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What Are The Rules of Copywriting?

Copywriting is the bread and butter of modern-day marketing. According to statistics, 88% of B2B marketers have content marketing as part of their marketing strategies. 

The advantages of writing excellent copy are too many for a reasonable brand to ignore. But how easy is it to produce copy that will have almost six times more conversion rate than a business with no copy?

Well, it’s not rocket science. But a lot of expertise is needed nonetheless. Let’s dive into what copywriting is, why your brand should have it as part of its marketing strategy, and the six rules professional copywriters use to create compelling content.

What is Copywriting and Why Does it Matter?

Copywriting is persuasive writing that drives the reader towards an action that brings value to a brand or business. This action may include buying a product, subscribing to a service, or signing up for a newsletter. 

Therefore, copywriting is done primarily for marketing purposes, often on the internet. 

Copywriting is not limited to text only. It can take various forms, such as a video, podcast, blog, brochure, eBook, or website content. 

The goal is to keep your target audience engaged and the interactions profitable.

An organisation’s two most significant advantages from copywriting are improved traffic and higher conversion rates.

For instance, a properly formatted headline with 10-13 words can attract twice as much traffic and 1.5 times more shares than shorter, improperly formatted headlines with less than seven words. On the other hand, personalised call-to-actions (CTAs) can increase conversion chances by 202%.

How can you get these benefits for your brand?

The 6 Rules of Copywriting

To write excellent copy that brings traffic and converts, you must adhere to copywriting rules. Here are six influential copywriting rules that can transform your digital marketing.

1. Know Your Audience

This is the first rule of marketing. Knowing your audience is crucial if you’re to match them with the product or service you’re selling and make a persuasive argument about why they should spend their hard-earned cash on it.

You should know basic information about your target audience, such as their age, education level, gender, income, and professional background. Dig deeper and unearth more information such as their hobbies, personality, interests, likes, and dislikes.

Understanding these demographics and facts gives you invaluable insight into who you’re selling to and how you should sell to them. You also understand their needs and wants, which will help you structure the words you’ll use to persuade them toward the product or service you’re selling.

2. Brainstorm the Topic

Before writing, it is crucial that you brainstorm and understand the topic you’re to write about. Moreover, you must understand what the topic should achieve. Some of the questions you should ask yourself while brainstorming the topic include:

  • What is the simplest description of the product or service? – Your simplest description of the product or service is your elevator pitch. A good elevator pitch will hook your reader from the get-go and guarantee greater chances of conversion.
  • What makes the product or service special? – This is where your unique selling proposition (USP) comes in. You should clearly articulate what features make the product or service unique from its competition.
  • What’s the most appealing benefit to your audience? – Your audience only cares about what matters to them. Make what’s in it for them clear when they click on the call-to-action.

3. Address Your Audience Using the 80-20 Rule

Since the copy is about the consumer, follow the 80-20 rule when addressing your audience. This means that 80% of the copy should be addressed in the second person (“You”) with no more than 20% using the first person (“I” or “We”).

Using the 80-20 rule makes the consumer feel more targeted, positioning the copy better to answer their question, “what’s in it for me.” With the knowledge you have about your audience, put most of the focus on their needs, wants, pains, and pleasures and how the product or service you’re selling will fulfill those needs and wants, alleviate their pain, or increase pleasure.

4. Strategically Use Call-to-Action

The CTA or call-to-action is a big part of copywriting. How you use them significantly impacts your copy’s conversion rate. For instance, one study found that having the word “because” in your CTA can increase compliance by 34%.

Another study showed that pages with one CTA link have an average conversion rate of 13.5%. Adding more links lowers that rate.

Therefore, you need to be strategic when using your CTA. Use the right choice of words that resonates with your audience and place the CTA right where they’re persuaded enough to act.

5. Keep it Simple

Readers are not fans of big words and jargon. Often, such vocabulary acts against the message by creating confusion and distracting the reader from the brief and actionable message. Your choice of words should match your target audience with little use of filler words that bloat up the content and create fluff.

The goal is to deliver your message as fast as possible. Research from over 20 years of eye tracking shows that most internet users only skim and skip around a webpage searching for relevant information. When they land on an article, they take an average of 37 seconds on it.

6. Write Honest Copy

Honesty is still the best policy when it comes to copywriting. Avoid lying to your prospects if you want to build trust and establish yourself as an authority. For instance, you cannot say your product is number one unless you have supporting evidence that ranks it ahead of the competition.

Also, avoid creating unnecessary hype surrounding the product or service. Customers quickly lose confidence in a brand if they feel they’ve been tricked once. Aim for a long-term win-win relationship that’s built around trust and respect.

Therefore, aim to be more conversational and approachable in the topic to have your audience build trust in what you’re selling and what it can do for them.


Great copywriting will open your business’ doors to new opportunities, higher conversion rates, and greater sales if you stick to the core rules of writing excellent copy.

However, it’s not a matter of merely following the rules. You need professional finesse to apply these rules effectively for the best results you can get. Therefore, contact a professional copywriter today if you want to see the best out of your brand’s digital marketing initiatives.

Over to You…

Do you agree with What Are The Rules of Copywriting? Or is there something missing, or you would like to add?? Would love to hear from you in the comments – any feedback is greatly appreciated.

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