5 Tips to Become a Better Copywriter

Learn expert advice and copywriting techniques for writing compelling copy that gets results

On the surface, the remit of the copywriter is simple: to play with words, move them around and bring their meaning to life. It sounds great—in theory. But when faced with a big deadline, a blank page, and a bin full of balled-up paper, the panic sets in. Because, as it turns out, copywriting is tough. It takes craftsmanship, care, and attention to assemble the words in a way that inspires action.

However, I truly believe that these skills can be taught; anyone can learn how to become a great copywriter, given the right tools and tuition. Whether you’re years into your copywriting career or just getting started, the following tips will help you to write copy that connects with your customers and communicates your value.

1. Define (and refine) your tone of voice

There’s no denying it: standing out is getting harder. However, you don’t need the biggest budget to build trust with your target audience. You simply need to speak their language. A well-thought-out tone of voice is one of the most valuable tools in the copywriter’s arsenal. Get it right and you’ll start to reap the rewards of recognition in your market.

The more consistent your tone of voice, the more familiar your audience becomes with your brand. The more connected they feel with the brand, the more likely they are to become loyal customers. The tone you define for your brand should underpin everything you write—but it’s not something you choose at random.

As people, the way we speak is part of what makes us who we are. The same is true for businesses. Your brand’s tone is a direct reflection of its values; it’s an extension of your brand’s personality, beliefs, values, and areas of expertise. It’s the sweet spot between your audience’s perception of the company and the image it presents to the world. It isn’t about being different for the sake of it—it’s about knowing your key differentiator and translating it into a tone that resonates with the right people.

If you’re hitting a brick wall, ask yourself—if your brand were a celebrity, who would they be and why? Whether it’s Ray Winston, Mary Berry, or Mr. Rogers, ask yourself why and work backward from there.

2. Seek out real-world stories

Storytelling is at its finest when it centers around a universal theme—identity, purpose, love, struggle. That’s how the best ads move their audience to action: they evoke emotion by tapping into the human experience. In some ways, the first step towards becoming a better copywriter is to become a better observer. To tell the kinds of stories that mean something to your readers, you must actively seek them out from the world around you.

In a practical sense, that means speaking to your customers, extracting these shared experiences, and using them as your inspiration for your work. As well as holding dedicated sessions to gather these insights, I recommend delving into the spaces on social media where they spend their time. Relevant Reddit threads, Twitter conversations, and Facebook comments can be a treasure trove of customer stories that could inspire your next great idea.

3. Don’t shy away from the negative

Tragedy isn’t glamorous. Suffering isn’t stylish. But it’s all part of the human experience. Still, brands are often guilty of side-stepping sadness in favor of the positive spin. And sometimes, that’s appropriate. But, as writers, we must strive to embrace all facets of life, no matter how uncomfortable it makes us. In an era where trust in leaders is at an all-time low, brands have a responsibility to tell the truth, warts and all.

A few years ago, MetLife Hong Kong launched their heartbreaking ad in which a young girl tells the viewer everything she loves about her dad. Then, she takes a pause and tells us she knows her father lies to keep her happy—he lies about having a steady job and being able to support her. It’s a tearjerker, but it taps into a truth that anyone from humble beginnings knows so well. The ad finishes with a statement from MetLife:

“You can’t change your destiny, but you can create your own. MetLife values the dream of every parent to give their children a good education to pursue a better life. We understand every sacrifice you make for your children’s future”

Most banking ads show happy families spending money; they choose not to shine the spotlight on the struggles of their customers. But this ad and others like it show that we shouldn’t shy away from sadness if we want to truly connect with our audience on a deeper level. We should lean into the lows, because—in the words of Martin Amis—“that’s life, as I say, and my most sacred duty is to make it lifelike.”

Watch the MetLife ad below:

4. Look outside of advertising for inspiration

I come back to this point time and time again, because it’s one that has helped me arrive at the best ideas of my copywriting career. As moving as the best ads may be, the industry can be very insular.

With most agencies following the same processes and asking the same questions, it’s no surprise that the answers they arrive at feel, look, and sound similar. Because when a particular formula proves successful, everyone wants in on it. That’s why so many ads have hailed the "here’s to you" approach during the pandemic (“here’s to the night-owls, the early risers, to the bread-makers, the class-takers…” and so on and so forth)—it works. But it’s definitely not original, not by a long shot.

Copywriting is about doing a lot with a little. But advertising isn’t the only place that presents that challenge. In my Domestika course on social media copywriting, I advise students to look at the backs of novels for inspiration. Here, writers have only a very small space to sell the entire story to a potential reader. Similarly, the best children’s books take big concepts and simplify them into messages that are poignant, yet easy to understand. Even missing pet posters can serve as inspiration on getting a point across in a small amount of words.

The bottom line is this: if you’re stuck for ideas, don’t revisit the same competitor brands or agency portfolios. Instead, go for a walk or visit your local library—you never know where inspiration could be lurking.

5. Don’t be afraid to delete

In all forms of professional writing, it’s very rare for the final version to be the first draft. Your favorite novels, films, and TV shows all went through edits, some light and some drastic. If I could offer you one tip to improve your copywriting, it would be this: don’t hesitate to rip up your work and start again if it’s not quite right. And trust me, you’ll know deep down whether or not it’s right.

Research, writing, rewriting, ruminating, revisiting, reading aloud, rewriting—they’re all part of the process, and every step is necessary. If you’re happy to cut corners, you can’t be surprised if your copy doesn’t get cut-through. Make the delete key your best friend and get used to rewriting a tagline 100 times. Think of it like a Rocky montage—or basically any '80s montage in which the hero takes a beating before getting back up and defeating their rival.

To conquer your copy, you’ve got to be prepared to take punches. But you don’t have to go it alone. Join me in my Domestika courses for practical exercises to improve your copywriting and tangible advice to define your tone of voice.

This article was written by Paul Anglin (@paulanglin), a senior copywriter and tone of voice consultant with over twenty years of experience based in Madrid, Spain. Since 2016, he has run his own studio, Craft Copywriting, where he works alongside his team writing for brands such as Nike, Apple, Microsoft, and Dunlop Sports.

To learn copywriting techniques, sign up for Paul's Domestika course Copywriting for Social Media—and keep an eye out for his upcoming course on tone of voice.

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