The Do's And Don'ts Of Writing Copy

There’s often a misconception that writing copy isn’t just easy – it can be done by just about anybody.
And, while it’s not entirely wrong, it’s definitely far from right.
True, anybody can write copy – but not everybody can write copy well.
If you want to get into the world of copywriting, it’s important to keep in mind that there are some things you should (or shouldn’t) do.
We’ve put together a list of what you should look at when writing copy, and what you should avoid.

The Do’s And Don’ts Of Writing Copy – A KlickSense Guide

  • Do – Know Who You’re Talking To

When it comes to the do’s and don’ts of copywriting, knowing your target audience is one of the most important things to keep in mind.
Your target audience will shape everything from your call-to-action to your tone of voice, and even the word count per page or post.

  • Don’t – Use Jargon

While you may be writing in an industry with a lot of jargon, it’s important to remember that you want to appeal to newbies in the scene.
Using extensive and complicated jargon and industry terminology is going to drive away people who may be interested in what you have to say, and ultimately lose leads for you or your company.

  • Do – Read Often

Reading is to copywriting what food is to the body.
By reading, you open yourself up to new adventures, words, phrases, perspectives, and insights.
These are all vital in shaping your journey as a copywriter, and help to put you in a position where you could offer a one-of-a-kind tone and approach to otherwise repetitive industries.

  • Don’t – Use Too Many Metaphors 

Using metaphors in excess is… well, like beating a dead horse.
As the famous saying goes, “avoid clichés like the plague.”
While it’s alright – good, even – to use metaphors, it’s important to make sure you’re not going overboard with them, otherwise your reader might get bored and go look elsewhere.

  • Do – Have A Clear CTA

While this is more important in ads, a call-to-action is an important part of any message you’re sharing.
Whether it’s to get people to sign up, or just start a conversation, it’s important to make sure people know where to go if they’re interested in what you’ve said or asked of them.

  • Don’t – Write For Everyone

As far as do’s and don’ts of copywriting go (more specifically don’ts), this is at the top of the list. If you try to appeal to everybody, you’ll ultimately appeal to nobody.
Look at varying your content to appeal to more people, or hyper-focusing your copy to appeal to a smaller demographic. But don’t try to do both.

  • Do – Use Graphics And Colour To Highlight Points

This point ties in with having a clear CTA.
By nature, people are visual creatures.
Using colours and graphics are a great way to direct the eye to what you want them to read first, and can shape the entire reading experience in a positive or negative way – depending on how you’ve used colours and graphics.

  • Don’t – Lie Or Exaggerate 

The internet may be a vast place, but people can find what they’re looking for with enough determination.
If you haven’t achieved something, don’t claim that you have.
True, you might not get caught but, if you do, the repercussions are great – and the reward’s not worth it.

  • Do – Research

Copywriting follows the 70-20-10 rule.
70% of copywriting is research
20% of copywriting is actually writing
10% of copywriting is editing what you’ve written.
Make sure you do thorough research to get fresh approaches, learn about your target audience, and expand your own knowledge for possible future projects.

  • Don’t – Put All Of Your Content In One Place

You’ve spent so much time working on good social media copy and content, it’s important to know where to put it.
Finding the right social media platform for your brand and making sure you spread your content around is vital in growing your name – and your brand’s.


There are a lot of do’s and don’ts in copywriting – but these are the most important ones.
If you follow these 10 rules, you’ll find that following the others is easy.
And remember – a copywriter never stops learning!

Frequently Asked Questions

Know your prospects Know your product Be clever with your wording Believe in what you say
Copy is only as effective as you believe it to be. Believe in what you’re saying, and follow our points and you’ll write killer copy!
As long as it needs to be. There’s no one-size-fits-all answer to this question – it depends on the platform, the industry, the client, and the message, to name a few. As a general rule of thumb – if you can keep your reader engaged all the way to your message, it doesn’t matter how long the message itself is, as long as it’s interesting to the reader.

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