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The Ultimate Guide to Copywriting: What is it, How it works, Examples and Tips

Updated: Dec 6, 2022

The Ultimate Guide to Copywriting: What is it, How it works, Examples and Tips

Copywriting is what marketers like to call; their ace in the hole... A technique, used by appealing to the customers emotions, their wants and desires in order to convince them to buy your product.

Copywriting can move mountains...

Think about the last time you bought something — what was it that sold you on the product or service?

The features, the benefits, or the price may have all played a part in your decision. But in reality, it was the copy that did the heavy lifting.

After all, you wouldn’t have known about those amazing features or that killer price unless someone, somewhere spent time figuring out what would be most appealing to you and put it into words.

That’s the power of copywriting.

Today, I’ll walk you through how to write killer copy that doesn’t just make your product or service look awesome; it’s going to actually drive sales.

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What is Copywriting?

I find that there's a lot of confusion about copywriting in the marketing world....People have different ideas and opinions about what copywriting is, what it benefits and what outcome tit results in.

Today I'm here to clear all misconceptions and bring you up to speed on the topic of copywriting.

Copywriting is not about writing blogs or social media posts although the lines do get blurred between copywriting and marketing however.....

The actual definition of copywriting is content writing with the intention of driving a sale.

Copywriting might be found on:

  • Website pages

  • Brochures

  • Paid ads

  • Landing pages

  • Product pages

Here's a copywriting example from our website:

Notice how the copy is direct, to the point and telling you what you will get and how exactly it will benefit you...

Want to know how to get more leads, customers and revenue thorough copywriting + more; click here

How to Craft a Compelling Copy

Now that you know what a copywriter does, it’s time to dig in and figure out how to do it yourself. Here’s a step-by-step guide to creating copy that will reach your target audience and drive sales.

Step #1: Know Your Audience

You wouldn't buy a house before you knew how many people are living their and how many rooms they like, right? Similarly before crafting a copy you need to understand who exactly you are writing for.

Think of your copy as a weapon you are crafting. It should be unique, suiting your style and easy on the eyes too. But most importantly you can weld it into any shape you want.

Your copy is your can be molded into any shape as you see fit.

Start by creating your customer avatar or your buyer persona...

Here's what we use at Eureka Digital Marketing Academy to find out what our customers want.

You can download the file below too and access the worksheet to build your customer avatar and write a compelling copy..

Customer Avatar and Buyer Persona
Download PDF • 284KB

Once you have your buyer persona outlined, dig a little deeper by asking yourself questions like:

  • Who are you currently selling to?

  • Who would you like to sell to?

  • What do your current customers love about your offering?

  • What struggles do your customers face, and how do you help them solve those problems?

This information will guide you as you begin to write your copy.

Step #2-Use the right tone for copywriting

Writing well is about more than choosing the right words. Tone, or the attitude your writing uses, gives your writing far more context than just the words you choose. It tells prospective customers if you are fun-loving, serious, quirky, or professional.

Adjust the tone according to the audience. It helps customers feel like they are in the right place and your product will take them to their happy place.

Step #3-Stress on your USP (Unique Selling Proposition)

The internet and the rise of globalization has given us more options than ever.

If you want a new mattress, you don’t have to choose from the two local furniture stores — now you can order a mattress from anywhere in the world and have it delivered to your door in days.

Having more options is a good thing. For businesses, however, an increase in consumer options means there are more competitors

Which is why your copy needs to focus on what sets you apart, or your unique selling proposition.

Let’s be honest — your business isn’t perfect for everyone, and you shouldn’t be!

Your USP should be laser focused on explaining why you are the right fit for your specific audience.

Step#4- Use Copywriting to solve pain points

When you write copy, it’s tempting to focus on the good stuff like how awesome your product is or how much your current customers love you.

However, customers aren’t looking for a product or service because everything is sunshine and rainbows — they’re looking for a solution to a problem. Those problems are pain points, and they should be the main focus of your copy.

According to copywriter Rose Crompton, there are six main pain points customers face:

  1. Financial

  2. Risk and trust

  3. Ease and convenience

  4. Productivity and time

  5. Processes and journey

  6. Communication and support

Think about what pain points your customers face and drive home how you help them solve that problem.

Step #5- Leverage Social Proof

These are the social proofs on our landing page...If you want to be part of the Eureka Family and get more customers, leads and revenue then click here.

Social proof is a powerful marketing principle. Here’s why it works: when we see that someone else has had a good experience with a product or service, we want to enjoy the same benefits.

Why is it so effective? Because we trust information that comes from other users, like family members or even celebrities, more than information that comes directly from brands.

Social proof can help make copywriting more powerful by increasing trust.

There are two ways to leverage social proof in copywriting:

  1. Use social proof to inspire your copywriting: Reviews and customer surveys can help you understand what customers love about your product. Use social proof to determine what pain points to focus on and what benefits to highlight.

  2. Include social proof near copy: Add reviews and case studies to landing pages, homepages, and your website to strengthen your copy and show that other people like what you have to offer.

Step 6: Delete the Fluff

It’s easy to get long-winded when writing.

You might be used to writing emails explaining decisions to your boss or crafting workflow documentations. In those situations, a few extra words won’t matter and might actually be helpful.

Even in a blog post, like this one, longer prose can work.

Not in copywriting.

When you write copy, every single word must serve a purpose. If it doesn’t educate, stress a benefit, or build a connection, it needs to go.

Here are a few common words and phrases to ditch when writing copy:

  • That

  • In order to

  • Maybe

  • Very

  • A little

  • Even

  • Just

  • Perhaps

  • So

  • Really

  • Of

  • Like

Now, your copy does have to be readable. Sometimes these words are necessary, but consider whether they actually bring anything to the table or are just filler.

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Step 7: Test, Test, and Test Again

Copywriting is a process. Part of the process is figuring out what resonates with your prospective customers.

No matter how much research you do or how many times you poll your audience, you need to A/B test your copy.

I’m consistently surprised by what works and what doesn’t in copywriting. Sometimes leads have different problems, sometimes the tone needs a bit of work. In addition, tastes change over time.

Here’s a few elements to consider testing:

  • Point of view: “You can save” versus “Save now,” for example.

  • Button copy: “Buy Now”, “Get your free account” or “Sign up.”

  • Headlines: Focus on different features or pain points.

  • Formating: Bullet points versus numbers lists, for example.

  • Calls to action: What drives consumers to take action? Test multiple CTAs to see what works best


Learning to write powerful copy is key to a successful digital marketing strategy. The best product or service won’t sell if you don’t know how to write persuasive copy.

The copywriting tips above will help you understand your audience and focus on what matters so you can write copy that converts.

Need help with copywriting or have further questions regarding digital marketing?

Click here and reach out to our digital marketing specialists for our free one-on-one session.

Muhammad Aarij Kashif

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