Complete Guide to Copywriting in 2020

In this article, I’m gonna show you my complete Guide to Copywriting. In fact, I’ve used the tips to create blog posts that have been shared thousands of times. I’ve also written several high converting, seven-figure sales letters. I’m Hamza Hashim, the founder of Seo Tool Station.

So if you want more traffic, leads, sales, and social shares, you’ll love the actionable strategies in this article. So I’m going to show you Complete Guide to Copywriting in 2020.

Let’s get started. Here’s the truth about copywriting. Despite what you might have heard, you don’t need years of experience or training to learn to Copywrite. In fact, before I launched this blog, I used to be a freelance writer.

Then one day, out of the blue, one of my clients asked me, “Do you, by any chance write sales letters?” Now, at this point, I’d never written a sales letter in my life. But I wanted to give it a try, so I told him, “Sales letters? “Heck, yeah, I write sales letters.”

And now that I was hired, I had to write a sales letter fast. In fact, I had about a week to write this sales letter from scratch. So I researched as much as I could about copywriting. And because I was in a rush, I ignored the minutiae and focused on the key principles that I saw again and again. And it worked.

My client told me that my sales letter outperformed their current one by a 2:1 margin. Since that day, I’ve written dozens of sales letters, newsletters, and articles. And over that time, I discovered what most copywriters don’t want you to know.

Copywriting is really easy. That is when you know what to do and how to do it. And that’s exactly what I’m gonna show you in this Complete Guide to Copywriting in 2020.

1. Use Reddit Threads

So, without further ado, let’s dive into copywriting tip number one, use Reddit threads. Reddit is a copywriting gold mine. To use it, head over to a subreddit, where your customer hangs out. Then, take a look at threads that have lots of comments.

For example, let’s say that you just launched a new keto diet bar. Well, you’d head over to keto and paleo subreddits and search for bars. Then, pay attention to the exact words and phrases that people use to describe what they like and don’t like about the bars they’ve tried so far.

For example, I found tons of awesome copy in this one thread:

You can copy that greate work for a landing page or Facebook ad. This will help you to make your conversion rate better. If your landing page is not good the visitor will suddenly close the pages and go to other pages.

2. Use Short Sentences

Moving right along to our second copywriting tip, use short sentences. Here’s a good rule of thumb that applies to pretty much everything that you write. Short sentences equal better copy. And there’s data to back this up.

A study conducted by the American Press Institute found that short sentences were 711% easier to read and understand, which is why always atomize sentences to be as short as possible. The bottom line, use short sentences. They’re easier to read and understand.

3. Use Slippery Slide

Technique number three is a slippery slide. Here’s the deal. You can have the best copy in the world, but if people stop reading the page after the first sentence your copy didn’t work. That’s why one of the main goals of your copy is to keep people reading.

Or as copywriting legend Joe Sugarman said about Copywriting in his talk.

The question is, how do you get someone to keep reading your blog post, email or sales letter? The slippery slide. A slippery slide is where you add something to your page that’s specifically designed to keep people reading.

For example,
you can tell a little story at the beginning of your sales letter, but leave the ending for the end. Or you can refer to something that’s coming up later in your blog post. You can even just say things like here’s the deal and the question is, to push people to keep reading.

4. Use Super Specific Headlines

Now it’s time for copywriting tip number four, super-specific headlines. You’ve probably already seen this old statistic before, 80% of people read the headline and only 20% read the copy. Is that statistic accurate? I have no idea.

But I do know that your headline is super important. And one of the best ways to make your headlines more effective use super-specific headlines. Super-specific headlines are exactly like they sound. They are headlines that tell your reader exactly what they’re gonna get.

5. Fear of Missing Out

Now it’s time for technique number five, use FOMO. FOMO can make your copy 10 times more effective. That said, FOMO also known as a fear of missing out, doesn’t work for every situation. But if you can use FOMO, you should use FOMO.

That’s because FOMO triggers a strong reaction with your prospects, and emotion that makes them wanna listen closely to what you have to say.

6. Write Strong Leads

Which brings us to copywriting tip six, write strong leads. Everyone and their mom know the headlines are important, but no one talks about something that in my experience, is just as important if not more than a headline. Your lead.

Your lead is the section of your page that comes right after your headline, and at least in my experience if you lose people here, you’ve lost them for good. With that, here are three strategies that you can use to write awesome leads.

First, use a hook in your first or second sentence. The first sentence of your lead is huge. So make sure that the first line really grabs your reader’s attention.

Second, you wanna make your lead about six to eight sentences max. Whether you’re writing a blog post, video script, sales page or email newsletter, you want your lead to be super short. Remember, the goal of your lead is just to grab your reader’s attention. And once you’ve done that, you wanna transition into the main section of your content.

Finally, use mini-stories in your leads. Stories are a great way to hook your readers right off the bat. But like I just mentioned, the problem with that is that your lead needs to be short and sweet. So, you don’t have a lot of room to tell an epic story. Enter mini-stories. Mini-stories condense a story into 45 lines.

7. Don’t use Big Words

Now it’s time for me to tell you about copywriting technique number seven, don’t use big words. Let’s face it, big words don’t impress anybody. Um, yes, in this article I plan on demonstrating the effectiveness of online vocabulary and augmenting online transactions.

In fact, they make your content harder to read. So instead of big fancy words, use words that are easy to read and understand. Use words that everyone can easily read.

8. Use AIDA Formula

It’s time for our eighth technique, the A-I-D-A formula. AIDA is a classic copywriting formula that can help boost conversions on sales pages, landing pages, articles, newsletters, video scripts and more.

Here’s what this formula looks like

As you can see, A-I-D-A stands for Attention, Interest, Desire, and Action. Let’s take a look at a real-life example of this formula in action. I actually used the AIDA formula for my blog.

First I grab people’s attention with the first line, then I create interest with a bold promise, and I fold it up to buy tapping into a desire that anyone reading this page wants. Higher Google rankings, and finally, I cap things off with a called action to keep reading.

9. Benefits Over Features

Moving right along to technique number nine, benefits over features. There’s no doubt about it. When it comes to copy, benefits crush features. In other words, features are nice, but benefits sell because everybody wants benefits.

10. Friend Zone

Moving right along to technique number 10, get out of the friend zone. We’ve all been in the friend zone. Or at least I have. The friend zone is when you like someone and they like you back, as a friend. Well, as it turns out, the same thing happens with potential customers and clients.

They like what you’re selling, but not enough to buy. What’s the solution? Address their objections. I’m talking about objections like, “It’s just too expensive.” “It’s not a good time for me.” “Yeah it sounds good, but will this work for me?” or “I’m not ready to switch from another product.”.

Most people pretend that these objections don’t exist. Instead, you wanna bring up these objections and squash every one of them.

11. Talk to Customers

Yes, talk to customers. Remember earlier when I talked about using Reddit for customer research? Well, if you want to take this sort of thing to the next level, I recommend actually talking to your customers. This way you can come to know what’s the best thing your customers like.

12. Urgency and Scarcity

Next up, we have urgency and scarcity. Have you ever had someone tell you that they’re interested in what you’re selling, they just need some time to think it over? In my experience, 99% of the time that person doesn’t end up buying.

Maybe they got busy and forgot, maybe they found another product. The exact reason doesn’t really matter. The important thing is that you do something to get that person to convert right away.

The question is, how do you do it? Add these words and phrases to your copy.

  • Limited Time Offer
  • Quantities Limited
  • Only 30 Remaining
  • Sale ends on 30 December
  • Don’t miss this chance

Needless to say, these statements should be backed up with real limitations, otherwise, you’re gonna lose people’s trust. But if you can use them, you should use them.

13. Solve Social Proof

It’s time for our last copywriting tip, solve the social proof paradox. You need social proof to sell, but you need sales to get social proof. I call this the social proof paradox. And it’s a real problem for lots of business owners. Fortunately, I found a simple way to get around this problem.

Feature your strongest form of social proof. It doesn’t have to be in sales. For example, let’s say that you just launched a new nutrition coaching program. And to get leads, you offer people a free seven-day meal plan. And if they wanna upgrade to a paid coaching plan, they get a full 90-day meal plan and personalized support from you.

But so far, only a few people have upgraded to your paid plan. Well, in that case, you can showcase how many people signed up for your free meal plan, or maybe only have 20 total customers. But three of those customers got amazing results. Well, you can feature those three amazing results on your homepage.

It’s time for a quick bonus tip, use this proven, three-step testimonial formula. It’s no secret that testimonials can skyrocket sales. In fact, BigCommerce reports that testimonials can increase sales by up to 62%. That’s good news. The bad news is that most people use testimonials that simply don’t work.


Let’s close out this article with one more bonus strategy, use crooked numbers. Crooked numbers are numbers that haven’t been rounded. So I have mentioned Complete Guide to Copywriting in 2020.

If you like this article, make sure to share this with others right now. Now I wanna turn it over to you. Which technique from today’s article are you gonna try first? Are you gonna use crooked numbers or try using more benefits instead of features? Let me know, by leaving a comment below right now.