Copywriting is writing that gets someone to take an action: buy, sign up, book, reply. For a small business, it's the words on your product pages, sales pages, social posts, ads, WhatsApp messages and emails. Good copy matters more than good design, because people buy when they understand what you're offering, believe it will work for them, and see a clear reason to act now. You don't need to be a "writer" to do it well. You need to understand your buyer, say one clear thing at a time, back it up with proof, and make the next step obvious.
Copywriting vs content vs "writing"
| Purpose | Example | |
|---|---|---|
| Copywriting | Get an action now | Sales page, ad, product description, "Buy now" button |
| Content | Educate, build trust over time | Blog post, tutorial video, newsletter |
| General writing | Inform or entertain | A story, a report |
Most small businesses need both copy and content. This guide is about copy: the words that sit closest to the sale.
Why copy beats design
A beautiful page with vague words ("Premium quality. Elevate your lifestyle.") sells less than a plain page that says exactly what you get ("Shea butter, 250 g, made in Tamale. Softens dry skin in 3 days. GH₵ 85, delivered in Accra tomorrow.").
Design makes people stay a few seconds longer. Words make them decide.
The 5 things every piece of copy must do
- Get the right person's attention. A headline or first line that makes your buyer think "that's me".
- Make the offer clear. What it is, what they get, what it costs.
- Make them want it. The result, the feeling, the problem solved.
- Make them believe it. Proof: reviews, numbers, demonstrations, your story.
- Tell them what to do next. One clear action, and a reason to do it now.
If your page, post or message does all five, it's good copy, however simple the words.
The copywriting process (step by step)
Step 1: Know exactly who you're writing to
Write one sentence: "This is for [person] who wants [result] but struggles with [problem]."
"This is for young mothers in Kumasi who want to lose their pregnancy weight but don't have time for the gym."
If you can't write that sentence, stop and read how to define your ideal customer.
Step 2: Collect their words
The best copy uses the buyer's own language. Go through your DMs, reviews, comments and calls. Copy exact phrases:
- "I'm tired of buying creams that don't work."
- "I don't have time to cook healthy food."
- "Is it for beginners?"
These phrases become your headlines, problem sections and FAQs. See how to find your messaging.
Step 3: Choose one main message
Every piece of copy should have one big idea. Not five benefits; one main promise, with the rest supporting it.
- Weak: "Our course teaches Excel, PowerPoint, Word, email etiquette and more."
- Strong: "Pass the Excel test in your next job interview."
Step 4: Pick a structure
You don't need to invent a structure. Use a proven formula:
- PAS (Problem, Agitate, Solution) for ads and short posts.
- AIDA (Attention, Interest, Desire, Action) for product pages and emails.
- Before, After, Bridge for stories and transformations.
Twelve formulas with examples: copywriting formulas.
Step 5: Write a fast first draft
Write it all without stopping to fix it. Say it out loud if writing is hard; record a voice note and type it up. A messy draft you can improve beats a blank page.
Step 6: Add proof
For every claim, ask "says who?":
- "Our hair grows edges back" → a before and after photo, with the customer's permission.
- "Easy to follow" → "Ama finished it in 2 weeks with no experience."
- "Fast delivery" → "Ordered before 2 pm? Delivered in Accra the same day."
Step 7: Edit hard
Cut every word that doesn't help. Swap vague words for specific ones. Read it on your phone. See the copy editing checklist.
Step 8: Test
Put it in front of real buyers. Watch what they do, not what they say. Test headlines on your funnel or in ads. See A/B testing 101.
The principles that make copy work
Specific beats vague
| Vague | Specific |
|---|---|
| "High quality" | "Double-stitched, so it survives washing machines" |
| "Fast delivery" | "Delivered in Accra within 24 hours" |
| "Affordable" | "GH₵ 80, less than one taxi ride across town" |
| "Many happy customers" | "312 orders since January" (if true) |
Benefits beat features
A feature is what it is. A benefit is what it does for them. "1,000 mAh battery" is a feature; "lasts all day without charging" is a benefit. Lead with benefits, then support with features. More: features vs benefits.
"You" beats "we"
Count the "we"s and "you"s on your page. Copy that talks about the buyer sells better than copy that talks about the business.
- "We are a leading provider of skincare solutions."
- "You'll see softer skin in a week."
Clear beats clever
A pun or wordplay might make you smile, but if the buyer has to think to understand it, you've lost them. Clarity first, personality second.
Short sentences on phones
Most of your buyers read on a phone. Keep sentences short. Use headings, bullets and white space.
Copy for each place you sell
| Where | What good copy looks like | Guide |
|---|---|---|
| Product page | Name, promise, what's included, delivery, proof, price | Product descriptions that sell |
| Sales page | Headline, problem, solution, offer, proof, FAQs | How to write a sales page |
| Ads | Hook, problem, promise, proof, CTA | Ad copy that sells |
| Personal, short, one link | WhatsApp messages that sell | |
| A subject that says what's inside, one idea, one link | Email copywriting | |
| Buttons | Say what happens next | How to write a call to action |
A before-and-after example
Before (a tailor's Instagram caption):
New collection available. Quality designs at affordable prices. DM for more info. #fashion #ghana
After:
Wedding on the 20th and still no outfit? 👗 Send your measurements today and get a made-to-measure kaba and slit in 7 days, or it's free. From GH₵ 450, fabric included. 112 clients dressed this year. Order here (pay with MoMo): [link]
The second version names the buyer's situation, makes a specific promise, shows the price, adds proof, and makes ordering easy.
Common beginner mistakes
- Writing for "everyone".
- Listing features without saying why they matter.
- Hiding the price.
- No proof.
- Several calls to action ("DM us, call us, visit our page, follow us").
- Copying a competitor's words.
Let AI help, carefully
AI can give you a first draft, headline ideas and rewrites. It can't know your customers, your results or your voice. Use it to start, then make it true and specific. Paylead's AI writes product descriptions and builds sales pages with your checkout built in; you edit it into your own words. See 15 ChatGPT prompts for selling online.
Frequently asked questions
Can I learn copywriting without a course?
Yes. Read good ads and sales pages, collect your customers' words, write every day and test what works. This blog's Copywriting guides are a good start.
How long should my copy be?
As long as it needs to be to answer the buyer's questions. A GH₵ 30 product needs a few lines. A GH₵ 3,000 coaching program needs a full page.
Should I write in English, Twi or Pidgin?
Write in the language your buyers use when they talk about the problem. Many Ghanaian brands mix English with a few local phrases. See copywriting for Ghanaian and African audiences.
Read next: 12 copywriting formulas and before-and-after copy rewrites.
