Copywriting is sort of a call-to-action, however on an even bigger scale: Copywriters try to get folks to really feel, assume, or reply — or, ideally, to Google the slogan or model to study extra concerning the marketing campaign. And the place a weblog put up like this one has the posh of lots of of phrases with which to make a case, copywriters solely have a number of phrases to make their case.

However quick and candy is not the one attribute of excellent copywriting. Preserve studying to study extra traits of actually memorable copy.



6 Traits of Good Copywriting

1) It tilts your perspective.

Generally, all a message wants to interrupt by means of is a slight shift in angle. We have grown so accustomed to blocking out advertising and marketing messages, we do not even see them anymore. Some of the highly effective issues a copywriter can do is break down a reader’s guard with an surprising strategy. Each story has a myriad of angles — your job as a copywriter is to search out the one which resonates.


This advert from Sage Therapeutics urgent the significance of speaking about postpartum melancholy works as a result of as an alternative of asking readers to care about one thing they do not know, it places them within the place of experiencing the wrestle that moms struggling do. Did they miss some readers who rapidly handed by the advert pondering it was for grownup pacifiers? Most undoubtedly. However the advert resonated that rather more completely with those that learn it.

The subsequent time you sit down to jot down, check out this strategy. Do not take the subject head on. As an alternative, ask your self why it issues. Every time you write down a solution, problem your self to push it additional. Discover the bigger story occurring behind your message.

2) It finds connections.

In 1996, Steve Jobs let the cat out of the bag. He was speaking with a journalist from Wired on the topic of creativity and defined:

“Creativity is simply connecting issues. Once you ask inventive folks how they did one thing they really feel slightly responsible as a result of they did not actually do it, they only noticed one thing. It appeared apparent to them after awhile.”

As an example you need to write an advert for a brand new pair of sneakers. You might take the project head on. You might write concerning the elasticity of the shoe’s sole or the light-weight design. Certainly, many have. Or you would put all of that apart and as an alternative draw the connection between the product and the expertise it evokes.


Supply: Pinterest

Two issues are occurring on this advert. First, the copy acknowledges that for a lot of, working is not about working in any respect — it is about solitude, peace, and restoring sanity to an in any other case hectic life. Second, not solely does Nike join the advert to the expertise of working, it really connects to the sound that these footwear make as they hit the pavement.

This advert is concerning the complexity of 1’s life fading away and being changed by simplicity and readability. Because the copy progresses, the sentences simplify and the copy’s complexity is slowly changed by the easy and rhythmic pounding of phrases: run, run, run, run. The identical rhythm one hears when all however their footsteps have pale away. That is connection.

3) It has a shocking lead.

The next are all headlines or main sentences from Urban Daddy, an email-based journal drawing consideration to new merchandise, experiences, and eateries.

  • “Six days. That’s how lengthy you might have till 65% of your physique is turkey.”
  • “There are 8,760 hours in a 12 months. And only one hour wherein a stand can be dishing out free of charge latkes with selfmade applesauce and bitter cream in Harvard Sq.. Yeah, it’s not truthful. However 60 minutes is 60 minutes.”
  • “Ewoks. Speak about residing.”

What’s widespread amongst every of those leads? They make us wish to learn the following line. I imply, severely, how a lot do you wish to know where that Ewok thing is headed?

There’s an adage in copywriting that is loosely credited to copywriter and enterprise proprietor Joe Sugarman, which roughly states that the aim of the headline is to get you to learn the primary line. The aim of the primary line is to get you to learn the second line, and so forth. Briefly, in case your first line would not enthrall your readers, all is misplaced.

4) It’s born out of listening.

Seeing its plans to launch yet one more gymnasium within the higher Boston area, an outsider may need referred to as the Harrington household a wee bit loopy. The market was already flush with gyms, together with a brand new breed of luxurious ones that appeared to be in an arms conflict for the flashiest perks. Gyms throughout the area have been providing therapeutic massage providers, smoothie bars, and fleets of private trainers. And GymIt would not have any of that.

What did GymIt have? An understanding of its core viewers. Earlier than launching its new gymnasium, the model did a ton of listening to its major market of gym-goers. For a lot of in GymIt’s goal market, the added advantages related to luxurious gyms have been good to have, however got here with lots of baggage — particularly costly charges and overly complicated contracts.

GymIt determined to simplify the gym-going expertise for individuals who predominately cared about getting in and understanding. The copy in its launch marketing campaign and throughout its advertising and marketing supplies displays that understanding.


In an older blog post, Copyblogger‘s Robert Bruce put this properly. “Humble your self and actually serve your viewers, take heed to their wants and needs, take heed to the language they use,” he mentioned. “If you happen to pay attention rigorously, your viewers can finally offer you every little thing you want, together with a lot of your copy. Get out of their means.”

5) It avoids jargon and hyperbole.

Groundbreaking. Revolutionary. Enterprise Options. Targetable Scale. Ideation. Proof-based approaches. Trade-wide greatest practices.

Have I misplaced you but?

When writers wrestle to convey what is actually particular about their firm, product, or service, they often fall again on jargon or hyperbole to underscore their level. The reality is, good copywriting would not want dressing up. Good copywriting ought to converse to the reader in human phrases.

This is not to say it’s best to by no means have fun awards or achievements. Simply be direct in the best way you clarify that achievement. This homepage from Basecamp does a pleasant job of highlighting its reputation in concrete phrases.


6) It is aware of its viewers.

HubSpot buyer persona tempalte

Create personas with HubSpot’s template

Good copywriting is aware of the audience it’s writing to as a result of it acknowledges that efficient communication requires a deep understanding of the reader. By understanding the viewers, a copywriter can tailor their messaging, tone, and language to resonate with the supposed readers.

Whether or not it is a gross sales copy or a weblog put up, addressing the viewers’s wants, ache factors, and needs makes the copy extra related, relatable, and fascinating. It permits the author to convey the worth of a services or products in a means that really speaks to the viewers, fostering a connection and growing the possibilities of attaining the specified final result.

7) It makes use of compelling headlines.

NPR headlineSource

Your content material will be wonderful, but when you aren’t getting folks to learn it within the first place, it is a waste. Good copywriting incorporates attention-grabbing headlines as a result of they function the primary impression and the gateway to the remainder of the content material.

A well-crafted headline just like the one proven above from NPR grabs consideration, sparks curiosity, and entices readers to proceed studying. It units the tone for the complete piece and performs a vital function in capturing the viewers’s curiosity in a crowded on-line panorama. A compelling headline communicates the worth and advantages of the content material, making readers desperate to dive deeper.

With out an attention-grabbing headline, even the best-written copy might go unnoticed. By crafting robust headlines, copywriters can enhance click-through charges, have interaction readers, and maximize the influence of their content material.

8) It’s well-researched.

NYTA map from The New York Times shows how research can enhance writing.

Good copywriting is well-researched as a result of it is very important have correct and up-to-date data with the intention to create compelling and persuasive content material.

Analysis permits copywriters to know their target market, business developments, and rivals. It helps to establish the ache factors and wishes of potential prospects, enabling the author to handle them successfully. Thorough analysis additionally ensures that any claims made within the copy are backed by stable proof, growing credibility and constructing belief with the viewers.

By investing time in analysis, copywriters can present invaluable insights, create content material that resonates, and in the end drive desired actions from their readers.

9) It makes use of formatting to its benefit. 

HubSpot blogThis HubSpot blog post uses a table of contents

Formatted items are far simpler to learn than blocks of textual content. By incorporating components akin to a desk of contents, subheadings, bullet factors, daring or italicized textual content, block quotes, and whitespace, copywriters can break up the content material into simply scannable and digestible chunks.

Formatting helps readers navigate by means of the copy rapidly, discover key data or details, and perceive the construction of the content material at a look. It additionally attracts consideration to necessary particulars or calls-to-action, making them extra noticeable and compelling. Nicely-formatted copy retains readers engaged, reduces cognitive load, and ensures that the message is successfully communicated to the viewers.

10) It flows naturally.

When copywriting flows naturally, it feels easy and simple to eat. The sentences and paragraphs circulation easily from one to a different, guiding the reader alongside a logical and coherent path.

This circulation is achieved by means of the usage of concise and clear language, correct sentence construction, and efficient transitions. A pure circulation eliminates any hindrances that would distract or confuse the reader, permitting them to concentrate on the message being conveyed. It enhances comprehension, engagement, and in the end, the effectiveness of the copy in attaining its supposed function.

11) It has a powerful voice.

Screenshot 2023-08-20 at 10.01.57 PM

An example from the HubSpot blog

A powerful voice displays the model’s persona, values, and id, permitting it to face out in a crowded market. It communicates the model’s distinctive tone, model, and perspective, which in flip helps to construct a connection and set up a relationship with the readers.

Moreover, a powerful voice provides authenticity, credibility, and emotional attraction to the copy, making it extra participating and persuasive. It permits the model to depart an enduring imprint on the minds of the viewers and fosters model loyalty. Finally, a powerful voice in copywriting helps a model to be recognizable, relatable, and influential in its communication efforts.

12) It leverages AI instruments.

HubSpot Content AssistantGet started with HubSpot’s Content Assistant

AI instruments like HubSpot’s Content Assistant can present real-time suggestions on the readability, grammar, and construction of the copy. They’ll counsel enhancements, spotlight potential errors, and supply various phrase decisions to optimize the content material. These instruments may suggest related key phrases and assist be certain that the copy aligns with web optimization greatest practices, bettering its visibility and search engine rating.

By leveraging AI instruments, copywriters can save time, improve their writing expertise, and produce high-quality content material that resonates with the viewers and achieves the specified outcomes.

13) It’s inventive.



Even the driest matters will be made fascinating with inventive copywriting. Attention-grabbing matters may additionally use extra spice. Creativity permits copywriters to give you distinctive and compelling angles, concepts, and storytelling methods that make the copy stand out. Artistic copywriting includes discovering recent and surprising methods to speak a message, evoke feelings, and encourage motion. It includes utilizing imaginative language, intelligent wordplay, and visually interesting imagery to captivate readers. 

Finally, inventive copywriting helps manufacturers differentiate themselves, go away an enduring impression, and construct a powerful reference to their viewers.

14) It ends robust.

HubSpot blogAn example of a conclusion from a HubSpot blog

Think about watching You possibly can have a wonderfully nicely written put up but when it would not have ending, what is the level?

Good copywriting has robust endings as a result of they go away an enduring influence on the reader and reinforce the important thing message or call-to-action. A powerful ending summarizes the details, highlights the advantages, and creates a way of urgency or pleasure to entice the reader to take motion. It gives closure and a way of satisfaction, leaving the reader feeling fulfilled and motivated. A powerful ending may embrace a compelling closing assertion, a memorable tagline, or a thought-provoking query to spark additional engagement or dialog.

15) It cuts out extra.

Good writing will get to the purpose — and which means reducing out extreme phrases, and rewording your sentences to be extra direct. In an advert celebrating its “educational” readership, The Economist playfully demonstrates this under.


How do you rid extra phrases out of your writing? It is half follow, half understanding the place to chop. This article from Daily Writing Tips is without doubt one of the best summaries I’ve discovered on exact writing. Included in its ideas:

  • Cut back verb phrases: As an example, flip “The outcomes are suggestive of the truth that” to “The outcomes counsel.”
  • Cut back wordy phrases to single phrases: You possibly can change “with the intention to” into “to.” One other instance: Flip “As a result of the truth that” into “as a result of.”
  • Keep away from obscure nouns: Phrases fashioned round common nouns like “within the space of” or “on the subject of” litter sentences.
  • Read the full list of brevity tips here.

Normally, in case you can afford to chop with out dropping the that means of a sentence, accomplish that. Push your self to strip down your phrase rely. Flip 50-word homepage copy into 25, then push your self once more to make that 25-word sentence into 15 phrases. It is not about brevity a lot as it’s about ensuring each phrase counts in your writing.

Since my final level was about attending to the purpose, I am going to preserve this temporary: Phrases matter. Each time you sit down to jot down an advert, net web page, video script, or different content material on your firm, you might have the chance to interrupt by means of to folks. Discover these alternatives in your advertising and marketing and just remember to’ve made probably the most of them.

Editor’s word: This put up was initially revealed in November 2017 and has been up to date for comprehensiveness.


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