Tips, news and views from Green Light Copywriting

Change it up! How to tweak your copywriting strategy and transform your marketing impact 14 February 2025

Words are of course the essence of copywriting. But much more goes into making content a success – whether that is a new website, a shiny new brochure or a blog article. It takes a powerful mix of process, strategy and focus. By finetuning these aspects, you can make your copywriting efforts more impactful. Read on for tips on how to achieve that.

Perfect your process

Process may not be the most exciting concept but it’s everything in copywriting. It’s the mechanism through which the content that companies want is the content they actually get. And it takes time, effort and lots of cups of tea. Process might not sound very exciting but the fact is that content becomes even better through a clear and thoughtful system of development, from initial idea through to final draft. Perfect the copywriting process and you’re much more likely to achieve the marketing results you want.

Share customer voices

Why use copywriting to tell everyone how great you are when your customers can do it for you? Customer case studies are a powerful way to humanise your business. The concept may sound a little dry and many company case studies often prove to be just that. But a positive and entertaining story from your customers’ perspective really gets people talking, both in real life and on social media. Another tip: don’t forget the power of client testimonials. More on that here.

Keep it personal

A key content trend I’ve noticed is (some) companies approaching content and copywriting as if it’s a production machine: pump in the messages, aims etc. and out comes a neatly packaged little item of content. And repeat. While this formulaic approach may work in the short-term for some sectors, I’m not sure that it does much good for anyone from a more strategic angle. This transaction-based approach to content depersonalises copywriting and removes the opportunity to be creative and develop a more meaningful relationship with clients. Create content quickly? Sure. Produce content to meet client requirements? Of course. Be reliable and consistent? Definitely. But don’t overlook the advantages of building a meaningful and longer-term connection between company and copywriter.

I’ve seen first-hand by working with certain companies, how converting content into currency does a disservice to both clients and copywriters. For some, creating content is a transaction. For me, creating high quality content calls for a more tailored and strategic approach.

Go beyond generic

Consumer tastes are changing and marketing is changing with it. There’s a growing appetite for content that offers something a bit more than the bog-standard. Lots of companies have been asking for something more creative than the standard set pieces of business content. And it’s been an interesting process achieving that while still retaining the professionalism and consistency companies need. The trick is to align a more imaginative format with a laser-like focus on communicating what’s unique and valuable about the business.

Go short-form

Another trend I’ve noticed recently is companies asking for shorter content, alongside the usual longer articles. This fits with the general move within marketing towards more bite-size content. Even in more technical industries, companies are starting to see the advantages of less-is-more copywriting. This of course brings up other issues. Like how you tell a story quickly without losing any of the vital technical detail. That’s not to say that long-form content is going out of fashion. Not at all. There will always be a demand for good in-depth content. But it’s important that companies don’t overlook the benefits of high quality short-format too.

Dig deeper

A little bit of depth creates better copywriting. By depth, I mean the effort that’s put into understanding the goals for specific piece of content. But also, the depth of the relationship between copywriter and company. Sure, shallow connections can yield good results, but I’ve noticed that the companies willing to invest more time and effort into communicating what they want really do benefit from better quality content at the end. It takes a little more work but, ultimately, it should mean that their content works harder for them. This of course links to companies building longer-term connections with their copywriter. When your copywriter really knows your business it makes sense that they’ll do an even better job of writing about it.

Uncover the interesting

It never fails to surprise me how many incredible and productive companies out there still doubt that they have anything interesting to say. Too many times, I’ve sat across the table from leaders of companies with an enviable reputation who still think that they don’t have any interesting stories to tell the world! Yet by showcasing those achievements organisations can speak more powerfully to the people they want to reach. It all starts with a change of perspective to uncover the interesting and the important in everyday business.

Ready to change it up?

Great copywriting is about finding the messaging, the tone of voice and the creativity to communicate more powerfully to the world. But it’s also about process and perspective. By keeping the bigger picture in mind, you can create content that goes beyond the generic and the impersonal to build a better connection with your ideal customers. Looking to change up your marketing content for the better? Let’s talk.