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Copywriting: what it is, good practices, and everything for you to become a Copywriter

What is copywriting and what is its importance in marketing? Read our post and see how to create it to better relate to your audience

Copywriting is the process of producing persuasive texts for Marketing and Sales actions, such as the content of emails, websites, catalogs, advertisements, and sales letters, for example. The professional responsible for the development of the text (also called copy) is known as a Copywriter.

Imagine that your child is growing up and you are looking for educational toys for him. Searching online, you will land on the “about” page of two companies:

Company X:

“AX is a __-based company. The company is still owned by the __ family, who founded it in __. AX is committed to developing children’s creativity through play and learning. Building on its early products, the company now offers toys, experiences, and teaching materials to children in more than 130 countries.”

Company Y:

“We are in the midst of a Learning Revolution — a revolution that champions the importance of play in 21st-century teaching! AY designs and produces toys that teach empathy, creative communication, collaboration, and other skills needed by 21st-century learners of any age.”

The description of company Y sounds a lot more interesting than the one for company X, don’t you think? That’s because, more than talking about its products, company Y passes on its values. In other words, it sells an idea. The idea of ​​a new way of educating associates the act of playing with the act of learning. But what does this have to do with copywriting? Everything. Want to see how?

Content Production Kit: theory and practice

See here all the resources you need to evolve your content production strategy and generate more results for your company

Your position in your company

Partner / CEO / Owner

Sales Director

Marketing Director

Director Other Areas

Marketing manager

Sales manager

Marketing Coordinator/Supervisor

Sales Coordinator/Supervisor

Marketing Analyst/Assistant

Sales Analyst/Assistant

Salesperson / Account Executive


Other Positions

Your business segment


Consulting and Training


Education and Teaching

Marketing and Advertising Agency

Engineering and General Industry


Financial, Legal, and Related Services

Government and Public Bodies

Hardware and Electronics

real estate

Media and Communication


Health and Aesthetics

Services in General

HR and Coaching Services

Software and Cloud


Tourism and Leisure


How many repeat customers does your agency serve?

0 – 4

5 – 10

11 – 50

more than 50

Does your company have a CNPJ?



Number of employees in your company






more than 200

What is copywriting

Before talking about copywriting, let’s take a step back and talk about the purposes of writing. As you might imagine, writing has different purposes; In marketing, writing has as its main objective to convince the target audience of something, be it buying a product, a service, or even an idea.

And it is in this sense that the purpose of writing in marketing relates to copywriting. Copywriting is the act of producing texts (whether they are slogans, websites, posts, eBooks, emails, etc.) in order to guide your audience in making a decision.

As we said, this decision-making can be related to a direct purchase (when we talk about the product or service) or to another action that is within this process (selling an idea or offering content, for example).

But then, in the case above, if both texts try to convince the audience of the importance and quality of the companies and their products, why does the second seem so much more interesting and captivating than the first?

The answer to this lies in differentiating what is and is not good copywriting. And what is good copywriting? New marketing strategies, such as Inbound Marketing and Online Content Marketing, make it necessary to review this concept.

With the popularization of these strategies in recent years, the importance of copywriting that also brings information to the target audience is increasingly perceived, and not just advertising. More important than selling, it is transmitting the information that your audience wants to see, and that adds value to them.

And what would be the best practices for passing on this information? To talk about this, we will start by pointing out what is not part of good copywriting.

What is not (good) copywriting

poor/bad text

This is, of course, one of the main problems with bad copywriting. It will be very difficult for you to sell anything if your text lacks a modicum of coherence, presents grammatical errors, and appeals to poor language.

Not coincidentally, many memorable copywriting examples were created by copywriters who are and were talented writers.

So, if you want quality copies, call those who really understand the subject: hire specialized copywriters. And don’t forget to always have someone proofread the text. This prevents many mistakes from going unnoticed and detracting from the purpose of your copy.

not have credibility

It’s also no use having impeccable text if your company or what you’re trying to sell doesn’t give credibility to your audience.

Therefore, you need to build a relationship of trust with your audience. And that doesn’t happen overnight. Before trying to sell something to your target audience, show that you have a genuine interest in helping them and that your business delivers on its promises.

Not dosing the amount of information

You must know the phrase “less is more”. And it goes for when we’re talking about copywriting too.

It’s no use trying to embrace the world in a single text because even your audience is made up of several different sub-publics, with which you’ll need to have different approaches to try to sell the same idea.

So, if you try to talk to everyone at the same time using the same formula, you’ll end up sending a generic message, which doesn’t speak to anyone.

abuse of jargon

Of course, each segment has its own jargon, and it is often impossible to talk about your market without resorting to it. But keep in mind that your audience isn’t always that familiar with this vocabulary.

So use it sparingly. Always be careful to explain to your audience the concepts you are covering. Use clear, simple language—which doesn’t mean it’s simplistic.

Talking only about the features of your product/service and forgetting the benefits

At the end of the day, remember that it’s not about trying to push your solution to your audience, because it’s not your solution they’re interested in, it’s solving their own problems.

So focus on the advantages that a solution or idea can bring to your audience, and not so much on details that don’t add value in full.

Best Copywriting Practices — and Why They Work

Well, now we know some bad practices that don’t work. But what are the best practices? What makes copywriting work best? Would it just do the opposite of the practices criticized above?

To talk about this, let’s go back to the very concept of copywriting. Copywriting is also known as persuasive writing. That means the goal is to persuade the target audience. And what are the weapons of persuasion used in creating good copywriting?

The answer? Mental triggers.

In general, mental triggers are brain mechanisms that aim to speed up the decision process, preventing it from taking up too much of our time and energy.

Use copywriting techniques to generate leads and sales in RD Station Marketing

RD Station Marketing is the best all-in-one Digital Marketing automation tool for your business. With it, you can create copies that generate conversions on Landing Pages and that lead leads by email until the moment of purchase. Take a 10-day free trial.


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According to Robert Cialdini, in the book The Weapons of Persuasion, human behavior is governed by some fundamental psychological principles, which usually lead us to act almost automatically: reciprocity, social approval, affinity, authority, scarcity, and commitment.

  • Reciprocity: This psychological principle suggests that the human being has a natural tendency to respond to a positive action with another positive action. It’s the famous “kindness begets kindness”.
  • Social approval: The social approval trigger concludes that we are influenced by others in our decisions, and the more people opt for something, the more others are driven to do the same.
  • Affection/Affinity: It is the psychological principle that states that people tend to connect psychologically with those who resemble them, whether due to fears, anxieties, abilities, or similar characteristics.
  • Authority: this trigger suggests that the human being tends to obey who he deems superior, out of respect.
  • Commitment and coherence: defends that, by publicly committing to something, a person feels psychologically pressured to behave in a way that is consistent with the mission that was assumed.
  • Scarcity: It is a mental trigger that is quickly triggered when we are in a position to lose something. With this, our brain reacts emotionally (part of the limbic brain) and tries to avoid this feeling.

So these psychological principles can—and should—be used to make copywriting more efficient.

Want to know more about the secrets of good content?

Watch André Siqueira’s interview with bestselling author and content expert, Ann Handley, below. She tells you what you need to do to focus and produce good content for your audience.

The 5 steps of copywriting to double your conversions, by Rafael Albertoni

The copywriter and founder of the Brazilian Society of Copywriting (SBCopy), Rafael Albertoni, presented at the RD Summit plenary the 5 main steps to obtain more conversions with the writing technique, which he defines as “the art and science of creating communication with the objective of generating an action in response”.

Heads up

For him, it is important to keep in mind that the content strategy needs to be done with the sale in mind, not the content itself. And 80% of the strength of good copy is in this stage.

These are elements such as the title, which should “make the person stop everything they are doing to read”. Another tip is to use the “rule of one”, which consists of talking about one subject at a time so as not to distract the reader’s attention.

Connection and identification

For the reader to develop connection and identification with your brand, it is necessary to appeal to emotion. “If people connect with the brand, they buy; human beings act out of emotion and justify with logic,” she explained.

This can be done with stories and characteristics that the interlocutor has in common with the reader, as people like to talk to their peers.


Good copy also talks about problems that the person has gone through and is going through to generate identification. And it can also look to the future, indicating problems that someone might face if they don’t do something about them. In the latter case, the appeal is made out of fear.


“The best solution to deliver to your customer is not your content, it’s your product”. After identifying the customer’s problem, Rafael Albertoni says that copy should inform what your product can do for the potential customer.

“If while selling you are solving a problem, your offer needs to work within that context to be successful”, he explained.


According to Rafael Albertoni, many copywriters are afraid to sell, either for fear of unsubscribes by email or of losing customers. But, according to him, it shouldn’t be that way. According to him, the cases in which he obtained more unsubscribes were also those in which he generated more results.

The best solution you have for delivering isn’t your content, it’s your product; content has the sole purpose of making your business grow. Be careful not to get into the Google game and forget about your business game, because without sales, no business survives.

When making the offer, he suggests giving real guarantees that the product works, for example, “get your money back”, and including cases and testimonials from those who have seen the solution work in practice.

7 Copywriting tips for you to use in content production

Next, we’ll look at some good copywriting practices — and what psychological principles govern them.

Know your audience

This is one of the most basic points of good copywriting. After all, you can only convince your audience to take the desired action if you know them, know what they need, and understand how to communicate with them.

For this, it is necessary to know your personas very well, know what stage they are in the buying journey, and understand how to create content that generates value for that persona according to the stage they are in.

That way, you can create copy that really answers the questions and meets the desires of your personas, communicating with them the way they want.

See the email example below. Just by the content offered, we can try to trace the persona to which this email was sent. So, if it is fired at a base formed predominantly by men, for example, we know that it will probably not generate the expected result.

Psychological principle: affection/affinity

Offer something “extra” to your reader

If you want to initiate or intensify a relationship with your audience, don’t start by asking them for their information. Instead, do the opposite, and offer something to these people, preferably something that you know creates value for them.

See the example below: by offering your personas in-depth and quality material, they won’t mind giving you some information in return.

However, don’t forget that in order to get what you want, what you offer must really generate value for your target audience.

Psychological principle: reciprocity

Prove what you’re saying

It’s no use trying to sell a product, service, or idea to people if you can’t prove what you’re talking about. After all, why should they trust you?

However, if you can confirm what you say, especially through testimonials, your personas will start to see what you say with different eyes — after all if other customers have trusted you and are having results, why shouldn’t they do the same??

So, at the same time, you show that other people are having success with your solution, you already position yourself as someone who understands your market and shows what you are doing to solve your persona’s problem.

See the example below from Digital Results. We used a testimonial from a customer who uses RD Station, our Marketing Automation platform. With this, we show readers that it is possible to be successful with the tool. Thus, the chances of our personas wanting to test the tool or talk to a consultant can be much higher.

Psychological principle: social approval and authority

Assume mistakes

This tip may seem like a shot in the foot, but it can be a real asset for your company in copywriting. Of course, we are not encouraging you to make mistakes, but rather to own them when the situation calls for it.

In this way, you will create a kind of connection with your personas, showing them that, like everyone else, your company is also liable to make mistakes, but that it overcomes adversity to have a relationship of trust with your audience — and you can even use the situation to offer compensation to your Leads and customers. Want more transparency than that?

Take the example of, the UK furniture brand. They had created an Email Marketing campaign in case the result of the Scottish independence referendum was “yes”. But even though the result was negative, they ended up launching the campaign.

The solution the company found was to send an apology email celebrating Scotland’s “return” to the UK, and offering a discount on purchases.

Psychological principle: affinity

Sorry! Unintentionally, we sent an email that we prepared in case of a ‘YES’ to Scottish independence. Scotland, it’s good to have you back! To celebrate the union, get £10 off purchases over £100 using code GREAT BRITAIN for any order placed before midnight on Sunday (21 September).

Offer something limited

Offering your product, service, or content as something unique and exclusive will create urgency in your target audience to get it. In addition, it is important to add value to the customer in a way that offers some competitive advantage and in a limited way.

You can, for example, send emails that inform the Lead or customer that you have released a test on your product for free, but only for the first ones who download specific content. Also, don’t forget to indicate that it’s not long before something runs out.

Psychological principle: scarcity

Make the Lead/Customer agree with what you are saying

If you speak directly about the characteristics of your product or service, it is very likely that many leads and customers will not even listen to what you have to say.

But if instead you talk about the problems the lead/customer faces and show that you can help solve them, the situation changes completely. That’s because, by making your audience identify and admit their problems and doubts, you naturally encourage them to seek solutions that address a given problem. The solution, in this case, is you who offers.

For example, the seller could ask the following question:

“Customer, you are telling me that this problem is responsible for limiting your growth, correct?”

(Wait for “yes”).

“And if I showed you that the product I have can solve this problem and make your company grow again in the medium term, would you be willing to invest?”

(Wait for “yes”).

That way, the customer would be more likely to say yes and increase the chance of closing the deal due to the commitment made.

Psychological principle: commitment and coherence

Tell stories

The famous storytelling is not a technique used by chance: through stories of your company or your customers, your personas will be able to create identification, sharing fears, anxieties, skills, challenges, and achievements with the stories they read/see.

Thus, it is very likely that other companies will see the value in a given solution when they see that other businesses have gone through the same journey and have been successful.

Psychological principle: affinity and social approval

Good copywriting has the power to create and influence people’s perceptions of your brand.

In addition, it is also essential for building a good relationship with your target audience, and influences all stages of your audience’s buying journey, from discovery to evaluation and purchase.

So make copywriting create a positive perception: choose the approach carefully and strategically, and prove the value generated for your business!

Use copywriting techniques to generate leads and sales in RD Station Marketing

RD Station Marketing is the best all-in-one Digital Marketing automation tool for your business. With it, you can create copies that generate conversions on Landing Pages and that lead leads by email until the moment of purchase. Take a 10-day free trial.


  • By completing the form, I agree * to receive communications in accordance with my interests.
  • By informing my data, I agree with the Privacy Policy.

*You can change your communication permissions at any time.

BONUS: Take a super updated copywriting course

If you’ve read the post this far, like the subject, but feel like you want to learn a little more, know that we have an excellent course for you. RD University, the education arm of RD Station, has launched the There are 16 classes, totaling two hours, with RD copy specialist Mariana Scherma. Watch an intro video below:

The lessons it offers, in summary, are the following:

  • Differentiate copy from traditional texts;
  • Make copies that actually convert to the most diverse channels;
  • Understand what mental triggers are and how to use them;
  • Track and analyze the results of your copies.

The methodology of the course, in turn, is very straightforward. The goal is to make you understand what copywriting is, its definitions, real models, and practical exercises. You will also learn the best techniques and secrets of good writing, as well as understand how to write for each specific Marketing channel, and how to perform analysis and improvements.

Frequently Asked Questions:

What is Copywriting?

Copywriting is the process of producing persuasive texts for Marketing and Sales actions, such as the content of emails, websites, catalogs, advertisements, and sales letters, for example. The professional responsible for the development of the text (also called copy) is known as a Copywriter.

How to do Copywriting?

The purpose of Copywriting is to persuade the target audience through mental triggers. Therefore, to make a good copy it is important to take into account the following triggers: reciprocity, social approval, affection/affinity, authority, commitment and coherence, and scarcity.

What not to do in copywriting?

Some of the main mistakes are: creating a text without coherence, with grammatical errors and poor language, not building a trusting relationship with the public, putting too much information that can confuse the reader, using too much jargon, and talking only about the characteristics of the product/ service without highlighting the real benefits it brings to customers.

What is Microcopy?

Microcopy is a small piece of text that is intended to instruct, convince and alleviate the reader’s concern. In this way, it reduces friction and makes it easier to perform the expected action. Microcopy is widely used in buttons, forms, and instruction fields.

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