8 Lucrative 2020
Copywriting Trends
www.carminemastropierro.com

Why copywriting trends matter
Copywriting has trends just like any other industry. Yet, most of us still rely on
strategies that worked 40 years ago.
Don't get me wrong, they work. And very well at that.
However, you need to stay modern if you want to remain competitive.
Knowing the latest copywriting trends will put you ahead of other writers while also
generating better performance from the material you write.
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Voice search is one the
rise1

Voice search and SEO
Every copywriter needs to know the fundamentals of SEO.
One practice of which is keyword research.
This is the process of using search engine tools to find specific words and
phrases to target.
Doing so helps you rank personal or client pages higher on Google, driving traffic
and leads.
You want that, right?
Well, how we'll write SEO focused content is going to change because of one
thing...
Voice search.
4

Voice search and SEO
It's believed that 30% of all searches
beginning in 2020 will be screenless.
5

Voice search and SEO
That means more people will use Siri, Google, Alexa, and similar
channels to make searches.
It's much more convenient than typing with our big chunky thumbs,
anyway.
But, copywriters will need to adjust by researching and implementing
full and natural search terms.
No more blocky keywords that we have to force into content to make it
sound like it should be there.
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Voice search and SEO
For example:
● "Best New York lawyer" will be "What's the best Lawyer in New
York?"
● "2020 Toronto population" will "What's the population of Toronto
in 2020?"
● Etc.
And, where do you normally place keywords? Blog posts, of course.
That brings me to the next trend.
7

Blog posts for growth2

Blog posts for growth
53% of marketers say blogging is their top content
priority.
This means we'll be seeing more companies produce
blog posts as a means to generate traffic, leads, and
authority in 2020.
Source: http://www.stateofinbound.com/
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Blog posts for growth
There's an ocean of a difference between a 400 word blog post any newbie could write a
3,000 word masterpiece you'd find on Neil Patel's blog.
A superb blog post needs specific elements, such as:
● Actionable and practical advice. Don't just mention ideas or strategies, SHOW readers
how to execute them.
● Data, case studies, and statistics to back up any points.
● Proper structure and formatting to help readers glide content through like butter.
● Polished on-page SEO so you or clients have a better time competing in the SERPs.
● Proper grammar, spelling, punctuation, and similar writing rules.
● A unique tone of voice that sets you apart from the rest.
● Images, videos, and visuals to make content more interactive and appealing.
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Script writing for
YouTube and podcasts3

Script writing
45% of all internet users listen to podcasts.
Think about Joe Rogan, Impact Theory, or other online shows that have massive audiences.
Podcasts are convenient and easy to listen to on-the-go versus other forms of content that
require your full attention.
The same goes for video.
Video is also trusted form of content by 40% of millennials
Source: https://www.statista.com/statistics/633043/podcast-consumption-penetration-age/
Source: https://www.thinkwithgoogle.com/consumer-insights/online-video-trends-2017-media-plan/
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Script writing
But, what does this mean for a copywriter?
Firstly, you should consider scriptwriting for
podcasts or writing show notes.
Look at the description for this Social Media
Examiner episode:
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Script writing
Additionally, shows need scripts. Some topics can be spitballed,
but many long and in-depth episodes will require a specific
script to go by.
That's where you come into the picture.
Scriptwriters typically charge $40-80 per minute of material
they write, making it a lucrative copywriting niche to consider.
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Storytelling4

Storytelling creates engagement
Did you know that 88% of B2B marketers agree testimonials
are the most effective content marketing tactic?
This is because reviews and testimonials are simply fancy
stories.
And, stories are one of the most effective ways to generate
trust with consumers.
This is because stories affect us on a very deep emotional level.
They activate several different parts of the brain; increasing
attention, memory, empathy, and other processes.
Source: http://www.pardot.com/content-marketing/13-must-know-content-marketing-stats/
16

Storytelling creates engagement
That's why storytelling is on the rise and taking many different
forms in copywriting.
One of the best places to tell a story is the about page of a
website.
It's no longer a place to use buzzwords, write generic copy, and
sound like every other company on the internet.
What sparked the inspiration to start your business? Was there
a struggle or passion?
Mix in your personality and be transparent.
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Storytelling creates engagement
Look how Empathy Wines does this on their homepage:
Gary Vaynerchuk, the company's founder, talks about his story
growing up in the wine business through a video. He touches
on working for his father's liquor store and the journey it took
to start Empathy Wines.
Testimonials found on the right act as social proof while three
sections of copy explain the company's process and values
below that.
18

Don’t forget social5

Social media is still powerful
Channels come and go, but social media has stood the test of
time so far.
Facebook, Twitter, LinkedIn, and all the major networks are still
booming like a city center.
Social media usage across the United States has remained
relatively unchanged over the past four years, as well.
Source: https://www.convinceandconvert.com/social-media-research/social-media-usage-statistics/
20

Social media is still powerful
This why writing for social media channels is an important 2020
copywriting trend.
But, all channels are different. The users are different. What
they want and engage with is different.
Writing the same way for all audiences is a surefire way to
receive yawns.
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Social media is still powerful
Twitter is all about the conversation. It's one of the best
channels for directly speaking with consumers, hence why a
conversational tone and language is key.
Look how the service provider Cogeco spoke with a Twitter
user about a power outage recently.
It's a casual, friendly, but professional response at the same
time.
It sounds like a friend speaking to a friend, right?
22

Social media is still powerful
LinkedIn is ideal if you’re targeting marketers and similar
professionals.
Establish your authority through great content but use a unique
tone of voice and friendly approach.
Databox’s round-up style post is a great example of this.
23

Writing webinar content6

Webinar content
Guess what one of the most effective pieces of content is right
now.
Is it blog posts? Videos? Podcasts?
Nope. It's actually webinars.
87% of marketers find webinars effective for generating leads
and 49% plan to partake in them more often.
Source: https://www.wyzowl.com/video-marketing-statistics-2018/
25

Webinar content
It's also a great opportunity as a copywriter. This is because,
despite webinars being video, they require copy, too.
This comes in the form of scripts, lead magnets, slideshows,
and other content that is offered during/before a webinar.
Obviously webinars have to be promoted, as well.
That means you can write copy for ads, social media posts, and
other channels where they're being promoted.
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Personalized copy7

Personalized copy
Nobody wants to feel like a number in the system. That's why
consumers are demanding more personalized experiences.
Every segment of a customer base is extremely different. From
their pain points to values and beliefs, copywriters have to keep
these unique traits in mind.
It's also the reason businesses are beginning to offer tailored
experiences to customers; including offers, advertisements, and
more based on location, behavior, etc.
28

Personalized copy
Nobody wants to feel like a number in the system. That's why
consumers are demanding more personalized experiences.
Every segment of a customer base is extremely different. From
their pain points to values and beliefs, copywriters have to keep
these unique traits in mind.
It's also the reason businesses are beginning to offer tailored
experiences to customers; including offers, advertisements, and
more based on location, behavior, etc.
29

Personalized copy
As a matter of fact, consumers are more likely to purchase from
a brand that:
● Recognizes them by name. (56%)
● Recommends options based on past purchases. (58%)
● Knows their past purchase history. (65%)
● Offers any of the above three options. (75%)
Source: https://www.socialbakers.com/blog/personalized-marketing-on-social-media
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Personalized copy
So, how can a copywriter put this into action?
Firstly, ensure that you have clear segments to target.
Otherwise, you'll be spending one message to all customers and
performance will be subpar.
Segments can be separated by the buyer journey stage,
location, website behavior, or any other important metric.
Most marketing software will allow you to create segments like
these in the click of a button.
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Personalized copy
The second step is writing copy that aligns with each group's
interests, buying behavior, and pain points.
Consider changing the tone, calls to action, and offers for each
segment you target. This has the potential to drastically
increase engagement and marketing performance.
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Keep it simple8

Simplify copy and offers
I know it can be tempting to offer customers a million different things—
coupons, discounts, promotions, shining their shoes, a backrub. (Okay,
maybe not the last two.)
However, a study performed by Siegel+Gale concluded that simplicity is
the key to successful businesses. Their research found that:
1. 64% of consumers will pay for a simplified shopping experience.
2. 61% of consumers are more likely to recommend a brand if they
are simple.
3. Brands are missing out on an estimated share of $86 billion by not
providing simple experiences.
Source: https://www.siegelgale.com/siegelgale-unveils-seventh-annual-global-brand-simplicity-index-brands-that-embrace-
simplicity-enjoy-increased-revenue-valuation-brand-advocacy-and-employee-engagement/?source=post_page---------------
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Copywriters need to consider
creating fewer offers and making
them increasingly straight-
forward with this in mind.

Learn more or get copywriting services at
www.carminemastropierro.com