Whoosh! As we step into 2025, the world of digital marketing (much less sales copy, oh hello AI.) is evolving faster than ever. one are the days when we could rely on cookie-cutter approaches and generic messaging for copywriting best practices. Today’s savvy audience demands more—more authenticity, more value, and more proof that what you’re offering works.

I’ve spent the past year digging deep into these changes, and I’m excited to share with you six game-changing strategies that will help you craft offers that truly resonate with your audience and solve real problems. So, grab your favorite notebook (or open that Notes app), and dive in!

You’ll learn …

In this article, I’m diving into how to write when attention spans are shrinking faster than my little eye gels during my morning quiet time (listen, they a) feel good and b) I really think they calm the puffiness factor).

Overall, if you’re not showing up authentically, you’re dead. Plus, this ability to get by without really having a true opinion on anything is melting quickly, which is a good thing. Nature is healing. 😉

Let’s go.

Btw, if you want to see these principles in action—and get three hooks delivered to your inbox every week—check out the Copy Bank Club. It’s ROI-ready copywriting for $20 a month. Get in on The CopyBank.Club for $20/mo., right here.

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1. Embrace the Eyeball Monkey Bars as One of Your Copywriting Best Practices 👁️

First up: Remember those monkey bars you swung on as a kid? Your copy must feel just as effortless for your reader’s eyes to navigate. Thus writing for the skimmer is non-negotiable in a world where people juggle 16 tasks while scrolling their phones.

“You’ve GOT to write for this skimmer. Since they’re skimming, your job is to make it easy for their eyeballs to swing from one monkey bar to the other as they work through your copy.”

About 73% of internet readers outright say they need scannable content. (Shoutout to the Nielsen Norman Group for always having the receipts.)

Here’s how you can make your copy eyeball-friendly:

• Break up your text: Whack that return key often. Short paragraphs reign supreme.
• Use bullet brigades: Think emojis, numbered lists, or bolded text to highlight key points.
• Keep sentences snappy: Aim for 13 words or less about 80% of the time. (Pro tip: I throw my drafts into ChatGPT to check the percentage of short sentences and adjust accordingly.)
• Craft irresistible hooks: Spend the majority of your time nailing your headline or opening sentence. Seriously, 10-15 minutes just on the hook isn’t overkill. It’s do or die these days.

Long copy still works in 2025, but boring or overwhelming copy doesn’t. Case in point: Our Copywriting for Creatives sales page hit an all-time high word count in 2024 (9,609 words!) and converted at 8.8%. 🤩 Reminder: 3-5% conversion rate on a sales page is normal.

Why did it work … with MORE copy? Because it was scannable, engaging, and proved its worth every step of the way.

People want a scrollable EXPERIENCE these days. I talked about it with my friend Jen of TONIC Site Shop in a recent interview … no one’s going to your website to read. They’re headed to your site to sleuth out some info.

2. Apply the “EveryGirl” Factor—People Want Reporting from the Front Lines 👋🏼

Gone are the days of untouchable experts. In 2025, it’s all about reliability and showing your work. . People want to know how you’re actually doing the work, not just the steps you’d recommend. Aka … show yourself & your ideas because (shockingly it turns out) people are indeed still nosy. Go listen to our agency client Shannon Mckinstrie unpack trends about social media. People don’t just want to know the process; they want to see how you’re executing it.

Think about it: when your best friend finds an amazing productivity hack, they don’t send you a dry, step-by-step guide. They text you, “OMG, I tried this thing where I work in 25-minute bursts, and I’m crushing it. You’ve gotta try it!” That’s the energy we’re going for here.

“Your audience doesn’t just want to know the process, they want to know how YOU are executing the process. If they just want the 45 subject line headlines, they can ask AI.”

I’m calling this the rise of the “every girl influencer,” … even in a small business capacity. Sharing real-life examples—even quirks and struggles—beats polished theories every time. It’s not about perfection; it’s about showing how your solutions work in the trenches of real life. When you share your journey authentically, your audience thinks, “That worked for her. Could it work for me?”

For example, this is more sharing the “Hey, this is working for me” OR, “I found this idea helpful, here’s why, hopefully you do too.”

Thus your copy/content takeaway sides along the lines of, “That was cool, I’ll give it a try and see if it works for me, too.”

It goes back to the “if it’s hard to get people to pay attention to you, it’s because you haven’t paid attention to them” adage. You can’t fake this.

3. Ditch the “Everything But the Kitchen Sink” Copywriting Best Practices Approach 🚰

Next—do you remember those infomercials that promised a gadget could do everything from slicing tomatoes to changing your oil?

You’ve seen the same thing … think business in a box courses.

We’re not doing that anymore. You honestly can’t message like that and see results these days. In 2025, specificity is king. Solve one acute, pressing problem—not a vague, catch-all solution.

If your holiday promo flopped, this could be why. The offer might not have been specific enough, or your messaging didn’t clearly communicate its value. I’ve seen some “gurus” (I hate that word, FWIW) say, “Pain point marketing is dead! No one wants you to talk about their pain points,” and … that’s not true. I’ve seen plenty of pain point copy sell right now. THIS is the difference—this vague vs. specificity thing. It’s not that they don’t want any pain associated with understanding why to buy … they want the polish to be a little bit disseminated.

Tailored solutions win. Algorithms are dialed in; ads feel like they’re reading your mind. You must speak directly to your audience’s pain points and deliver a focused solution. Remember: personalized > generic every time. This should have always been a thing (go read any sales letters from the 1950s; this has always been key), but we got away with blurry, vague offers on the internet for a while. No more.

4. Copywriting Best Practices 101? AI’s Now a Kit Staple (And If It’s Not, I Have Questions) 🤖

True story: If I had to choose between Netflix and ChatGPT, ChatGPT would win my monthly subscription penny. AI is no longer a luxury; it’s a staple for anyone working in the laptop economy. In fact, if you’re in laptop gig land these days and are NOT using AI in some capacity … I have questions. 😆

You may also be interested in: How to Upgrade Your Small Business Using AI Writing Tools

While I’ll never let AI write entire emails or sales pages (some things need the human touch, I talked about that more in this YouTube episode), ChatGPT’s become my go-to for brainstorming, sharpening drafts, and even researching trends.

For example, here are a few ways I use AI to streamline my process:

• Generating ideas when I’m stuck
• Refining and editing drafts
• Creating outlines for longer content
• Researching industry trends

If you’re not using AI daily, it’s time to start. And if you need some guidance, my CopyBank.Club members get exclusive AI prompts every week. Click HERE to join. →

5. The Gig’s Up on Offers That Don’t Work 🧾

In 2025, the proof is in the pudding—and people want to see that pudding! Case studies, testimonials, and behind-the-scenes looks are your best friends on sales pages & websites.

Why? Because buyers are smarter than EVER. They’re savvy. They know how to price-shop & comparison-shop. They read reviews, they know when a review looks sus. They want proof, not just promises. Nature is healing. 😅

For example, in our recent ashlynwrites.com rebrand + refresh, I included more proof than ever—and yes, it felt a little uncomfortable. But again: buyers today are savvy. You need to back up your claims with real results.

“They don’t know how smart you are. They don’t know what you do unless you tell them and SHOW them.”

Actionable Tip: Show your audience what works—use case studies, testimonials, and behind-the-scenes peeks on your landing pages.

Go Wizard of Oz—Ddn’t be afraid to showcase what’s actually happening behind the curtain.

Come bearing LOADS of receipts, make it a practice to “always be gathering” when it comes to proof.

You may also be interested in: THIS Positioning Hack Will Never Go Out of Style (Yes, I’ll Die on This Hill)

6. Speak Like a Normal Person: Transparency Is Key

Finally, I talked a LOT about this in last year’s trends report … and my predictions came true. 😊 “Speaking internet” (or just like you’d type in the group chat) ups your trust factor.

Let’s face it: no one wants to read a thesaurus masquerading as marketing copywriting best practices. People crave clear, direct messaging. Case in point: Jaguar’s rebrand fell flat because it was too word-salad-y. In contrast, audiences trust brands that speak plainly and boldly.

You may also be interested in: How to Find Your Brand Voice

Word salads in sales pitches got called out last year. 🥗🚫 People are sick of them.

What does this mean for you? HAVE AN OPINION AND SAY IT. We call it a Tough-Love Toast in AW templates and trainings—come in, hand over the *welcome inside* virtual glass of bubbles, and state your opinion when it comes to your expertise.

“It is okay to have an opinion. In fact, we trust people more when they do.”

Therefore, because you’re an expert in your field … your perspective matters! Share your insights confidently—even if not everyone agrees. Newsflash: They won’t. You’ll frustrate or ostracize SOMEONE with your opinion … but that’s ok. People trust bold, informed opinions more than wishy-washy generalizations. Think about it: whether you’re getting financial advice, going to an aesthetician, or choosing a curriculum to homeschool your children, you want that provider to have a well-formulated, tested hypothesis for what you’re paying them for. It’s an instant trust-upper.

Share your opinions, your experiences, and your unique perspective on your industry. Re-read the 1,000 True Fans oldie-but-goodie if you’re freaking out that there won’t be enough people to sell to. 😉

Remember, your voice & Onlyness Factor is what sets you apart. Don’t be afraid to let it shine through in your copy. Stuck figuring out your Onlyness Factor? Click here to watch my free workshop & add yours to your copy kit. →

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As we navigate the ever-changing landscape of copywriting best practices in 2025, these strategies will help you create offers that truly resonate with your audience and solve real problems. It’s about being authentic, focused, and unafraid to show your work.

Human psychology has not changed that much, though. The old great copywriting best practices that have always proven true will be steadfast. It’s the execution of those that are changing a little bit.

So, which of these strategies are you most excited to implement in your copywriting? Drop a comment below and let me know! Looking for more ways to level up your copy game & copywriting best practices? be sure to check out our CopyBank.Club for weekly templates, hooks, and AI prompts that’ll keep you ahead of the curve.

Here’s to creating copy that connects, converts, and makes a real difference in 2025 and beyond!

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