Copywriting Techniques and Tactics

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Why the Best Copywriting is Simple December 18, 2021 by Duncan Croker Find out why the best copywriting uses simple words and short sentences - and how you can do the same.
5 Simple Tips for Better Real Estate Copywriting July 27, 2021 by Duncan Croker Improve your real estate listing copy with five simple techniques that can be used effectively across any industry.
How to Write a Good Slogan December 8, 2020 by Duncan Croker Wondering how to write a good slogan? Read this article for a practical step-by-step guide to creating slogans that work.
10 Ways You’re Ruining Your Real Estate Listings September 21, 2020 by Duncan Croker I walk you through 10 things you shouldn't be doing with your real estate listings.

Quick Lessons


Don’t get everyone on your team to review marketing copy.
Here’s why.

  1. Reviewing without a goal is a waste of time. Are they checking grammar? Facts? Messaging? Most ‘can you take a look at this’ requests don’t have a specific ask.
  2. Unless they’re copywriters/editors, feedback on grammar isn’t their specialty. Don’t have a non-expert review an expert’s work.
  3. Unless they’re salespeople/marketers, feedback on messaging isn’t their speciality. Don’t have a non-expert review an expert’s work.
  4. Trying to please everyone means pleasing no-one. Copy by consensus is boring and forgettable.
  5. Reviewing holds up delivery. Can the fifth person looking at the copy offer something the second person didn’t? If not, then skip them.
  6. Being a stakeholder =/= needing to contribute. Trust your copywriters and editors to do their jobs.


Here’s how to write copy that works in three simple steps:

  1. Know who you’re writing for. The more specific your target audience is, the better.
  2. Work out your messaging and what you’re going to say. Tailor both messaging and content to your target audience.
  3. Write the copy in a way that appeals to the people you’re writing for. Don’t write to be clever – write to convince. Use appropriate language, keep it succinct, and make it persuasive. Copywriting is about creating action through text.

Here’s how to create good slogans:

  1. Start with the messaging. Catchiness doesn’t matter if it clashes with the rest of the campaign/product.
  2. Write in your brand voice. A tonally wrong slogan will stand out in the worst possible way.
  3. Keep it short, snappy and memorable. Try slogans that are three to five words of two syllables or less.
  4. Brainstorm lots of options. Put aside a few hours – your slogan is the most important thing you’ll write for that campaign/product.
  5. Avoid clichés and committees. Clichés are forgettable. Advice from too many people waters down even the best writing.

P.S. Slogan =/= tagline. A slogan spearheads a specific campaign, product or service. A tagline represents your company’s brand.