Whether you are an entrepreneur, marketer, content creator, or student, mastering copywriting techniques can transform your texts into powerful tools to capture attention, convince, and convert.
What is copywriting and why is it important?
Copywriting is the art of writing strategic texts in order to push an audience to act: buy a product, subscribe to a newsletter, click on a link, etc. Unlike traditional writing, copywriting focuses on persuasion and emotion, while remaining clear and impactful.
Growth Hacker T-Shaped
Why does that count?
Increase in conversions : According to a study by HubSpot (2023), well-written content can increase conversion rates by up to 20%.
Increased engagement : Persuasive texts capture attention and retain readers.
Differentiation : In a world saturated with content, good copywriting sets you apart.
The Key Principles of Copywriting
Before we dive into the techniques, here are the fundamentals behind every good persuasive text:
Know your audience : Identify their needs, desires and pains (the “buyer personas”).
Clarity above all : A simple message is more effective than complicated jargon.
Focus on emotions : Buying decisions are often emotional, not rational.
Call to action (CTA) : Make it clear to your reader what to do next.
Social proof : Testimonies, figures and examples reinforce your credibility.
The Most Common Copywriting Techniques
Here are the most popular and powerful ways to structure your texts:
✍️ Framework
📋 Key Principles
✅ Advantages
⚠️ Disadvantages
⏱️ When to Use It
📝 Example Formula
AIDA
• Attention: Catchy title or question
• Interest: Striking fact or short story
• Desire: Key benefits
• Action: Clear CTA
• Simple and universal
• Structured guidance
• Quick to implement
• Less emotionally immersive
• Risk of seeming "generic"
Emails, ads, landing pages
« Fed up with stagnation? 🚀 Discover how to double your sales in 30 days. Click here! »
PAS
• Problem: Identify the pain
• Agitation: Amplify consequences
• Solution: Present the offer
• Highly impactful on customer pain
• Creates psychological urgency
• Can be too negative if poorly balanced
• Requires good emotional balance
Sales pages, emotional articles
« No traffic? Every day without visitors, you lose money. 🚨 Our SEO guide changes the game! »
PASTOR
• Problem
• Amplification
• Story
• Transformation
• Offer
• Response (CTA)
• Captivating narrative
• Builds empathy
• Convincing for long formats
• Long to write
• Less suited for short formats
VSL, long sales pages, ebooks
« You're losing customers... Julie was too, until she discovered our method. Today, she doubles her revenue… Join her now! »
FAB
• Feature: What it is
• Advantage: Why it's useful
• Benefit: What it brings
• Clear and factual
• Highlights product value
• Lacks emotion if isolated
• Little storytelling
Product sheets, technical descriptions
« Our tool schedules your posts (feature), saving 2h/day (advantage), for more peace of mind (benefit). »
FOMO
• Urgency: Limited time or quantity
• Exclusivity: Reserved offer
Source: Analysis based on 2023 digital marketing trends (Content Marketing Institute).
Tips for Applying These Techniques Effectively
Adapt to your audience : A B2B campaign cannot be written like a general public ad.
Test your titles : 80% of readers don't go further than the title (Copyblogger, 2023).
Be specific : “Earn €500 per month” is more convincing than “Earn money.”
Avoid the cliches : “Revolutionary” or “unique” is no longer enough, prove it!
Read aloud : Fluid text is more engaging.
Mistake to avoid: Not aligning your tone with your brand. A style that is too formal for a young audience can push them away.
Examples of Using Techniques
AIDA example (Email)
AIDA
Purpose : You're leaving money on the table! Corps : Is your site not converting? (Attention) Every month, thousands of businesses lose customers for lack of good texts (Interest). Our training teaches you how to write pages that sell (Desire). Sign up today! (Action)
PAS example (Landing Page)
“Tired of seeing your prospects ignore your emails? (Problem) Without an answer, your marketing efforts fall apart and your revenue stagnates (Hustle). Try our tested email template to triple your returns (Solution).”
Boosted engagement : Readers stay with your content longer.
Increased confidence : A persuasive text reinforces your credibility.
Conclusion
Copywriting is not just for experts: with the right techniques like AIDA, NOT or FOMO, and with a bit of practice, you can turn your texts into customer magnets. Start today: choose a method, test it on your next piece of content, and see the results.
Do you want to go further? Keep learning and experimenting. Your readers (and your sales) will thank you!
Meta description : “Discover the most effective copywriting techniques to boost your sales and engage your audience. Learn how to use AIDA, PAS, and more!”
Copywriting vs Web Writing: Understanding the Difference to Optimize Your Results
Many people confuse copywriting and web writing. However, mastering this distinction can transform your marketing results!
🎯 Web Writing: The Art of Building Loyalty through Value
Main Objective : Building Long-Term Trust
The web editorial focuses on value creation to establish a lasting relationship with your audience.
Key Features:
Timing : Medium/long term results (3-12 months)
Objective : Educate, inform, establish expertise
Tonality : Educational, useful, unselfish in appearance
Measuring success : Time spent on the site, page views, return rate
Example: A gardening blog that publishes “10 vegetables that are easy to grow in an apartment” without mentioning products. The article provides real value, positions the author as an expert, and naturally generates trust.
💰 Copywriting: The Art of Converting Through Persuasion
Primary Objective: Trigger Immediate Action
Main Objective : Trigger Immediate Action
Copywriting uses the Psychology of persuasion to push for action now.
Concrete example:Promotional email: “Last 24 hours! Your urban gardening kit at 50% off. Only 47 kits left in stock. Order before midnight and get the secret experts' guide as a BONUS.”
📊 Practical Comparison: Same Topic, Different Approaches
📋 Comparison of Web Writing and Copywriting Approaches
📋 Aspect
✍️ Web Writing
💥 Copywriting
Article Title
« Complete Guide to Home Composting »
« Turn Your Waste into Black Gold: The Secret Method of Pro Gardeners »
Introduction
« Composting reduces your waste by 30% and enriches your soil with essential nutrients. »
« What if I told you that you're throwing away €200 worth of fertilizer every year? Discover how to turn things around. »
Call-to-Action
« Share your experiences in the comments. »
« Order your premium composter today – Free shipping within 48 hours! »
The 10 Pitfalls of Copywriting: A Survival Guide to Maximize Your Conversions
Even experienced copywriters fall into these pitfalls. Here's how to turn them into performance drivers.
🎯 Targeting and Positioning Errors
Pitfall #1: Wanting to Please Everyone
The Problem: Writing for 100% of your visitors dilutes your message and causes your conversions to drop by 60-80%.
The Solution: Identify your “super prospects” - the 20-30% most likely to buy, and write for them ONLY.
Real transformation:
❌ Wave: “Our software helps all businesses to manage better” ✅ Laser-targeted: “Specially designed for marketing agencies of 5-50 people who lose 8 hours a week on billing”
Test: If your competitor could use the exact same message, you are too generic!
Trap #2: Band Headlines That Kill Attention
The Problem: Generic headlines that go unnoticed in digital noise.
🔍 Comparison of Invisible vs Magnetic Titles
❌ Invisible Title
✅ Magnetic Title
🔧 Technique Used
About Us
How 2 Students Created the Tool That Saves 2 Hours/Day for 12,000+ Marketers
Storytelling + quantified benefit
Our Pricing
Choose Your Plan – 93% of Our Clients Prefer the Pro Plan
Integrated social proof
Contact Us
Let's Talk About Your Project: Free Audit Within 24 Hours
Problem : Phrases all of the same length = Sleepy pace = Abandon.
Balanced Solution :
Vary the length : Short sentence. Then a longer one that develops the idea with important details. Still short.
Alternate structures : Affirmation → Question → List → Testimonial
Example:
❌ Monotonous: “Our product is effective. It saves you time. It increases your sales. It simplifies your work.” ✅ Rhythmic: “Effective? Absolutely. Our solution saves you 3 hours per week, increases your sales by 25% on average, and transforms your complex tasks into simple clicks.”
Trap #4: Indigestible Text Wall
Problem : Visual presentation that discourages reading before you even start.
UX Copywriting checklist:
✔️ Content Optimization Checklist – Key Criteria for Readability and Accessibility
✔️ Criterion
🔍 Details & Objectives
⚙️ Practical Tips
Scannable in 3 seconds ⏱️
Headings (
–
), subheadings, and bolded keywords are easily spotted at a glance.
• Use a clear HTML tag hierarchy (h1, h2, h3)
• Bold 2–3 keywords per paragraph
• Prefer bullet points and tables for structuring
Sentences ≤ 20 words 📝
80% of text should be concise to ensure quick understanding and avoid cognitive overload.
• Calculate average length with a tool (Grammarly, Hemingway)
• Split long subordinate clauses into separate sentences
• Favor active voice
Paragraphs ≤ 3 lines on mobile 📱
Limit block height to improve reading comfort and avoid "walls of text".
• Introduce manual line breaks ( ) if needed
• Separate distinct ideas into different paragraphs
• Test on screens <320px
Whitespace ≥ 50% 🧘♂️
Empty areas around text to rest the eye and guide the gaze.
• Apply generous margins and padding (min. 1em)
• Alternate text blocks and empty zones
• Check visual balance at 100% zoom
Readable typography 🔠
Minimum size 16px (mobile) / 18px (desktop), line height 1.4–1.6 for easier reading.
• Choose a sans-serif body font (e.g.: Roboto, Open Sans)
• Check contrast ratio ≥ 4.5:1 (WCAG AA)
• Test in Dark Mode if supported
Contrast and colors 🎨
Ensure background and text offer high contrast for everyone.
• Use a contrast checker (e.g.: contrastchecker.com)
• Follow WCAG AA (normal text) and AAA (large text)
• Provide variations for colorblind users
Clear & descriptive CTA 🎯
Buttons and links should indicate the precise expected action.
• Labels: "Download the guide", "Request a quote"
• Place CTA at top and bottom of page
• Use accentuated contrast for CTA
Microcopy & feedback 📢
Contextual aids (placeholders, labels) and concise error messages.
• Write explicit labels ("Your email", not "Email")
• Provide examples (e.g.: "example@domain.com")
• Indicate errors in red with ⚠️ icon
Links & accessibility 🔗
Descriptive anchor texts and alt attributes for images.
• Anchor text: "Learn more about SEO"
• Add aria-label on clickable icons
• Fill alt for every visual
Responsive & user testing 📋
Verification across multiple screens and real user feedback.
• Test on iOS, Android, tablets
• Conduct 3–5 timed reading tests
• Adjust based on feedback (joy, ease, comprehension)
🎭 Persuasion and Psychology Mistakes
Pitfall #5: Talk Features Instead of Transformation
Problem : People buy the transformation, not the features.
Conversion framework:
Functionality : What it is
Advantage : What it feels like
Benefit : What is changing in their lives
Example:
❌ Functionality: “CRM with 50 integrations” ⚠️ Advantage: “Centralize all your customer data” ✅ Benefit: “No more missed opportunities: all your Followed leads automatically, even during your vacation”
Trap #6: Too Many Choices = Decision Paralysis
Problem : Multiplying CTAs divides attention and reduces conversions.
Golden rule : 1 page = 1 main objective = 1 dominant CTA
Optimal CTA hierarchy:
Main CTA : Bright color, large button, repeated 2-3 times
CTA Secondary : Discreet text link (“A question?”)
Maximum 2 different CTAs per page
Pitfall #7: Ignoring Emotional Progression
Problem : Attack the sale directly without overheating emotionally.
Winning Emotional Sequence:
Hook : Surprise, curiosity, identification
Problem : Frustration, urgency of change
Solution : Relief, hope, desire
Proof : Trust, credibility
Action : Excitement, fear of missing out
🧠 Credibility and Authenticity Errors
Trap #8: Bogus or Invisible Social Proofs
The Problem : Generic testimonials that sound fake or unverifiable statistics.
Credible Social Proofs:
Specific testimonies : “Thanks to, I won €2,300 in 3 weeks” + First name + City + Photo
Detailed case studies : Before/after with specific numbers
Customer logos : Only so real and recognizable
Number of users : Only so impressive (1000+ minimum)
Pitfall #9: Copy and Paste Competition
Problem : Lose your differentiation by imitating leaders.
Smart Inspiration Strategy:
Analyze best practices in your sector AND other sectors
Identify patterns that work (emergency, social proof, etc.)
Adapt to your unique positioning and your audience
Test your own versions
Measure and optimize according to YOUR results
⚡ Fatal Perfectionism Mistake
Pitfall #10: Finding the Perfect Copy Instead of Testing
Problem : Spending weeks refining instead of measuring the real impact.
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