Approaches to Effective Copywriting

There are both art and science behind writing an effective copy. Copywriting is an art form since it requires quite a lot of creativity; it has to have style and mastery that make the copy beautiful and inspiring as much as it is persuasive. At the same time, copywriting also involves science in a way that to test if a copy is effective, it has to undergo development and testing, trials and errors, research, and analytics.


Copyblogger suggests that good copy should have both of these elements, while a bad copy is lacking one, or both.


How do you write an effective copy?

There are different approaches to copywriting, and each approach’s effectiveness depends on the purpose. Here are some types of copywriting styles and how you can apply them to your content.


Simple and Factual

You can never go wrong with going back to basics. When you just need to present technical information and benefits, a simple copy gets the job done.


An example of a product using a plain copy is Google Analytics. All facts and features, no story and gimmick. It provides just the right amount of information about what it does without being too technical or superfluous.



A storytelling copy makes use of stories to state information. The audience loves interesting stories that are relatable. It tells them how your product or service changes lives and encourages them to try it for themselves. A story consists of an introduction, a conflict, a dialogue, and a solution to pique the interest of readers and keep them hooked enough to read the whole piece.


The storytelling technique is usually seen in landing pages, short videos, testimonials, and emails.



A conversational copy can also be called a “you and me” copy. This style is easy and makes use of the writer and the reader engaging in a conversation. A conversational copy is one of the most effective copywriting approaches as it is personal and straightforward. Just by letting your passion for the product or service breathe through your copy, its allure and value will manifest.



Remember John Lennon’s Imagine? Like the song, the imaginative copy lets its audience imagine the world in a certain way – where you can have what you desire and get rid of what you don’t. This is an effective use of persuasion as the catch here is that the audience is made to picture or pretend to live their ideal life made possible through your product or service.


Long copy

A written ad is a good opportunity to engage readers. It is also your one shot to convert them. Your long copy should be smart enough to say every bit of information needed without risking information overload. To write an effective long copy, anticipate all the possible questions that your prospects may ask, then lay all the answers out. You don’t have to present them all at once, though. Instead, separate the facts and benefits into sections or different pages of your website. The long copy can also be divided into short periodic emails or blogs posts that readers can subscribe to in order to follow the series.


There are more kinds of approaches that make a good copy, such as the direct-from-CEO copy, the frank copy, the superlative copy, and the rejection copy. The next level copywriter doesn’t just treat copywriting as both art and science; our writers here at MicroCreatives combine the techniques to produce great copy. Which techniques do you use? Have any more tips for fellow copywriters? Let us know in the comments!