What is copywriting? It is a great place to start if you’re looking for a freelancing career or a side hustle along with your existing hobby or job. As a career, it is a great avenue to explore your creative skills in the field of writing. So, if you have a creative streak in you and you think you can craft engaging copy, copy that sells or persuades, then it is the right career option for you.

Creating compelling text that effectively markets a product, service, or concept to a target audience is what copywriting is all about.

The goal of copywriting is to persuade readers to take desired actions, such as purchasing a product, attending an event, or joining a mailing list. The text in these materials is referred to as “copy,” hence the term ‘copywriting.’ Working as a copywriter in advertising for a decade, I have learned a lot about copywriting through my experiences and interactions with people in the advertising and marketing fields. Every job comes with its own share of challenges and a learning curve; especially, when you are not from an advertising background (like me who is from the Science background) but if you love word wizardry, you will eventually hone the craft of copywriting with a little help.

So, today I bring you essential copywriting commandments that will help you hone your copywriting skills and ultimately, become a smart copywriter.

1. Know your audience

A good knowledge of your target audience is essential in copywriting because it allows you to follow your process of creating content to their specific needs, interests, and preferences. Who exactly are they? What are their hopes, fears, and desires? What keeps them awake at night and makes them happy? This intimate knowledge of the audience serves as a guidepost for the selection of words, tone, and style.

Example: A company selling high-end skincare products should use elegant, aspirational language to appeal to beauty-conscious professionals who value quality. Instead of saying:
❌ “Our moisturizer contains hyaluronic acid.”
They should say:
✅ “Achieve dewy, youthful skin with our deeply hydrating formula, designed for those who settle for nothing but the best.”

2. Use a strong headline

A good headline should be brief but powerful, providing a tantalizing glimpse into the value contained within the text. It should pique the reader’s interest, pique their curiosity, and promise a solution to a problem or the fulfillment of a desire. Whether you’re writing an article, an advertisement, or a blog post, your headline is your first, and often only, opportunity to make an impression. So, make the most of it.

Example: A fitness brand launching a new workout program should avoid a vague title like:
❌ “Get Fit Today!”
Instead, they should write:
✅ “Torch Fat in Just 15 Minutes a Day – No Gym Required!”

3. Focus on benefits

Whether you’re promoting a product, service, or idea, your audience is naturally curious: “What’s in it for me?” This question is critical to grasping the fundamental principle of emphasizing benefits over features. Rather than simply listing the features or attributes of what you’re offering, by using strategies of SEO copywriting, your copy should explain how those features translate into tangible benefits for the reader.

Example: An SEO Copywriting Masterclass should refrain from writing:
❌Step-by-step SEO content strategies
Instead say,
✅Boost your website traffic and conversions with high-ranking, persuasive copy.

4. Use clear and concise language

Clear and concise language improves comprehension and reduces the possibility of misinterpretation or confusion. It enables you to communicate your key points directly, removing distractions that could dilute your message. This approach is especially important in the digital age, when readers frequently skim through the content rather than read content in depth.

Example: Cloud Storage Service should not say:
❌ 1TB of secure cloud storage
But articulate the messaging better like this:
✅ Access your important files anytime, anywhere—without worrying about losing data.

5. Create a sense of urgency

Creating a sense of urgency is a powerful copywriting tool that compels readers to act quickly. It appeals to our innate desire to avoid passing up valuable opportunities or experiences. You can use a variety of strategies to add urgency to your copy.

Example: A travel company offering a travel deal:
❌ Discounted vacation packages available
✅ Only 5 spots left—book your dream vacation before prices go up!

6. Tell a story

A well-crafted story has the ability to capture, connect with, and persuade. Consider the story of a tired traveller who came across a charming café in a foreign land. The aroma of freshly brewed coffee filled the air, bringing back memories of home and a sense of comfort. The café became a haven for people to share their stories and make new connections.

Example: A food delivery should say:

❌ Healthy, pre-made meals delivered to your door.
✅ When Lisa became a new mom, she barely had time to cook. Between sleepless nights and endless diaper changes, eating healthy felt impossible—until she found our meal delivery service. Now, she enjoys chef-crafted, nutritious meals in minutes, giving her more time to focus on what matters most.

7. Use persuasive language

Your sentence’s tone, rhythm, and cadence can influence emotions and decisions. Craft your sentences with care, building a crescendo that forces the reader to act. “Imagine the life you could lead” and “take the first step today” are invitations to the reader to embark on a new adventure.

Example: An Entrepreneurship Masterclass has better chance at enrollments if they say:

❌ Learn how to start a successful business.
✅ Picture yourself running a thriving business, calling the shots, and turning your passion into profit. Don’t just dream it—build it. Enroll today and take control of your future.

8. Use bullet points

Less is more in the fast-paced world of online content consumption. Bullet points are an excellent tool for breaking down complex information into easily digestible chunks in copywriting. They aid your readers in quickly grasping key points and are especially useful when presenting lists, benefits, or features.

Example: A Fitness App could attract audience better with:

❌ Get fit with our workout app.
✅ Get stronger, leaner, and healthier with:

• Personalized workout plans – Designed for your body & goals.
• Short, effective workouts – Sweat in just 20 minutes a day!
• Easy-to-follow video guides – No gym? No problem!
• Motivation & tracking – Stay accountable and crush your goals.
• Bonus meal plans – Fuel your body the right way.

9. Keep it short

For copywriting to be effective and actionable, short paragraphs and sentences are essential. They improve readability, comprehension, and engagement. Concise writing is the key to capturing and maintaining your audience’s interest in a world where attention is scarce and information overload is common. Short sentences have more impact, and short paragraphs provide visual breaks that encourage readers to continue reading.

Example: An online clothing brand can grab more eyeballs with this:

❌ Too long, overwhelming paragraph:
Our clothing is designed for people who love comfort without compromising on style. We use high-quality, breathable fabrics that feel amazing all day long. Whether you’re dressing up for a night out or keeping it casual, our pieces are versatile and timeless. Upgrade your wardrobe today with stylish outfits that make you feel confident and comfortable.

✅ Short, impactful sentences:

• Our clothes are designed for comfort and style.
• Soft, breathable fabrics. Perfect for any occasion.
• Dress up. Keep it casual. Always look effortless.
• Look good. Feel amazing.

10. Revise and iterate

The twin engines that power effective copywriting are revision and iteration. The first draft of your copy is rarely the final masterpiece; rather, it serves as the starting point for a process of refinement and improvement. The rule is to discard the first 3 options that come to your mind as those hardly are creative and catchy. Anything that comes after, is the real creative piece.

With these copywriting commandments, one can never go wrong. A copywriter will not only be able to up their game but climb up the success ladder soon with some kickass copywriting pieces and campaigns in their kitty. To help you further, here’s a free downloadable copywriting checklist for you to crosscheck your writing with and ensure you’re on the right track. Happy copywriting!

What are some great copywriting tips that you’ve found useful? Do share in comments below.