Over the last few weeks, particularly in the lead-up to 2025, one of the most consistent questions that I’ve been asked is: How do I write effective copy?
People are asking this question so much because they’re starting to prepare lots of their content for the new year, and they’re thinking about the way that they show up and speak about their work online.
In this episode of the Heart-Centred Business Podcast, I’m going to help you write effective copy.
Let’s dive in…
Here for the links referenced in the show notes?
Grab my free Core Messaging template: tashcorbin.com/coremessage
Check out the Messaging Makeover training: tashcorbin.com/makeover
EPISODE 448: Listen using the player below, or click the links to your fave platform to subscribe and listen over there:
Listen on Apple Podcasts Listen on SpotifListen on YouTube
I want to say from the outset that I absolutely love writing, speaking and words in general.
My clients love it when I help write copy for them.
I love writing email sequences, registration pages, webinar outlines, sales pages and all sorts of different content, questions and copy for my clients.
But I want to be very clear: my ability to write amazing copy for myself and my clients is not a gift. It is not a natural talent. It is a skill that has been developed over time.
In this episode, I’ve got five strategies for you to get better at writing effective copy.
Even if you do hire someone to do copywriting for you, and you have someone completely on tap that you can get to write content for you as much as you like, you will never escape the need to be able to write for your audience.
Great copywriters also ask you a bunch of questions that if you haven’t learned this skill of writing for your audience, you won’t be able to answer anyway.
The skill of writing effective copy for your business is mission-critical for every business owner.
Whether it’s writing your weekly newsletter, writing some posts to go on your social media, or writing a long-form sales page to promote your brand-new offer, you need to be able to speak in your brand voice, and you need to be able to write copy that’s compelling for your ideal clients.
Let’s dive in to help you write effective copy…
1. View copywriting as a practice
The more you get attached to having the perfect copy the first time around and needing the perfect copy before you share anything, the longer you’ll hold yourself back from actually improving your copywriting.
By treating copywriting as a practice, you’ll not only let go of that perfectionism and get stuff out into the world more consistently, but you’ll also be able to see what works for your audience and what doesn’t.
You’ll be able to get more and more insight as to what tone you want to use when you’re talking to your audience online.
You’ll get more insight into the way you need to explain what you do for it to make sense for your cold audience versus your warm audience versus your hottest leads.
You will also be able to see the gaps that people have with how they perceive the problem that you help them to solve.
When people first come across my business, they often think that the number one challenge in their business is reaching enough people online. But it doesn’t take much digging for me to discover that they don’t have a reach problem, they have a messaging or conversion problem.
The reason why their reach is not resulting in further audience growth and sales is because they don’t know how to convert reach into a connected relationship with their audience. And they don’t know how to convert a relationship with their audience into sales.
That is far more important for us to address than getting them more reach.
The more I approach my copywriting as a practice, the more I can see what the resistance points are for my audience when I start talking about working on their conversion rates.
They’ll often find resistance because they feel like they need the audience first before they can even thing about conversion.
Rather than me just yelling at them and telling them their audience is big enough already, I meet them where they’re at.
I can see how much I need to bridge between where they are and what it is that they need to be working on.
View your writing as a practice.
2. Stop outsourcing or avoiding writing copy
Whether you’re trying to outsource it to AI or other humans, or whether you’re avoiding it altogether by only writing to your email list once a month or only writing on social media a couple of times a week, resisting and avoiding copywriting is slowing down your skill development.
Set the intention to send your emails a little more consistently.
Set the intention to have a few more posts a week going up on your socials. And set the intention to use this as an amazing practice to develop your copywriting skills strategy.
3. Get clear on your core message
Your core message is devised of three core components.
1. Your niche.
Who are you writing this copy for? Who are you trying to reach and convert into clients?
2. Your bridge messaging.
What do they assume is the problem, versus what you know they really need to be working on?
We bridge through what I call the lightbulb moment.
Bridge messaging is something that helps you to connect with your audience instead of feeling like you’re just yelling at them and telling them that they’re focused on the wrong thing.
It can also be the difference between you sharing your offers and people saying that it sounds lovely but it’s not a priority for them right now, versus sharing your offers in a way that resonates.
Your bridge messaging is particularly critical in that core message.
3. Your value proposition.
What is the gap between before working with you versus after working with you? And what is the value of that gap in the eyes of your audience? Why is it valuable to them? Why do they see it as something valuable for them to invest in?
Your core message is critical to be able to write more effective copy.
Take time to revise and review your core message consistently.
(You’ll find a freebie to help with this at the end of this episode.)
4. Find your own voice
As you write more content and more copy for your audience, you will tap into understanding and connecting with what you really want to say.
What is it that you would say to them if you unleashed? What is it that you want your audience to understand? And what is the way that you want it to come across?
Do you want your voice online to be one of understanding and compassion?
Do you want to be the tough-love kind of person for them?
Or do you want to be direct and straightforward, and share strategy and advice?
Do you want to share more of that mindset shift?
Do you want to be gentler in the way that you approach this message?
Or do you want to cut straight to the point?
Think about how you speak to people that you know and love. Unmask from showing up as this rigid, robotic business owner and start showing up as yourself.
The more content you create, the more you’ll find that voice and find the voice of how you want to share.
But that takes practice and it also takes intention.
You can practice writing copy over and over again. You can write hundreds and hundreds of pieces of content. But if you never do it through the lens of what you want to say and how you want to come across, you’ll consistently find yourself parroting those that you follow or falling back into the habit of sounding like everyone else.
5. Be a student of the human
Don’t just talk at your audience. Think about the way that you talk to your friends. You don’t show up at a friend’s house and then just talk at them without ever listening. You listen to what they say, and you tailor your message accordingly.
With your friends, you listen to their questions, objections, and what’s going on for them.
You’re not constantly showing up with a loudspeaker yelling at your friends. And yet, if you consistently see your online presence, your copy and your content as one-way communications, you will show up that way online.
Don’t look at social media as a broadcast medium. Instead, look at it as an opportunity to connect and converse with your friends.
Listen just as much as you speak, if not more.
They are our five strategies to write more effective copy.
1. See it as a practice
2. Stop outsourcing or avoiding it
3. Get clear on your core message
4. Find your own voice
5. Be a student of the human
As I said earlier in the episode when we were talking about your core message, I have a free template and training on crafting your core message.
You can access it for free at: tashcorbin.com/coremessage
As well as grabbing my core messaging template, I also recommend you check out my Messaging Makeover training. You can find it at: tashcorbin.com/makeover
Thank you so much for joining me for this episode of the podcast!
Until next time, I cannot WAIT to see you SHINE.
