Mmmmmm, rich, sticky, gooey chocolate cake. đ
Don’t you want your website, email and social media copy to be like that? Totally tempting and irresistible?
Then, think of your copy like a cake.
When youâre writing, you have to juggle a lot of balls in the air, so I find it helps to think of the different elements like ingredients in a cake.
You need all of them to create a real showstopper, and when you practice youâll get better and better at bringing them all together.
Here are my top copywriting tips to help you bake a really tasty content cake.

Hereâs my foolproof recipe for writing great content and copy that will help you achieve your business goals.
Copywriting cake ingredients:
đ„Ł Hook
Think a nice juicy cherry on top, or a liberal sprinkling of colourful smarties. The Hook is more essential than ever before to grab the attention of your reader. You can do this by making a bold statement, stating something surprising, or out of the ordinary, or maybe just a single word. The Hookâs job is to stop the reader in their tracks and get them to pay attention to what you have to say.
In fact, I did it in this blog post. By writing, âMmmm, rich, sticky, gooey chocolate cake,â Iâve written something unexpected. You donât expect to see that on a marketing coachâs website, do you? I could have written, âGreat content tips you need to knowâŠbut that, well. I bet youâve already glazed over.
đ„Ł Brand messaging
If there was a part of the copy that was more important than any other, Iâd have to single out the brand messaging. Donât let the fancy marketing term put you off. It simply means the things your customer needs to know and believe before they will buy from you. If youâre a shop selling sustainable products, your brand messages might be things like, âBuying responsibly is important,â and, âWe have the best range of sustainable products in the Midlands.â This is the stodgy flour content of the copy, the real substance. Without the messaging there actually is no point in writing the content in the first place. You need to be clear on this before you even get started. It needs to be the focus of a piece of content or copy. The brand messaging is derived from your mission and purpose, and once youâve got it down it makes all your copy and content so much more effective (and so much easier to write).
đ„Ł SEO
This is mainly for web copy, but if your copy and content doesnât get any eyeballs, it wonât get you any sales. Simple. Using SEO techniques to make sure your content is high quality and approved by Google will make you far more searchable. Which means your lovely delicious content is more likely to be enjoyed by a wider audience. If you’re looking for SEO support, I can thoroughly recommend the lovely Aime of Studio Cotton and Andrew of Yeseo.
đ„Ł Tone of voice
Your tone of voice. Itâs your flavour, your personality. Are you a traditional lemon drizzle or a more flamboyant and edgy macha, raspberry and white chocolate frangipani? Generally speaking, a conversational writing tone always connects best – but how relaxed you want the writing to feel, depends on your brand feel and/or your personality. Which words are you known for using in everyday speech? What themes would you like to run through your copy and how would you like it to feel: happy, upbeat, irreverent, fun, energetic, laid-back? Anything goes, as long as it resonates with your customer and feels authentic to your brand. And if you can make your tone of voice distinctive, that will help you stand out.
đ„Ł Audience
You wouldnât talk to your Granny the same way youâd talk to your BFF, would you? Thereâs an old saying, âSpeak to everyone, speak to no-one,â and thatâs true here. You canât be all things to all people, so get specific on who youâre talking to. Your customers want to feel like youâre talking to them. So use the kind of language that theyâd use, talk about things that would interest them and explain things in a way theyâd understand. When a potential customer feels like youâre talking directly to them, now thatâs powerful.
đ„Ł User experience/flow
Weâre all time-poor. In fact, congratulations if youâve got this far down the blog post. Most people wonât. So think about the user experience throughout the piece. Is all the information the customer needs to make a decision at the top of the copy? Make sure the copy/content makes sense and flows well from a customer perspective. Makes sure itâs clear. And make sure youâre signposting where you want the customer to go next. Itâs rude to keep someone hanging. So gently suggest where they could go next for more information. Confused customers donât buy, so make it really simpleâŠand if in doubt, ask a friend or colleague to read it to make sure. (Itâs often hard to see the yourself, if youâve written it).
đ„Ł Conversion copywriting
Conversion copywriting is a whole other subject, but itâs something you might want to think about to make your copy convert more effectively. What do I mean by âconvertâ? Well, simply the ability of your copy or content (whether itâs a sales page, Facebook ad, blog post, Instagram story or web page) to sell your product or service effectively. Using techniques such as using âvoice of customerâ and using the language your customer actually uses, as well as using the word âyouâ can all help with this. Testing different styles of copy to see what works best can also be useful. Conversion copywriting is something to look into once you know youâre already getting eyeballs on your copy and everything else is as it should be and it should help drive up your sales conversion rate.

Copywriting method
When you blend these different elements together, in a way that works for you, magic will happen – just like the way the ingredients of a cake come together to create a showstopping gateau. Who knows, you might even get a Hollywood handshake.
Each one of these copywriting tips has a different part to play, and each can add a different dimension to your copy and content.
When Iâm writing, Iâll run through all these elements in my head, to make sure Iâve covered every angle. You could use this as a checklist for when you write your own copy.
This helps me to write great, memorable copy that my customers want to engage with, and most importantly, gets results (i.e. helps my customers to like, know and trust me, and feel they would benefit from working with me).
I hope these copywriting tips help you. Why not see if it helps you with improving your own copy and content for your business? Do you have any other great copywriting tips? Why not share them in the comments below.
Because nobody wants copy like a stodgy, old, mouldy, out-of-date teacake đ„Ž
And if you’d like my help to develop your copywriting skills (and get you writing some showstoppers), you can check out my mentoring services here to learn more of my copywriting tips.
