How can you use language to make a lasting impression as a copywriter?

Putting yourself in the shoes of your target audience is the foundation of copywriting best practice. Only then is it possible to produce copy that truly speaks to your target audience because you have spent time getting to know them and delving into their key pain points and challenges. This insight can then be expertly woven into all of your content outputs.

Understanding your audience is the first step to using language that resonates with them. When you know who you're writing for—their interests, problems, and preferences—you can choose words and phrases that speak directly to them. This makes your content more relatable and engaging. For example, using industry-specific terms can show expertise and build trust, while simpler language might be more appropriate for a general audience. By tailoring your language to fit your audience, you create a connection that leaves a lasting impression and makes your message memorable.

Stories create stories. We all relate to storytelling in our everyday life, so why shouldn't you do that in your copy? 1. By sharing customer stories, success stories, a brand can build credibility. 2. When you relate the journey of a product with a story it immediately builds recall. Think McDonalds or KFC. The number of times we have seen their videos and heard their stories makes us want to go back. 3. It's a language that's acceptable and relatable with every age group. Storytelling in any format of content makes us want to take an action. Example: KitKat or Cadbury ads. 4. It immediately catches the attention. Storytelling is an art and not all brands indulge in it. Whether personal or professional, it's evergreen.

Storytelling captures attention and makes your message memorable. People naturally connect with stories—they're engaging and relatable. When you weave a narrative into your copy, you create an emotional connection with your audience. Share anecdotes, case studies, or hypothetical scenarios that illustrate your points. Make your audience feel like they're part of the story. A well-told story can turn a simple message into a compelling and lasting impression.

This is a valuable reminder of the fact that while some phrases may make sense in-house, they do not always necessarily make sense in the outside world. Stick to Plain English at all times and avoid using acronyms, abbreviations and multiple words when one or two will suffice. Sentences should be sharp and snappy and effortlessly flow from one to the next. Headings, sub headings, bullets, numbers and strong call to actions can all be used to make content easier to digest.

When your writing is straightforward and to the point, it's easier for your audience to understand and remember your message. Avoid using complicated words or long-winded sentences that might confuse readers. Instead, use simple language and get straight to the point.

Good copywriting is poetry that serves a commercial purpose. As such, there are two ways to approach it. There's language that reaches people. And there's language that impresses people. Impressive language is less reliable because people have more variable reactions to it. It turns off some audiences because they think you're talking above them, while it goes over the head of others. But reaching people? You can't go wrong with that.

Use fresh ideas and original angles to present your message. Think outside the box and avoid clichés. Whether it's through a surprising metaphor, an unexpected twist, or a unique voice, infuse your copy with elements that captivate and intrigue your audience. Original content is more memorable and engaging, and it shows that you bring something new and valuable to the table.

Persuasion is all about convincing your audience to see things your way. Use strong, confident language that clearly communicates the benefits and value of your offer. Incorporate persuasive techniques like social proof (testimonials, reviews) to build credibility and trust. Appeal to your audience’s emotions by highlighting how your product or service can solve their problems or improve their lives. Use clear, logical arguments to back up your claims.

"Using language to make a lasting impression" is what a copywriter does. If the language doesn't grab you, it won't grab the audience. So, focus on yourself first. If a copywriting task is boring you, the results of it will bore the audience, so step away from it. Try again later. Wait for inspiration to come.