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  • Writer's pictureShelby Ruch

Copywriting 101: How to Make Your Copy and Branding Shine


Did you know that copywriting is one of the most important parts of your brand strategy? The words you put out may be easy to overlook in favor of the logo, fonts, colors, and icons — but the copy is just as important as these design elements. Just like the design, the copy your business puts out embodies your brand’s personality. If you have a bright, colorful, modern brand, it wouldn’t make sense to have writing that is stuffy, academic, and old-fashioned. It’s important to make sure that your design and your copy are aligned — together.


So, what is copywriting, and how do we utilize it? To put it simply, copy is the writing that your brand uses. Whether it’s in your brand’s content, scripts for making sales, or otherwise, copy encompasses the words and sentences your brand uses. Copy, along with design, makes up the content that you use to reach your customers through blogs, social media, eBooks, emails, and more.

Your copy should always shape the perception of your brand, which then inspires people to buy. Messaging that showcases your brand’s personality is timeless. Words are a powerful tool and can be used to show your brand’s uniqueness in a way that connects with others and the value they get from your company long term. Good copy is also unique to your brand. Your copy shouldn’t read the same as everyone else’s.


Well-written copy uses language that speaks to and resonates with the customer. It should also create an emotional connection with your customers or clients. It naturally inspires them to make a purchase or trust you because they feel emotionally invested in your brand. Brand copywriting creates an internal investment with customers. Through an emotional connection, they become invested in your business – like they would feel close to a friend.


Great brand copywriting shows customers that you know exactly what they are going through and how your product or service fits into their lives. When you know customers on that deep level, you create brand advocates who will purchase from you for life.


Tips for creating emotionally engaging copy:

Features tell, benefits sell. You might pride yourself on the features of your service or product and what you have to offer. But the words that are going to bring you closer to the sale are words that describe the benefits of the products. Sometimes, the features and benefits are the same or similar aspects. The copy should always frame your product in the eyes of the customer.

  • While writing, put yourself in the shoes of a customer. Ask yourself “How does this benefit ME?” Make sure to write from a customer-focused perspective.

  • Know your customers, what their problems are, and what their everyday life looks like. What are their dreams?

  • Use copy to help them imagine how their lives would be different or improved with your product or service.

Have a distinct brand voice. Your brand voice includes unique words and language. These words help create a brand persona that stands out and resonates with your customers.

  • Brand copy should be written in a distinct, consistent voice. Have brand guidelines to refer to so that your team will stay on the same page. And most importantly, make sure your team follows the brand guidelines. It’s not enough to just have them – make sure to use them!

Create a sense of urgency. Urgency helps customers take action. Use a countdown timer, lower price, or buzzwords to motivate your customers to make a purchase.

  • What will the consequences be if they don’t purchase your product now?

Create your own category. Use words to become the go-to in your industry. What secret combination makes your business truly stand out?

  • Think about In-N-Out. They are not just a fast-food company. Yet since they are only found in specific parts of the US, branding and copy portray them as a cult classic known for their commitment to quality.

Use the AIDA framework to build a connection. When you know your customers and the problems they have, that makes this part easy. The AIDA framework is an unbeatable way to create brand advocates by connecting with customers. This can be used everywhere from your web copy to email copy.

  • Attention. Use an engaging hook to grab the reader’s attention and pull them in.

  • Interest. Grow their interest by giving new information and building the context.

  • Desire. Use words to evoke desire and create an emotional connection about the product or service.

  • Action. Finally, call the reader to action and motivate them to buy.

The world is built on stories, and that includes copy. Customers are going through the world using stories to understand their own lives and the lives of others. You can use words to show customers exactly how your company fits into their lives. When you do, your profits will soar!

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