From Drab to Fab: How to Write Copy People Want to Read

No one sets out to write boring copy. But if your content reads like a technical manual, you’re not alone. Whether you’re a freelance copywriter trying to bring your messaging to life or a business owner aiming for better conversions, dull copy can drag everything down. The good news? It doesn’t take a miracle to fix.

In this guide, we’ll unpack why some copy misses the mark, how to course-correct it, and proven techniques to turn your writing from forgettable to action-inspiring. If you want your words to hold attention, create an emotional connection, and get results, this is for you.

Open a fresh Doogle doc (and maybe grab a snack) because we’re about to give your marketing content a glow-up.

Why Engaging Copy Still Matters

You see, we are in a world full of distractions. Grabbing attention is only half the battle. But holding it? That’s the real challenge. Engaging copy is how you win.

Whether you’re writing a blog post, an outreach email, or a landing page, your goal is to make your reader feel seen and understood. When your words speak directly to someone’s needs, thoughts, or struggles, that’s when they scroll slower, click deeper, and start trusting your brand.

Great copy informs and sticks. It creates moments that feel personal, even in a sea of content noise. And that’s what turns random readers into loyal subscribers, customers, or clients; the kind you want coming back

More importantly, it drives results. Persuasive writing gets people to act, whether that’s buying instantly, completing an abandoned cart, signing up for a freebie, or sharing your post. That’s because when your message hits home, your conversions follow.

Where Boring Copy Goes Wrong

A common challenge for people mastering copywriting in 2025 is a lack of clarity. If your message is buried under long sentences, passive phrasing, or vague language, readers check out fast. Your copy needs to get to the point and guide the reader forward, not leave them guessing.

Another common issue is tone. If your writing is dry and uninspiring, it fails to evoke any emotional response, especially when today’s readers expect authenticity. You’re not delivering a lecture; you’re having a conversation. That shift alone can change how your content performs. And that demands using varied sentence structures, vivid language, and a conversational tone to keep readers hooked from start to finish.

And here’s a hard truth: when your content talks more about you than the prospective customer, it flops. Audiences don’t care about your features. They care about their problems, their goals, and how you help. Write with that in mind, and you’re already halfway there.

If clarity is your copy’s kryptonite, you’ll love the Copy Clarity Kit, an easily digestible compilation of simple hacks to help you sharpen your message and stop losing readers to confusion.

Addressing Paint Points

Effective copy starts by identifying the reader’s pain points. What are they struggling with? What’s frustrating, stressful, or overwhelming about their current situation?

You don’t need guesswork here. Tap into the sources where your audience is already talking:

• Customer reviews and testimonials
• Reddit threads, Facebook groups, and comment sections
• Support tickets, emails, and live chat logs
• Quick polls, surveys, or Q&A sessions on your socials

You’ll start to spot patterns: recurring challenges, repeated phrases, and emotional triggers.

Once you’ve got that insight, offer a solution. Speak to the struggle first. Let them know you see it and understand it. That’s how you earn trust and attention right out of the gate. Then, clearly show how your product, service, or advice can help. 

Also, use real examples and specific benefits to paint a picture of what life looks like after the problem is solved, especially when you’re trying to overcome common customer objections blocking conversions.

Make Storytelling Your Secret Weapon

Great copy makes people feel something. And that’s where storytelling comes in.

Humans are wired for stories. It’s how we learn, connect, and remember. A well-told narrative entertains, builds trust, adds clarity, and pulls readers deeper into your message. When you use storytelling in copywriting, you’re no longer just presenting facts. You’re guiding someone through an emotional arc that makes your product or idea stick.

The strongest stories in copywriting follow a familiar path: a relatable character, a real problem, and a satisfying resolution. Say you’re selling a fitness program. Instead of rattling off features, tell the story of someone who felt invisible, tried everything, and finally found a routine that worked and how it changed their life. That’s proof, and it’s way more memorable.

Beyond that, stories humanize your brand. When you share founder backstories, customer wins, or even behind-the-scenes, your audience sees real people, not a faceless business. That transparency builds trust and credibility by showing you’re part of something. 

Let Your Personality In

If you write copy like a corporate chatbot, readers will forget it before they finish the paragraph. Personality is what makes content stick. It’s the difference between a reader skimming and a reader nodding along.

So how do you infuse personality into your writing without forcing it?

Start by writing the way you talk. Seriously.  

• Write like you’re having coffee with your reader, not presenting at a board meeting
• Drop the stiff grammar
• Use contractions
• Throw in the occasional slang (if your audience would get it)

When your writing mimics real conversation, it immediately feels more relatable, like you’re speaking to one person, not broadcasting to a crowd.

Next, use your natural voice. Got a dry sense of humor? Use it. Prefer witty analogies or cheeky commentary? Perfect. Let your quirks show. When you bring your full self to the page (read, opinions, tone, even the occasional unpopular take), you give readers something they can connect with. Or at the very least, remember.

And don’t skip the visuals. Not really images, but words that paint images. Vivid, sensory language makes your copy come alive. Don’t say a product is “great.” Tell me it feels like silk, sounds like a whisper, or snaps like a fresh carrot. That’s what brings your copy from flat to flavorful.

At the end of the day, readers aren’t looking for polished robots. They want real humans. When you write with personality, you stand out, not because you’re louder, but because you’re more you.

Want to Drive Action? Use Emotion

Logic helps justify decisions. But emotion? That’s what drives them.

The most effective copy taps into how people feel, not just what they think. When you speak to your audience’s hopes, fears, and motivations, your message cuts deeper. It becomes personal. And personal content moves people.

Start by zeroing in on what your readers truly want. Success. Freedom. Recognition. A sense of control. For instance, if you’re writing for aspiring entrepreneurs, talk about the pride that comes from building something of your own. I’d touch on the thrill of independence; the relief of no longer answering to a boss. For freelancers, perhaps focus on the freedom to design a lifestyle on their own terms; more time, flexibility, and purpose. That way, your B2C and B2B marketing content sounds good, becomes relatable, and gets people to act.

In addition, don’t ignore discomfort. Fear of failure, frustration with slow progress, anxiety about wasted time or money…those feelings are real, and your copy should reflect that. Highlight what’s at stake if your target prospects don’t take action. Then position your offer as the thing that helps them avoid that pain. But not by intimidating them into submission, but by showing that you understand their situation and have a solution that brings peace of mind.

You can also channel empathy through storytelling. Share real challenges your customers faced and how they overcame them with your help. It’s a powerful reminder that others have walked this path and made it to the other side.

Format Like It Matters (Because It Does)

Even the most compelling message will fall flat if it looks like a wall of text. Readers today skim before they commit, so if your content isn’t scannable, it’s easily skippable.

That’s why structure becomes a strategic choice in persuasive writing.

Start with strong, clear headings to guide readers through your content. Think of them as mini-promises that preview what’s coming next. When done right, headings help readers find what they need fast, and they keep them moving.

Next, break your ideas into short, manageable paragraphs. Long chunks of text are intimidating on screens, especially mobiles. When you keep your marketing content tight, with plenty of white space, it becomes instantly more inviting. Bonus: shorter paragraphs naturally spur clarity. You won’t drift or ramble if you aim to say one thing per paragraph.

Vary your sentence lengths, too. A mix of punchy and paced keeps the rhythm interesting. Too short, and your copy feels robotic. Too long, and it starts to drag. The sweet spot is somewhere in between, with enough variety to keep the flow fresh.

And yes, visuals matter. Images, infographics, and occasional bullet points (used intentionally, not excessively) give the reader visual breaks and help highlight key info. The aim is to make your page easier to digest, remember.

Improve Through Testing, Not Guesswork

Good copy doesn’t end at the publish button. If you’re not testing it, then you’re guessing, and that’s one of the classic content marketing mistakes that can quietly drain your time and money.

Start with A/B testing. Create two versions of a headline, call to action, or even an opening paragraph. Show each to a different slice of your audience and see which performs better. It’s a simple move with powerful results. What you think will work isn’t always what works, and testing removes the guesswork.

Next, pay attention to your metrics. Engagement rates tell you how well your copy holds attention. Think time on page, scroll depth, shares. Conversion rates show whether your words are prompting action, be it filling out a form, making a purchase, or hitting the subscribe button. And then there’s the dreaded bounce rate. If people are leaving fast, that’s a signal something’s not clicking (perhaps your intro, maybe your offer, maybe the overall vibe).

But don’t stop at numbers. Listen to your readers. Scan through comments, DMs, reviews, and feedback emails. Sometimes a single sentence from a reader will tell you more than a dozen heatmaps. Are they confused? Excited? Laughing? Skimming? By doing so, you get the full picture. And that’s how you refine your copy from good to great…on purpose, not by accident.

Final Thoughts: Make Your Words Work Harder

You don’t make your copy better with trendy buzzwords or clever gimmicks. The real difference comes from getting the basics right, including clarity, empathy, voice, to emotional pull. That’s what turns “meh” into meaningful.

So the next time your writing feels off, take a step back and ask yourself:

• Does this sound like something I’d say?
• Does it speak to the person reading it or just talk at them?
• Is there a feeling threaded through the message?
  

If the answer’s no, start rewriting.

Or you could skip the trial-and-error entirely. I help agencies and businesses craft high-converting copy that hits right the first time without endless revisions or guesswork. Book a quick 15-minute strategy call, and let’s get your words working better than before.

Ezekiel Maina

Ezekiel Maina is the brains behind ContentGenics, where he pairs creativity and strategy to craft B2B and B2C content that real people love to read. He has written for brands like House Digest, iFoundries, Harmony Home Medical, Postaga, and BeamJobs, and covered topics like home improvement, real estate, freelancing, digital marketing, career growth, food & travel, automotive, durable medical equipment (DME), and Cannabis. By day, he’s crafting content, catching up with clients from his home office, lost in a good book, or occasionally chasing nature and greenery in another county. By late evening, he’s typically deep in a documentary rabbit hole on Netflix or YouTube.