How to Produce Copy Prospects Want to Read

Most marketing copy gets ignored because it talks about the business rather than the reader. Prospects don't care about your journey or your features — they care about their problems and your ability to solve them. Here's how to write copy that earns attention.

Visualise the End Result

Before you write a word, get clear on what success looks like for your reader. What will they be able to do, feel, or achieve after engaging with your content or buying your service? Start with that end state and work backwards. Copy that paints a picture of transformation is infinitely more compelling than copy that lists capabilities.

Your prospect is mentally asking one question: "What's in it for me?" Answer it immediately and you've earned their attention for the rest of the page.

Know What Your Audience Wants

Generic copy speaks to everyone and resonates with no one. Research your audience's specific language, frustrations, aspirations, and objections. Use their words, address their concerns, and demonstrate that you understand their world before trying to sell them anything.

Talk to your sales team, read customer reviews, survey your audience, and study the questions they ask on social media and forums. Real audience insights produce copy that feels like mind-reading to the reader.

Cut the Technical Jargon

Industry terminology impresses colleagues, not prospects. If your copy requires specialist knowledge to understand, you've lost most of your audience before they reach your call to action. Write at the reading level of your buyer, not your technical team.

This doesn't mean dumbing down your content. It means respecting your reader's time and attention. Clarity is sophisticated. Jargon is lazy.

Keep It Simple

Short sentences. Clear structure. One idea per paragraph. White space. These aren't limitations — they're the tools of effective copywriting. People scan before they read, so make scanning easy. Use headings, bullet points, and bold text to guide the eye to key messages.

Complexity doesn't signal expertise. It signals that you haven't thought hard enough about what you're trying to say.