How to Improve Your Copywriting Skills by Focusing On Your Audience

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Whether you’re working on a blog post, developing content for a new website, or updating your current site, effective writing will make all the difference in the world. If you can afford to hire a copywriter, that’s awesome, but if you’re a solopreneur, chances are you’ll be doing it on your own. For content that gets results, read these six copywriting tips from Paige Donahue.


The value of copywriting has increased exponentially as more people go online more often.

However, being a good writer is no longer enough for today’s copywriting environment. It takes more than a witty turn of a phrase and a wide vocabulary to make an impact on an increasingly sophisticated and impatient online audience.

For this reason, content marketers want stronger writing skills to appeal and engage their target audience. Here are some ways to improve your copywriting skills by focusing on your audience.

Copywriting Tip #1: Speak to your audience

Given that you are good writer, and that writing well is not going to cut it, the next step to improving your writing skills is to know your audience.

This infographic illustrates how readers behave. If you understand how your readers think, you can write in a way that engages them on a deeper level, rather than posting something generic.

Many experts stress simplicity when it comes to writing content, but you should be careful not to talk down to your audience. Using simple language may benefit a wider audience, but it will not engage your more specialized audience as much.

You need to establish your authority to your target market, and that involves talking to them in the language with which they are familiar.

Copywriting Tip #2: Pay close attention to your headline

The next time you go to the bookstore, note how you scan for something to read. Unless you are looking for a particular author, you will check out books based on how compelling the titles are.

It is the same for copy. If you want people to read your carefully written content, you have to draw them in with a great headline. Certain formulas, such as number-driven ones, are effective.

However, formulaic headlines are not enough. You need to create headlines that trigger an emotional response, and catch the reader’s attention. Check out this e-book on how to create magnetic headlines. It will not be easy, and you will have to go through several drafts before you hit on a great headline. It will be worth it, though.

Copywriting Tip #3: Expand your horizons

Many copywriters suffer from topic fatigue.

The best copywriters are those that specialize in a niche market, which means they have the skills and knowledge to write about a particular topic. The problem is there will come a time when your content will start to sound stale, and it gets harder to put any hint of wonder or enthusiasm in what you write.

The best way to combat topic fatigue is to explore other niches and connect it with your own. For example, if you specialize in personal injury topics, scan the interesting news articles that could affect your main topic, such as the newest hands free smart phone technology.

Copywriting Tip #4: Use online resources

You can become a better copywriter when you have a little help from your friends.

This list gives a wealth of quick tips for new copywriters, while this article introduces a formula for writing great copy.  You should check out this website for a comprehensive advice on everything, from SEO to email marketing.

If all you need is a little collaboration, you can use apps such as Evernote to share ideas, or pick the brains of professional copywriters from BestEssays to give you a running start. You don’t have to go at it alone, especially if you are just getting started.

Copywriting Tip #5: Use the right keywords

With so much information floating around in the Internet, it can be very tough to get through to your target audience. You need to use the right keywords in the right places to make it easy for your readers to find you and benefit from your wisdom. Use relevant keywords judiciously in your headline, content body, and meta fields.

Copywriting Tip #6: Be consistent

Copywriting is not a solo venture. It is one part of the content marketing strategy, and as such, you need to make sure you are conveying the right message in all of the media channels you use. Pattern your tone, attitude, and language according to established parameters to maximize the effectiveness of your message.

Copywriting skills are important for establishing an online presence and brand awareness. However, you should never forget that it is the readers that are important, not the content.

When you focus on your audience, and give them what they need and want, then you can increase your value as a copywriter in the digital age. Heed these suggestions to make the most of your copywriting efforts and improve it considerably.

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Paige Donahue is a Comparative Literature & Literary Theory graduate from the University of Pennsylvania. She likes to live in the moment and enjoy what life has to offer, taking pleasure in the sights and sounds.

Join the Conversation


  1. Avatar Sabrina Quairoli on May 3, 2016 at 2:19 pm

    I think keywords are so important and tends to be the last thing we think of when blogging. Thank you for these suggestions. Very helpful.

    • Avatar Janet Barclay on May 3, 2016 at 4:03 pm

      I usually don’t do my keyword research until after I’ve written either. I know they’re important, but I’m more concerned about readability than findability – though if no one can find it, what’s the point?

  2. Avatar Seana Turner on May 4, 2016 at 7:46 am

    Good writing is becoming an increasingly rare skill! I’m often surprised by simple grammar mistakes. Not that I am perfect, but one reason why I sure appreciate another pair of eyes. I love tip #3… going to try to think creatively about this one!

    • Avatar Janet Barclay on May 4, 2016 at 9:33 am

      I know what you mean about grammar mistakes – sometimes I see several in what is otherwise an excellent blog post.

      Can’t wait to see the creative ways you find to connect other niches with organizing!

      • Deb Lee Deb Lee on May 8, 2016 at 11:07 am

        Grammar is super important. My sense is that most writers make every attempt to publish valuable content that is easy to understand and free from mistakes. That said, I can’t tell you how many times I’ve found typos *after* I’ve hit the publish button. I can’t explain it. Another set of fresh eyes can be a big help.

        • Avatar Janet Barclay on May 8, 2016 at 11:16 am

          You got that right! I don’t know what I’d do without Scott to proofread all my posts.

  3. Avatar Sarah Soboleski on May 4, 2016 at 8:48 pm

    I need to work on my headlines! Thanks for the e-book resource you included for this!

    • Avatar Janet Barclay on May 5, 2016 at 9:16 am

      It looks good, doesn’t it? Paige was very generous with sharing her resources in this post!

  4. Avatar Nancy Haworth on May 5, 2016 at 5:00 pm

    Thank you for these tips and resources to help improve writing skills. This is a great collection of ideas.

  5. Avatar allison on May 7, 2016 at 7:52 am

    These are some great tips! I really need to focus more on the right keywords and choosing the right headline.

    • Avatar Janet Barclay on May 8, 2016 at 7:19 am

      I don’t spend as much time on those things as I should either. When you’re really passionate about your subject, it can be hard to think about the steps that are needed to make sure the info can be found by the people who need it!

  6. Avatar Linda Samuels on May 8, 2016 at 12:52 pm

    Again, a great post…targeted exactly to your audience. Thank you for all the great resources. #3 spoke to me. I’ve been blogging for 6 years now and have a group of topics that I keep returning to. But the idea of looking beyond to some related topics to keep the content relevant but fresh really appeals to me. I’ll look into that further.

    • Avatar Janet Barclay on May 8, 2016 at 3:01 pm

      As you know, I’m a big admirer of you and your blog, so I’m always pleased to give you some inspiration, and I’ll be interested in seeing what you come up with.

  7. 55 SEO Copywriting Tips for Rocking Content - on February 7, 2021 at 3:35 pm

    […] on 20% to 30% of your target audience when writing a copy. Write content that’s appealing to people who are most likely to convert. […]

  8. Avatar grade minerss on February 18, 2021 at 11:33 am

    Thank you for these tips and resources to help improve writing skills. This is a great collection of ideas.

  9. Avatar Amy Carter on March 21, 2021 at 5:17 pm

    I like this content. I often visit this resource to read something interesting and valuable. Actually, I like when information well-structured and involves you in the theme.

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