Important Copywriting Secrets You Should Know

This Copywriting Secrets Guide will change the way you think and write content everywhere.

Important Copywriting Secrets You Should Know

What is copywriting and how is it different from content writing?

What is copywriting?

Copywriting is creating marketing texts using words that respond to needs and inspire people to act. It is the text content that will show the reader why he needs to take advantage of the offer. What should it look like?

  • Focusing on client needs (You write for people, not yourself)
  • Interesting for readers
  • Based on the principles of verbal persuasion
  • Original and inventive
  • Memorable
  • Stylistically and grammatically correct

What is content writing?

Be it text creation or activities that increase the reach of the ad and reach the target audience by presenting the offer in a non-intrusive way. Content marketing is the activity of selecting media and “accidentally” suggesting solutions to customers.

So the difference is…

Copywriting is one element of content writing. Copywriters create content that is promoted by content writers through certain activities and using the right portal, according to the chosen strategy. Content marketing is an activity related to distributing content provided by a copywriter, but also to generating new ideas related to that content.

Copywriting and content writing complement each other and must work well together to produce the desired results.

Know your product

Copywriters are writing vendors and their products are written texts. This can be any text that promotes a product or brand. The messages created are designed to elicit customer reactions. What reaction? It depends on what effect you want.

What are copywriting products?

  • Products description
  • Website or social media content
  • Articles and blogs
  • eBook
  • Tutorial
  • Brochures, leaflets, banners, content guides
  • Advertisement
  • Broadcast content (for example radio broadcast content)
  • Landing page content
  • PPC advertising content (limited number of characters)
  • Sales email content

Text is the answer

What for? For needs. Need is the key. The content you create should show solutions to problems your audience is facing (even though they may not realize it). This means that the text offers something that will make consumers' lives easier or make their dreams come true.

Overcome doubts

Maybe when offering a solution, you should also be aware that customers may doubt the authenticity of the offer. The internet is full of various services or products that often end in failure. You have to project the customer's doubts and reservations about the offer and dispel them.

What are consumers afraid of?

  • Losing money
  • Waste of time
  • Their loss of safety
  • Defrauded

Basic question:

You write text for a specific purpose. Typically, constituents define exactly what text they expect. To stand out from the competition and gain recognition from potential readers, you need to answer the following questions:

What is the purpose of the text?

What do the commissioners want? Is the goal to increase reach, attract the right audience, engage readers in active participation in the life of the brand, or perhaps increase sales? This will determine what type of text you should create. Should they be lively and interesting, or should they focus more on SEO (Search Engine Optimization) technique?

How will this product/service help consumers solve their problems?

In other words, what are the benefits of the services/products offered? Why would anyone buy this? When creating advertising content for a product or promoting a brand, you need to consider what it can offer customers and what value it represents.

What are the specifics of this business?

What's the industry like? The nature of the brand you are creating the text for is critical to the appropriate feel of the text. Is it the brand or does it want to be associated with fun and accidents? Or maybe pragmatic and paying attention to quality and technology? Treat the brand or product you are describing as a person, determine its character and reputation, and build your text around that. This will allow you to determine what style and vocabulary you should use.

Who should be interested in the content?

It also matters who the content is created for. So, you have to define exactly what specific recipients the commissioning party wants to attract, namely what the target customer is like, what content is around him, what interests him, what his character is, what interests him, and what disgusts him, what did he notice? Briefly - what language does it use?

Based on this information, adapt your language technique and style to the target audience's preferences. This will allow you to choose your words so that they affect the recipient's emotions and encourage them to take the action you desire.

Know your audience

Why is it so important to know your audience? Imagine you are shopping online. What are your guidelines when choosing a website where you make a purchase? What influences the choice of a particular product from the offer?

This is what can influence the election:

  • Consumer tastes
  • Brand social responsibility
  • Environmental friendliness
  • Consumer income level
  • Openness to new solutions and technologies
  • Form of presentation of products/services
  • Website design and clarity
  • Ease of finding the necessary information, technical data

The first words are very expensive

The main knowledge for you is: How does this reader make decisions? Moreover, it is better to define your target group and address a few specific recipients rather than the nameless masses!

You need to know that decisions are influenced by many factors, and like the principle of first impressions, when searching for something on the web, recipients decide whether to click on a link, read content, or view a product in less than a minute!

Do research

You need to determine exactly on what basis your target audience makes decisions! You need to find out:

  • Who they are (demographics, gender, age, education level)
  • How they spend their free time
  • What are they afraid of
  • What is very valuable to them
  • What do they dream of

This will give you a basis for further research to find out what language your future audience uses, what terminology to avoid, what length the text should be, and the extent to which manipulating readers' emotions through word choice is acceptable. But this is not the end!

Everything matters! This means that the typeface, graphic design and website design also influence readers' interest in your content!

There are also easy and intuitive tools that allow you to identify who your target customers are. HubSpot is a website that allows you to define your target group. Through specific questions, the website guides you to determine the target group as precisely as possible. Thanks to that, you have the opportunity to investigate the identity of your prospects.

Get to know your voice and tone

Using the right tone results from the right definition of your recipient group. The tone and words convey emotion and convey the seller's meaning. You can't just write – you need to customize your text. Words create the atmosphere of the text and directly convey what is in the client's heart. This will impact whether the recipient reads this or not.

Here's an example of how one message might sound in several versions:

  • For young people: You definitely need this refreshing drink!
  • For athletes: Get dehydration relief straight from nature.
  • For entrepreneurs: Bring refreshing power to your business!
  • For Mothers of Toddlers: Natural Refreshment for Your and Your Family's Health!
  • For kids: Refresh while you play!

A HINT: Match your speaking style to your recipient. Find out how they think and start speaking their language.

Words and phrases should reflect the brand voice

Ask yourself what is the nature of the brand you represent and what kind of customers does it want? What is important to this client, and what is he looking for? Safety, support, entertainment? In reality, this needs to be connected to core values. Find them. For example:

Safety - avoid risks and build trust in the brand.

  • Guarantee or your money back
  • Cancel anytime
  • Tested by thousands of users
  • Based on trust
  • Free returns
  • Try it for free
  • No hidden fees
  • See our review

Words that influence your imagination

It is important to create text that allows recipients to easily visualize the benefits of using a service or purchasing a product. How will it change their lives? The words we use will influence the way readers imagine the results. These techniques are based on evoking certain emotions. You need to know what emotions and images you want to evoke in the imagination of potential customers.

Psychology of writing

This is the psychology of sales, embedded in the written text. Knowing the emotion is what will make the reader take important action. Don't focus on the product itself, but on the people. What your recipient will get, what value they will get from the product, how easy and enjoyable their life will be, and how little they will have to do to get it.

Know your media

Where does your target audience look for information? What social media do they spend time on, and which influencers do they follow? What characterizes this web and application?

Know WHERE You Are

It is very important for you to know what type of media your audience visits. This will tell you a lot about their preferences, but will also help you get started on these sites!

Learn about the specific features of the selected media

Now that you know where your target audience spends their time, you need to learn all the specifics about these websites. How does it work? What are the possibilities? Carefully study the apps or pages that attract the readers you want and learn how to use them smoothly. Be an expert!!

WHERE you are is also important

Not only customer media but also discover your media, thanks to which you can enrich your knowledge, skills and carry out fast and accurate research.

One such tool is Answer the Public. This is a free SEO phrase finder. You enter keywords, select the areas you are interested in, and voila!

Answer the public

These are your results, from which you can read the most relevant phrases and follow search trends.

Writing style

You certainly have your own writing style. However, remember to perfect some version of this style. When working as a copywriter, you will fulfill orders from many industries, which requires a lot of flexibility. Change your style for a specific audience. Build for young people, seniors, children, pragmatists, students or artists!

Some tricks. What influenced the message?

Often ad content sounds… similar. It's not about replacing words with any formula. Additionally, it's important to keep your lyrics original and fresh. And again! There are some tricks that work. What are these tricks?

Repetition and rhythm

This is the use of words or sentence structure melodically. Using words that sound similar or have the same ending makes the message interesting and easy to remember. And that's the point - to make the recipient remember!


Just like the ditty, the comparison works very well. Comparisons were made based on associations. This makes the reader subconsciously absorb the content offered to him. Later it will be easy for the recipient to recall the offer thanks to its association with something we are comparing the product to. Therefore, it is important that the comparison is something that the recipient knows and that they are familiar with.

Don't be afraid of word formation

Depending on who you are talking to, you can adapt the words, which means you can not only use special terminology, linguistic borrowings, but even make up your own words! Example?

  • It’s the refreshingest! (Coca-Cola ads)
  • Froyo (frozen yoghurt)
  • Brinner (English breakfast for dinner trend)
  • A title that invites action

The title is something that catches your audience's attention. Something that stands out! The most important thing is to choose the right title which will determine whether you suit the style of your target group or not. So, will your desired customers read what you write?

Use technical data

Credible data can make text look professional. Customers can base their decisions on specific data, thereby increasing their sense of safety.

Storytelling – authentic story

This is a brilliant method for demonstrating authenticity, building trust in the brand, and evoking emotion. This is because people tend to sympathize, and knowing the history of the product and the difficulties its founders had to overcome makes consumers closer. They know the brand (or product). They started treating it as an old friend, thanks to which the brand earned their loyalty.

Write simply

Use short and simple sentences. Write interesting and clear sentences. Don't play around with long, composed constructions or poetic styles. Keep simple. Build active content aimed directly at your audience. Short statements are easy to understand. They are involved. Make a bigger impression. And it's easy to remember. Although they break grammar rules and start with a conjunction. Just like now.

Call your customers to action!

CTA (Call To Action) is a technique that stimulates readers to act through direct and firm sentences such as:

  • See yourself!
  • Dont wait again!

Thanks to that, readers will be moved to engage in the content and participate actively.

Create urgency

Creates a sudden sense of opportunity. Now or never! You only have a few seconds to influence the recipient's decision. Creating an atmosphere of rush will make the recipient act instead of thinking and thinking endlessly... Use texts such as:

  • Dont waiting!
  • It will be gone soon!

AIDA rules

Use this known method. AIDA which means Attention, Interest, Desire and Action. The goal is to attract readers' attention with interesting content that arouses their desires. The desire is to be strong enough to cause immediate action.

  • Attention: Get their attention with something interesting and relevant.
  • Interest: Tell them interesting facts or uses.
  • Desire: Make them want the product/service.
  • Action: Get them to take action.

Write clearly

READABLE.COM- this is the page where you can check the readability of your tests. Remember, the text must be readable and easy to understand.

Avoid common mistakes

Boring slogans – instead of using meaningless phrases, inject a little authenticity and actual data into your text to make the message clear and… lively. Show that the brand is not just a logo, but that there are real people behind it. People who are willing to help.

Consistention of text for the - SEO algorithm it is not the only thing that is important, but the skillful construction of sentences so that they are consistent and logical.

Praise - Even if the product is of the highest quality, excessive use of flattering epithets can discourage readers. People want facts that are easy to check

Forgetting emotions – By making your text bland and lifeless, you will not encourage anyone to make a transaction. Be lively and positive. Get excited!

Skipping research – The best copywriters are great researchers. Skipping research is very dangerous. When sending SMS, you should not risk motor mistakes because you will lose credibility.

Forgetting keyword – It's important for you to know what Internet users enter into their search engines. (You're writing for them!) SEO techniques or learning popular phrases and hashtags will pay off. People have to find you, and they have to have a reason to read your text.

Skipping the headlines – This is the first thing the reader notices. When recipients see a bunch of unknown content, it's unlikely they'll read it. Your texts are only a small part of the entire Internet. Why should they choose you?

Inappropriate terminology – Make sure to adapt your vocabulary to your audience's level of knowledge. Save the professional jargon for the specialist community.

Don't plagiarize! Write your own text! - Copywriting involves market research and adapting the text for a specific audience, but the originality and uniqueness of the text is essential. This should be your work, not a copy or alteration of someone else's text.

EXAMPLE: Instead of talking about the best table, tell about a table made from XXX materials using XXX technology, and which has been perfect for more than 10 years with 25,000 customers - rely on facts and technical data.


Congratulation! You have finished the article of Important Copywriting Secrets You Should Know! Now check out this quick summary.

  • Before you start writing, remember to determine what character of the product or brand you want to convey and think about what words will reach the recipient.
  • The most important thing is that you must be the voice of the commissioning party and at the same time speak the language of your recipient!
  • When creating, follow the work ethic - do not copy other texts, maintain originality and authenticity.
  • Avoid form over substance.
  • Do good research and do not deviate from the truth.
  • Don't be afraid to use free online tools to help with your work!