Copy that sells in Ghana and across Africa does the same basic job as anywhere (attention, clear offer, proof, action) but it has to win trust harder, speak in local prices and payment methods, sound like how people really talk, and fit the way people shop: on phones, often through WhatsApp, after asking a friend. Most copywriting advice and templates online are written for American buyers with credit cards and big email inboxes. Use the formulas, but adapt the details, or your copy will sound foreign to the people you're selling to.
1. Trust comes first
Many buyers in Ghana have been scammed by online sellers, or know someone who has. Before "is it good?", they ask "is this seller real?". Your copy has to answer that early.
What builds trust:
- Real photos and videos of the product and of you. Not stock photos.
- Named customers with photos or voice notes (with permission): "Efua, Tema".
- Numbers you can back up: "312 orders since January".
- A physical presence if you have one: a shop, an office, a market stall, an area.
- How payment works: "Pay on a secure page with MoMo; you get a receipt by SMS." Buyers worry about sending money to a stranger's number.
- What happens if something goes wrong: a clear returns or refund promise.
- Pay on delivery for physical items, for first-time buyers.
Example:
"We've delivered to 2,000+ customers in Accra since 2023. Pay securely with MoMo or pay on delivery. If it's not right, we'll swap it."
2. Prices in cedis, and say how to pay
- Always show the price in cedis. "GH₵ 150", not "$12" or "DM for price".
- Name the payment methods people use: MTN MoMo, Telecel Cash, AirtelTigo Money, card.
- Mention part payments or pay on delivery if you offer them. They remove the biggest objection for bigger prices.
- Compare to familiar costs: "Less than one taxi ride across town", "the price of one plate of waakye a day for a week".
3. Write how people actually talk
Ghanaian English has its own rhythm and warmth. Copy that sounds like a textbook or an American infomercial feels distant.
- Warm and polite: "Hi Abena 😊" works better than "Dear Valued Customer".
- Simple English that a busy reader understands at a glance.
- Local phrases, used naturally and sparingly: a greeting, a familiar expression. If you're not sure how something will read, keep it in clear English.
- Know your audience's mix. Some audiences love Pidgin or Twi in posts; others want polished English. Read how your buyers write to you, and match it.
4. Use local references
Swap generic examples for ones your buyers live with:
| Generic | Local |
|---|---|
| "Survive your commute" | "Survive trotro traffic" |
| "Long power outages" | "Light-off weekends" (dumsor) |
| "Holiday season" | "Christmas, Easter, Eid, Homowo" |
| "Payday" | "Month end, when salaries come in" |
| "Your neighbourhood" | "East Legon, Kasoa, Adum, Tamale" |
| "Dry winter skin" | "Harmattan skin" |
Local references tell the reader: this was made for you.
5. Mobile first, WhatsApp always
- Most buyers read on phones, often with limited data. Keep pages light and copy short at the top.
- Many sales happen in WhatsApp chats and statuses. Your copy should work as a 2-line status and a 4-line message, not only as a long sales page. See WhatsApp sales messages.
- Put the link in the message. People won't search for your store.
6. Community and word of mouth
Buying decisions are often social: a friend's recommendation, a church member, a colleague, a WhatsApp group admin.
- Show that people like them bought it: "Nurses from Korle Bu are using it."
- Make sharing easy: a referral discount, an affiliate commission.
- Use group-friendly offers: "Buy for your team", "group price for 5".
7. Respect and honesty win long term
- Don't over-promise ("make GH₵ 50,000 in a month"). Buyers have heard it all and it damages trust.
- Avoid fear-mongering about health or money.
- Be careful with beauty claims, especially anything that sounds like bleaching; many buyers are wary of it, and it can break advertising rules.
8. Timing matters
Copy that mentions the moment sells better:
- Month end when salaries come in.
- School resumption for students and parents.
- Festive seasons: Christmas, Easter, Eid, Valentine's.
- Harmattan, rainy season, for weather-related products.
- Exam seasons (BECE, WASSCE) for study products.
Before and after: adapting a US template
US-style template:
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Adapted for Ghana:
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What changed: a local situation, a specific result, price in cedis, MoMo and part payment, real proof, a phone-friendly format.
Selling across Africa
If you sell beyond Ghana, adapt again per country: currency (naira, shillings, rand), payment methods, local holidays and references. One page per country often sells better than one page for everyone.
Frequently asked questions
Should I write in Twi, Pidgin or English?
Write in the language your buyers use when they talk to you about the problem. Many brands use clear English with a few local phrases. Test what your audience responds to.
Do American copywriting formulas work in Ghana?
The structures (AIDA, PAS, Before-After-Bridge) work everywhere. The examples, prices, references and level of trust-building need adapting.
Read next: copywriting for small businesses and how to find your messaging.
