Compelling Copywriting 2021:how to (really) persuade your potential clients

What is a copywriter and what is their job?

The functions of a copywriter

  • Write texts for the web: home, landing pages, product page …
  • Write ads for social networks (Facebook, Instagram …)
  • Write blog posts with an SEO approach.
  • Write emails: newsletters, offers, promotions …
  • Create the content plan.
  • Define the communication strategy, tone and style of the brand.

The main skills of a copywriter

  • Writing, writing, language and spelling.
  • Storytelling
  • Advertising writing.
  • Persuasive writing.
  • Commercial texts.
  • Headline writing.
  • SEO copywriting.
  • Creativity and strategy.

Famous copywriters

  • Eugene schwartz
  • Joe sugarman
  • John caples
  • Victor O. Schwab
  • David ogilvy
  • Maïder Tomasena
  • Javi pastor
  • Rosa Morel
  • Ivo Fiz
  • Roger garcia

Types of copywriting

Direct response copywriting

Marketing copywriting

Brand copywriting

SEO copywriting

Technical copywriting

Copywriting strategies according to format

  • Determine the objective of your text: the first thing you have to be clear about is what you want to achieve with your publication. You may want to generate interaction (likes, comments, RTs …) traffic (to your website, to your blog) or sales (to a conversion landing), etc.
  • Identify your audience: the second step, as we have seen previously, is to define who you are addressing and identify their needs, interests, concerns, etc.
  • Value your brand: in each text you publish, try to highlight the benefits of your brand and try to make it clear how your business is capable of solving the problems and needs of your potential customers.
  • Generate curiosity: try to generate intrigue with your publications to hook readers. You can use the stories or ask a question to get your audience hooked.
  • Arouse emotions: get your readers to connect with their emotions by making them identify with what you write.
  • Share interesting content: try to share valuable content that is related to your business and that is really of interest to your audience.
  • Be brief and to the point: your posts should be easy to read and don’t ramble when writing. Always keep in mind the objective of the text and try to write it in the most concise way.

AIDA formula

  1. Attention: Try to capture the attention of your reader with a striking headline that generates curiosity.
  2. Interest: get his interest aroused through empathy, putting yourself in his place and showing him that you understand his problem.
  3. Wish: highlight the benefits of your product and show yourself as the solution to your customer’s problem.
  4. Action: Get readers to take action with an engaging CTA (call to action).

PAS formula

  1. Problem: determine what your client’s problem is, what need they have to solve and highlight it first.
  2. Agitation: then remind him and try to investigate this problem so that he feels 100% identified. Create agitation and urgency in the reader to solve it.
  3. Solution: Finally, present the solution to the problem with your product or service.



Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store
Olaoluwa Ajibade

Olaoluwa Ajibade


Daily Stoic is a community built around the teachings of Stoicism. If you're wondering "What does Stoicism mean?", "Who was Marcus Aurelius?" We answer all that