The Secret to Writing Copy That People Will Read

We've all been there. You spend hours crafting what you think is brilliant marketing copy, hit publish, and then... Your carefully chosen words disappear into the void of social media feeds and email inboxes, ignored by the very people you're trying to reach.

Most marketing copy isn't written for humans. It's written for businesses talking to other businesses, using language that sounds "professional" but feels completely disconnected from real people.

The good news? There's a better way. And it starts with understanding one fundamental principle that changes everything.

It's Not About You (It's About Them)

What makes copy "good" isn't universal and it depends entirely on who's reading it. The same message that resonates deeply with one audience might completely miss the mark with another.

This is where most businesses go wrong. They write copy based on what they think sounds impressive, rather than what their audience wants to hear. They use industry jargon because it makes them feel authoritative, or they bury their main point under layers of corporate speak because it feels more "professional."

Audience Research

Think about your favorite brands. The ones whose emails you open, whose social posts you stop scrolling to read. What is it about their messaging that draws you in? It's because they understand how you think, what you value, and what keeps you up at night.

Here's how to get that deeper understanding:

Go Where Your Audience Goes

Don't just research your audience, spend time with them! Attend the events they attend. Join the online communities where they hang out. Pay attention to how they talk when they think no one from your industry is listening.

Consume Their Content

What podcasts do they listen to? What newsletters do they subscribe to? What books are on their nightstands? Start consuming the same content, and you'll begin to understand not just what they care about, but how they like information presented to them.

Look for Behavior Signals

Actions speak louder than survey responses. What do they click on? What do they share? What makes them comment or engage? These behaviors reveal true preferences in ways that direct questions never could.

According to Hubspot, Personalised call-to-actions perform 202% better than basic CTAs.

The Three-Layer Approach to Converting Copy

Here's a framework that turns insights into conversions:

Layer 1: Nail Your Core Message

Before you write a single word, get crystal clear on one thing: what is the single most important point you want to make? Not three points, not five key takeaways. One core message.

We try to say everything at once, diluting our message until it says nothing at all. Instead, focus ruthlessly on one point per piece of content, one message per email, one call-to-action per post.

Then ask yourself the question: So what? Why should your reader care about this? What difference does it make to their day, their work, their life? If you can't answer this clearly, neither can your audience.

Layer 2: Structure

People don't read your copy the way you write it. Research shows that readers only consume 20-28% of the words on any given page. They're skimming, scanning, looking for reasons to either keep reading or move on.

This means you need a good structure. Your most important point, your answer to "so what?" question from Layer 1, needs to come first, not buried in paragraph three. Your hook needs to be compelling, not just clever for the sake of being clever. Also, think of ways how will you keep people engaged all the way to the end.

Less is almost always more. That extra paragraph you think adds valuable context is probably preventing people from getting to your call-to-action. Be ruthless about cutting anything that doesn't directly serve your core message.

Layer 3: Optimize

This is where you take good copy and make it PERFECT. Read your draft out loud. Does it sound like something a real person would say to another real person? Or does it sound like a press release? Is it relevant to your audience? Is there a way to make it more relevant?

Watch out for these human connection killers:

• Industry jargon that excludes outsiders

• Acronyms that require insider knowledge

• Passive voice that removes personality

• Unnecessarily complex words when simple ones work better

• Buzzwords that sound impressive but mean nothing

Remember: 74% of website visitors judge a business's credibility based on spelling and grammar. But more importantly, they judge your humanity based on whether you sound like a real person or a corporate robot.

From Good Copy to Brand Magnetism

When you consistently create copy that people want to read, something magical happens. People begin looking forward to your content before they even know what it's going to be about.

Think about brands like Apple, Nike, Sephora, or even smaller companies that have mastered this art. You know their emails are worth opening, their posts are worth reading, their announcements are worth your attention. It's the result of consistently delivering value in a voice that feels authentically them.

Find Your Thing: What's the one element that will keep people coming back? Maybe it's your unique perspective on industry trends, your behind-the-scenes honesty, or your ability to simplify complex topics. Whatever it is, own it completely.

Repeat Yourself: Once you know what you want to be known for, do it over and over again. Consistency builds recognition, and recognition builds trust.

Stay True Under Pressure: The real test of your brand voice isn't when everything's going well it's how you communicate during crises, delays, or difficult conversations. That's when your authentic voice either shines through or gets replaced by generic corporate-speak.

Here's how the same message can be transformed using these principles:

Before: "At TechFlow, we pride ourselves on offering scalable, future-ready solutions designed to optimize operational outcomes and cross-functional dialogue within your enterprise. Our platform features integrated functionalities that empower stakeholders with seamless collaboration tools."

After: "Too many tools. Too many meetings. Too many things falling through the cracks. TechFlow brings your team communication, project management, and file sharing into one simple platform. Designed for teams who need to move fast without losing track of what matters."

Same company, same platform, completely different impact. The second version speaks to real pain points in language real people use. It acknowledges the reader's frustration before presenting a solution. It focuses on outcomes the audience cares about rather than features the company is proud of.

Next Steps

Writing copy that converts isn't about mastering clever techniques or following formulaic templates. It's about understanding your audience so deeply that you can speak directly to their experiences, challenges, and aspirations in a voice that feels genuinely human.

Start with empathy, structure for clarity, and optimize for connection.

Because in a world full of marketing messages, the ones that treat us like real people will always stand out.

Whether you're after strategic guidance or a complete social media overhaul, Sociallure is here to help you make an impact.

Stop letting your content fade into the background. Make it the center of attention by speaking directly to your audience's pain points and passions.

Start now by scheduling a free discovery call.