How to write great copy for every channel

Words are a quiet kind of magic. However, they’re often treated like commodities rather than recognized for the power they hold. 

Words are a vehicle for connection, for understanding and for inspiration. A single change in phrasing can turn flat marketing speak into something that grabs attention, shifts perspectives and drives action.

Below are the essentials of compelling copywriting across marketing channels and how to craft messages that spark interest in readers.

Writing that works everywhere: copywriting basics for all channels

There are several enduring best practices in copywriting. They are channel-agnostic and should be considered by any brand, writer or marketer getting their start in copywriting.

Understand your audience

Before you write a word, you need to identify who you’re talking to and what you want them to do. Without that, at best, you are guessing what your readers want. At worst, you’ll completely miss the mark or even deter customers.

Knowing your audience starts by researching your audience’s pain points. This can be as simple as talking to past or prospective customers or sending out surveys. A few questions I like to ask include:

• What is your No. 1 struggle when it comes to [subject]?
• What methods have you tried to solve this problem?
• What issues did you encounter with those solutions?
• What is the No. 1 outcome you desire when it comes to [subject]?
• How would you define a “great” [product/service] in your eyes?

Speak with or survey at least 10 people, ideally more. Once you have some consensus on what your audience cares about and needs, your copy should speak to those goals.

Write with momentum

Write each line of copy to lead toward the next. Sentences should pull a reader forward. Ask yourself, “Does this make them want to read the next line?” If not, rework it.

Bad example: 

• “Our software is easy to use. It has many features. Businesses can benefit from it. You should sign up today.”

Here, there’s no flow and no reason for the reader to keep reading. The copy lists facts instead of creating curiosity or momentum. Readers can stop at any point because nothing is pulling them forward.

Good example:

• “You’ve tried many tools that promised ‘simplicity’… but ultimately left you frustrated. That’s why we built one that actually works with you, not against you. In just five minutes, you’ll be managing your workflow without the usual chaos.”

That is an excellent example because each line sets up the next. There’s curiosity (“tools that promised simplicity”), intrigue (“one that actually works with you”) and payoff (“in just five minutes”). It gently guides the reader from problem → solution → benefit → action.

Tension, curiosity or a promise can help build and maintain that momentum in your copy.

Focus on their benefit, not yours

Writing about how great your brand is will only get you so far. Prospective customers only care if you solve their problem. If your copy isn’t focused primarily on what the reader wants and needs, you will lose them in the features and overly promotional details. 

Bad example:

• “We’re the industry leader in business automation. Our award-winning platform uses cutting-edge technology to streamline operations. With over 20 years of experience, we pride ourselves on delivering excellence to our valued clients.”

This copy is too brand-centered. It talks way too much about the company rather than the customer. There’s no mention of what the reader actually gains or how their life improves as a result of the product.

Good example:

• “Tired of wasting hours on repetitive admin work? [tool] automates the busywork so you can focus on growing your business, not managing it! In minutes, you’ll have a smoother workflow and more time for the work that actually matters.”

This copy is clearly reader-centered. It starts with the customer’s pain (“wasting hours”), offers a direct benefit (“automates the busywork”) and ends with a clear emotional payoff. It speaks about the reader, not at them.

Clarity over complexity

Don’t lose prospective customers in the details. While you want to accurately describe your offer, you don’t need to be overly verbose. Communicating your point in fewer words is a win.

Clarity always beats clutter. Your tone should be straightforward and conversational, rather than stiff or stuffed with jargon. The goal is to make your message crystal clear to your readers.

Which one would you rather read?

• “Our cutting-edge, all-in-one marketing solution is designed to empower businesses of every size to seamlessly integrate data-driven strategies that maximize engagement and boost ROI…”

Or

• “Our marketing platform helps you attract more customers and save time by managing all your campaigns in one place.”

The latter uses clear, everyday language to make the point. It’s easier to understand and, as a result, more actionable. It centers the reader’s benefit and says what the previous example did — only in fewer words.

Show don’t tell

When you have the opportunity to show readers what you can do for them, seize it. Words have limits. Skip redundancy and self-promotion and let social proof reveal what your brand is about.

Customer data, case studies and testimonials supply the credibility people want before they buy. A customer vouching for your product is far more convincing than a brand saying, “We’re great.” Use social proof in place of lengthy copy to build trust and tap into the emotional triggers that drive decisions.

Know the platform

Although these best practices apply to all copywriting, the format will vary by platform. Some types of copy — such as long-form, short-form, video and ads — perform better in specific channels.

Learn the tone, format and layout that work best on the platform you’re using. For instance:

• Website copy follows a clear hierarchy and is structured for quick scanning. 
• Social posts perform best with a sharp hook, short sentences and emojis. 
• Ads use minimal copy, rely on a clear CTA and lean more promotional.

Do a quick scan of each channel to see what performs, what competitors are doing and how you can position your content to stand out.

Copywriting tips for your marketing channels

Your copy needs to adapt to each platform’s purpose and the specific behavior of your target audience. Here’s how to craft compelling copy for today’s most important marketing channels.

Sales pages: Hook fast, build value

A sales page is usually where people land at the end of your funnel — whether they arrive through an ad, email or social campaign. Its only job is to sell one product, service or offer. It shouldn’t be a copy-and-paste version of your product or service page. Prospective customers expect a different experience here.

A sales page is built to sell, so open with a sharp, relevant hook. Then build value by highlighting clear benefits. Write to spark curiosity and create a link between what you offer and what your customer needs.

There’s no perfect template, but this general progression works well:

• Problem statement (“Are you [experiencing challenge] but not [seeing desired outcome]?”).
• Solution statement (“What if you could accomplish X and Y, without Z?”).
• Initial CTA.
• Detailed solution (explain the offer).
• Benefits (what’s in it for them?).
• Features (what’s actually included).
• Social proof (testimonials and results).
• Pricing (if applicable).
• Guarantee (if applicable).
• Final CTA.

For example, if I were writing a sales page for a course on SEO for small business owners, the copy might follow a structure like this — without drafting the full page:

“Are you spending a bunch of time on SEO but not seeing any results?

What if you could attract new customers every month without burning out or wasting money?

In Small Biz SEO Academy, I teach small business owners like you how to build a fully automated “SEO funnel” in a weekend — with no monthly SEO fee or hours spent optimizing your website.

No fancy tools needed.

No prior SEO knowledge needed.

Excited customers every month.

Check It Out.

Benefits:

– My Tried and Tested Method for Generating Tons of Customers Every Month, Used by Businesses of All Sizes

– A No-Brainer Approach to SEO — No Fancy Skills or Coding Needed

– Minimize Time Spent on Marketing Down to Less Than 5 Hours Per Month!

– Generate $3,000-$10,000 in Revenue Per Month, All with Organic

The Small Biz SEO Academy Includes:

– 5 Ready-to-Use Templates (Just Edit and Publish!)

– 6 Straightforward Videos on How to Build Your Own SEO Funnel

– Pre-Written SEO Sales Funnel Copy

– Bonus: 1 Hour Coaching Session!

See how Sarah and Todd increased their monthly revenue after implementing Small Biz SEO Academy! [ testimonials ]

Usually $1,500, now only $1,200!

Ready to Level Up Your Business? Join the Academy today!”

If you’re looking for some good sales page examples, check out swiped.co, where you can reverse engineer other marketers’ funnels and sales pages. 

Emails: Open and close the loop

The purpose of email marketing campaigns is to build relationships, warm up a cold or lukewarm audience and ultimately drive conversions. And by email campaigns, I mean sales emails — not your monthly newsletter.

Start by defining the purpose and cadence of the campaign. 

• What are you selling? 
• How many emails will you send? 
• Who is the audience?

Then outline your sequence. A simple, effective progression might look like this:

• Email 1 (Problem awareness, open the loop): Make readers feel “you get me” and spark curiosity. Mention how you understand their struggle, then hint at a solution without fully revealing it yet (i.e., open the loop).
• Email 2 (Story): Tell a story (true or made up) that demonstrates your audience’s struggle and then how a solution was reached. This enables readers to envision a more favorable outcome to their current challenges. 
• Email 3 (Close the loop): This is where you reveal the true solution you are selling, whether it’s a product, service, course, or something else. Explain how your offer helped either hypothetical character (from previous Story) solve a problem or how it will help the reader. 
• Email 4 (Social proof): Show readers how your offer has helped previous customers reach their desired outcomes. Include screenshots, links to case studies, videos or all of the above. This builds trust, showing readers that other people have purchased from you.
• Email 5 (Ask for the sale): If you haven’t done so already, ask the reader to take action, such as signing up or making a purchase. Use additional copy to strengthen their desire to buy from you and to answer any lingering questions. Include at least one, if not several, clear CTAs. 
• Email 6 (Act soon): Follow up later to capture stragglers who haven’t acted yet. Try to build a sense of urgency (“X days left until doors close!”) Close the campaign with a final push.

Try not to overthink your subject lines. Test them and see what resonates — every audience responds differently. Use a conversational tone and “you” language, avoiding jargon and salesy “we” phrasing.

Also resist sending readers in several directions. One clear idea and one clear CTA per email works best. For strong examples, search for email swipe files. Many marketers share templates you can study or adapt and Ben Settle’s swipe files are a solid place to start.

Digital ads: Sell the click

Digital ads demand speed. You have only a moment to earn someone’s attention before they scroll past. Your copy must get to the point fast and create enough intrigue for the reader to want more. The best ad copy doesn’t try to say everything. It says the one thing your audience needs to hear most — right now. 

For example, imagine you’re running a Facebook ad for your content marketing software. Rather than saying:

• “[Brand] Content Marketing software helps businesses everywhere with content planning, posting, analytics and tracking. With built-in AI features, you have more ways to generate content ideas…”

You could say something like: 

• “Stop stressing about content. Let us do the heavy lifting.”

This copy is short and to the point and says precisely what it needs to say. It also speaks directly to an emotional pain point (“stress”), which is often more powerful than listing features or technical details.

You have limited time and space in digital ads. Instead of listing features, paint a picture of what life is like after someone uses your product. Lead with the emotional payoff — more time, more clarity, more revenue, less frustration — and then land the benefit.

Ads come in many formats, from text to carousels to video, so your structure will need to adapt accordingly. But every ad needs a scroll-stopping hook, a clear promise that speaks to the user and a strong CTA.

From there, send users to a sales page that does the heavy lifting. An ad isn’t meant to close the sale but to start the journey. Your job is to earn the click and spark curiosity. Do that well and the next step feels natural.

For strong examples, browse Facebook, Instagram and YouTube. Study how brands hook you, how their sales pages flow and how often they use CTAs. Once you start noticing sales funnels, you’ll see them everywhere. Funnel hacking is excellent practice for any marketer or copywriter wanting to sharpen their craft.

Dig deeper: A 3-step copywriting formula that makes buyers take action

Website copy: Build trust and drive conversions

Some brands write their web pages like sales pages, but that approach misfires. People land on your site from all stages of the buying journey and hitting them with hard sales copy right away feels too aggressive.

Your website is your digital storefront — the place where visitors decide whether they trust you enough to buy, work with you or look elsewhere. Your copy should build trust, share clear information and highlight your credibility.

Think of your homepage as a handshake: simple, welcoming and informative. As visitors move deeper into your site, your copy should expand your value, answer their unspoken questions and reduce friction at every step.

Every page should make it obvious what you do, who you help and how you stand apart. Readers shouldn’t have to decode sales language or hunt for basic information.

Every page should make clear what you do, who you help and how you’re different. Readers shouldn’t have to decode sales language oEvery page should make clear what you do, who you help and how you’re different. Readers shouldn’t have to decipher sales language or search for the basics. That’s why your website needs a structure very different from a sales page.

People don’t read websites the way they read emails or ads — they skim. Your job is to guide them through a clear hierarchy, with useful subheadings and a logical flow that leads them exactly where they need to go.

Example outline for a web page:

• Heading 1: Clear value proposition — (Above the fold)A single sentence that explains what you do and who it’s for. 
• Example: “Simple marketing tools that help small businesses attract more customers, without the overwhelm.”
• Heading 2: Short supporting statement — A quick line that reinforces the benefit. 
• Example: “Save time, stay organized and grow consistently with tools designed for busy owners.”
• Core benefits section — Short, scannable blurbs that highlight outcomes, not features.
  • Example: “Attract more qualified leads.”
  • “Automate repetitive tasks.”
  • “Manage everything in one place.”

• Social Proof: A testimonial, review, rating, etc.
  • CTA — Example: “Start your free trial” or “Book a demo.”

Again, your web page copy exists to build trust. You still want to highlight benefits and encourage action, but it doesn’t need to be as tight as an ad or as sales-forward as a sales page. Aim for a balance: tap into emotional triggers while giving readers detailed, accurate information they can rely on.

Social media copy: Quick and conversational

There’s a key difference between social media content (posts, Reels, Stories, etc.) and social media ad copy. The first is for organic engagement and audience connection. The second is to sell. Here, I’m talking about copy for social ads.

Social platforms — Instagram, Facebook, X, Reddit and others — are places where brands show personality and build connection. Your copy shouldn’t be stiff or overly polished. The best social copy feels conversational.

Think about how these platforms began: spaces for people to share updates, connect with friends and join communities. User-generated content has always set the tone. Your job as an advertiser is to blend into that environment with a natural, friendly voice while still stopping the scroll.

Your first line matters most. This is your hook. Lead with a sharp question, a hint of a story, an unexpected stat or an inside joke. Your visuals should also help create that scroll-stopping moment.

Next, paint a picture of the transformation your product or service delivers. How do you take someone from A to B? If you can convey this with a quick story, even better.

Then, close with a clear CTA. This is not the place for vague or quirky lines like “Discover your adventure.” Clearly state what users will receive when they click.

For example, if I were writing an Instagram ad for a luxury shoe brand ahead of Thanksgiving, I might say:

• “Quality and Shine Meet Quality Time. Step Out in Style This Thanksgiving with 10% off [Brand] Shoes. Exclusive Deals on our Shine Series. Grab Deal”
• “Style that sparkles. Moments that matter. Celebrate Thanksgiving with 10% off [Brand] Shoes, featuring exclusive deals on our Shine Series. Shop now!”

Each platform leans a bit differently — LinkedIn feels more authoritative, Instagram more emotional, Facebook more community-driven, X more punchy — but all reward clarity and relatability. When your copy sounds like it was written by a real person, engagement rises naturally.

Spend time studying ads on Instagram, Facebook, LinkedIn and other platforms. Notice how brands hook attention and drive action.

Search ads: Keyword-focused, intentional

Search ads — such as Google Ads and Bing Ads — target customers who are actively seeking a product or service. As a result, your copy should be keyword-focused and direct.

Say you’re a restoration company offering mold remediation services in NYC. A prospective customer might search terms like “mold remediation NYC,” “mold removal service near me,” “professional mold remediation,” or “mold cleanup services.”

With those keywords driving intent, your ad copy should use them clearly and naturally. And to do that well, you need to understand how each part of a search ad works:

• Headlines (up to 3): These are the bold, clickable headlines. They should use your primary keyword, a value proposition and a call to action. Example: “Mold Remediation NYC — Certified and Fast Mold Removal. Free Inspection Today”
• Descriptions (up to 2): Descriptions provide more space to include additional details and relevant keywords. Keep them clear and service-forward. Example: “Need mold remediation in NYC? Our certified specialists remove mold safely and quickly. Get a free inspection today.”
• Display path: The URL to be displayed on the ad. This is optional, but can reinforce relevance. Example: yourwebsite.com/mold-remediation/
  • Ad assets: These are additional features that help increase your ad’s visibility and relevance. Some examples include: Call assets.
  • Location assets.
  • Sitelinks.
  • Callouts (e.g., “24/7 Emergency Response,” “Licensed and Insured,” “Free Estimates”, etc.)

Assuming we use all of the features available to us and write a fully optimized ad, it might look something like this:

Headline: New York Mold Removal Service — NY Certified Mold Inspectors

Description: [Brand] Mold Removal is a NY Top-Rated Mold Company. Let Our Techs Clean The Mold For You!

Asset 1: 24/7 Emergency Response

Asset 2: Locations

Since this structure is more formulaic, many marketers and business owners find it easier than creative copywriting. The example above illustrates how search ads can closely align with a user’s intent and enhance relevance through the strategic use of clear keywords.

Write several ads within the same ad group and test different headlines, descriptions and extensions to see what performs best.

Write copy like the pros

As you’ve likely noticed, copywriting isn’t as simple as following a template. What works for one brand may fall flat for another. Studying other brands helps, but the only real way to get good is to practice and test what your audience responds to.

Start by understanding what your audience wants and the challenges they face. Market research is essential — don’t skip it. Let your audience tell you what they want to read and what will inspire them to take action.

Next, learn how copy is formatted on different platforms and how users interact with each one. A style that thrives on LinkedIn may flop on Instagram and vice versa. There’s no one-size-fits-all approach.

The best copywriters research their audience, learn the platform, refine their copy across formats and then test. The truth of your efforts shows up in the data. Don’t overthink it — let performance guide your decisions.

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