Can you name the biggest reason people skip over great products? It’s usually the words! You can have the perfect offer, but if your copy doesn’t speak to your audience, it won’t sell.
The right copy turns a good product into something people actually want. It builds trust, sparks curiosity, and moves people to act. In this article, we’ll share 9 copywriting tricks that actually sell, so you can find the words that work and start seeing results.
Let’s get right into it.
Why Great Products Need Great Copy
It’s easy to think a great product will sell itself, but that’s rarely how it works. The right words make your product feel useful, exciting, and worth a closer look. Copy bridges the gap between what your product does and why someone should care.
Here’s why great copy matters:
- It makes your product feel valuable, not optional.
- It answers questions before people even ask them.
- It builds trust by speaking to real needs and goals.
- It gives clear, simple reasons to take action now.
- It makes your offer stand out in a crowded space.
When your copy does all of this, your product has a real chance to win attention and drive sales. Mastering copywriting is especially crucial when you’re launching your first email campaign where every word counts toward making that critical first impression.
9 Copywriting Tricks That Actually Sell
Now that you understand why your words matter, let’s get into the practical stuff. These are the copywriting tricks that help real businesses get attention, build trust, and make sales. You can start using them right away, with no complicated strategy required.
1. Use Competitor Weaknesses
If your competitor’s customers are frustrated, you should know why. Maybe their shipping is slow. Maybe their app is confusing. Your copy is where you can quietly step in and offer the better option.
Why this works:
People love switching when they find something easier, faster, or more reliable. Use your copy to show how you solve the exact problems they’re already dealing with.
Example:
Tired of waiting weeks? Get same-day shipping when you order by 2 PM.
Tip: Look at competitor reviews to see what customers complain about most.
2. Upgrade Your CTAs
You’ve seen the usual: “Buy now,” “Learn more,” “Sign up.” These are fine, but they don’t tell people what they’re really getting. A stronger CTA paints a quick picture of the outcome.
Why this works:
People move faster when they can clearly see what’s in it for them.
Example:
🚀 Start Growing Your List Today
🔥 Get Your Free Workout Plan
Tip: Test outcome-focused CTAs that promise a win. Action words work best when they lead straight to a benefit.
👉 Learn how to boost your open rates with one small tweak in our post The One Email Tweak That Boosts Open Rates by 30%.
3. Be Specific
Vague promises get ignored. When you say something is “the best” or “the fastest,” it feels empty unless you back it up. Specific details make your copy feel real and trustworthy.
Why this works:
People believe what they can see, measure, or picture. Details help your audience quickly understand what sets you apart and why it matters to them.
Example:
💬 Instead of: The best skincare for sensitive skin
Try: Clears redness in three days. Used by over 15,000 happy customers.
Tip: Use numbers, timeframes, or proof points that help your offer feel solid. The more specific you get, the more believable you become.
✏️ Need inspiration? Check out 11 David Ogilvy Email Rules That Boost Open Rates & Conversions in 2025, classic principles that still sell today.
4. Reframe Pricing as Value
Price is never just a number. It’s a choice. Your job is to make that choice feel like a good one. Show people what they gain, not what they spend.
Why this works:
When people see the value behind the price, they stop thinking about cost and start thinking about what they’re getting. It feels like an easy trade.
Example:
💰 Only $12 per month—less than one pizza.
💡 Save four hours a week for less than your morning coffee.
Tip: Make the comparison simple and relatable. When people can picture what they are giving up, it helps them say yes faster.
5. Know Your Audience
The best copy speaks directly to the person reading it. That means you need to know what your audience really cares about—their dreams, their daily headaches, what they want to fix, or what they wish they could have.
Why this works:
People do not buy products. They buy outcomes. They are looking for ways to feel better, live easier, or reach their goals, and when your copy speaks to that, it clicks.
Example:
Instead of: Track your spending easily
Try: Feel confident with your money in five minutes a day
Tip: Think about your customer’s day. What are they trying to escape? What are they working toward? Write to that.
Deep audience understanding starts with proper analytics and segmentation. Learn how to identify and analyze your ideal customers in our guide: Target Market: Trends and Analytics for Email Campaigns.
6. Diversify Your Social Proof
Social proof is powerful, but it works even better when you show it in different ways. In other words, one five-star review is nice, but showing that people love you across formats builds trust faster.
Why this works:
People believe other people. When they see reviews, photos, videos, and real results, your offer feels safer and more real.
Example:
✔️ Share written reviews
🎥 Include short video clips or user stories
📸 Add screenshots or before-and-after photos
🏷️ Show client logos or brand names
📊 Mention results, like “Helped 5,000 people hit their fitness goals”
Tip: Mix your social proof into different parts of your email or website. Seeing it in a few spots keeps it fresh and believable.
📈 See how real brands use reviews and proof to grow in our Email Marketing Case Studies (2025): 3 Small Business Wins + Templates.
7. Overcome Objections with Copy
Your audience is always asking silent questions. “Is this worth it?” “Will this work for me?” If you don’t answer those doubts, they’ll hesitate or leave. Smart copy removes barriers before they show up.
Why this works:
When you speak directly to concerns, you build trust and make it easier for people to say yes.
Example:
⛔ “But is this right for me?”
✅ “Perfect for busy parents and first-time users”
Tip: Look at your customer support emails, reviews, or competitor FAQs, because that’s where objections hide. Use your copy to answer them clearly and confidently.
Want to identify objections faster? Use data from your email metrics to understand where subscribers hesitate or drop off. Check out: 10 Key Metrics to Analyze Your Email Campaigns.
8. Make It Scannable
People rarely read every word. They skim. Your copy needs to guide them quickly to the parts that matter.
Why this works:
Scannable copy keeps readers moving. It helps your key points stand out and makes the next step feel easy.
How to do it:
✔️ Use short paragraphs
✔️ Bold key lines
✔️ Break things up with numbered lists or bullet points
✔️ Add clear subheadings
Tip: Write like your reader is in a hurry, because they are.
⚡ For more ideas on layout and structure, explore Email Marketing Examples (2025 Guide).
9. Sell Benefits, Not Features
Features explain what your product does, but benefits show why your customer should care. Remember, people buy what the tool helps them achieve.
Why this works:
When your copy focuses on the benefit, it speaks directly to what the customer cares about. That’s what drives action.
Example:
🛠️ Feature: Encrypted file sharing
💥 Benefit: Share sensitive docs safely in one click
Tip: For every feature you list, ask yourself: “So what?” Keep digging until you hit the outcome your audience really wants.
Final Thoughts: You Don’t Have to Do It All Today
If you’re new to copywriting, don’t try to master everything at once. Pick two or three tactics from this list and start there. Try new CTAs. Be specific. Focus on the benefit instead of the feature. The more you test, the faster you’ll find what really works for your audience.
When you find the words that click, sales tend to follow.
Ready to see these copywriting tricks in action? Explore real-world examples and proven templates in our Email Marketing Examples 2025 Guide featuring campaigns that convert across industries.
Want Ready-to-Use Formulas?
If you’re looking for a faster way to apply these principles, we’ve got you covered. While the tricks above help you think strategically, having proven formulas gives you a plug-and-play framework for any campaign.
👉 Check out our 6 Copywriting Formulas for Email Marketing That Sell, including AIDA, PAS, and other battle-tested structures you can use immediately.
These formulas work hand-in-hand with the tricks you just learned, giving you both the mindset and the method to write emails that convert.
📦 Ready to put these copywriting tricks to work? Start with our 250+ Free Email Templates That Convert in 15 Minutes (2025 Edition), tested designs built to grab attention, build trust, and sell without starting from scratch. Get Instant Access.
Frequently Asked Questions
What makes a call to action button actually work?
Focus on outcomes, not actions. Instead of “Buy Now,” use “Start Growing Your List Today” or “Get Your Free Workout Plan.” People move faster when they visualize results.
Why should I be specific instead of using general claims?
Specific details build credibility. “Clears redness in three days. Used by over 15,000 customers” beats “best skincare ever.” Numbers and proof points make offers feel real.
How do I know if I am selling features or benefits?
Ask “So what?” after every feature. “Encrypted file sharing” becomes “Share sensitive documents safely in one click.” Keep asking until you hit the real outcome.
Put these tricks to work.
Try a high-converting template with proven copy in Nova Express.
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About the author
Serafima Osovitny is a content and email marketing specialist at Nova Express. With over 10 years of experience in content creation and a cross-industry perspective, she shares insights about email marketing and e-commerce. In her free time, she enjoys traveling and exploring bookstores. Follow her on Twitter: @OSerafimaA.
Your photography and visuals are always so stunning They really add to the overall quality of the content
Thanks for sharing. I read many of your blog posts,your blog is excellent.
A clear, practical article that focuses on how people actually read and decide. The tips are easy to apply, grounded in real examples, and centered on outcomes rather than theory. It’s the kind of piece that makes you want to revisit your copy and improve it right away, not just bookmark it for later.