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  • Writer's pictureAlpha Moose

The ABCs of Copywriting

You’ve done it!!

Your small business is up and running, you’re providing a service or product you believe in, and you’re ready to put together marketing materials to reach a larger audience. You sit down at your computer and… nothing. Copywriting, or the creation of the text for a business’s advertising and publicity, can seem daunting to even the most confident writer.

Add in the stress and time constraints of running a small business and it can start to feel like you’re either doomed to write boring, forgettable copy or you’ll have to spend all your hard earned cash on a professional copywriter. Don’t give up hope! Follow these simple ABCs of copywriting to start captivating both new and existing customers:


In the simplest terms, be yourself. Reflect your approach with customers in your writing. When you’re working with clients, are you laid back and easy going? A friendly, conversational tone in your writing will let future customers know what to expect from their experience with you. If your style is more formal, using a more academic tone will let your clients know they can expect professionalism at all times.

Think of authentic copywriting as presenting the best version of yourself and your business. If you decide to go casual, be wary of using slang, off-color jokes, or industry-specific jargon! Slang and humor can be misunderstood, and jargon may overwhelm those who don’t know the industry well.

Pro Tip: A good way to gauge if your wording sounds like your authentic self is to read it out loud. If it doesn’t sound like something you’d say, try to find another way to give it your voice.

Be Direct

When it comes to marketing, less is usually more. You don’t want your material to look so overcrowded with text that potential customers get overwhelmed before they even begin! Think about what you’re trying to tell your customers in each piece of marketing, and provide the essential info they need, as simply and quickly as possible. Avoid long paragraphs and be clear about how your product or services will benefit your customers.


Every piece of marketing must always have a clear, succinct call-to-action. In other words, tell your potential customer what you want them to do! Follow your social media page, sign up for a newsletter, buy your product, etc.

A clear call-to-action (or CTA) grabs attention and transforms interest into tangible results. The CTA usually starts with a question or strong verb, then reminds the reader of the benefits of taking action (or what they’ll miss out on if they don’t).

Example: “Buy before July 4th and save 50%”

Example: “Want the best fireworks on the block? Come visit our shop today!”

If you miss out on a strong CTA, then interested people might not know where to go next, which will diffuse potential interest and lose customers!

Take a closer look at emails you receive from companies. Can you identify the call-to-action?

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