The Art of Creative Copywriting

Creative copywriting is about combining words and ideas to craft unique, attention-grabbing content that engages audiences. This often involves storytelling, humour, and a memorable tone of voice.

In this month’s editorial, we asked our network of agency leaders to share the fundamentals of creative copywriting, its influence on successful marketing campaigns, along with practical advice and tips for in-house teams looking to captivate their target audience with words.

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‍Take a look at our calendar of free virtual strategy workshops, designed to tackle the key challenges facing in-house marketing leaders.

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The Art of Creative Copywriting

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"While generative AI continues to make huge strides, nothing can replace human-written content – at least not yet."

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Being able to convey a technical or scientific topic in an engaging and informative way can be challenging. Readers must gain value from the content they consume, so the information they read should be contextual and timely. Unsurprisingly, there is a ‘science’ behind it:

1. Define the audience – The first and most important step is establishing who you want to read your story and where they are in the marketing funnel.
2. Choose the right format – The type of content and its suitability for your chosen audience are important factors to consider, e.g. short-form (social media, infographics) or long-form such as calls to action (whitepapers, customer voice).
3. Extract technical content – Picking out useful sources of content and collating the information into a digestible format can show the audience how your product or service solves their problems.
4. Tell an engaging story – Science and technology audiences like facts, therefore, using educational rather than marketing language is likely to be better received.

While generative AI continues to make huge strides, nothing can replace human-written content – at least not yet. This is particularly true in the scientific industry, where serving up relatable and, critically, interesting content is key.

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"Just like some of the most beautiful paintings in the world, carefully curated collections of words can stop us in our tracks, rile up emotions, build connections and even inspire action."

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Words are the paint that helps our creativity to flow. Just like some of the most beautiful paintings in the world, carefully curated collections of words can stop us in our tracks, rile up emotions, build connections and even inspire action.

With more brands fighting for our attention than ever before, impactful copy can cut through the noise and more importantly - stick! Here are some practical tips for upping your copy game.

• Accessibility – Above all, your copy needs to be accessible. Afterall, what’s the use in flowery words if no one can understand them?

• Tone of voice – Your copy must embody your brand to a tee, and if you haven’t set up a brand TOV document, consider collaborating with an external branding agency to do so.

• Concise – Do you want the reader to take a specific action? Including crystal clear ‘Call to Actions’ will help you ace those objectives.

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"Readers skim, bounce, and disengage in seconds. That’s why smart copywriting isn’t just about what you say, but where you say it."

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Storytelling is memorable, but strategic prose makes it persuasive. The secret, understanding your audience's ICP and Personas (yes, there’s a difference, see our latest blog!) ensures your content doesn’t just attract attention, but actually encourages future engagement.

But here’s the kicker: even the best brands can get stuck in an echo chamber. Bringing in an external, objective resource adds fresh perspective, challenges assumptions, and injects creativity that might otherwise go untapped. This impartial influence sharpens your messaging, ensuring it lands with impact.

Don't just create content, engineer it! Because in today’s skip-and-scroll culture, a great headline isn’t enough. Readers skim, bounce, and disengage in seconds. That’s why smart copywriting isn’t just about what you say, but where you say it.

Copywriting purists hate this, but people now read up, down, side to side, left to right! On social media, people consume written content at lightning speed, deciding within milliseconds whether it’s relevant.

When reading, most will ask, What’s in it for me? Your audience is spending their valuable time on your content, so they want to take what they need, strip out the knowledge that is relevant to them and leave the rest. So make sure you include takeaway; ideas, assets or actions!

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"Producing genuinely creative copy means staking out potentially provocative points of view, expressed with personality and humour."

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In 2025, good copywriting is no longer an uncommon skill. Any marketer or businessowner can use ChatGPT to turn out competent, readable content - which means that truly creative copywriting has become more of a difference-maker than ever.

Creative copy aims for more than just technical accuracy and readability - it’s engaging, informative and enjoyable to read, and offers an idiosyncratic, human perspective. It offers authentic opinions and insights, informed by real experience and expertise, and expressed without fear of challenging the reader.

Producing genuinely creative copy means staking out potentially provocative points of view, expressed with personality and humour; and guiding the reader to the desired conclusion or action point by a clear sense of narrative.

Working with a trained, experienced writer from your digital marketing agency can be instrumental in translating your ideas and perspectives into the kind of fun, digestible writing your audience craves in today’s AI-dominated landscape.

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"Design drives desirability. But copy converts. Together, they can change hearts and challenge minds. You can’t sell without words."

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Everyone’s a copywriter, right?

Wrong.

Anyone can write an email at work, yes. But like design, to write persuasively is an art. Design drives desirability. But copy converts. Together, they can change hearts and challenge minds. You can’t sell without words.

One tip that proves the two go hand in hand, is ask yourself, ‘can I visualise it?’ People see in pictures, so using imagery in your ad copy will help it live rent-free in your audience’s memory. How it looks matters, too. So always look at copy in situ, on a billboard or in a button. How does it look on mobile? How does it look in a notification?

We see it all the time. Clients with web developers writing copy. No wonder it’s not converting. Investing in specialist editorial support with industry know-how is the best way to deliver business impact.

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Wanting to kick-start your content strategy for a successful year? Make sure you're getting the most out of your investment. The GO! Network offer cost-free advice on best-practise, provide independent agency recommendations, pitch management, and more -  get in touch to get started.