Need To Know Powerful Copywriting Secrets That Resonate 34

The 6 Characteristics of Powerful Copywriting That Will Resonate With Your Audience



It’s easy to recognize good copywriting when you see it, but there are actually several characteristics that really separate outstanding writing from the rest of the pack.


Would you like to know what they are?Β 


Of course you do πŸ™‚Β 



Here are the 6 Powerful Copywriting Characteristics by Meghan Keaney AndersonΒ (,Β that you need to know that will help you to write copy that resonates with your audience




1) It tilts your perspective.

  • Sometimes, all a message needs to break through is a slight shift in angle.
  • Every story has a myriad of angles — your job as a copywriter is to find the one that resonates.
  • The next time you sit down to write, try out this approach:
  • Don’t take the topic head on.
  • Instead, ask yourself why it matters.
  • Each time you write down an answer, challenge yourself to push it further.
  • Find the larger story happening behind your message.


2) It finds connections.

  • “Creativity is just connecting things. When you ask creative people how they did something they feel a little guilty because they didn’t really do it, they just saw something. It seemed obvious to them after awhile.” – Steve Jobs
  • What you need to do is to figure out what the connection is between the product and the experience it evokes.


3) It has a stunning lead.

  • There’s an adage in copywriting that’s loosely credited to copywriter and business owner Joe Sugarman which roughly states that the purpose of the headline is to get you to read the first line.
  • The purpose of the first line is to get you to read the second line and so on.
  • In short, if your first line doesn’t enthrall your readers, all is lost.


4) It is born out of listening.

  • By understanding your core audience.
  • “Humble yourself and truly serve your audience, listen to their needs and desires, listen to the language they use,” he said. “If you listen carefully,Β your audience can eventually give you everything you need, including much of your copy. Get out of their way.” –Β Robert Bruce (CopyBlogger)


5) It avoids jargon and hyperbole.

  • Groundbreaking. Revolutionary. Business Solutions. Targetable Scale. Ideation. Evidence-based approaches. Industry wide best practices.
  • When writers struggle to convey what is truly special about their company, product, or service, they sometimes fall back on jargon or hyperbole to underscore their point.
  • The truth is, good copywriting doesn’t need dressing up.
  • Good copywriting should speak to the reader in human terms.


6) It cuts out excess.

  • Good writing gets to the point.
  • This means cutting out excessive phrases and rewording your sentences to be more direct.
  • Reduce verb phrases:Β For instance, turn “The results are suggestive of the fact that” to “The results suggest.”
  • Reduce wordy phrases to single words:Β You can change “in order to” into “to.” Another example: Turn “Due to the fact that” into “because.”
  • Avoid vague nouns: Phrases formed around general nouns like “in the area of” or “on the topic of” clutter sentences.
  • It is all about making sure every word counts in your writing.



At the end of the day…….Words matter. Β So, every time you sit down to write an ad, webpage, video script, or other content for your business, you have the opportunity to break through to people. Find those opportunities in your marketing and make sure that you’ve made the most of them.



If you enjoyed this post and found TON OF VALUE, please take a moment and share….Thank you πŸ™‚


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To Your Success,
Joan Harrington

About Joan

Joan is a full time blogger/network marketing coach whose passion comes from helping others learn how to brand themselves through blogging and become an expert blogger

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34 thoughts on “Need To Know Powerful Copywriting Secrets That Resonate

  • Maikel Michiels

    Nice post Joan!

    Love how you shared the headline’s goal is to hook people and get them to start reading, absolutely true and great advice!

    One thing I’d like to add would be to get extremely specific on your target audience and present them with the right offer.
    No matter how good the copy, it will still be pretty tough to sell a steak to a vegetarian. πŸ˜‰


    • Joan Post author

      Thanks so much Maikel! You got that right, being more specific and more targeted will definately help you to sell with the right offer πŸ™‚

  • Donna Merrill

    Hi Joan,

    Excellent tips! I like it when I’m reading something and it gets to the point. Because there is so much information we receive each day, reading something that beats around the bush unnerves me.

    It has to be specific to a target audience, words have to be chosen wisely to capture attention of the intellect, emotion, and even a good eye. Not an easy task to take on. But with practice, it can be done.


  • Sue Bride

    Copywriting is a real skill isn’t it so thank you for these pointers. Also, what works with one audience might not work with another.

    When I’m writing blog posts, it’s not so much wrong spelling that get’s highlighted by the checker but those over lengthy phrases you mention.

  • Lesly Federici

    Hey Joan,
    Blog looks better every time I visit πŸ™‚ Copy-writing is a good idea to learn to enhance your posts and product promotions… I like the suggestion – listen to your audience.. good one! And, words are powerful. Take the time to think about what you’re saying and how you’re saying it ..

  • Jacs Henderson

    Hi Joan,
    These were nicely written and original … good copywriting lol!
    I especially liked the idea in number 1 … tilting your perspective. Taking a story and asking ‘why’ it matters could really take the concept of the story much deeper and larger.
    Nice idea of creativity just being connecting things.
    Thanks Joan πŸ˜€
    ~ Jacs

  • Kathryn Maclean

    Make the most of your words….they count!
    Great article I wrote down the key points for myself.

    The why behind the product
    The experience the product evokes
    That first line must win at all costs
    Careful listening to your audience for your copy
    It should speak to the reader
    Every word counts – no excess

  • Mary Sloane

    Great post Joan and all the best in 2016

    Loved your common sense approach to copywriting

    If it isn’t readable and doesn’t make the reader want to read more what good is it

    Very clear and concise and down to earth approach I think there is something there everyone could take on to improve their writing

    To the Top in 2016


  • Lillian De Jesus

    Hi Joan,

    Love articles from HubSpot as they always have great tips on copywriting and marketing! This article definitely writes about the power of copywriting. I think point 4 is right on – listening to what your audience wants is crucial.

    Thanks for sharing,

  • Dr. Erica Goodstone


    Great suggestions that we can all learn more about. I have read so much over the years about good copywriting yet when I am crafting my articles and blogs I often forget as I get caught up in the topic. I continue to cut out the excess and hopefully change those jargon words into more easily acceptable and simple words.

    I love your reminder that the title leads to reading the first line. And the first line leads to reading the second line – rather than expecting to write such awesome content that the reader immediately wants to read the entire thing. It doesn’t happen that way.



    Dr. Erica

    • Joan Post author

      Thanks so much Dr Erica for your awesome feedback and comment πŸ™‚ It is awesome to hear that when you
      are crafting your own articles that you do remember to cut out the excess. I have to work on that as well πŸ™‚
      Glad you enjoyed the post!