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The Ultimate Guide to Copywriting in 2025: Trends, Tips, and Tools.


Copywriter Fiona in a green jacket pointing to the words "ultimate copywriting guide for 2025"

Where copywriting is heading in 2025 (and why you should care)


How we write, consume, and connect through words is evolving faster than ever, and 2025 will be a massive leap forward and change for copywriting.


Every scroll, click, and voice search shapes how content lands with your audience (or doesn’t).


And if you’re a writer, business owner, or someone who just loves crafting words that matter, you’ll want to get ahead of the curve ASAP.


Otherwise, you risk getting lost in the ever-building noise online.


Copywriting isn’t just about catchy headlines and clever taglines anymore. 


It’s about adapting to new tech, meeting shifting audience expectations, and—more than ever—keeping it real. (And you know how I love to be bloody real.)


So, grab your cup of tea, coffee (or wine…I don’t judge), settle in, and let’s talk about what’s coming in 2025. 


Here’s what you need to know...



Your ultimate guide to copywriting in 2025...


Trend 1: Authenticity over everything





Let’s start with the big one: authenticity.


The internet is full of AI-generated content these days. 


From blog posts to social media captions, you can tell when a robot’s been behind the wheel. 


And guess what? So can your audience.


We’re all starting to catch on to the basic words, phrasing, and sentence structure that AI uses all the time.


It’s becoming REALLY samesie out there.


People are craving content that feels human.


They want words that resonate, stories that connect, and messages that speak to their real lives. 


It’s not enough to be informative anymore. 


You need to be relatable.


Gone are the days of robotic, overly polished marketing. 


In 2025, the brands that win will be the ones leaning into their quirks, showing their personalities, and building trust through transparency. 


So, stop worrying about perfection and start focusing on real connection.


This means:

  • Sharing your true story (the good, the bad, and the messy).

  • Writing in a way that feels conversational, not corporate.

  • Addressing your audience’s needs, fears, and dreams—without sounding like a hard sell.

  • Doing some deep thinking and connecting dots that AI wouldn’t be able to do.


So, if you’ve ever thought, “Does this sound too stiff?” it probably does. 


Old Way: “Our product is the most innovative, cutting-edge solution in the market. Join thousands of satisfied customers today!”


New Way: “When we started, we were frustrated by how complicated solutions in this industry had become. That’s why we set out to create a tool that simplifies your life—without the fluff.”


👉 The shift: Consumers are done with generic marketing-speak and big claims that feel too good to be true. Instead, lean into honesty and storytelling. Share your journey, your values, and why you genuinely care about solving your audience’s problems.


Rewrite it. Be human. Your readers will thank you.



Trend 2: Partnering with AI (not competing against it)



Robot high-fiving himself

Right, let’s talk about the elephant in the room: AI.


It’s everywhere now, isn’t it? 


Around every corner, there are tools that can whip up blog posts, headlines, and even entire newsletters in minutes. 


It’s easy for copywriters to panic and think, “Am I about to be replaced?”


But AI isn’t your enemy. 


In fact, it can be your biggest ally…

…if you know how to use it.


AI is brilliant at saving time on repetitive tasks. 

Think:

  • Generating topic ideas.

  • Running spell checks.

  • Optimising for SEO.

  • Getting a polished final result.


But you know what it’s terrible at? 

Empathy. 

Nuance. 

Telling a story that makes someone sit back and say, “Wow, that really makes me feel.”


That’s where you come in. 

(And if you’re a business owner writing your own copy, AI can be a brilliant partner. But keep it on a leash. Use it only to help with ideas or grammar checks. Otherwise, your content will sound EXACTLY like everyone else’s.)


The future of copywriting isn’t about competing with AI; it’s about partnering with it. 


Old Way: Spending hours manually researching keywords, crafting meta descriptions, and writing first drafts for blogs.


New Way: Using AI tools like ChatGPT for keyword ideas and content outlines, then editing and refining them to add your unique voice and insights.


👉 The shift: AI can handle the heavy lifting for repetitive tasks, but it’s up to you to add the human touch that makes the content resonate. Use tools like Jasper or Grammarly to speed things up, but never let the AI take over completely.


Let the robots handle the grunt work, so you can focus on doing what only humans can do: creating content that resonates.



Trend 3: Voice search is changing the game



Video of a man saying "Alexa, play smooth jazz"

You’ve probably asked Siri or Alexa a question today, haven’t you?


Whether it’s “What’s the weather like?” or “How do I roast a chicken?”...voice search is becoming second nature for people. 


And it’s changing how we need to write content.


When people type a query into Google, they often use shorthand like: 

“best restaurants London” 

or 

“copywriting tips 2025” (see what I did there?)


But when they ask a voice assistant, it’s a full question, like: 


“What are the best restaurants in London?”


See the difference? 


Voice search is all about natural, conversational language. 


If your content reads like a robot wrote it, you’re going to miss out.


So, how do you adapt?

  • Use conversational tones. Write like you speak.

  • Answer specific questions clearly and concisely.

  • Focus on long-tail keywords that reflect how people talk.


Old Way: “Best Italian restaurant London”


✅ New Way: “Where can I find the best Italian restaurant in London?”


👉 The shift: Voice search queries are conversational and often posed as full questions. Your content needs to mirror that natural tone. Answer questions directly in your writing, and structure content with FAQs or headings like, “What’s the Best Way to Plan a Budget-Friendly Holiday?”


Basically, imagine someone asking a question out loud, and then write the answer in a way that sounds natural, approachable, and easy to understand.



Trend 4: Visuals and interactive content are taking over





As much as we hate to admit it, attention spans are shrinking. 


In a world of TikTok, Instagram Reels, and viral infographics, plain blocks of text aren’t going to cut it anymore.


To keep your audience engaged, you need to show as much as you tell


Think: interactive content, visually striking layouts, and formats that keep people clicking, scrolling, and coming back for more.


What does this look like?

  • Infographics: Break down complex ideas into eye-catching visuals.

  • Videos: Quick explainers, tutorials, or even mini-storytelling moments.

  • Interactive tools: Quizzes, calculators, or anything that gets your audience to participate.


Old Way: A 1,000-word blog post with plain text, maybe a stock image thrown in for good measure.


New Way: A dynamic blog post with custom illustrations, a short embedded video, and an interactive quiz at the end to engage readers.


👉 The shift: People consume content faster than ever. Adding visual or interactive elements helps break up text, keeps readers engaged, and ensures they retain the information. Tools like Canva or Typeform can help you create this content quickly and effectively.


Words will always matter, but pairing them with visuals? That’s the secret formula for 2025.



Trend 5: Personalisation is no longer optional





Here’s an interesting stat: 80% of consumers are more likely to buy from a brand that offers personalised experiences.


This means cookie-cutter content just isn’t going to cut it anymore (and I HATE that term anyway!)


People expect tailored emails, customised recommendations, and content that feels like it was written just for them.


But don’t panic.


It’s not as daunting as it sounds. 


Thanks to tools like analytics and CRM systems, you can understand your audience better than ever. 


Use that data to craft content that feels personal and relevant.

Do this:

  • Emails that address specific needs or interests.

  • Blog posts that tackle niche topics your audience cares about.

  • Messaging that feels like a one-on-one conversation, not a mass broadcast.


Old Way: “Here’s our monthly newsletter!”


✅ New Way: “Hi [Name], we saw you loved our recent guide on SEO. Here’s another resource we think you’ll find helpful: [Link to blog].”


👉 The shift: Generic mass emails are out. Tailored content that feels like it was written just for the recipient is the way forward. Use tools like HubSpot or Mailerlite to segment your audience and create customised experiences.


When you meet people where they are, they’ll keep coming back for more.



Trend 6: Long-form content is making a comeback




Remember when everyone was shouting, “Keep it short! Nobody has time to read!”?


Well, here’s a plot twist. 


Long-form content is back in a big way.


Search engines and audiences alike are favouring detailed, in-depth articles that provide real value


People don’t just want quick answers anymore.


They want expertise.


Old Way: “5 Tips to Improve Your Writing.” (Short, surface-level content that barely scratches the surface.)


New Way: “The Ultimate Guide to Copywriting in 2025: Trends, Tips, and Tools.” (In-depth, actionable, and comprehensive content that provides real value...and you can see that I practice what I preach!)


👉 The shift: People are searching for expertise and trustworthiness. Long-form content that answers every question in one place is not only great for SEO but also builds your authority in your niche.


So, don’t be afraid to go deep. Write that 2,000-word blog post. Create that ultimate guide. Your audience will appreciate the effort, and so will Google. (But don’t forget to add in the visuals and interactive bits!)



Trend 7: Ethical and inclusive language





Words matter, and how you use them can make a huge impact. 


In 2025, there’s a growing demand for content that’s inclusive, ethical, and free from bias.


This isn’t just about ticking boxes or staying “politically correct.”


It’s about creating content that feels welcoming to everyone.


Because including others and representing others is important, and I will stick by that until the day I bloody die.


Take the time to:

  • Avoid stereotypes and clichés.

  • Use gender-neutral language where appropriate.

  • Highlight diverse perspectives and voices.


Old Way: Using phrases like “chairman” or defaulting to male pronouns in writing.


New Way: “Chairperson” or using inclusive terms like “they/them” when gender isn’t specified. (And no…it is NOT grammatically incorrect to use “they/them” in the singular. It’s been used that way for centuries. But, who is it hurting to use those terms? Nobody.)


👉 The shift: Language is evolving, and your content needs to reflect a commitment to inclusivity. Avoid stereotypes and ensure your writing is welcoming to all audiences. Tools like Textio can help identify biased language.


Being thoughtful about your words shows your audience that you care and that you’re paying attention to the world around you.



Trend 8: The death of pain-point marketing




For years, marketers leaned hard into pain points like: 

“Are you struggling? Feeling stuck? Here’s why you need my product!”


People are over it. 


Hell, I’ve been over it for years! If you’ve read my previous posts, you’ll know that I’ve avoided this type of marketing from the start. It just feels gross.


Nobody wants to be sold to through fear or manipulation anymore.


In 2025, the focus is shifting to empowerment


Instead of harping on what’s wrong, successful copy will highlight solutions, benefits, and the positive outcomes your audience can achieve.


Old Way: “Struggling to lose weight? You’re not alone. Most people fail because they lack willpower. Buy our program to finally see results!”


New Way: “Ready to feel stronger, healthier, and more energised? Our program helps you build habits that fit your life, so you can feel your best—without the stress.”


👉 The shift: People are tired of being guilted into buying. Instead, focus on empowerment and showing them how your solution adds value to their life. Positive, solution-oriented messaging is the future.


Because who wouldn’t rather feel inspired than beaten down?



So, what’s your next move?


The copywriting world is changing, but the heart of great content hasn’t changed a bit. 


It’s still about connection, authenticity, and making people feel something.


So, as you step into 2025, ask yourself:

  • How can I make my content more human?

  • What tools can I use to work smarter, not harder?

  • Where can I adapt to meet my audience where they are?


And if you’re feeling overwhelmed? 


Don’t worry. 


You’re not alone. 


The beauty of this industry is that it’s always evolving, and there’s plenty of room to grow with it.


And if you’ve written a bunch of stuff for the new year that could use a second set of eyes, book in for Copy Chat Power Hour with me. I can go through everything with you to ensure that it’s on trend and ready to publish.


Here’s to a year of writing that’s bold, brilliant, and utterly you.




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