As we start another year, the copywriting game is buzzing with change.
Tech is going mad, and we’re interacting with content in ways we never imagined.
It can feel a bit overwhelming.
How do we keep up with the changes in technology and dwindling attention spans?
The craft of copywriting has to evolve constantly to keep pace with the buzzing world of marketing, advertising, and sales.
But don’t worry. I’ve scoured the internet for this year’s top copywriting trends so you don’t have to.
Because when you stay ahead of the game and implement the new, shiny techniques, your copy will stand out amongst the crowd and keep your audience engaged.
Let’s jump into the juiciest trends that will make your copy pop this year and how you can get on board now.
Copywriting trend for 2024 #1 - Get friendly with AI
There’s no doubt you’ve heard all about AI at this point.
Believe me…I’ve played around with AI tools, and I have two main thoughts.
First, all AI writing sounds the same.
It’s boring, formulaic, and it can’t capture actual human tone.
Second, people who rely on AI rather than working on their own writing skills (or hiring writers) will very quickly notice that their copy sounds exactly like everyone else who’s relying on AI. They won’t stand out at all, and their sales will suffer for it.
Good business owners understand the value of human-generated writing. That won’t change.
So how do we get friendly with AI instead of running from it?
AI can help us understand our audience better and craft killer content. Dive into tools that use AI magic for content generation and natural language processing.
It's like having a virtual sidekick that makes your words shine.
Use AI as a ‘zero draft’ generator to help you get over procrastination hurdles and give you structure.
Or, upload copy you’ve already written and ask it to check for issues with flow or tone.
Psst... (Even with this post, I pasted my final version into ChatGPT and asked it to analyse the writing for concision and tone. It gave me some tips on how to improve a few things.)
REMEMBER, it isn’t always right…so don’t always do everything it tells you to. But it can be a good, critical eye to help you improve your copy.)
Pretty soon, you’ll think of AI as a writing assistant rather than a free copywriter.
2. Make it Personal, Like Really Personal
In a sea of information, people crave a personal touch.
Take the time to know your audience, create buyer personas, and tailor your copy to fit their quirks.
This will also set you apart from the boring AI users. Readers and potential clients want to know that you get them, that you’re like them, and that you can match their tone.
Think of writing copy in 2024 like sending a text to your BFF, but this time, your BFF is your audience.
Show them that you’re a friend and that you wrote this copy just for them.
Because we want to work with people who get us, right?
And we want customers to see us as real people they enjoy working with.
Personalised content creates a connection that lasts, turning casual readers into loyal fans.
When they want to read your writing, they’ll keep opening emails and engaging with social posts, which gets you closer to a sale.
Here’s a trick for writing truly personalised copy: create your ideal reader in your mind.
What are they wearing and what do they sound like?
What do they do for fun?
What does an average day look like for them?
Where are they right now as they read your copy?
With this ideal reader in mind, write specifically for them, as if you’re having a conversation.
This also makes writing a bit more fun!
3. Short, Sweet, and to the Point
Time is money, and attention spans are shorter than ever.
You’re competing with micro-advertising and TikTok videos that are in and out of people’s minds in 15 seconds flat.
Trim the fat from your copy and get to the good stuff.
Use short paragraphs, bullet points, and catchy headlines to keep readers hooked.
When we break up writing, people are more likely to read it all. On the other hand, when people see blocks of text, like long and chunky paragraphs, they’re more likely to click away to another page because it looks like too much work to read it all.
Write snappy sentences and then move on to a new paragraph.
You can also try an intro that gives a quick overview of what’s to come.
Less fluff, more substance.
Trust me, your audience will thank you…and they’ll actually read each word.
4. Optimise for Casual Voice Search
Long-tail keywords are in.
(These are full sentences or questions rather than just a word or two.)
When people hop on to Google, they’re more often using voice search than typing in a formal query.
They’re asking their devices things like, ‘What are the top copywriting trends of 2024?’ rather than typing in ‘copywriting trends’.
In other words, people are searching for information in casual tones, so bring that conversational tone to your writing.
Write in a way that answers those longer and more casual phrasings.
Now that you’ve made it personal (a la Tip #2), you and your reader are friends. The copy is tailored to their specific demographic, so make the language casual.
It's like you and your reader are catching up over a cup of coffee.
If people are talking to their devices like they’re talking to a friend, match your copy to that tone.
Answer their search questions like you’re right there in front of them.
5. Strategise with SEO
Search Engine Optimisation isn’t going anywhere.
I know most people run a mile and cry into their laptop if I mention the dreaded SEO...
But, if you want to be found online, then you’ll need to work with SEO best practices.
And while they tend to be simple, they are ever-changing.
Stay in the loop with the latest SEO trends.
Google releases its algorithm changes every couple of months. For example, right now they’re favouring those long-tail keywords (searches made in the form of casual questions), so they’ll feature pages that do a great job at answering those questions.
You don’t need fancy tools to find keywords. If you have a topic in mind, google it yourself.
How did you type in or speak to the search?
What are the pages that come up first on the results page?
Pay special attention to the titles of the pages. Use those same types of words and phrasings in your page titles, headings, and within your writing. (But make it sound natural!)
Then take a peek at the section of the results page that tells you what people also searched for. There’s a goldmine of ideas and keywords in that section!
6. Focus on Flow and Structure
With your SEO keywords in mind, structure and flow become easy.
The first step to fantastic content structure is outlining with your headings and subheadings. This means breaking your copy into sections and titling those sections with clear phrases that tell us exactly what those sections will explain or answer.
When writing is bite-sized, people can navigate to the info they actually want…and that means they’re more likely to stay on your page longer and get more value from what you have to say.
And that also helps you rank in SEO metrics!
Throw in subheadings, bullet points, and visuals to keep things interesting.
Lastly, don’t be afraid to trust your own instincts and to try stuff out!
You know what you’re doing!
It’s incredible how powerful our intuition is when it comes to writing, even if you’re not a professional writer.
Over the course of the year, you’ll start to notice trends without even realising it…and then when you sit down to write, you’ll automatically want to do something a certain way.
Trust it. That’s your subconscious picking up on and then wanting to implement what it’s been noticing as up-and-coming copywriting trends for 2024.
Or, it’s you tapping into the cultural hivemind.
Who knows…maybe you’ll even start a new trend!
I know my focus this year is to really push on authentic copywriting and ditching some of the “traditional hard-hitting” tactics that I once was taught as a young, fresh-faced beginner.
Especially within my audience - coaches and wellbeing practitioners don’t want to be poking someone’s pain points. The world is shitty enough as it is without copywriters making it worse.
I’ve found my feet as a writer, as a copywriter and as a business owner…
And I’ll be talking more about this over the next year, so keep your eyes peeled!
I'd love to know what your thoughts are on these copywriting trends - please share them in the comments.
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