Mastering Copywriting: 6 Strategies for Creating Effective Marketing Copy

So you’ve got a bunch of marketing copy to write regularly. Seems simple enough, right? Well, it’s a bit more tricky than just figuring out what you need and starting to type. While copywriting gets easier with practice, it’s not as easy as the pros make it look.

If you’re new to copywriting or just looking to improve, here are some tips to help you out.

Gone are the days when only humans could write copy. Now, you can use an AI writer to generate content from a few key points or to enhance and revise your work. Using an AI tool has clear benefits—you’ll get more done in less time and ensure the content is original. So, you won’t have to worry about copyright issues or penalties for reused content.

However, good AI copywriting tools do come at a cost. But if you need to produce a lot of content, the efficiency and uniqueness they offer can make it worthwhile.

If your marketing copy will be seen by the same audience regularly, it needs to be consistent and align with your overall brand identity. Switching the tone from post to post or using an approach that doesn’t match your industry or customers won’t work.

That doesn’t mean you can’t make strategic changes if you’re not getting the results you want. It’s better to establish a house style and stick to it rather than confuse your audience with inconsistencies.

People are busy and don’t have time to read long texts. That’s why marketing copy should be short and to the point. The length should fit the purpose of the copy. For complex products or services, you’ll need more words, but avoid long-winded sentences. Use simple words that match your brand’s image and tone. Speak to your audience on their level, not down to them.

Choosing the right keywords for your marketing copy is still important for keeping content relevant and pleasing search engines. If you’re not already a big name with a strong online presence, targeting popular keywords is futile—you’ll just get lost in the search results. Instead, look for keywords related to your topics and find underrepresented niches to target. Avoid keyword stuffing, even if you can use the phrase in every sentence.

Setting a consistent style and tone is easier if you document everything clearly. This way, your team can produce compelling copy without any room for confusion.

Lastly, always include a call to action (CTA) where appropriate. This usually means a final paragraph urging the reader to visit a product page, sign up for a mailing list, or follow you on social media.