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Copywriting tips for your small business



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Words matter

When it comes to brand communications – whether it’s through a website, a mailer, a display advertisement or an Instagram Story – the visuals are only half the battle. The other equally important half is the copy. That’s why it’s important to brush up on the latest copywriting tips to ensure your advertisements portray a clear message.

When designing, you’ll need to think about the words you use alongside, below, or within your ad. This will help qualify what you’re saying and drive a message home to your target market.

Remember, a pretty picture doesn’t necessarily mean much unless it’s accompanied by some sort of copy for context.

For example, think about an image-heavy platform like Instagram. People often leverage their content with a written caption under each post. Pairing this with visual branding makes your message impactful – especially for folks who like to read copy to get more details. It may even give someone that final nudge to make a particular purchasing decision.

Successful ad content maximizes the power of both words and images.

It creates harmony to craft a targeted message that evokes a particular feeling. This tango between art and copy is the backbone of most traditional advertising. And a good team will often consist of a Copywriter and Art Director working in tandem to develop ideas.

Key copywriting tips to boost your content game

Now that we’ve established the importance of copy to your brand communications, it’s time to build up your copywriting skills. Here are 10 copywriting tips to help your ads resonate and most importantly sell.

1. Create a narrative arc

Like any good story, copy works best when there’s a narrative arc present. A newsletter, for example, should contain a beginning, middle and end. The same goes for a blog post or even a captivating Instagram caption. Think of the structure like this:

  • Beginning: An introduction to guide your audience through
  • Middle: Content that’s substantial, but not overwhelming
  • End: A conclusion that ties everything together and leaves your audience feeling satisfied, inspired or wanting more.

Crafting your copy in this way helps paint a picture that can really hit home with the person reading it. Visual tools are constantly evolving and a properly crafted narrative can help you pull the customer along.  Advancements likecarousels in Instagram can help encourage viewers to scroll to the next slide.

Similarly, you can produce video content with the same arc.  Start by introducing the topic and drawing the reader in. Then, deliver your main message (or call to action) and end with something memorable or punchy.


Template examples from GoDaddy studio for copywriting tips

2. Calls-to-action

At the end of the day, sales copy is only as good as the actions your customers take to engage with it. Your goal may be to sell something, but your message may need to be more subtle.

One way to do this is to create brand awareness.

For example, your copy should encourage your audience to do something at the end. Think of what you’d like to accomplish and consider the following questions:

  • Is it to subscribe to your email database for future updates?
  • Aiming to have them buy a product?
  • How about getting them to browse your website?
  • Should you ask them to give their opinion on your next product?

Whatever your goal is, it’s important to make their next step in the customer journey super obvious and super easy.

Template examples from GoDaddy studio for copywriting tips

Template examples from GoDaddy studio for copywriting tips

3. Keep your customer engaged

We’re in an attention-driven economy, where brands are constantly vying for consumers’ eyes, hearts and wallets. Any content you write needs to offer the consumer something in return. This could include:

  • Information that’s helpful to their lives or something educational
  • A highly unusual or thought-provoking post
  • Something that’s extremely relevant to the time
  • An entertaining post that’s funny or light-hearted

You could even consider a blend of the concepts above. Just make sure you’re not writing filler text for the sake of taking up space. You don’t want to broadcast irrelevant information to your potential customers.

Instead, focus on the engagement. Think about what you want to say and how you can say it in a way that keeps your customer’s time in mind. This will help encourage viewers to read your message and, hopefully, take action.

Template examples from GoDaddy studio for copywriting tips

Template examples from GoDaddy studio for copywriting tips

4. Know your target audience

If you know who you’re marketing to, you’ll be in a better position to make more sales. The key is to know your target audience’s pain points, needs, and desires.

To solve these, you’re going to need to do a little research. Find areas where you can help and offer them things like:

  • Information
  • Resources
  • Price deals that’ll suit their budget

Combining graphics and copy helps build a strong line of communication between you and your audience. Take time working out who it is you’re talking to and the language they respond to. Examples of different languages styles could include:

  • Formal
  • Informal
  • Chatty
  • Businesslike

Remember, the approach you take should be relevant to your brand. You’ll want to take proactive measures to stay ahead of the game. You can do this by:

  • Conducting marketing research (surveys or polls)
  • Spending time where your customers are online
  • Noting what they respond to and how they engage with the world

Make sure that what you’re saying resonates with them. That way they’ll be more likely to continue interacting and buying from you.

Template examples from GoDaddy studio for copywriting tips

Template examples from GoDaddy studio for copywriting tips

5. Headlines are crucial

The headline will be what draws your user in first and grabs their attention. It should spark interest in just a few words while giving your audience an accurate idea of what the rest of the content is about. This also applies to subheaders within your post (to a lesser extent) and should maintain consistency throughout the text.

In other words, they should be closely related. You can get creative here, but don’t get too obscure or abstract. If you do, make sure that your subheading is close by to qualify what your headline says. You can apply these concepts to copy you create for:

  • Flyers
  • In-store posters
  • Banner ads
  • Instagram posts
  • Page on your website

Remember, the more strategic you are with headlines the better equipped you’ll be at capturing your audience’s attention.

Template examples from GoDaddy studio for copywriting tips

Template examples from GoDaddy studio for copywriting tips

6. Get your grammar right

Grammar may not be top of mind, but mistakes in your writing reflect badly on your brand. That’s not to say you can’t write informally on occasion. Sometimes jargon or slang can be effective in certain situations.

But it’s always important to remember the basics of sentence structure, punctuation and spelling.

Clean copy can show your customer’s that you’re credible and trustworthy. They often seek this reassurance before they part with their hard-earned dollars for your product or service.

Even if it’s on a subconscious level, good writing can go a long way. That’s why you should always  double-check whether it’s “your” or “you’re”; “it’s” or “its.” Taking a minute or two to double-check these things can make all the difference between sounding professional, or sub-consciously sketchy.

Template examples from GoDaddy studio for copywriting tips

Template examples from GoDaddy studio for copywriting tips

7. Be specific

A vague approach is the enemy when it comes to sales copy. Now is not the time to be abstract. If you’re talking about a new offering, make sure to be specific about:

  • What it is
  • What its features are
  • Why your customers should buy it

If you’re communicating about a sale or special offer, try to spell out the details rather than leave your customers guessing. The last thing you want to do is make them confused.

Instead, keep it simple and don’t over-complicate your writing when explaining things. Focus on shortening sentences in the active voice (see below) and use visual aids like lists and bullet points to make your message even clearer.

In turn, shaving an extra ten seconds off your copy helps keep your audience engaged – especially in the age of short attention spans.

Template examples from GoDaddy studio for copywriting tips

Template examples from GoDaddy studio for copywriting tips

8. Use the active rather than passive voice

As we mentioned above, sales copy is all about getting your customer to do something. That’s why a key copywriting tip is to write in the active voice rather than the passive whenever possible.

For example, “Buy two items today and get 15% off!” is far more powerful than “15% off every two items purchased.” It subconsciously etches an action into our minds, as opposed to a concept.

The act of buying something is a lot more vivid than the concept of something being on sale.

Although the difference is subtle, it’s an all-important tool in customer engagement — especially in those precious moments between consideration and purchase.

Template examples from GoDaddy studio for copywriting tips

Template examples from GoDaddy studio for copywriting tips

9. Sell the sizzle, not the steak

This is an old concept, but it’s worth repeating: When trying to sell something, emphasize its benefits over its features. Focus on the details that show how it makes your customers’ lives better, simpler, or more fun.

For example, let’s say you own a juice shop. Instead of listing the fruits and vegetables in your pressed juices, talk about how the vitamins and minerals from each ingredient can benefit someone’s health. You could even explain how it helps them detox or gives them more energy.

The same concept of benefit-boasting applies with services, too.

If you were to market a tax consultancy, for instance, you’d likely focus on how much stress you’d take away rather than your competitive rate. The prospect of not tearing your hair out or losing a week of sleep might be more compelling than saving $15.

Template examples from GoDaddy studio for copywriting tips

Template examples from GoDaddy studio for copywriting tips

10. Develop your brand’s personality

Just like your brand’s visual identity, your copy needs an identity too. Think of your copy style as a person and imagine how they would speak and what they would say. Ask yourself:

  • Are they formal or informal?
  • Young or old?
  • Quirky or traditional?

It’s important to get your tone and style right, that way you can use it consistently throughout all your communications.

Remember your audience is probably interacting with your brand in more than one place, both online and offline.

The way you speak to them needs to remain consistent across all your touchpoints. It’d be weird to find a joke-cracking brand acting one way on Instagram and business-like on their website, right?

Template examples from GoDaddy studio for copywriting tips

Template examples from GoDaddy studio for copywriting tips

Final thoughts

While you may be tempted to judge a book by its cover, it’s ultimately the words on the inside that counts. The same goes for branding. If the words across your content don’t live up to your reader’s expectations, they probably won’t get to the final stage in the purchasing journey.

And while visuals are important, words are potentially even more powerful in retaining attention. They keep your customers engaged, help make strong calls to action, and direct your audience to do something.

By keeping these copywriting tips in mind, you can really stand out in a crowded marketplace. Crafting quality copy can make all the difference between generating casual views and acquiring loyal, repeat customers.

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Growing a Business

2023’s Festive Formula: Small Business Success in the Extended Holiday Season

Navigate the unique landscape of the 2023 holiday shopping season with our expert guide. Discover how small businesses can capitalize on extended consumer spending, leveraging the latest trends in personalization, online marketing, and fast fulfillment. From creating an enchanting in-store experience to mastering the digital realm, learn how to harness consumer behavior shifts for a prosperous holiday period. Get ready to transform challenges into opportunities and make this festive season your most successful yet!



The holiday season is a pivotal time for small businesses globally. With 2023’s extended holiday shopping period and consumer trends towards affordability and unique experiences, small businesses have unique opportunities to thrive.

Understanding the Holiday Shopper

Modern consumers are trading down, seeking value while also desiring experiences and personal connections. They prefer businesses offering unique, personalized services, and community engagement. This shift opens up numerous opportunities for small enterprises.

Creating a Festive In-Store Experience

Physical stores can become holiday attractions. Creative decorations, themed events, and promotions, coupled with an omnichannel approach combining in-store and online experiences, can attract and retain customers.

Leveraging Online Platforms

A strong online presence is critical. Enhance your digital platforms with festive themes, promotions, and gift guides. Utilize AI and generative AI for personalized marketing and improve online interactions through advanced chatbots.

Harnessing the Power of Social Media

Social media offers a platform for inspiration and engagement. Utilize platforms like Pinterest, Instagram, and YouTube to inspire and engage your audience. Collaborative promotions with other businesses can create unique experiences.

Personalization and Customer Service

Personalization is crucial. Use customer data to offer customized experiences and promotions. Exceptional customer service, both in-store and online, is vital to meet high consumer expectations.

Fast Fulfillment and Inventory Management

Consumers expect fast fulfillment options like same-day delivery and curbside pickup, especially among younger demographics. Efficient inventory management and transparent communication about product availability are essential.

Post-Holiday Strategies

Extend holiday strategies beyond December. Post-holiday sales, exchanges, and New Year promotions can drive ongoing traffic and sales. Use this period for collecting feedback and data analysis for future strategies.


The extended 2023 holiday season offers small businesses the chance to adapt and excel. By embracing consumer trends towards value, experiences, and fast fulfillment, and leveraging technology for personalization and efficiency, small businesses can enjoy a successful holiday season.

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Growing a Business

Unlock the Power of Email: 2023’s Ultimate Guide to Personalized Marketing Mastery



In the rapidly evolving digital landscape, email remains a cornerstone of business communication. Contrary to the whispers of naysayers, email is not an antiquated relic but a dynamic tool, continually adapting to the latest trends and technologies. In this article, we explore how small businesses can craft compelling email campaigns that resonate with today’s audience.

1. The Art of Personalization

Gone are the days of generic, one-size-fits-all email blasts. In 2023, personalization is not just a buzzword; it’s a necessity. Utilizing data analytics to segment your audience and tailor your messages can significantly increase engagement rates. Personalization goes beyond inserting a first name; it’s about crafting content that reflects the individual interests, buying behaviors, and preferences of your subscribers.

2. Mobile-First Email Design

With the majority of emails now opened on mobile devices, a mobile-first design approach is crucial. Emails should be visually appealing and easily readable on smaller screens, with responsive design and clear call-to-action (CTA) buttons. Additionally, loading times should be minimal, and images optimized for quick and efficient loading.

3. Interactive and Visual Content

Incorporating interactive elements like surveys, polls, or clickable sliders can boost engagement and provide valuable feedback. Visual content, such as infographics and videos, can increase open rates and make your emails more memorable. With the rise of platforms like TikTok and Instagram, incorporating short-form video content into your emails can be particularly effective.

4. Authenticity and Brand Storytelling

Consumers are increasingly drawn to brands that showcase authenticity and a compelling narrative. Use your email campaigns to tell your brand’s story, share your values, and build a deeper connection with your audience. This approach not only fosters loyalty but also differentiates your brand in a crowded market.

5. AI-Driven Email Optimization

Artificial Intelligence (AI) is reshaping email marketing. From predictive analytics that forecast the best time to send emails to AI-powered copywriting tools that help create compelling subject lines, integrating AI can significantly enhance the effectiveness of your campaigns.

6. Privacy and Data Protection

With growing concerns about data privacy and the introduction of regulations like GDPR, ensuring the privacy and security of your subscribers’ data is more critical than ever. Be transparent about how you collect and use data, provide easy opt-out options, and maintain compliance with data protection laws.

7. Measuring Success and Adapting Strategies

Finally, the success of an email campaign is in its metrics. Open rates, click-through rates, conversion rates, and unsubscribe rates provide insights into what works and what doesn’t. Regularly reviewing these metrics and adapting your strategy accordingly is key to continual improvement.


Email marketing remains a vital tool for small businesses, offering a direct line of communication to your audience. By embracing personalization, optimizing for mobile, leveraging interactive and visual content, staying authentic, utilizing AI, respecting privacy, and adapting to feedback, your email campaigns can achieve greater relevance and impact in the ever-changing digital era.

This article aims to provide small businesses with up-to-date insights and actionable tips on creating effective and engaging email campaigns that align with current trends and consumer expectations.

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Revolutionizing Marketing: The Power of AI in the Digital Age



Embracing AI-Powered Marketing: Transforming Brands in the Digital Marketplace

In the crowded digital marketplace, standing out is challenging. Enter AI-powered marketing, a revolutionary upgrade transforming brands into digital powerhouses.

Hyper-Personalized Campaigns: Beyond Basic Personalization

Gone are the days of generic marketing. Today’s gold standard is AI-driven hyper-personalization. This approach uses customer data analysis to create deeply resonant, individualized marketing campaigns. With AI’s ability to segment audiences based on intricate criteria, including purchasing history and browsing behavior, your messages can hit the mark every time.

Enhanced Customer Journey Mapping

AI’s capabilities extend to mapping the entire customer journey. By predicting needs and preferences at each stage, AI aids in crafting narratives that guide customers from discovery to purchase, integrating your brand into their personal stories.

SEO Wizardry: Mastering Search Engine Dynamics

With ever-changing algorithms, SEO is a complex puzzle. AI serves as a sophisticated navigator, deciphering these changes through machine learning. It aids in keyword optimization, understanding search intent, and aligning content with search trends.

Predictive SEO

AI tools offer predictive SEO, anticipating search engine and user behavior changes. This proactive stance ensures your brand’s prominent visibility in search results, capturing the right audience at the right time.

Social Media Mastery: Crafting a Digital Narrative

AI transforms social media strategies from uncertain to precise. By analyzing vast social data, AI provides insights into resonating content.

Content Optimization

AI analyzes performance data to recommend effective content types. This data-driven approach refines your social media content strategy.

Engagement Analysis

AI examines user interaction nuances, understanding engagement patterns. It helps tailor interactions for maximum impact, including adjusting posting schedules and messaging for increased relevance.

Conclusion: Navigating the AI-Driven Marketing Landscape

AI-powered marketing is essential for thriving in the digital age, offering precision and personalization beyond traditional methods. For small businesses, it’s a chance to leverage AI for impactful, data-driven strategies.

As we embrace the AI revolution, the future of marketing is not just bright but intelligently radiant. With AI as your digital ally, your brand is equipped for a successful journey, making every marketing effort and customer interaction count.

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