One full month of copy writing and heres what you should know!
Hey! My name is Lola Ross and over the past month I have been going through the copywriting module of Praxis. Where I have shared things each week about what I learned. Today, I will be sharing with you the most important things that I took from it and what I think is important for you to also know.
What does copywriting mean?
Copywriting is the artful use of language to persuade, sell, and build connections. Bruce Bendinger famously called it “verbal carpentry,” highlighting its role as a modern form of salesmanship. With that in mind, here are seven key features that play a crucial role in effective copywriting.
Clarity and Consiseness
Persuasive Appeal
Audience-Centric
Clear Call-to-Action (CTA)
Consistent Brand Voice
Benefit-Oriented Messaging
SEO Optimization (for digital content)
Each of these elements plays a vital role in effective copywriting because, together, they ensure the message is not only understood but also impactful. Clarity and conciseness capture attention quickly, while persuasion drives action by appealing to both emotion and logic. Focusing on the audience ensures the message feels personal and relevant, and a strong call-to-action gives clear direction on what to do next. Maintaining brand voice builds trust and consistency, and using benefit-driven language helps the reader see real value in the product or service. Lastly, SEO awareness ensures that digital copy doesn’t just connect with readers—but also gets found. When these components work together, copy becomes a powerful tool for communication, conversion, and brand building.
Copywriting is fundamentally grounded in human psychology—centered on understanding how people think, feel, and make decisions. Great copywriters know that emotion drives action, so they appeal to the heart first and support it with logic. By leveraging psychological triggers, effective copy leads the audience from their current state to the desired outcome, creating a seamless path toward action.
Copywriting is used in my day-to-day Zesto life when it comes to creating catchy captions for social media posts, promotions, or even campaigns. However, most people don’t work in an ice cream shop like me. But, that doesn’t matter, it is still used when sending emails or texts, or even just a basic social media post. Copywriting has so many opportunities.
The 10 Laws of Copywriting
Law 1: Understand How People Make Decisions
People buy based on emotion and then justify their choices with logic. To write effective copy, you must understand this core behavior.
Law 2: Highlight the Selfish Benefit
Step into your customer’s shoes and ask, “What’s in it for me?” Make sure your copy answers that question clearly and directly.
Law 3: Tell a Great Story
Humans are wired for stories. A compelling narrative creates connection, builds trust, and keeps people engaged.
Law 4: Write How You Talk
Your goal is to be understood—not to impress with perfect grammar. Conversational writing makes your message more relatable and effective.
Law 5: Use Their Words, Not Yours
Avoid marketing jargon. Speak in the language your customers use to describe their problems, needs, and desires.
Law 6: Keep It Short and Snappy
Write in short, punchy sentences. The goal of the first sentence is to get them to read the second—and so on.
Law 7: Be Specific
Specificity builds credibility. Vague claims fall flat, while precise details create clear mental images and stronger impact.
Law 8: Nail the Headline
Your headline is your first—and sometimes only—chance to grab attention. As David Ogilvy said, “On average, five times as many people read the headline as the body copy.”
Law 9: Use Social Proof
Don’t just tell people how great your product is—show them. Testimonials, reviews, and case studies build trust and reduce doubt.
Law 10: Address Objections Early
Tackle concerns head-on. If you ignore potential objections, they can derail the sale before it even starts.
Welcome Emails
A welcome email is a crucial element in copywriting because it sets the tone for the entire customer relationship. As the first direct interaction a subscriber has with your brand, it carries the weight of a first impression—one that can either build trust or lose interest. Since welcome emails typically have the highest open rates, it’s a prime opportunity to connect, deliver value, and guide the reader toward the next step. Effective copy in a welcome email should feel personal, reinforce the brand’s voice, and clearly communicate what the subscriber can expect moving forward. It’s not just a greeting—it’s the beginning of a conversation.
Check out my mock welcome email for Summer Fridays:
Welcome to Summer Fridays! You're on the list- let's glow together!! ✨✨
Thanks for joining the Summer Fridays community. You're officially in on all the skincare secrets, early access drops, and exclusive offers—because great skin should never be gatekept.
Keep an eye on your inbox. The glow-up is just getting started.
As a thank-you, here’s 10% off your first order.
Use code: WELCOME10 at checkout 💌
[ Shop Now ]
P.S. Have a skincare question or need a product rec? Just reply to this email—we’re always here to help you glow your brightest. 💬✨
With love,
The Summer Fridays Team
☀️
There are so many tools available today that play a crucial role in effective copywriting. Leverage tech tools like AI writing assistants, grammar checkers, and keyword analyzers to streamline your process and spark new ideas when developing ad content. Be intentional with your word choice, ensuring that tone, structure, and phrasing align with your audience and campaign goals. Study the psychology behind language, as effective copy taps into emotion, urgency, and curiosity—understanding how different words influence perception and decision-making is key. Don’t settle for the first draft; experiment with synonyms, phrasing, and sentence structure, since strong copy often emerges from bold experimentation. Finally, keep expanding your vocabulary by reading, writing, and studying great copy regularly, giving you more tools to convey ideas in fresh and impactful ways.
Below, I’ve included a link to the ad I created for Zesto, along with the captions edited using ChatGPT and Grammarly.
link to my copywriting practice
ChatGPT is a reliable resource for editing and rewriting advertisements. When creating captions for Zesto, having them reviewed by ChatGPT can help make the content sound more professional and persuasive, encouraging people to visit. Sometimes, even when you think your work is perfect, tools like Grammarly and ChatGPT can catch mistakes or suggest improvements you might have missed.
Final Thoughts about Copywriting:
Effective copywriting blends psychology with clear, persuasive language to connect with audiences.
Tools like ChatGPT, Grammarly, and keyword analyzers help improve copy quality, professionalism, and efficiency.
Crafting copy with intentional word choice and audience focus is essential for creating impactful messages.
Experimenting with phrasing and structure leads to stronger, more engaging content.
Strong headlines and clear calls-to-action are critical for grabbing attention and guiding readers.
Using social proof and addressing objections builds trust and reduces resistance.
Expanding your vocabulary and studying great copy regularly enhances your writing toolkit.
Welcome emails and first impressions set the tone for long-term customer relationships.
Combining these elements results in copy that informs, persuades, and inspires action effectively.