5 Small Things I Wish I Knew When I Started Copywriting

Great copywriting is more than just persuasive words. It’s about understanding your audience so well that your message becomes irresistible. Whether you’re writing a sales page, an email, or a social media ad, good copy guides the reader toward a desired action, without sounding pushy.

And we all write copy for our customers, whether we realize it or not. It can be a business case, a department report, or an assignment at university.

How can we make sure our customers, colleagues, or teacher receives our copy well?

Give them what they already suspect

We all have our preconceived notions about certain topics. And we are unwilling to change. So you have to meet your customers or readers where they already are. 

You can not change their thoughts with one piece of copy.

For example, if you’re writing for an audience of small business owners, you might say: “You didn’t start your business to drown in spreadsheets — you started it to make an impact.” That line doesn’t inform them of something new; it affirms what they already know to be true. That resonance creates an instant connection.

People are skeptical of surprises, but they respond well to recognition. A good copy acts like a mirror, showing the reader what they already believe, and then offering a solution that validates those beliefs.

Take them on a journey

Effective copywriting is not about providing information. It is about weaving a compelling story. Instead of immediately listing features or benefits, start by pulling the reader into a story — a journey they want to be part of. 

Think of your copy as a guided experience where the reader moves from curiosity to clarity to conviction.

Imagine you’re selling a productivity app. You don’t open with: “Our app has a built-in calendar and daily planner.” Instead, you start with a relatable pain point: “It’s 8 a.m. and your to-do list already feels impossible. Emails pile up, meetings overlap, and by noon, you’ve lost control.” 

The reader sees themselves in that scenario. You’ve grabbed their attention emotionally. Now, they’re ready to listen.

Rule of One idea

Simplicity is power in copywriting. Every piece of copy should focus on one core idea. When you try to convey too much, the reader gets confused. And a confused mind doesn’t buy.

If your headline promises a time-saving tool, your body copy should support that exact promise, not tangent into price points or company history. 

Keep every sentence connected to that single idea. This makes your message more impactful.

Think about classic ad lines like Nike’s “Just Do It.” It doesn’t talk about shoes, athletes, or performance statistics. It focuses on one motivating idea — action. That clarity is what makes it powerful.

Slowly reveal the Idea

A good copy doesn’t get to the point straightaway; it lets the reader discover. One of the most engaging ways to write is to let the reader connect the dots. You hint. You build tension. And then you reveal.

This technique is especially useful in storytelling or long-form sales copy. Start with an emotional hook, build curiosity, and then lead the reader to their own “aha” moment. 

It’s the difference between saying, “This product saves you time,” versus painting a picture of a chaotic day, then introducing the tool that transforms it.

When people feel like they’ve come to a conclusion themselves, rather than being told what to think, the message sticks. It becomes their idea, not yours.

Show, Don’t Tell

Don’t just say your product is amazing. Prove it through vivid imagery, examples, or customer stories. Use emotions in your copy to make the reader feel the message.

Let’s say you’re promoting a travel experience. Instead of writing, “We offer unforgettable vacations,” you write, “Wake up to the sound of ocean waves, sip fresh mango juice on your balcony, and spend your afternoon snorkeling with sea turtles.” Now you’re not just telling — they can see it, feel it, and taste it.

This technique builds trust. The reader doesn’t have to take your word for it — they experience the value in their mind’s eye.

Conclusion

Copywriting isn’t about clever words to sell something — it’s about solving an existing problem of the customer. You have to provide clarity, empathy, and direction so that the customer feels you understand the problem. 

Take your reader on a journey, focus on one clear idea, let the message unfold naturally, use vivid storytelling, and speak directly to what they already feel. When done right, your copy doesn’t just sell — it resonates with the reader.