January 7, 2025 • 30 mins
I’m giving you the inside scoop on what’s working with writing high-converting copy this year. If 2024 taught us anything, it’s that the world of online business is shifting fast—and it’s not slowing down anytime soon. From tighter wallets to shorter attention spans, the game has changed, and so have buyer expectations. But here’s the good news: with big changes come big opportunities.
Understanding the copywriting trends shaping 2025 is essential to staying ahead. These trends aren’t about chasing shiny objects or reinventing the wheel—they’re about cutting through the noise, getting back to what works, and showing up in a way that resonates with today’s more discerning, sophisticated buyers.
We’ve seen it all in recent years—pandemic booms, the rise of AI, and a market more crowded than ever. But the timeless rules of copy haven’t changed. In fact, they’re more important than ever. The key to success in 2025? Simplicity, strategy, and a relentless focus on connection.
In this episode, I’m giving you the inside scoop on the 4 most important copywriting trends for 2025. These insights will help you cut through the overwhelm, connect with your audience, and convert like never before. Let’s dive in!
0:02:40 - Timeless copywriting principles remain the foundation of effective marketing, despite industry changes.
0:04:10 - Trend #1 AI Copywriting
0:13:25 - Trend #2 ROI-Focused Hiring - and what to look for
0:19:55 - Trend #3 How you can replace hard sell tactics with value-based, empathetic, and transparent messaging
0:27:10 - Trend #4 Omnipresence Through Ecosystem Thinking for a cohesive strategy
0:30:40 - Avoiding the Referral Roller Coaster
➡️ Grab all the links and resources mentioned in this episode on the blog here!
https://www.megankachigan.com/2025-copywriting-trends
FREE RESOURCE: Is your copy not converting? Increase your conversion rate in 30-mins or less with my free DIY Copy and Messaging Audit.
CONNECT WITH MEGAN:
Join My Inbox Community → www.megankachigan.com/email
Website → www.megankachigan.com
Facebook → https://www.facebook.com/megan.kachigan
LinkedIn → https://www.linkedin.com/in/megan-kachigan-loehr-9957684b/
Threads → https://www.threads.net/@megankachigan
Ask a question for the podcast → https://forms.gle/9rPT7dtAKQCErzUg6
WORK WITH ME:
- Download the Services Guide
- Book a Power Hour (and get my Starter Gdoc too!)
- Join Copy Critique Club
If you are enjoying these episodes, please rate and review so that I can continue to provide you top-quality free content. Simply scroll to “Copywriting For Coaches” on Apple Podcasts, select a 5-star rating, and tap “write a review.” Thank you!
Join Copy Critique Club to get more clients from your copy by clicking here!
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Megan Loehr (00:10):
I'm here today to give you the inside scoop on
what's working with writing highconverting copy this year. If
2024 taught us anything, it'sthat the world of online
business is shifting fast, andit's not slowing down anytime
soon. From tighter wallets toshorter attention spans, the
game has changed, and so havebuyer expectations. But here's
(00:32):
the good news, with big changescome big opportunities. So
whether you're a seasoned pro orjust starting out, understanding
the copywriting trends shaping2025 is essential to staying
ahead. These trends are notabout chasing shiny objects or
reinventing the wheel. They areabout cutting through the noise,
getting back to what works andshowing up in a way that
(00:55):
resonates with today's morediscerning and sophisticated
buyers. We've seen it all inrecent years, from the pandemic
boom to the rise of AI and amarket that feels more crowded
than ever. But here's the thing,the timeless rules of copy have
not changed. In fact, they'remore important than ever, and
(01:16):
the key to success in 2025 isstill simplicity, strategy and a
relentless focus on connection.
In this episode, I'm giving youthe inside scoop on the five
most important copywritingtrends for 2025 these insights
will help you cut through theoverwhelm, connect with your
audience and convert like neverbefore. So let's dive in. Number
one is AI copywriting is notconverting. Think about the best
(01:43):
content you have read or createdthis year. Maybe it's viral
posts that made you pause midscroll, or the copy that
inspires someone to say, I needto work with this person in a
deep one on one capacity at ahigh ticket price point. Ai did
not create that. That post thatsticks with you, the spark
(02:03):
connection and build buildingtrust. They come from real
people who are on fire about thetransformation that their
business has to offer for a veryparticular, right fit person. At
the end of the day, we are humanbeings trying to connect with
other human beings. That is theheart of effective marketing. So
(02:24):
I don't see how it makes senseto outsource human connection to
artificial intelligence. I knowyou've seen this too. AI is
flooding our social feeds andinboxes with noise content that
is fast but not meaningful. Andwhat's actually converting? I've
looked at the data, not just myown, but my six and seven figure
(02:46):
clients as well. What's actuallyconverting is human written
copy, copy written from theheart by people who actually
give a you know what? Becausehere's the truth, when your
audience even suspects that yourwords were turned out by AI,
trust evaporates. They clickaway immediately. Buyer
(03:07):
skepticism is already at a skyhigh level. People are craving
connection, authenticity,humanity and your AI written
content is not fooling anybody.
Now, let's look at using AI toquote, write content faster,
because I know that is a hugeproblem, and let's be honest,
(03:32):
you're still exhausted and burntout by the content creation
process. I know because I've hadthese conversations with so many
of you, it has not solved theproblem of the content. Hamster
wheel burnout is still rampantamong business owners who
thought AI would be the magicfix for this content here. I
hear it all the time in behindthe scenes conversations, and
(03:53):
it's one of the things I'm mostfrequently asked to talk about
as a speaker on this exacttopic. AI might write faster,
maybe. But to what end, youeither have to engineer a page
long prompt at minimum, whichtakes time, or you've got a lot
of editing to do, which alsotakes time. In episode 32 of
this podcast, I share my writingprocess on how I regularly write
(04:16):
five emails in 55 minutes for myown business. So I would
actually argue that AI is notnecessarily faster. Obviously
this depends on the person, yourpreferences, your writing
habits, but I think thestatement AI rights content
faster is worth challenging. Anddon't even get me started on the
(04:36):
SEO implications of writing withAI. So I don't want you to get
me wrong, I'm not anti AI atall. In fact, I created a whole
episode on the eight smart waysthat I use chat, GBD for
copywriting that converts betterwhile still sounding on brand,
that's linked in the show notes.
And in fact, there are plenty ofother ways we can and should use
AI to be more efficient. Buthere's the thing, when AI takes
(05:01):
the lead in copywriting, itstrips out the heart, the humor
and the humanity, the veryessence of what makes your
audience connect with yourbrand. I know AI is here to
stay, and it can absolutely helpyou speed up timelines in so
many other ways, and inevitably,as AI tools evolve, I'm sure
(05:21):
they'll get better at generatingcontent quickly and even
personalizing it more or betterto some degree, but the demand
for human expertise, the abilityto create emotionally resonant
truly you copy, is only going toGrow, because that's the only
thing that is working. Buyerswant more connection, not less.
(05:43):
They expect personalization, thekind of personalization that
feels like it's coming fromsomeone who gets them, not a
machine. So absolutely use AIwhere it makes sense. However,
you've got to keep the soul ofyour brand firmly in human
hands, because when it comes tocreating the kind of connection
that builds trust and drivesaction, that's only something
(06:05):
that you can do. And as acopywriter like we can help you
see your unique value fromdifferent angles and help you
express what you're actuallytrying to communicate. This is
actually one of the majorbenefits of a copywriter, beyond
just putting those compellingwords on page, but at the end of
the day, you are the thoughtleader. I have more thoughts on
this, which I'm going to circleback to in a second, but as the
(06:28):
copywriter, I am your thoughtpartner in helping you more
quickly translate your thoughtsinto compelling copy that
converts and still sounds likeyou, so that you don't have to
be in the way weeds of a GoogleDoc, or on tailwind or later, or
however you schedule your stuff,wherever you schedule your
emails, all those things that isnot the best use of your time,
(06:48):
skills, talent, abilities as thevisionary CEO, am I right? Okay,
let's move on to number two isthere will be a heavy focus on
ROI when hiring this soundslike, well, of course, duh. But
listen to this. I'm sure it'sgoing to sound familiar. Fear
caused business owners to cutback on hired support in 2024,
(07:11):
whether that's w2 1099,retainer, hourly, I don't care
anything. And here's how thestory usually goes. You pull
back, thinking you can make dowithout help. You'd rather save
the money. Then soon enough fordrowning and you realize that
you need support yesterday, thenone of two things happen. One,
(07:33):
you either hire a cheaperservice provider who isn't as
experienced, ends up not doing agreat job. So you didn't get the
ROI of that higher, or you tryto DIY it, but your capacity is
maxed. It's not in your ex areaof expertise. So you did a
halfway job that you hope ismaybe doing like a good enough
for now, kind of a job, but, youknow, it could be so much
(07:54):
better, and it doesn't reallyreflect the expertise and
transformation that you offer.
So either way, whatever routeyou took, you're still stuck in
a cycle of playing small becausefear keeps calling the shots for
you. So it's time to break thatcycle. But how do you know that
(08:15):
you will get your ROI? Myrecommendation is to first start
with these 11 questions to askbefore hiring a copywriter. That
was all the way from, I believeit was episode three. I have it
linked in the show notes foryou, so you can either read or
listen to that one and take alook at those questions. And
truly, even if it's not me, askyour copywriter that before
hiring them, before startinganother project, to make sure
(08:38):
that everything is on point, andyou set yourself up for success
with this hire, because hires,as you know, are time consuming
to one, the hiring process, andtwo, then training them and
getting them to know your brandvoice and all those things
anyways. So what is the truecost of doing it all yourself?
When you try to do it all, thecost is not just financial.
(09:02):
That's usually the number onething that drives us, but it's
also your time, your energy andyour ability to operate in your
zone of genius. This is one ofthe things I hear all the time.
You just want to do what you'rebest at, and you wish you didn't
have to worry about getting moreclients right. The good news is
that you can have marketing thatonly takes one hour or less of
(09:23):
your time per month. That is howI operate with my done for you
clients with my services, thatis what I can guarantee you. And
you can download my servicesguide in the show notes as well
if you want to explore moreabout what that could look like
or have a chat about it with medirectly. So without a team, you
(09:44):
are limited by your own hours,but with the right team, you are
freed up to focus on what youare truly great at and enjoy
your business more. Yes, hiringa team requires an investment,
but the greater cost is stayingstuck in the solo struggle or in
making hires that don't deliver,or that totally under liver
(10:05):
under deliver. So the key hereis to track the relevant KPIs so
that the ROI of hiring iscrystal clear. So whether it's
more time that you're lookingfor more revenue or more peace
of mind, you will see the payoffwhen you've got the right people
in place. Ideally, you will seeall of the ROI on all of those
things, not just monetarythough. Definitely, for sure
(10:27):
that as well. Another thing, aswe are looking for a heavier
focus on ROI when hiring is tolook for thought partners, not
just task takers. Honestly, ifyou're looking for a task taker.
You can do that so well on abudget with some solid SOPs. But
the value of hiring humans isnot just in doing, though.
(10:48):
That's part of it, for sure, youneed to execute. It's also in
the higher level thinking,creative creativity and strategy
as well. You need a thoughtpartner who understands what is
happening now, not two yearsago, like AI tools, but and
someone who can think ahead, whohas a pulse on what's working in
the industry, because they getit, we're in it too, someone who
(11:11):
gets your vibe, your energy,what you're about, and they can
deliver results that actuallymove the needle. If you see a
copywriter only as a task taker,you are not getting the most
bang for your buck. For me, as acopywriter, I do more than just
write words on a page for all ofyour marketing assets, I also
help you create your brandmessaging, which has to come
(11:32):
from you and your thoughtleadership. First, one of my
clients beautifully explains howmy thought partner role works.
In this case study, which,again, I have linked in the show
notes. So if you want to elevateyourself as a thought leader,
which highly recommend in 2025and beyond, if you don't already
see yourself that way, it startswith owning your brilliance. Own
(11:54):
it. That means stepping up,doing the deep inner work, and
putting your unique spin onwhat's already out there, and a
copywriter can help you see thatand then communicate it
naturally in a way that sells.
And this is not about playingsmall or blending in. It's about
leading with courage andauthenticity. We talk about this
in the copywriting mindsetepisode with Brian McCarthy,
(12:17):
again that is linked in the shownotes if you want to check it
out. Being a thought leader alsomeans getting getting
comfortable with puttingyourself out there, because when
you know exactly who you are atyour core, when you are rooted
in your values and your purpose,the mean comments that will
inevitably come, the skeptics,the people who just don't get
(12:37):
it, won't shake you, and thatis, I think, the number one
underlying thing of why peopleare scared of copywriting.
Because this is in the back oftheir mind. They're afraid of
what other people might think,what other people might say. And
you might say that that doesn'tbother you, but then deep down,
it does so, knowing who you areat your core, then it matters a
(13:00):
heck of a lot less what othersare going to say about it, and
then you can truly step out asthe thought leader that you are,
rather than playing it safe andsaying what everyone else is
saying, and just, you know,maybe saying in a slightly
different way that is not goingTo get you the thought
leadership, the clients, thebusiness that you desire. But
(13:22):
here's the catch, thoughtleadership does not happen
overnight. Often, it means goingthrough a year, often years
plural of speaking into whatfeels like a void, but it's
about showing up again and againuntil you find the thing that
resonates deeply with youraudience. So own your
brilliance. Be bold, do the deepwork and remember true thought
(13:44):
leadership does not come fromfollowing the crowd. It comes
from leading yourself first.
Another thing under thisumbrella of looking for getting
an ROI out of your hires, forme, I want to look for a one
stop shop for results. So let mepull back the curtain on what I
(14:06):
do as a copywriter. The skillsunder my umbrella include
messaging strategist, conversionfixer, thought partner, co
creator, content, writer,content repurposing copywriter.
I'm not just a writer. I'm botha strategist and an implementer.
And call me biased, but I thinkit's very rare to find someone
who is both, or at least I havebeen told that anyways, and it's
(14:30):
really nice when your strategistand implementer or executor are
the same person, because thennothing gets lost in transit.
Translation. Your vision isunderstood, your strategy is
understood because we co createdit. Everything is so much more
seamless because you aren'ttrying to explain the vision to
multiple different people inmultiple different roles. I get
(14:52):
too many business owners comingto me with a marketing strategy
from a very expensive businesscoach that they feel like they
have to now implement becausethey've already spent so much
money on it, but they don't feelaligned with it at all. It feels
like a drag for them to carryout. In contrast, part of my 3m
Roadmap process is deciding whatkind of marketing actually feels
good for you, your personality,your talents, your strengths,
(15:14):
your gifts, how you actuallywant to show up, and then how we
can amplify that, because anytype of marketing works. There's
no secret out there. I knowthat's like a common copywriting
like headline formula, thesecret to you know, XYZ? No,
there is no secret any type ofmarketing works. It's just a
matter of when. So you have tobe consistent. So hiring someone
(15:35):
with the experience and skillset to cover multiple roles,
they're not going to be thecheapest on the market, but it
is cheaper than hiring two ormore low cost freelancers to do
the same job, and it saves youthe time of hiring and
explaining and delegating andmanaging two or more different
people, a team of people. And toclarify, this does not mean
(15:59):
being a generalist and trying todo everything under the sun
instead, it means owning all ofyour expertise, everything that
lights you up and gets results.
I love this because, to behonest, I feel underused as a
copywriter when clients justhave me write the copy. Like,
Sure, I can do that for you, butI can also do so much more, and
(16:20):
it saves you so much time andstress to have that all under
the same roof, one stop shopwith a qualified individual who
has the experience and resultsto back it up. And I'm going to
come back to how we know whatthat looks like in just a minute
here, and that's going to comein. Number three, which I have
(16:42):
for you, is that nextcopywriting trend of 2025 is
that hard sell tactics are out.
We see what you're doing and weare not here for it. It no
longer works. Your Copy willconvert better with a focus on
trust building and value basedmessaging with increasing
(17:02):
emphasis on mental health andawareness around that marketing
strategies will incorporate moregentle and empathetic copy. I
have a whole blog on that, whichI linked in the show notes, and
that is given priority. I couldeven given priority. That's not
the right word, but thatconverts better than the fear
(17:24):
based or urgency drivenmessaging. Again, I have another
blog on that linked in the shownotes as well. So gone are the
days of selling high ticketservices where you make the
prospect get on a sales call andyou reveal your price only after
you have quote demonstrated thevalue, right? High. Ticket
buyers don't have time to get onthese long sales calls. They
(17:46):
know their budget, and they wantto be able to quickly determine
if you are even in theirballpark. So they don't waste
their time or yours if it'sfinancially not a fit. So if you
have exact pricing, show it onyour website or at least a
downloadable Services Guide.
That's what I do. If yourpricing is more bespoke, give a
range of what to expect. Thisdoes not mean putting a starting
(18:06):
at price. And the sales MavenNikki Roush shares more about
this and the sales psychologybehind it in her episode, which
is coming up in a few weeks, butI do have a link for her in the
show notes as well, if you wantto grab her free ebook, sharing
a little bit more there.
Okay, great. So what can we doinstead? We talked a lot about
(18:28):
what not to do, but how what'sthe other side? The flip side of
that coin, the secret weapon youare probably overlooking is case
studies. These are no longerjust a nice to have. They are a
need to have, because they dotwo incredibly powerful things.
First is that they let potentialclients see what it is like to
(18:49):
work with you. When you documentyour process, you are giving
people a front row seat to theexperience. They can visualize
the journey and the results onwhat it's going to look like and
feel like which builds so muchtrust and confidence in your
services. And then number two,case studies showcase the
(19:09):
results that you deliver fromhard numbers to emotional wins.
Case studies need to demonstrateyour impact on both sides, both
qualitative and quantitative.
People need to see that proof,especially in 2025 where a
buyer's skepticism remains skyhigh. So you can make your case
studies work hard for you byhosting them on your website as
blogs, promoting them on socialmedia. Include them when you
(19:31):
pitch or onboard new clients,something that they can look at
before they get on a sales callwith you, and it often pre
answers a lot of questions thatthey might have in a very
tangible example. So what do youinclude in a case study? Well, I
would say, don't stop at themetrics. Because, yes, of
course, numbers are important,but the anecdotal feedback is
(19:52):
just as valuable. What did theprocess feel like for your
client? What intangible wins didthey experience? These are the
things that can make your casestudies super relatable and
impactful. Take Vanessa, forexample, when I overhauled her
website copy, it wasn't justabout creating polished words.
My process saved her time. Sheneeded only to spend one hour on
(20:13):
it, one hour of her time, and Idid the rest of the legwork. And
for a luxury weddingphotographer, running a very
busy business, someone whotravels probably 50% of the
year, not an exaggeration, thatwas a game changer for her. She
did not have time for more thanthat to make this happen. Or you
can look at April's launch. Ihave all both of these case
(20:35):
studies linked in the shownotes. Sure we saw impressive
open rates for her andenrollments, yay, numbers. But
more importantly, she feltpeaceful during her launch,
instead of stressed. Like,imagine that like that is so
rare in our industry a launchwithout the chaos, right? That
sounds wonderful, like she wentto the lake on a vacation, like
(20:57):
during the weekend throughouther launch, and people were just
like, you did what? And it was alot, because she did not have to
write all of these emails. Youknow, day after day, they were
already written, planned andapproved for her. So I think
case studies are wildlyunderutilized in most
(21:18):
businesses, but they're one ofthe most powerful tools in your
arsenal, I would encourage youto make them a regular part of
your off boarding process withyour clients. Document the
journey, gather feedback whileit's still fresh, and create a
clear picture of the results youdeliver. And if this feels
overwhelming, this is anotherthing that I can help with. As a
copywriter, I am here to makehumans shine and stand out. So
(21:40):
you can focus on creating evenmore of them. You can download
my services guide in the shownotes to explore your options
and get started. All right. Thenlastly, number five copywriting
trend of 2025, that you must hopon, that you must do, is
communicate consistently. Thisis the one thing that all of my
(22:01):
most successful multi, six andseven figure done for you
clients have in common. Theymarket consistently and not just
when they need clients. I'mgoing to say that again, you
need to be marketingconsistently and not just when
you need clients. Even if youhave a full client roster, you
still need to be marketing,because otherwise you are just
(22:23):
fueling that feast and faminecycle. And let's be real, that
cycle is exhausting. You needconsistent visibility and
exposure beyond referrals frompast clients. So let's talk
about the referral rollercoaster and how to get off of
it. Referrals are amazing. Beingso good at what you do that
(22:44):
clients and peers recommend you,even when you're not in the
room. Even better. Yes, right.
But here's the problem, ifreferrals are your only
strategy, you are riding aroller coaster that you cannot
control. You cannot control whenand if someone says your name in
a room or recommends you. Mostonline service providers rely on
(23:07):
word of mouth to get clients.
Trust me, I ask, and I hear thisall the time. It is wonderful
because it means you're good atwhat you do, right? That is a
good sign. But it's also notwonderful because you have no
way of predicting when your nextclient will land. Referrals
should absolutely be part ofyour strategy, but they cannot
be the whole strategy,especially now in 2025 and
(23:28):
beyond, the buying cycle isgetting longer. Buyers are more
discerning, taking their time tomake decisions. That doesn't
mean that they're notinterested. It just means that
they're observing, evaluatingand deciding when the time is
right for them. I've seen itfirsthand as well, both on my
side and for my clients as well,people are buying like for me
now, after silently following mefor years, that's why you can't
(23:52):
rely solely on short term wins.
You have to play the long gameand creating consistent touch
points so that when they'reready, you are the one that they
call and doing this in asustainable way comes down to
content repurposing, but withecosystem thinking, and that
last part, the ecosystemthinking, is what I think so
(24:14):
many people miss about thecontent repurposing. So to avoid
burnout while staying visible,brands are leaning into
omnipresence, showing upeverywhere their audience is,
and that is where copywriterslike me step in, repurposing
poor messages across platformswhile keeping everything
cohesive. Is the future.
Copywriting now requires anecosystem approach, connecting
(24:36):
your social posts, emails, salespages, podcasts and more into
one seamless journey. Let me beclear, hiring a copywriter who
only specializes in one thing,like a sales page copywriter or
an ad copywriter or emailmarketing only, that's no longer
enough to really move theneedle. You need someone who
(24:58):
sees the whole picture from thefirst touch point to the final
sale, because look at these twoexamples. Ads can drive clicks,
but without a solid sales pageand nurturing emails, those
clicks don't actually convert.
So then maybe you've wasted yourmoney on the copywriter who
wrote the ads and spending moneyon the ads themselves, because
(25:20):
the whole ecosystem was onplace. Another example, maybe
you have a stellar sales pagethat a copywriter wrote, but if
your social strategy and youremails don't funnel people,
there, effectively not enoughtraffic reaches your sales page,
and it wasted potential. Likeeven if it was, you know, a
million dollar sales page, itwon't convert at the rate you
need it to if you don't haveenough traffic going there. So
(25:45):
you really need someone who canco create with you, think
through the entire customerjourney and ensure that every
piece of your content workstogether. Because if you're
gonna spend time creating it, wemight as well be smart about it.
And as the visionary of yourbusiness, the best use of your
time is not in the weeds of aGoogle Doc or re sharing content
on social media. This is exactlywhere my VIP copy system build
(26:09):
comes in. It's not just aboutwriting great copy. It's about
creating strategic, cohesiveecosystem that leads your
audience from curiosity toconversion. Together, we'll
build the system that not onlydrives results, but does so in a
way that feels aligned andsustainable for your brand. So
if you're ready to get off theroller coaster and into a system
(26:30):
that works, you can book a callwith me, and let's build it
together again. That link is inthe show notes. So what will
marketing look like in 2025let's sum it up, copywriting and
marketing continue to evolve atsuch a lightning speed, from the
rise of AI to more discerningbuyers and longer purchasing
cycles. One thing is clear,sticking to outdated methods
(26:52):
just won't cut it anymore. Buthere's the exciting part,
there's never been a better timeto lean into these 2025
copywriting trends thatprioritize connection,
authenticity and strategy, thetimeless principles of copy
still reign supreme, but the waywe apply them is shifting. It's
about simplifying your messagingeven more, embracing the power
(27:14):
of thought leadership andbuilding systems that allow you
to connect with your audienceconsistently without burning you
out,whether it's creating a cohesive
content ecosystem, leveraging AIas a support tool, but not a
replacement, or getting areferral roller coaster, there
are endless opportunities tostand out in your market and
create the business and revenuethat you truly desire this year
(27:37):
2025 is the year to step up, ownyour brilliance, and elevate
your marketing to reflect theincredible offer and the
incredible value that you bring.
It's not about doing more. It'sabout doing it smarter. So if
you are ready to take your copyand strategy to the next level,
start with my free audit so thatyou can craft the kind of
(28:00):
marketing that feels aligned,intentional and built for the
long game, and that is linked inthe show notes as well. For you
to get started on the free auditis so thorough, it is based on
the things that I feel like I'malways seeing tweaking for both
my done for you clients and themembers of copy critique club as
(28:21):
well. So it's based off of tonsand tons of audits that I've
done. And these are the mostcommon things that come up that
have also have made the biggestdifference that the data shows.
So go ahead and grab that freeaudit in the show notes. Go
through it and start to see yourconversions increase. So
I'm here today to give you the inside scoop on
what's working with writing highconverting copy this year. If
2024 taught us anything, it'sthat the world of online
business is shifting fast, andit's not slowing down anytime
soon. From tighter wallets toshorter attention spans, the
game has changed, and so havebuyer expectations. But here's
(00:32):
the good news, with big changescome big opportunities. So
whether you're a seasoned pro orjust starting out, understanding
the copywriting trends shaping2025 is essential to staying
ahead. These trends are notabout chasing shiny objects or
reinventing the wheel. They areabout cutting through the noise,
getting back to what works andshowing up in a way that
(00:55):
resonates with today's morediscerning and sophisticated
buyers. We've seen it all inrecent years, from the pandemic
boom to the rise of AI and amarket that feels more crowded
than ever. But here's the thing,the timeless rules of copy have
not changed. In fact, they'remore important than ever, and
(01:16):
the key to success in 2025 isstill simplicity, strategy and a
relentless focus on connection.
In this episode, I'm giving youthe inside scoop on the five
most important copywritingtrends for 2025 these insights
will help you cut through theoverwhelm, connect with your
audience and convert like neverbefore. So let's dive in. Number
one is AI copywriting is notconverting. Think about the best
(01:43):
content you have read or createdthis year. Maybe it's viral
posts that made you pause midscroll, or the copy that
inspires someone to say, I needto work with this person in a
deep one on one capacity at ahigh ticket price point. Ai did
not create that. That post thatsticks with you, the spark
(02:03):
connection and build buildingtrust. They come from real
people who are on fire about thetransformation that their
business has to offer for a veryparticular, right fit person. At
the end of the day, we are humanbeings trying to connect with
other human beings. That is theheart of effective marketing. So
(02:24):
I don't see how it makes senseto outsource human connection to
artificial intelligence. I knowyou've seen this too. AI is
flooding our social feeds andinboxes with noise content that
is fast but not meaningful. Andwhat's actually converting? I've
looked at the data, not just myown, but my six and seven figure
(02:46):
clients as well. What's actuallyconverting is human written
copy, copy written from theheart by people who actually
give a you know what? Becausehere's the truth, when your
audience even suspects that yourwords were turned out by AI,
trust evaporates. They clickaway immediately. Buyer
(03:07):
skepticism is already at a skyhigh level. People are craving
connection, authenticity,humanity and your AI written
content is not fooling anybody.
Now, let's look at using AI toquote, write content faster,
because I know that is a hugeproblem, and let's be honest,
(03:32):
you're still exhausted and burntout by the content creation
process. I know because I've hadthese conversations with so many
of you, it has not solved theproblem of the content. Hamster
wheel burnout is still rampantamong business owners who
thought AI would be the magicfix for this content here. I
hear it all the time in behindthe scenes conversations, and
(03:53):
it's one of the things I'm mostfrequently asked to talk about
as a speaker on this exacttopic. AI might write faster,
maybe. But to what end, youeither have to engineer a page
long prompt at minimum, whichtakes time, or you've got a lot
of editing to do, which alsotakes time. In episode 32 of
this podcast, I share my writingprocess on how I regularly write
(04:16):
five emails in 55 minutes for myown business. So I would
actually argue that AI is notnecessarily faster. Obviously
this depends on the person, yourpreferences, your writing
habits, but I think thestatement AI rights content
faster is worth challenging. Anddon't even get me started on the
(04:36):
SEO implications of writing withAI. So I don't want you to get
me wrong, I'm not anti AI atall. In fact, I created a whole
episode on the eight smart waysthat I use chat, GBD for
copywriting that converts betterwhile still sounding on brand,
that's linked in the show notes.
And in fact, there are plenty ofother ways we can and should use
AI to be more efficient. Buthere's the thing, when AI takes
(05:01):
the lead in copywriting, itstrips out the heart, the humor
and the humanity, the veryessence of what makes your
audience connect with yourbrand. I know AI is here to
stay, and it can absolutely helpyou speed up timelines in so
many other ways, and inevitably,as AI tools evolve, I'm sure
(05:21):
they'll get better at generatingcontent quickly and even
personalizing it more or betterto some degree, but the demand
for human expertise, the abilityto create emotionally resonant
truly you copy, is only going toGrow, because that's the only
thing that is working. Buyerswant more connection, not less.
(05:43):
They expect personalization, thekind of personalization that
feels like it's coming fromsomeone who gets them, not a
machine. So absolutely use AIwhere it makes sense. However,
you've got to keep the soul ofyour brand firmly in human
hands, because when it comes tocreating the kind of connection
that builds trust and drivesaction, that's only something
(06:05):
that you can do. And as acopywriter like we can help you
see your unique value fromdifferent angles and help you
express what you're actuallytrying to communicate. This is
actually one of the majorbenefits of a copywriter, beyond
just putting those compellingwords on page, but at the end of
the day, you are the thoughtleader. I have more thoughts on
this, which I'm going to circleback to in a second, but as the
(06:28):
copywriter, I am your thoughtpartner in helping you more
quickly translate your thoughtsinto compelling copy that
converts and still sounds likeyou, so that you don't have to
be in the way weeds of a GoogleDoc, or on tailwind or later, or
however you schedule your stuff,wherever you schedule your
emails, all those things that isnot the best use of your time,
(06:48):
skills, talent, abilities as thevisionary CEO, am I right? Okay,
let's move on to number two isthere will be a heavy focus on
ROI when hiring this soundslike, well, of course, duh. But
listen to this. I'm sure it'sgoing to sound familiar. Fear
caused business owners to cutback on hired support in 2024,
(07:11):
whether that's w2 1099,retainer, hourly, I don't care
anything. And here's how thestory usually goes. You pull
back, thinking you can make dowithout help. You'd rather save
the money. Then soon enough fordrowning and you realize that
you need support yesterday, thenone of two things happen. One,
(07:33):
you either hire a cheaperservice provider who isn't as
experienced, ends up not doing agreat job. So you didn't get the
ROI of that higher, or you tryto DIY it, but your capacity is
maxed. It's not in your ex areaof expertise. So you did a
halfway job that you hope ismaybe doing like a good enough
for now, kind of a job, but, youknow, it could be so much
(07:54):
better, and it doesn't reallyreflect the expertise and
transformation that you offer.
So either way, whatever routeyou took, you're still stuck in
a cycle of playing small becausefear keeps calling the shots for
you. So it's time to break thatcycle. But how do you know that
(08:15):
you will get your ROI? Myrecommendation is to first start
with these 11 questions to askbefore hiring a copywriter. That
was all the way from, I believeit was episode three. I have it
linked in the show notes foryou, so you can either read or
listen to that one and take alook at those questions. And
truly, even if it's not me, askyour copywriter that before
hiring them, before startinganother project, to make sure
(08:38):
that everything is on point, andyou set yourself up for success
with this hire, because hires,as you know, are time consuming
to one, the hiring process, andtwo, then training them and
getting them to know your brandvoice and all those things
anyways. So what is the truecost of doing it all yourself?
When you try to do it all, thecost is not just financial.
(09:02):
That's usually the number onething that drives us, but it's
also your time, your energy andyour ability to operate in your
zone of genius. This is one ofthe things I hear all the time.
You just want to do what you'rebest at, and you wish you didn't
have to worry about getting moreclients right. The good news is
that you can have marketing thatonly takes one hour or less of
(09:23):
your time per month. That is howI operate with my done for you
clients with my services, thatis what I can guarantee you. And
you can download my servicesguide in the show notes as well
if you want to explore moreabout what that could look like
or have a chat about it with medirectly. So without a team, you
(09:44):
are limited by your own hours,but with the right team, you are
freed up to focus on what youare truly great at and enjoy
your business more. Yes, hiringa team requires an investment,
but the greater cost is stayingstuck in the solo struggle or in
making hires that don't deliver,or that totally under liver
(10:05):
under deliver. So the key hereis to track the relevant KPIs so
that the ROI of hiring iscrystal clear. So whether it's
more time that you're lookingfor more revenue or more peace
of mind, you will see the payoffwhen you've got the right people
in place. Ideally, you will seeall of the ROI on all of those
things, not just monetarythough. Definitely, for sure
(10:27):
that as well. Another thing, aswe are looking for a heavier
focus on ROI when hiring is tolook for thought partners, not
just task takers. Honestly, ifyou're looking for a task taker.
You can do that so well on abudget with some solid SOPs. But
the value of hiring humans isnot just in doing, though.
(10:48):
That's part of it, for sure, youneed to execute. It's also in
the higher level thinking,creative creativity and strategy
as well. You need a thoughtpartner who understands what is
happening now, not two yearsago, like AI tools, but and
someone who can think ahead, whohas a pulse on what's working in
the industry, because they getit, we're in it too, someone who
(11:11):
gets your vibe, your energy,what you're about, and they can
deliver results that actuallymove the needle. If you see a
copywriter only as a task taker,you are not getting the most
bang for your buck. For me, as acopywriter, I do more than just
write words on a page for all ofyour marketing assets, I also
help you create your brandmessaging, which has to come
(11:32):
from you and your thoughtleadership. First, one of my
clients beautifully explains howmy thought partner role works.
In this case study, which,again, I have linked in the show
notes. So if you want to elevateyourself as a thought leader,
which highly recommend in 2025and beyond, if you don't already
see yourself that way, it startswith owning your brilliance. Own
(11:54):
it. That means stepping up,doing the deep inner work, and
putting your unique spin onwhat's already out there, and a
copywriter can help you see thatand then communicate it
naturally in a way that sells.
And this is not about playingsmall or blending in. It's about
leading with courage andauthenticity. We talk about this
in the copywriting mindsetepisode with Brian McCarthy,
(12:17):
again that is linked in the shownotes if you want to check it
out. Being a thought leader alsomeans getting getting
comfortable with puttingyourself out there, because when
you know exactly who you are atyour core, when you are rooted
in your values and your purpose,the mean comments that will
inevitably come, the skeptics,the people who just don't get
(12:37):
it, won't shake you, and thatis, I think, the number one
underlying thing of why peopleare scared of copywriting.
Because this is in the back oftheir mind. They're afraid of
what other people might think,what other people might say. And
you might say that that doesn'tbother you, but then deep down,
it does so, knowing who you areat your core, then it matters a
(13:00):
heck of a lot less what othersare going to say about it, and
then you can truly step out asthe thought leader that you are,
rather than playing it safe andsaying what everyone else is
saying, and just, you know,maybe saying in a slightly
different way that is not goingTo get you the thought
leadership, the clients, thebusiness that you desire. But
(13:22):
here's the catch, thoughtleadership does not happen
overnight. Often, it means goingthrough a year, often years
plural of speaking into whatfeels like a void, but it's
about showing up again and againuntil you find the thing that
resonates deeply with youraudience. So own your
brilliance. Be bold, do the deepwork and remember true thought
(13:44):
leadership does not come fromfollowing the crowd. It comes
from leading yourself first.
Another thing under thisumbrella of looking for getting
an ROI out of your hires, forme, I want to look for a one
stop shop for results. So let mepull back the curtain on what I
(14:06):
do as a copywriter. The skillsunder my umbrella include
messaging strategist, conversionfixer, thought partner, co
creator, content, writer,content repurposing copywriter.
I'm not just a writer. I'm botha strategist and an implementer.
And call me biased, but I thinkit's very rare to find someone
who is both, or at least I havebeen told that anyways, and it's
(14:30):
really nice when your strategistand implementer or executor are
the same person, because thennothing gets lost in transit.
Translation. Your vision isunderstood, your strategy is
understood because we co createdit. Everything is so much more
seamless because you aren'ttrying to explain the vision to
multiple different people inmultiple different roles. I get
(14:52):
too many business owners comingto me with a marketing strategy
from a very expensive businesscoach that they feel like they
have to now implement becausethey've already spent so much
money on it, but they don't feelaligned with it at all. It feels
like a drag for them to carryout. In contrast, part of my 3m
Roadmap process is deciding whatkind of marketing actually feels
good for you, your personality,your talents, your strengths,
(15:14):
your gifts, how you actuallywant to show up, and then how we
can amplify that, because anytype of marketing works. There's
no secret out there. I knowthat's like a common copywriting
like headline formula, thesecret to you know, XYZ? No,
there is no secret any type ofmarketing works. It's just a
matter of when. So you have tobe consistent. So hiring someone
(15:35):
with the experience and skillset to cover multiple roles,
they're not going to be thecheapest on the market, but it
is cheaper than hiring two ormore low cost freelancers to do
the same job, and it saves youthe time of hiring and
explaining and delegating andmanaging two or more different
people, a team of people. And toclarify, this does not mean
(15:59):
being a generalist and trying todo everything under the sun
instead, it means owning all ofyour expertise, everything that
lights you up and gets results.
I love this because, to behonest, I feel underused as a
copywriter when clients justhave me write the copy. Like,
Sure, I can do that for you, butI can also do so much more, and
(16:20):
it saves you so much time andstress to have that all under
the same roof, one stop shopwith a qualified individual who
has the experience and resultsto back it up. And I'm going to
come back to how we know whatthat looks like in just a minute
here, and that's going to comein. Number three, which I have
(16:42):
for you, is that nextcopywriting trend of 2025 is
that hard sell tactics are out.
We see what you're doing and weare not here for it. It no
longer works. Your Copy willconvert better with a focus on
trust building and value basedmessaging with increasing
(17:02):
emphasis on mental health andawareness around that marketing
strategies will incorporate moregentle and empathetic copy. I
have a whole blog on that, whichI linked in the show notes, and
that is given priority. I couldeven given priority. That's not
the right word, but thatconverts better than the fear
(17:24):
based or urgency drivenmessaging. Again, I have another
blog on that linked in the shownotes as well. So gone are the
days of selling high ticketservices where you make the
prospect get on a sales call andyou reveal your price only after
you have quote demonstrated thevalue, right? High. Ticket
buyers don't have time to get onthese long sales calls. They
(17:46):
know their budget, and they wantto be able to quickly determine
if you are even in theirballpark. So they don't waste
their time or yours if it'sfinancially not a fit. So if you
have exact pricing, show it onyour website or at least a
downloadable Services Guide.
That's what I do. If yourpricing is more bespoke, give a
range of what to expect. Thisdoes not mean putting a starting
(18:06):
at price. And the sales MavenNikki Roush shares more about
this and the sales psychologybehind it in her episode, which
is coming up in a few weeks, butI do have a link for her in the
show notes as well, if you wantto grab her free ebook, sharing
a little bit more there.
Okay, great. So what can we doinstead? We talked a lot about
(18:28):
what not to do, but how what'sthe other side? The flip side of
that coin, the secret weapon youare probably overlooking is case
studies. These are no longerjust a nice to have. They are a
need to have, because they dotwo incredibly powerful things.
First is that they let potentialclients see what it is like to
(18:49):
work with you. When you documentyour process, you are giving
people a front row seat to theexperience. They can visualize
the journey and the results onwhat it's going to look like and
feel like which builds so muchtrust and confidence in your
services. And then number two,case studies showcase the
(19:09):
results that you deliver fromhard numbers to emotional wins.
Case studies need to demonstrateyour impact on both sides, both
qualitative and quantitative.
People need to see that proof,especially in 2025 where a
buyer's skepticism remains skyhigh. So you can make your case
studies work hard for you byhosting them on your website as
blogs, promoting them on socialmedia. Include them when you
(19:31):
pitch or onboard new clients,something that they can look at
before they get on a sales callwith you, and it often pre
answers a lot of questions thatthey might have in a very
tangible example. So what do youinclude in a case study? Well, I
would say, don't stop at themetrics. Because, yes, of
course, numbers are important,but the anecdotal feedback is
(19:52):
just as valuable. What did theprocess feel like for your
client? What intangible wins didthey experience? These are the
things that can make your casestudies super relatable and
impactful. Take Vanessa, forexample, when I overhauled her
website copy, it wasn't justabout creating polished words.
My process saved her time. Sheneeded only to spend one hour on
(20:13):
it, one hour of her time, and Idid the rest of the legwork. And
for a luxury weddingphotographer, running a very
busy business, someone whotravels probably 50% of the
year, not an exaggeration, thatwas a game changer for her. She
did not have time for more thanthat to make this happen. Or you
can look at April's launch. Ihave all both of these case
(20:35):
studies linked in the shownotes. Sure we saw impressive
open rates for her andenrollments, yay, numbers. But
more importantly, she feltpeaceful during her launch,
instead of stressed. Like,imagine that like that is so
rare in our industry a launchwithout the chaos, right? That
sounds wonderful, like she wentto the lake on a vacation, like
(20:57):
during the weekend throughouther launch, and people were just
like, you did what? And it was alot, because she did not have to
write all of these emails. Youknow, day after day, they were
already written, planned andapproved for her. So I think
case studies are wildlyunderutilized in most
(21:18):
businesses, but they're one ofthe most powerful tools in your
arsenal, I would encourage youto make them a regular part of
your off boarding process withyour clients. Document the
journey, gather feedback whileit's still fresh, and create a
clear picture of the results youdeliver. And if this feels
overwhelming, this is anotherthing that I can help with. As a
copywriter, I am here to makehumans shine and stand out. So
(21:40):
you can focus on creating evenmore of them. You can download
my services guide in the shownotes to explore your options
and get started. All right. Thenlastly, number five copywriting
trend of 2025, that you must hopon, that you must do, is
communicate consistently. Thisis the one thing that all of my
(22:01):
most successful multi, six andseven figure done for you
clients have in common. Theymarket consistently and not just
when they need clients. I'mgoing to say that again, you
need to be marketingconsistently and not just when
you need clients. Even if youhave a full client roster, you
still need to be marketing,because otherwise you are just
(22:23):
fueling that feast and faminecycle. And let's be real, that
cycle is exhausting. You needconsistent visibility and
exposure beyond referrals frompast clients. So let's talk
about the referral rollercoaster and how to get off of
it. Referrals are amazing. Beingso good at what you do that
(22:44):
clients and peers recommend you,even when you're not in the
room. Even better. Yes, right.
But here's the problem, ifreferrals are your only
strategy, you are riding aroller coaster that you cannot
control. You cannot control whenand if someone says your name in
a room or recommends you. Mostonline service providers rely on
(23:07):
word of mouth to get clients.
Trust me, I ask, and I hear thisall the time. It is wonderful
because it means you're good atwhat you do, right? That is a
good sign. But it's also notwonderful because you have no
way of predicting when your nextclient will land. Referrals
should absolutely be part ofyour strategy, but they cannot
be the whole strategy,especially now in 2025 and
(23:28):
beyond, the buying cycle isgetting longer. Buyers are more
discerning, taking their time tomake decisions. That doesn't
mean that they're notinterested. It just means that
they're observing, evaluatingand deciding when the time is
right for them. I've seen itfirsthand as well, both on my
side and for my clients as well,people are buying like for me
now, after silently following mefor years, that's why you can't
(23:52):
rely solely on short term wins.
You have to play the long gameand creating consistent touch
points so that when they'reready, you are the one that they
call and doing this in asustainable way comes down to
content repurposing, but withecosystem thinking, and that
last part, the ecosystemthinking, is what I think so
(24:14):
many people miss about thecontent repurposing. So to avoid
burnout while staying visible,brands are leaning into
omnipresence, showing upeverywhere their audience is,
and that is where copywriterslike me step in, repurposing
poor messages across platformswhile keeping everything
cohesive. Is the future.
Copywriting now requires anecosystem approach, connecting
(24:36):
your social posts, emails, salespages, podcasts and more into
one seamless journey. Let me beclear, hiring a copywriter who
only specializes in one thing,like a sales page copywriter or
an ad copywriter or emailmarketing only, that's no longer
enough to really move theneedle. You need someone who
(24:58):
sees the whole picture from thefirst touch point to the final
sale, because look at these twoexamples. Ads can drive clicks,
but without a solid sales pageand nurturing emails, those
clicks don't actually convert.
So then maybe you've wasted yourmoney on the copywriter who
wrote the ads and spending moneyon the ads themselves, because
(25:20):
the whole ecosystem was onplace. Another example, maybe
you have a stellar sales pagethat a copywriter wrote, but if
your social strategy and youremails don't funnel people,
there, effectively not enoughtraffic reaches your sales page,
and it wasted potential. Likeeven if it was, you know, a
million dollar sales page, itwon't convert at the rate you
need it to if you don't haveenough traffic going there. So
(25:45):
you really need someone who canco create with you, think
through the entire customerjourney and ensure that every
piece of your content workstogether. Because if you're
gonna spend time creating it, wemight as well be smart about it.
And as the visionary of yourbusiness, the best use of your
time is not in the weeds of aGoogle Doc or re sharing content
on social media. This is exactlywhere my VIP copy system build
(26:09):
comes in. It's not just aboutwriting great copy. It's about
creating strategic, cohesiveecosystem that leads your
audience from curiosity toconversion. Together, we'll
build the system that not onlydrives results, but does so in a
way that feels aligned andsustainable for your brand. So
if you're ready to get off theroller coaster and into a system
(26:30):
that works, you can book a callwith me, and let's build it
together again. That link is inthe show notes. So what will
marketing look like in 2025let's sum it up, copywriting and
marketing continue to evolve atsuch a lightning speed, from the
rise of AI to more discerningbuyers and longer purchasing
cycles. One thing is clear,sticking to outdated methods
(26:52):
just won't cut it anymore. Buthere's the exciting part,
there's never been a better timeto lean into these 2025
copywriting trends thatprioritize connection,
authenticity and strategy, thetimeless principles of copy
still reign supreme, but the waywe apply them is shifting. It's
about simplifying your messagingeven more, embracing the power
(27:14):
of thought leadership andbuilding systems that allow you
to connect with your audienceconsistently without burning you
out,whether it's creating a cohesive
content ecosystem, leveraging AIas a support tool, but not a
replacement, or getting areferral roller coaster, there
are endless opportunities tostand out in your market and
create the business and revenuethat you truly desire this year
(27:37):
2025 is the year to step up, ownyour brilliance, and elevate
your marketing to reflect theincredible offer and the
incredible value that you bring.
It's not about doing more. It'sabout doing it smarter. So if
you are ready to take your copyand strategy to the next level,
start with my free audit so thatyou can craft the kind of
(28:00):
marketing that feels aligned,intentional and built for the
long game, and that is linked inthe show notes as well. For you
to get started on the free auditis so thorough, it is based on
the things that I feel like I'malways seeing tweaking for both
my done for you clients and themembers of copy critique club as
(28:21):
well. So it's based off of tonsand tons of audits that I've
done. And these are the mostcommon things that come up that
have also have made the biggestdifference that the data shows.
So go ahead and grab that freeaudit in the show notes. Go
through it and start to see yourconversions increase. So
Popular Podcasts
Stuff You Should Know
If you've ever wanted to know about champagne, satanism, the Stonewall Uprising, chaos theory, LSD, El Nino, true crime and Rosa Parks, then look no further. Josh and Chuck have you covered.
Boysober
Have you ever wondered what life might be like if you stopped worrying about being wanted, and focused on understanding what you actually want? That was the question Hope Woodard asked herself after a string of situationships inspired her to take a break from sex and dating. She went "boysober," a personal concept that sparked a global movement among women looking to prioritize themselves over men. Now, Hope is looking to expand the ways we explore our relationship to relationships. Taking a bold, unfiltered look into modern love, romance, and self-discovery, Boysober will dive into messy stories about dating, sex, love, friendship, and breaking generational patterns—all with humor, vulnerability, and a fresh perspective.
Dateline NBC
Current and classic episodes, featuring compelling true-crime mysteries, powerful documentaries and in-depth investigations. Follow now to get the latest episodes of Dateline NBC completely free, or subscribe to Dateline Premium for ad-free listening and exclusive bonus content: DatelinePremium.com