In marketing, good writing isn’t just a nice-to-have – it’s your sharpest tool. Whether you’re crafting landing pages, emails, social posts or thought-leadership content, the words you choose can make the difference between connection and indifference.
So, what makes writing resonate?
We asked some of the most thoughtful writers we know to share their go-to writing tips – the ones they return to time and again. From cutting through the noise with clarity to building trust word by word, these are the insights that shape their approach to the craft.
If you’ve ever wrestled with an empty page or wondered how to make your writing work harder, start here.
“If I had to choose one thing, it’d be to read Verlyn Klinkenborg’s Several Short Sentences About Writing. I learnt more about writing from that one book than anything else. Not technique. Not grammar. Not style. But how to think about writing and the worries and hopes and frustrations we have when writing. I’ve also learnt more about counterintuitive thinking and creativity by reading Dave Trott’s books, which are also something of a masterclass in how to write succinctly yet still have impact and be thought-provoking.”
Lee Carnihan, Multi-disciplinary digital specialist
“I live by George Orwell’s tip, ‘never use a long word where a short one will do.’
It might be unoriginal, but it’s especially important when writing about science.
Also, make everything personal.
Even the most boring topic can be brought to life if you can harness an individual’s passion for their work, preferably in their own voice while using some surprising anecdotes. If there’s a cast of characters and/or a way of creating a narrative arc you’re on to a winner!”
Sarah Griffiths, Freelance journalist
“Write it & refine it: As frustrating as it is, every writer, at some point or another, has experienced writer’s block. While there are so many little remedies to help you find your flow, from taking a quick walk to having a nice cup of tea, here’s my favourite.
As simple as it sounds, just start writing. Write what you want to say. Don’t overthink it (says the overthinker). Do this for at least 10 minutes without editing. It might be messy but it will be there. Once you’ve got some semblance of copy down, edit and refine it. Getting past those first few sentences can be the trickiest part, which is why just getting something – anything – down is a great way to conquer creative block.”
Sabrina Cooper, Content & digital PR specialist
“Always focus on who matters most.
Although it’s the lynchpin of your digital marketing efforts, your website is actually there to serve your customers, not you.
If you are anything like the majority of businesses that I speak with, you might well have fallen headlong into the ‘us’ trap; your website copy focusing on what your company does, rather than what your customers are looking for.
It’s an easy thing to do, so if this is you, you certainly aren’t alone. It’s understandable, you’re proud of your company, products or service, and rightly so, but your customers simply won’t engage with heavy sales messaging. After all, no one enjoys a pushy salesperson. (Urgh!) Nothing will make your customers back away faster.
If you want your site to maximise conversions, switch your focus; make your copy all about your customer. Use the customer-centric words, ‘you, you’ll, your,’ rather than ‘us, we and our.’
A quick example; swap, “We always deliver excellent customer service, “ for “You’ll only ever receive excellent customer service.”
‘You’ keeps your customer front and centre, directly addressing their needs, desires, and their pain points. ‘You’ helps you to keep sentences short, punchy and to the point. And, what’s more, by using ‘you’, you’ll find it much easier to create motivating, benefit-led, solutions-focused copy that tells your site visitors exactly how your product/service will improve your customer’s life. This helps you to highlight it as the perfect solution, precisely what they have been searching for.
The word ‘you’ also boosts engagement. Make your customer feel understood by forging a sense of empathy, and demonstrating that you really understand your audience – evoke that feeling that ‘Finally! Someone gets me!’ If your reader feels that you are talking directly to them, you will immediately start to build your connection and their trust in you – vital when it comes to boosting your website performance.
When it comes to your ask, ‘you’ helps you to create a far more compelling CTA driving action.
Contact Us > Book Your Free Consultation
Learn more > Discover Your Next Adventure
That said, whilst you should maintain focus on your visitor and their customer journey through your site, at times, ‘we’ is not only unavoidable but it’s just necessary. You can’t build trust with brand promises, share company news, or showcase your award wins without it.
When you feel you need to use it, just remember to use it sparingly; a good rule of thumb is to aim for a ratio of 3:1 or under. When you do, always try to follow your ‘we/our/us’ with a benefit-driven statement – this brings your ‘we’ back to a ‘you,’ refocusing on specifically how you can help your customer.
Ultimately, conversion copy seeks to draw the reader into a conversation, it shouldn’t just be a monologue. Having answered any potential customer objections, your copy can forge a warm, trusted connection, which in turn, produces those lovely positive human emotions that drive action.”
Angi Davies, Conversion rate optimisation consultant
Need help bringing your brand’s message to life?
We work with marketing teams to craft high-quality content that connects, converts and reflects who you are. If you’d like expert support with your brand copy or content strategy, drop us a line – we’d love to help.