Copy That! 2025

A blog about the write stuff

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Reflections of a Copywriter: Lessons from 2024 and Goals for 2025

The past year has been transformative for me as a copywriter. In 2024, I discovered new strategies, confronted challenges, and honed my craft in ways that have reshaped how I approach my work. Now, as I step into 2025, I am poised to refine my processes, embrace emerging trends, and avoid some of the pitfalls that hinder creative growth.

Lessons Learned in 2024

AI is a Tool, Not a Threat
AI tools became increasingly prevalent in the marketing and copywriting industry in 2024. Instead of fearing their rise, I learned to harness them for brainstorming, drafting, and A/B testing copy. They enhanced my productivity and freed up time for creative strategizing.
The key takeaway? The human touch remains irreplaceable. AI can assist, but it cannot replicate the nuance, empathy, and storytelling ability that connects deeply with audiences.
Clarity Beats Cleverness
In a world saturated with content, clarity emerged as my best ally. I often found that straightforward, benefit-driven messaging outperformed overly clever or verbose copy. Consumers value time and appreciate messages that cut through the noise.
The Power of Emotional Resonance
Whether writing for a tech startup or a lifestyle brand, I saw firsthand that emotional resonance drives engagement. Storytelling that aligns with the audience’s values and aspirations creates a bond that transactional messaging cannot.
Feedback Loops Are Gold
Collaboration with clients and peers provided invaluable insights into what works and what doesn’t. The more I invited constructive feedback, the more polished and impactful my work became.
Self-Care Impacts Creativity
Copywriting isn’t just a technical skill; it’s an art form that demands mental clarity and inspiration. Burnout slowed me down at times in 2024, teaching me the importance of work-life balance and maintaining a curious, inspired mindset.

What I’ll Do Differently in 2025

Double Down on Personalization
This year, I aim to master hyper-personalized copy. With tools like CRM-integrated AI and behavioral data, I can craft messages that speak directly to individual needs and preferences. The era of one-size-fits-all messaging is over.
Invest in Continuous Learning
Copywriting trends evolve rapidly, and I plan to stay ahead by enrolling in advanced courses, attending industry webinars, and studying top-performing campaigns. Learning from different niches will diversify my skill set.
Experiment More
2025 will be my year of experimentation. I’ll test unconventional formats, tones, and platforms to uncover new ways of engaging audiences. Taking calculated risks will keep my work fresh and innovative.
Prioritize Sustainability Messaging
As sustainability continues to dominate consumer consciousness, I plan to weave authentic eco-friendly messaging into campaigns. This involves more than just buzzwords; it’s about aligning brands with actionable and transparent values.
Measure and Iterate Relentlessly
Data-driven decision-making will take center stage in my workflow. I’ll focus on measuring the performance of every campaign, identifying patterns, and iterating on successes. Metrics like click-through rates, conversions, and dwell time will guide my creative process.
Nurture My Creative Well
To avoid burnout, I’ll dedicate time to activities that inspire creativity—reading fiction, exploring art, or simply spending time in nature. A well-nurtured creative well leads to sharper, more original ideas.

Looking Ahead

The landscape of copywriting will undoubtedly continue to evolve in 2025, with trends like voice search optimization, interactive content, and immersive storytelling gaining traction. But at its core, copywriting remains about understanding people—what they want, what they fear, and what drives them.

As I move forward, I’ll carry the lessons of 2024 with me, using them as a foundation for growth. My goal is to not just adapt to the ever-changing industry but to innovate within it, crafting copy that inspires, motivates, and drives action.

Here’s to a year of bold ideas, meaningful connections, and unparalleled creativity.

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A/B Testing in Copywriting: Unlocking the Power of Small Changes

In the world of copywriting, the phrase “the devil is in the details” couldn’t be more accurate. Often, it’s the smallest adjustments in word choice, tone, or structure that create the biggest ripple effects in driving conversions. This is where A/B testing becomes an invaluable tool for marketers, enabling them to experiment, measure, and optimize copy to achieve the best results. But what exactly is A/B testing, and why is it so effective in copywriting?

What is A/B Testing?

A/B testing, also known as split testing, is a method of comparing two variations of a piece of content to determine which performs better. In copywriting, this could involve testing different headlines, calls-to-action (CTAs), or even the length of a message. By presenting these variations to separate groups of users and analyzing the results, copywriters gain actionable insights into what resonates most with their audience.

Why A/B Testing Matters in Copywriting

Conversions are often influenced by subtle psychological triggers. A single word can evoke a specific emotion, establish trust, or drive urgency. Without testing, you’re relying on assumptions, which can be costly in terms of time, effort, and lost conversions. A/B testing eliminates guesswork, allowing you to understand audience preferences by testing which tone or style aligns better with your target demographic. It enhances user engagement by identifying what draws users in and encourages them to take action. Furthermore, it improves ROI by optimizing for higher conversions, ensuring your efforts deliver maximum impact.

Key Elements to Test in Copywriting

The possibilities for A/B testing in copywriting are vast, but some areas tend to yield the most impactful results. Headlines are a key element, for example, comparing “Boost Your Productivity in 3 Easy Steps” with “Say Goodbye to Procrastination Forever” can reveal whether a specific headline resonates better due to its actionable language. Calls-to-action (CTAs) are another critical component; testing phrases like “Get Started Today” against “Claim Your Free Trial Now” helps determine which creates a stronger sense of urgency or value. The tone and style of your writing can also significantly influence performance. A formal tone might appeal to professionals, while a conversational style could resonate more with younger audiences. Additionally, testing the length and structure of your copy, whether short-form content or detailed descriptions, can provide insights. A concise approach may attract readers in a hurry, while longer content might be more effective for those seeking in-depth information.

Best Practices for Effective A/B Testing

To ensure your tests are meaningful and yield actionable insights, follow these best practices. Test one variable at a time; changing multiple elements simultaneously can muddy your results. Focus on one variable, such as the headline or CTA, to isolate its impact. Gather sufficient data by running your test long enough to collect statistically significant results, as small sample sizes can lead to misleading conclusions. Define success metrics by determining what you’re measuring, whether it’s click-through rates, sign-ups, purchases, or another key performance indicator (KPI). Use reliable tools like Google Optimize, Optimizely, or HubSpot to set up and analyze A/B tests. Finally, iterate and learn by treating A/B testing as an ongoing process. Each test provides valuable data that can inform future strategies.

Real-World Example

A leading e-commerce brand tested two CTAs on their product page. Version A used “Add to Cart,” while Version B employed “Get It Now.” The result? Version B drove a 15% increase in conversions, as the phrase instilled a greater sense of urgency.

If You Can, Test It

A/B testing is more than a tool; it’s a mindset. By embracing experimentation and leveraging data-driven insights, copywriters can craft messages that not only capture attention but also inspire action. Remember, even the smallest tweak can make a world of difference and the only way to discover its impact is to test it.

So, the next time you’re crafting copy, don’t settle for your first draft. Dive into A/B testing and uncover the hidden potential of your words. After all, in copywriting, small changes often lead to big results.

Resources

Here are a few books to explore for more in-depth info on A/B Testing:

Trustworthy Online Controlled Experiments by Ron Kohavi
Statistical Methods in Online A/B Testing: Statistics for data-driven business decisions and risk management in e-commerce by Georgi Zdravkov Georgiev
A / B Testing: The Most Powerful Way to Turn Clicks Into Customers by Dan Stoker and Pete Koomen

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Celebrating Black Copywriters: A Legacy of Influence and Innovation

As we honor Black History Month, it’s important to shine a light on the contributions of Black professionals in industries where their impact has been historically overlooked. One such field is copywriting, an essential force in shaping consumer culture and brand narratives. Over the past century, Black copywriters have played a pivotal role in advertising, crafting compelling messages that have shaped industries, culture, and social movements. Here, we celebrate some of the most influential Black copywriters of the last 100 years.

1. Tom Burrell – Pioneering Cultural Relevance in Advertising

Tom Burrell is widely regarded as the father of Black advertising. In the 1960s and 1970s, he revolutionized the industry by introducing advertising that spoke directly to Black consumers in an authentic way. As the founder of Burrell Communications, he coined the phrase “Black people are not dark-skinned white people,” emphasizing the need for brands to tailor messaging that resonated with Black audiences. His work with brands like McDonald’s, Coca-Cola, and Marlboro set new standards in inclusive advertising.

2. Barbara Proctor – Trailblazer in Independent Advertising

Barbara Proctor made history in 1970 by becoming the first Black woman to own an advertising agency, Proctor & Gardner Advertising. Before founding her firm, she was a successful copywriter who brought fresh, innovative storytelling to major brands. Proctor’s agency specialized in reaching Black consumers in a way that was both respectful and engaging, setting the stage for future generations of Black marketers.

3. Caroline Jones – Championing Diversity in Advertising

Caroline Jones was one of the first Black female copywriters in the industry and went on to become one of the most influential Black women in advertising. She worked at major agencies before founding Caroline Jones Advertising, where she developed campaigns for brands like KFC, American Express, and McDonald’s. Her ability to create culturally rich and meaningful messages helped shape the industry’s approach to diversity in advertising.

4. Vince Cullers – Creator of the First Black-Owned Full-Service Ad Agency

Vince Cullers founded Vince Cullers Advertising in 1956, the first Black-owned full-service advertising agency in the U.S. He understood the importance of speaking to Black consumers in ways that reflected their lived experiences. His agency created groundbreaking campaigns for brands like Afro Sheen, highlighting Black beauty and culture in ways that had never been seen before in mainstream media.

5. Jon Mathieu – A Modern Storyteller

Jon Mathieu is a contemporary copywriter who has made significant contributions to the industry. With experience at top agencies like Wieden+Kennedy, Mathieu has helped shape campaigns for Nike and other global brands. His work focuses on storytelling that authentically represents Black culture and experiences, ensuring that advertising continues to evolve in a way that is inclusive and representative.

The Ongoing Legacy of Black Copywriters

The contributions of Black copywriters extend far beyond the advertising world. They have helped shape cultural perceptions, challenge stereotypes, and open doors for future generations of Black creatives. As we celebrate Black History Month, we recognize the lasting impact of these trailblazers and their commitment to telling stories that matter.

Their legacy continues to inspire a new wave of Black copywriters who are making their mark in today’s digital age. With increasing representation in the marketing and advertising industries, their voices will continue to push boundaries, ensuring that all stories are told with authenticity and respect.

Resources

Here are some books that delve into the history and contributions of Black professionals in the advertising industry:

“Brainwashed: Challenging the Myth of Black Inferiority” by Tom Burrell. In this thought-provoking book, Tom Burrell, a pioneer in the advertising industry, examines how media and advertising have perpetuated stereotypes and offers insights into overcoming them.

“Madison Avenue and the Color Line: African Americans in the Advertising Industry” by Jason Chambers. Jason Chambers provides a comprehensive history of African Americans in advertising, highlighting the challenges and triumphs of Black professionals in the industry.

“Advertising Revolutionary: The Life and Work of Tom Burrell” by Jason P. Chambers. This biography explores the groundbreaking career of Tom Burrell, detailing his innovative approaches and lasting impact on advertising.

“The History and Advancement of African Americans in the Advertising Industry, 1895-1999” by Janice Ward Moss. Janice Ward Moss chronicles the journey of African Americans in advertising, documenting their progress and the obstacles they’ve overcome.

“Black on Madison Avenue” by Mark S. Robinson. This book delves into the experiences of Black advertising professionals and the evolution of diversity within the industry.

These books offer valuable insights into the significant contributions and experiences of Black copywriters and advertising professionals over the past century.

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SEO Copywriting Evolution

How writing for search engines has changed with Google’s algorithms while maintaining readability for humans.

SEO copywriting has undergone significant transformations in the past 20 years. Initially, the focus was on keyword density and technical optimization to appease search engine algorithms. However, as Google’s algorithms have advanced, the emphasis has shifted towards creating high-quality, user-centric content that satisfies both search engines and human readers. Understanding these shifts is crucial for modern copywriters and content marketers aiming to craft content that not only ranks well but also engages and converts audiences.

The Early Days: Keyword-Centric Content

In the early 2000s, SEO copywriting was predominantly about embedding specific keywords into web content. Marketers believed that frequent repetition of target keywords would enhance search engine rankings. This led to keyword stuffing, a practice where web pages were overloaded with repetitive phrases, often at the expense of readability. While this approach initially yielded higher rankings, it created a poor user experience, as content became unnatural and difficult to read.

During this period, search engines primarily relied on keyword matching rather than context or user intent. As a result, many websites produced content that was tailored more for algorithms than for human readers. Articles would often include awkwardly placed keywords, sometimes in nonsensical ways, just to meet the perceived criteria for high rankings. This approach was unsustainable, as search engines recognized that users were dissatisfied with content that lacked value and coherence.

Algorithmic Shifts: Embracing Quality and Relevance

As Google’s algorithms evolved, particularly with updates like Panda (2011) and Hummingbird (2013), the focus shifted from keyword frequency to content quality and relevance. The Panda update targeted low-quality content, penalizing websites that engaged in keyword stuffing, duplicate content, and other black-hat SEO tactics. Meanwhile, the Hummingbird update introduced a more sophisticated understanding of search queries, emphasizing semantic search and user intent.

These changes prompted SEO copywriters to adopt a more strategic approach. Instead of mechanically inserting keywords, content creators had to consider how their content provided value to the reader. This shift meant prioritizing well-researched, original, and informative content over keyword-heavy text. The emphasis on relevance also encouraged the use of related terms and concepts rather than rigid keyword repetition, helping search engines understand the broader context of a page’s content.

The Rise of Semantic Search and Natural Language Processing

With advancements in semantic search and natural language processing (NLP), Google’s algorithms became more adept at understanding context and user intent. This shift was further reinforced with the introduction of RankBrain (2015), an AI-driven component of Google’s algorithm designed to interpret the meaning behind queries rather than simply matching keywords.

This development encouraged copywriters to adopt a more conversational and natural writing style. Instead of focusing solely on individual keywords, content creators began incorporating related terms and synonyms organically. Google’s BERT update (2019) further enhanced the algorithm’s ability to interpret the nuances of human language, making it even more critical for SEO copywriters to craft content that mirrors natural speech patterns and addresses user queries comprehensively.

Mobile Optimization and Voice Search

The proliferation of mobile devices and voice-activated assistants introduced new dynamics to SEO copywriting. As mobile searches surpassed desktop searches, Google introduced mobile-first indexing, meaning that the mobile version of a website became the primary basis for ranking. This shift necessitated a focus on mobile-friendly content, including concise sentences, easy readability, and responsive design.

Additionally, the rise of voice search changed how people interact with search engines. Unlike traditional text-based searches, voice queries tend to be more conversational and question-based. This shift required copywriters to optimize for long-tail keywords and natural language phrases. Content had to be structured in a way that directly answered user questions, often utilizing FAQ sections and featured snippets to capture voice search traffic.

User Experience and Engagement Metrics

Modern SEO strategies place significant importance on user experience (UX) and engagement metrics. Search engines now analyze factors such as page load speed, intuitive navigation, and interactive elements to determine how users interact with content. Metrics like bounce rate, dwell time, and click-through rates serve as indicators of content quality, influencing rankings accordingly.

For SEO copywriters, this means crafting engaging introductions that immediately capture the reader’s attention. Structuring content with clear headings, bullet points, and multimedia elements can enhance readability and keep users engaged. Additionally, internal linking and calls-to-action (CTAs) help guide readers through the site, increasing session duration and encouraging deeper engagement.

Balancing Technical SEO with Human-Centric Content

Today’s SEO copywriting requires a harmonious balance between technical optimization and human-centric content creation. While it’s essential to incorporate relevant keywords, meta tags, and structured data, the primary focus should be on delivering value to the reader.

A well-optimized piece of content should be informative, engaging, and easy to read. Copywriters should strive to answer common user questions, provide actionable insights, and present information in a digestible format. Using storytelling elements, case studies, and real-world examples can further enhance the appeal of the content. Ultimately, by aligning technical SEO practices with a focus on user experience, content creators can craft material that ranks well while maintaining readability and engagement.

Resources

For those looking to delve deeper into the evolution of SEO copywriting and its best practices, consider exploring the following resources:

These books offer comprehensive insights into creating content that appeals to both search engines and human readers, reflecting the ongoing evolution of SEO copywriting.