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Worker with Ladder

7 Copywriting Secrets: Beyond Words
(the dialogue no one ever made you read about copywriting)


A: Copywriting isn't about you, it's about your audience. You need to understand who they are, what they want, what they need, what they fear, what they desire and what they dream of. You need to speak their language, address their challenges and offer solutions. The goal is to make them feel understood, appreciated and valued.

B: Exactly, it is essential to focus on the audience.

A: Precisely, it's all about them.


A: Copywriting is not direct selling, but help. You don't try to impose your product or service, but to help solve problems, achieve goals or satisfy needs. The intent is to demonstrate how to improve your audience's lives, not convince them to buy from you.

B: So, it's a question of providing value rather than insisting on selling.

A: Exactly, it's all about service.


A: Copywriting isn't about features, it's about benefits. Avoid boring your audience with technical details. Excite them with the benefits, showing how your product or service will improve their situation, save time, money or hassle, or put them at an advantage.

B: So, the focus is on benefits versus specifications.

A: Exactly, the benefits are key.


A: Copywriting is based on emotion, not logic. People don't buy based on logic, but on emotions. The copy must touch these emotions and use them to engage the audience. Use stories, testimonials and sensory words to make the copy engaging and emotional.

B: So, the goal is to touch the audience's emotions.

A: Precisely, emotions are the key. Use relevant, memorable stories to illustrate key points and connect personally with your audience.


A: Copywriting is not about quantity, but about quality. Write clear, concise and convincing words. Make them easy to read, understand and follow. Focus on one goal: move your audience to action. Write multiple drafts and revise them until they are adequate. Test copy with real people and get feedback. Optimize based on data and results.

B: So, it's better to be concise and always rely on results.

A: Exactly, quality is essential, as is analytics.


A: Copywriting is strategic, not just based on creativity. Write from a clear plan, with a well-defined purpose, a clear structure, and a clear call to action. Creativity is important, but strategy is key.

B: So, it's a question of planning and goals.

A: Exactly, strategy is key.


A: Copywriting is not just words, but impact. The goal is the impact on your audience and business objectives. Measure success by how many act on your copy.

B: So, effectiveness is what matters.

A: Exactly, impact is key.

Thanks for reading! 😊

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