The ultimate checklist for writing better copy (even if you’re not a copywriter)

I’ll let you in on a little secret.

Even as a seasoned copywriter, I still have days when I stare blankly at a white page, waiting for the words to appear magically.

But it’s not due to lack of training!

My excuse is that my creative copywriting brain sometimes thinks of a million things rather than focusing on the job.

Luckily, I have the tips and tricks to get back on track, focused, and writing quickly in next to no time.

And you can do it too – even if you’re not a professional copywriter.

You can create copy connecting with your audience and driving action with simple tweaks and tricks.

Here’s how to do it, step by step. 

Why copywriting matters more than you may think

Before we jump into the techniques I use, let’s take a minute to understand why copywriting is so important.

Your words are your business’s voice. They’re your brand.

Words tell your story, showcase your product or service, and are what will convince people to take action.

Great copy is what will turn casual browsers into loyal customers who keep coming back, whether it’s a website, social media post, or email.

Bad copy – it gets ignored.

Excellent copy – it converts.

Let’s jump into my copywriting techniques to help you find your voice and use your words more effectively.

Here’s the ultimate copywriting checklist to  help you write faster

Let’s expand.

The top 5 copywriting tips you need to know about

Copywriting Tip 1: Know who you’re talking to

It’s marketing 101—know your audience. The first trick to writing better copy is understanding who you’re talking to. If you don’t, your words will fall flat because they won’t necessarily resonate with your audience.

Quick questions to ask yourself:

• Who is this copy for? (e.g. small business owners or busy parents)
• What do they care about? (e.g. growing their business or saving time)
• What problem are they trying to solve? (e.g. learning a skill or finding a product)

Pro tip:

I love to imagine the ideal person when writing and make sure my words are what they’d use and understand. Keep an image of them in your head. You may even know someone in the demographic, making this easier.

Copywriting Tip 2: Use an attention-grabbing headline

The first thing people see is your headline, whether on a blog post, email subject line or a social media post.

Take this opportunity to grab their attention and draw them into reading more.

I’m sure you’ve all seen how click-bait headlines work (and even clicked on a few)!

When you know your audience and their struggles, you can use this to formulate headings that resonate with them and solve their issues.

How to write a great headline:

• Get to the point: ‘How to save $200 a month without cutting out your morning stop at the coffee shop’.
• Create curiosity: ‘The one thing every business owner gets wrong with copywriting’.
• Use a benefit: ‘Discover 10-minute easy workouts that actually burn calories’.

Pro tip:

‘How to’ headlines work well. They instantly offer a solution to an issue. Always write a few headlines, then choose the one that feels more engaging (ask a colleague or friend what they’d click on).

Copywriting Tip 3: Always focus on benefits, not features

No matter how amazing you think your product or service is, the truth is people only want to know what’s in it for them.

They don’t care about the details – they want to know how it will help them.

One of the biggest mistakes I see in copywriting is people focusing on the features of their product or service and forgetting about the benefits.

Example:

• Feature: This superfood blender has a 1200-watt motor
• Benefit: Save time and make healthy smoothies in seconds with our most powerful blender

Pro tip:

To quickly turn features into benefits, use ‘which means that’. For example, this superfood blender has a 1200-watt motor, which means that you’ll save time and make healthy smoothies in seconds with our most powerful blender. Then, play with the copy after ‘which means that’, as that is your benefit!

Copywriting Tip 4: Use easy-to-understand words

Most industries use technical jargon. It’s important to remember that your audience may not understand (or care about) this.

Good copy should not confuse your reader.

It should be clear, concise and easy to understand.

You’ll get bonus points if you use words they’d use (e.g. if you’re targeting teens, research how they speak online).

Example:

• Instead of: Our innovative, state-of-the-art software solution provides unrivalled synergy for optimising workflow efficiencies
• Use: Our latest software makes your work easier and faster

Pro tips:

My pro tips include using short sentences and paragraphs under 4 lines, avoiding jargon and technical terms, and writing as you speak so it’s conversational and approachable.

Copywriting Tip 5: Craft a strong call-to-action

Don’t assume people will know what to do. Every piece of copy you write needs to have a strong CTA.

Tell your audience exactly what you want them to do after reading your copy.

Examples:

• Enrol today and get 20% off your first course
• Download your free copywriting checklist now
• Sale ends at midnight – shop now!

Pro tip:

To make your CTA more compelling, use action verbs like shop, sign up or download to encourage your reader to act.

Bonus quick fixes to instantly improve your copywriting

1. Remove unnecessary words (keep it simple!)
2. Use power words (free, easy, proven, limited-time, powerful etc.)
3. Add numbers or stats (e.g. increase your click-through rate by 15% in 8 days)

Common mistakes to avoid when copywriting

Being focused on yourself rather than your customers:

• Don’t: We’ve been in business for 10 years, and we’re the best at what we do
• Do: Here’s how our expertise helps our customers grow their businesses

Avoid vague language:

• Don’t: Our service is the best
• Do: Our service has helped over 100 businesses write copy that converts

Don’t skip proofreading:

• Always double-check your work, as people will spot a typo and tell you about it!

When to write copy yourself or hire a copywriter

Copywriting doesn’t always come naturally. It takes years of training and refining your skills to nail it.

Even when you follow all the latest tips, you still may struggle.

And it may not be your passion!

It’s time to call a copywriter when:

• You’re staring at a blank page and have no idea what to say
• Your copy seems too ‘formal’ and stuffed with technical jargon
• You’re too close to your business to write subjectively
• You’re not seeing results from your current copy
• You need help to refine your brand voice and messaging

Write better copy, one word at a time

Improving your copywriting doesn’t have to be challenging or time-consuming. With these tips, you can make your words more engaging, persuasive and impactful.

And if you’re ready to take your copy to the next level without the stress, let me help!

Contact me today, and let’s create words that work for your business.