A Guide to Creating Clever Copy.

Ah yes, copy, one of the most critical parts of marketing, branding and communication. It can make or break a marketing strategy, which is why it’s crucial to have a bold and creative copywriter on your team—or, if you’re a one-man-show, have your copywriting thinking cap on hand for when you need it.

You may be wondering, ‘how do I create copy that will not only engage my audience but also draw in new customers and achieve my marketing, branding and/or communication goals?’ You’ve come to the right place. We’ve comprised 5 ways to *zhuzh* up your copy while keeping it strategic and on-brand.

Know Your ABCs

Yes, it’s important to know your actual ABC’s, but that’s not what we’re talking about here. We’re thinking more along the lines of accuracy, brevity and clarity—three essential pieces to the copywriting puzzle. Let’s dive in deeper.

Accuracy (noun): the quality or state of being correct or precise.
Are you more likely to follow a brand that produces false information or a brand that is thorough in their editing and has never slipped up in the accuracy department? That’s what we thought—accuracy over everything.

Brevity (noun): concise and exact use of words in writing or speech.
Who wants to read a ten-paragraph article that could’ve been two? Make your point quickly and keep your sentences concise. This will also keep your readers from tapping out and moving on before they finish reading what you’ve crafted.

Clarity (noun): the quality of being clear or easy to understand.
Raise your digital hand if you’ve ever had to read a sentence multiple times only to still not fully grasp it. Keeping your message clear is key for audience comprehension.


Nothing will draw a reader in like a little bit of flair and a tasteful joke or two. According to Forbes, humor is linked to higher recall, meaning a message infused with humor is easier to remember than one that is humorless … funny how that works, huh? Humor also contributes to shareability. Consider what you share with your friends… memes, silly photos, funny TikToks … now, translate that humor into your copy and watch your shareability skyrocket. 

A little bit of personality has never hurt anybody, however, it’s important to remember who your audience is. Humor is subjective, so make sure when using it, you’re staying appropriate and thoughtful. One of the worst things you could do is make a tasteless joke that offends or turns away your readers, which leads us to our next point: knowing your audience.

Know Your Audience

Understanding your audience is a significant part of producing successful copy. Think about it—if your target audience is the 60-75 age demographic, you wouldn’t use slang phrases like ‘that’s lit’ or ‘Tom Brady’s the GOAT.’ Are you trying to market to a younger crowd? Include an excerpt about the newest trends and how they relate to your brand—or maybe add in the slang the older demographic wouldn’t find amusing. The key to creating crafty copy is understanding what your audience finds clever.

Let’s look at the 80/20 rule. According to Medium, most likely, 80% of your sales/engagement comes from 20% of your consumers/followers. Therefore, instead of fixating on the group as a whole, narrow your focus to that 20% and adjust your copy to their demographic. What will the 20% find intriguing? Shape your copy to draw in the highest-engaging audience.

Use Conversational Writing

Would you rather read a page that you would find in a high school textbook or a page of bloggy banter? Chances are, you’re straying from the boring textbook blather and instead, are drawn to the more conversational page. The same goes for copy. 

Think about it, you’re writing something that a real human will read, so curate your copy into a conversational piece. This not only increases readability but helps create a sense of relatability between your brand and its audience. Stay away from generic copy and pretend you’re speaking directly to your audience—they’ll thank you later, and you can thank us when they do. 

Use Data to Your Advantage

Using quantifiable data to support an argument or idea is a surefire way to create credibility. Writing a blog about Facebook advertising? Throw in an accurate statistic to back up your discussion. Crafting a case study on a recent event your agency hosted? Include the post-event survey results to further prove the event’s success. Using cold, hard data is an optimal way to increase reliability and may make your copy more interesting.

The only concern is using accurate data. Let’s rewind to clever copy tip #1: accuracy. Credibility is more important than including numbers, so be sure to only use dependable sources and conclusive information.


With these 5 tips under your belt, you’re ready to write some memorable copy. Now that you’re a copywriting pro, put those skills to work, and remember, practice makes perfect, and if you get stuck on the way, KM&A is here to help.

Looking to improve your grammar as well? Check out our blog, Droppin’ Grammar Knowledge.

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