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Create copy that converts with these 5 copywriting skills

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Copywriting is a skill in itself that helps you to change the way you market your products and services online. Whether you want to learn copywriting skills to sell as a freelancer or sell your own products, these 5 copywriting skills will help you to understand the basic principles of writing great copy that converts.

Disclosure: Some of the links in this post are ‘affiliate links’. This means if you click on the link and purchase the item, I will receive an affiliate commission.

Always start by doing your research


Before you begin writing a word you need to do your research.

Doing your research you’ll do these two things.

  1. Understand your reader and the search intent behind the keyword
  2. Learn how you can create content and blog posts that rank higher on the search engines

To be able to do this research effectively, you need to have tools.

Researching what to write for Freelancer Lifestyle, we use 3 tools

Google Trends

Google Trends is a free tool that helps you to know what keywords people are searching for on your topic. You’re getting an insight into what’s trending, what people are caring about right now, and getting you on top of the trends.

Nobody wants to be creating content after something has been a trend. You want to add your 2 cents whilst it’s still trending.

using Google Trends in copywriting skills

Enter in your topic and you’ll get keywords that are being searched for.

In the example above, I entered the topic copywriting and I got the results of 2 top keywords that are trending right now. Plus I got related topics to copywriting, this is now giving me further ideas of topics that Freelancer Lifestyle could be creating content about.

Give it a try yourself.

Go to Google Trends, enter in your topic, and see what keywords and related topics come up.

But going back to this example, I would use the keyword ‘copywriting courses’ and type it into the next tool Answer the public.

Answer the public

Answer the public is a free tool that helps you to understand more about the keyword you found on Google Trends.

Entering the keyword into Answer the public, you’ll get

  • Questions
  • Prepositions
  • Comparisons

All this information helps you to understand the search intent behind the keyword.

When you know the search intent, you can craft copy for your blog or landing page that converts.

But if you’re going yes I get what people are wanting but I’m getting writers’ block, then you should use the final tool Ubersuggest.


Ubersuggest is a free tool from Neil Patel. Although you only get 3 free searches a day, it’s well worth it.

Once you have the keyword you want to target, you can use the tool to see what content is ranking.

improve your copywriting skills with Ubersuggest content ideas

Type in your keyword and go to the content ideas. This will allow you to see what the top content is that’s ranking, how many backlinks they have, and how many social shares they have.

After using these 3 tools, you’ve now thoroughly researched what content you should be creating.


Understanding your audience so you know what to write

Understand your audience and you can create copy for your landing page or blog that connects with them.

To connect with your reader you need to be speaking in their language and using analogies or metaphors that they resonate with.

For example, let’s say you’re writing copy about helping new mums lose weight after having a child.

You need to research that audience. Research them to understand what phrases and keywords they use such as yummy mummy and flab to fab. These are very typical keywords that are used. But you need to make sure you’re using current ones.

Look at social media such as Twitter, Instagram, and Facebook groups to find more.

Take the keywords you’ve found and include them inside your copy. But to give that extra wow factor to your copy include metaphors for when they make sense.

By adding metaphors the reader can understand what you’re talking about quickly.

If you’re thinking, I don’t know any metaphors for my niche then here are 57 metaphor examples for you to use in your copywriting.

Level up your copy with SEO

Don’t think that you need to be a Search Engine Optimization (SEO) expert for copywriting. But to level up your copywriting skills, you do need an understanding of SEO.

When you’ve got an understanding of SEO and how it works then you can

  • Understand those Google updates
  • Avoid keyword stuffing
  • Improve user experience

So how does SEO work for copywriting?

Simple, you write for the reader first and not the bots. Use plenty of long-tail keywords, synonyms, and the language your reader uses.

But more importantly, sound human.

Sound human by using those metaphors and storytelling.

Use storytelling in your copywriting and humanize yourself

Writing has become more and more popular with social media, emails, eBooks, and blog posts. But with so much content out there on the Internet, you need to stand out from the crowd.

In fact, there are 7.5 million blog posts published every day. So to get your content read, you need to make sure that you are standing out from the crowd.

Stand out from the crowd by using stories in your copy. Use stories by using an original story or use metaphors and analogies.

A great story inside your copy paints a picture of what you’re trying to tell the reader. They can visualize the story and be emotionally connected to the story.

Great copywriting skills come when readers are emotionally connected with your story and can see it. So before you put together you’re next piece of copy, think about what story you’re going to share. Also, how will it resonate with the reader?

Hook your reader and reel them in

All great stories begin with a hook including pieces of copywriting.

Although you’re probably thinking about why I left this till the end, let me explain. When editing your copy, you know what you’ve written (obviously). Therefore, you can come up with better hooks that fit the writing.

Not be a hook without an explanation behind it.

In emails, this hook can be the subject line, in blog posts and landing pages it can be the first line and headlines. But what makes a hook is that it must be a line that stands out to the reader and compels them to keep on reading.

Compelling headlines and introductions is the deciding factor for your reader. Deciding if they should click away or keep on reading.

Make sure that you’ve got a great hook by using one of these 5 things

  1. Funny opening sentence
  2. Thought-provoking question
  3. Sharing a shocking fact or statistic
  4. Witholding vital information
  5. Debunking a common thought in your niche

Next time you start a piece of copy or try to come up with a good headline, use one of these 5 ideas that’ll level up your copywriting skills.

In A Nutshell,

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