Ultimate Guide: What is Creative Copywriting?

creative copywriting

Guides out there have mentioned that it takes a lot to write creative copy that attracts readers. No! It takes only three 3 steps to creative copywriting.

Creative copywriting is a skill every marketer needs to master to grow their businesses.

And, there are many so-called writers out there. But what separates them from the pros is the ability to write creative copy.

And writing creative copy is not just an internal spark or gift. It also includes studying all aspects of a sales copy.

To learn creative copywriting, you first need to understand the basics of copywriting.

Step 1: The basics of copywriting

So, let’s define copywriting.

What is copywriting?

Copywriting is the process of writing to persuade the reader to take a specific action. This includes making a purchase, signing up for a newsletter, etc.

It can be used in any form of marketing. For example, blog posts, Facebook ads, sales pages, etc.

Therefore, good copywriting can be the difference between getting readers to buy your product or turning them off completely from your brand.

What is creative copywriting?

Creative copywriting is the same as copywriting in the above example…

Which is the process of coming up with ideas, words, and phrases that compels the reader to take certain actions.

Who is a creative copywriter?

You can say that a creative copywriter is someone who uses certain words and ideas that improves the communication impact of a brand’s marketing message. 

A creative copywriter thinks strategically.

They don’t only take in information, but also bring it out and communicate that information to the reader, in an interesting way.

Step 2: What is good copywriting? 

Here, we’ll look at what good copywriting is.

To begin, let’s start with the known-new contract.

The known-new contract

This means bringing up something your reader already knows about and introducing new information. We see this all the time in copywriting.

This is how you do it:

Re-introduce the thesis statement

The most successful copywriting features a creative thesis statement.

The reason for this statement is to let your readers know what they’re going to get from reading the rest of the material.

This statement is always at the beginning of the copy. And studies have shown that this increases engagement.

Logos, Pathos, and Ethos

There are three ways to persuade people, according to Aristotle, these are Logos, Pathos, and Ethos.

Logos refers to the logical side of things where people are persuaded by facts and figures.

Ethos is the argument that focuses on credibility and character.

While Pathos appeals to people’s emotions. Relying on their sense of right and wrong to get them to take action.

You should aim to blend all these and write a copy that appeals to all sides of your reader.

Step 3: Writing an effective mission statement

Here, we’ll look at how to write a mission statement and how it relates to your reader.

But first, we’ll talk about the best practices for writing a mission statement that allows your creative copywriting skills to grow.

Best practices for writing effective mission statements

There are lots of ways to write an effective mission statement but the biggest way is to write it in a way that ties to your reader.

Your mission statement should be precise and unique.

It should speak to the audience in a way that other businesses don’t.

It should also convey a sense of urgency.

To define your reader’s goals, you have to understand your target audience.

This requires you to have your typical customer persona.

Here’s how to put one together;

How to write a customer persona  

If you don’t know who your audience is, their needs, and wants, you won’t be successful in convincing anyone with your copywriting skills.

Developing a customer persona is not difficult, but it can take some time.

This requires that you dig deep into researching your ideal customer.

Social media is a great way to do this.

You can use questionnaires, quizzes or simply meeting people and asking them questions face-to-face to be able to get your ideal customer.

The data you collect doing all of these is called psychographics.


This is a method used to describe traits of human psychological attributes. They apply to the study of personality, values, opinions, attitudes, interests, and lifestyle. (1)

Psychographics aren’t new in creative copywriting.

Unlike demographics which focus on age, income, and gender, psychographics focuses more on thoughts, opinions, and values.


It doesn’t matter how little your experience is in creative copywriting, you’re still able to convert casual readers into raging fans. All you have to do is follow these three simple steps.

  1. Learn the basics of creative copywriting
  2. know what good copywriting is
  3. Learn how to write an effective mission statement

With this simple 3-step guide to creative copywriting, you’ll be able to convert any reader into a huge fan. Plus, you don’t have to be a creative entrepreneur to do this.

The Complete Copywriting Course

Maku Seun is a freelance copywriter and direct response marketer. He helps digital marketers, coaches, and course creators boost sales by writing compelling sales copy which includes long-form sales letters, email copy, and website copy for their products and services. If you want him to write compelling sales copy for your business, click here.