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Great marketing often starts with great writing.
Whether it’s a website, email, or social post, your words can make or break a sale.
You don’t need a big budget to write in a way that grabs attention and drives action—you just need to know what works.
Let’s dive into that below. We’ll build on last week’s newsletter about the importance of clarity in marketing. Check that out. Here are more newsletters if you’d like additional ideas about marketing and other business topics in your inbox.
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How to write marketing copy that sells without sounding too salesy
1. Speak to One Person
Instead of writing for “everyone,” picture one ideal customer and write directly to them.
Average: "Our solutions help businesses improve efficiency."
Better: "Tired of wasting time on repetitive tasks? We’ll help you automate them."
2. Tap into Emotions
People make decisions based on feelings and then justify them with logic. Use emotional triggers in your copy.
Instead of: "This software increases productivity."
Try: "Take back hours of your day and focus on what matters."
3. Make Your Benefits Crystal Clear
People don’t usually buy features—they buy outcomes. What will your product or service do for them? Tell them how it will make their life better.
Instead of: "Includes AI-driven analytics."
Try: "Get instant insights to make smarter decisions faster."
4. Cut the Weak Words
Words like "very," "just," and "really" weaken your message. Strong writing is direct and confident. I catch myself using those words often.
Instead of: "We really believe this product is very useful."
Try: "This product will save you hours every week."
5. Use a Conversational Tone
Your marketing should sound like a real person talking. Ditch corporate speak and jargon.
Instead of: "Utilize this platform to enhance operational efficiencies."
Try: "Use this tool to get more done in less time."
6. Test and Tweak
Great copy isn’t written—it’s rewritten. Test different versions of your headlines, calls to action (CTAs), and key messages to see what resonates. Do more of what works. Working on marketing is part science.
Bottom Line
The best copy doesn’t just inform—it connects, persuades, and inspires action. Clear, compelling writing can be your most powerful marketing tool, with no budget required.
If you’d like more on the topic of writing, here’s an article I wrote about how you need to always be working on making your marketing emails shorter.
Thanks for reading. I’ll talk with you next Sunday. What would you like to see covered in the future? Reply and let me know. Reader feedback has influenced most of my recent newsletter topics.
-Mike
bio.link/mikeholden
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