Tips, news and views from Green Light Copywriting

Taking the suit off: how to make your copywriting more professional 21 August 2025

The P word: it’s the adjective (along with this one) that almost always comes up in my initial conversations with businesses. That’s no surprise when the very nature of copywriting is about presenting a company at its best.

Mumsnet emoji outrage

Yet ‘professional’ is not a fixed thing; it means different things to different people. I was inspired to ponder on this issue by a Mumsnet thread someone told me about recently. The problem that sparked the thread in the first place? Emojis. The poster was unimpressed by the presence of smiley faces in an email she received from her energy provider. Seeing how much business communications have evolved in the past 20+ years, I can understand why the business used them. Emojis are a big part of everyday communication, thanks to the popularity of texting. They have become an easy shorthand for emotions and signifiers of social connection. The company was making the most of this to build a better rapport with its customers. I understand that. I also understand why people might not like it.

Profane or professional?

In the case of the emojis in marketing, context is everything. By that, I don’t just mean the main purpose of the content, but the people it is intended for. But emojis or other devices shouldn’t just be considered a quick route to informality. In this scenario, as with so many aspects of copywriting, there is no one-size-fits-all. After all, people have different parameters for what they view as professional messaging from companies. For example, I’ve noticed one or two of my lovely fellow freelance copywriters use swear words on their website. At the risk of sounding po-faced, I’m not a big fan of that, but those copywriters have their own particular style and stance. The directness of a carefully used four letter word may indeed work well for them.

Context is everything

Some customers may be completely comfortable with really direct language. These things vary from person to person. And I know some people shudder when they see a sentence that starts with “and”. Yet for others, this device succeeds in being both informal and professional. The answer is knowing when to use these approaches. In copywriting, professional is not a suit you put on, but an attitude you hone carefully and strategically. Can the profane be professional? In many contexts, probably never. But in others, yes, if that’s the voice that works for you and your audience. In copywriting, context really is everything.

Uncovering your professional voice: three copywriting tips

In those planning meetings, when clients ask me to make their content professional, they’re asking for content that is authoritative, positive, powerful and directive. Because this is how they want to come across in real-life with clients: approachable and expert. Makes perfect sense. Want to keep your copywriting approach professional in the right way? Here are some pointers:

1. Professional = Being real

Professional does not mean deadening your message by being bland or generic in your copywriting strategy. It means finding the balance between authoritative and approachable. It’s the all-important human touch that AI-generated content usually feels like it’s missing. The secret is to communicate with authority and empathy, without tipping over into try-hard territory. Of course, this balancing act will be defined by whether you are writing for a maker of luxury chocolates or a firm of accountants, for example. As a general rule, if you can achieve the balance between authoritative and empathetic, you’ll keep your copywriting approach authentic and professional.

2. Professional = Knowing when to emoji

The emoji is just an example here, but being professional in writing is knowing how and when to use quirkier or more noticeable elements. Whether that is a smiley face or an eye-catching page title, the goal is to use these elements strategically, rather than as standard practice. The key question to ask yourself is: am I adding this for attention or to capture the imagination of my audience? The answer will help you decide whether to include it or not.

3. Professional = Finding your own voice

I recently reviewed competitor websites at the request of a potential client. There was something rather uncanny valley about how similar so many of them sounded. I’m not implying that they copied each other, but there was a definite feeling of familiarity and ‘sameyness’ in how these companies presented themselves. While some of them sounded okay, overall it was an odd experience and a reminder that professional means finding your own story and style.

The professional paradox

This process isn’t about trying to enforce some kind of template of professionalism on your copywriting approach. It’s about asking what that concept means for you and your business, then identifying how to apply it to your own content. Applying a fixed idea of professional content in copywriting can serve to push your audience away, instead of drawing them in.

Dig deeper instead and you’ll find a voice and message that works just right for your business and your customers. The paradox here is that by taking off the suit of generic, samey content, a business can become more authoritative, approachable and memorable.

And there’s nothing more professional than that.