10 quick copywriting hacks to generate leads

There are so many copywriting rules out there, it often feels like creating content is some sort of complicated puzzle – with the answers scattered across the internet. So here’s ten of the most universal rules you can use to solve any copy task – whether that’s writing a website, landing page, advert, email, or blog post.

Anastasia Vyshkvarkina

Marketing Specialist

What is copywriting and why is it important?

Copywriting focuses on convincing your reader to take a specific action. Generally, it aims to either inform, inspire, or persuade, with the desired action being to subscribe, buy or respond. In most cases, the goal is to get conversions and sales.

Fundamentally, copywriting sells. Therefore, as a copywriter, you use various triggers within your writing – that arouse the interest of your reader – and you’re aiming to suggest that your product or service is the best solution for their needs

10 best copywriting hacks for any content

1. Use active voice

Sentences that use the passive voice are often complicated or wordy, making them indefinite and vague. Using the active voice results in shorter, sharper sentences. This makes your copy easier to understand, and its immediacy encourages action.

Use active voice

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Place emphasis on what or whom the sentence is about. It can be your clent, reader, product or service – something that is performing the desired action

2. Be specific

It’s easy to make general claims about a product, but specific proof is much more effective. By highlighting specific things about your product, it removes the clutter and your audience is more likely to understand that your product’s perfect for them.

Be specific

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Describe the benefit as an action statement. Use real examples of how your product is used

3. Define a goal or outcome

Copy should move your reader forwards – towards taking an action. If there’s no outcome, it’s not copy – it’s literature.

Define goal

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Work backwards from your desired outcome. Make each sentence move the reader closer towards your goal

4. Align the motivation

When it comes to making a purchase, people are heavily influenced by their emotions. You buy with emotion and justify with logic. So if your copy only makes a logical appeal, you’ll miss the most important part of your appeal – to the emotions.

Align the motivation

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Uncover your audience’s desire first, then build your copy around it

5. Use simple words

Make sure your copy isn’t too technical or complicated for your readers, it’s better to choose words that are understood by the largest number of people. Your copy should never confuse the audience or make them feel uneducated. As a general rule of thumb, aim for a reading level of a 14- or 15-year-old to get your message across quickly.

Use simple language

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Ask someone with no knowledge of your industry to check the copy. You can also use the Hemingway App to see the reading level of your copy and improve writing concision and phrasing

6. Be customer-centric

You’re not writing for yourself – you’re writing for your audience. Customers don’t care about you and what you do, they want to be shown how you and your product answers their needs.

Be customer-centric

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Replace the use of “we” and “our” with “you,” “your,” and “yourself.”

7. Use a strong headline

Headlines open a conversation. Your readers l only go on to see the rest of your copy if the headline speaks to them, directly.

Use a strong headline

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Include a summary teaser in your headline

8. Address objections

Salespeople know that objection-handling can make or break a deal. Therefore, aim to write product copy that acts like a high-performing salesperson.

Address objections

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Directly address the objection most relevant to your ideal persona

9. Emphasize benefits

Nearly everyone has a tendency to write about features instead of benefits. But features don’t answer your audience’s most important question: “What’s in it for me?” Features are essential functions of your product or service, which could be technical or descriptive. While benefits are why those features matter for your customers, why their life could be improved by those features. Customers sign up or buy, to receive the benefits your product delivers, not for the technicalities or features. Features tell customers what, and benefits tell customers why. So lead with your benefits and then (if you need to) list the features.

Emphasize benefits, not features

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Translate your features into the benefits your customer receives

10. Go short

Make your sentences short to match the intention and rhythm of natural conversation. Shorter sentences are high energy, are easier to read online and require less commitment to finish. They help avoid complex copy and long lines of text are typically perceived by users as intimidating and overwhelming.

Use short copy

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Translate your features into the benefits your customer receives

These universal copywriting hacks are a great way to help you improve your writing skills and convince readers. You can use it as a checklist to review your current content and then use it for writing new copy.

Here’s a quick recap of these 10 copywriting tips:

  • Use active voice
  • Be specific
  • Define a goal or outcome
  • Align the motivation
  • Use simple words
  • Be customer-centric
  • Use a strong headline
  • Address objections
  • Emphasize benefits
  • Go short

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