The basics of good copywriting

With ChatGPT taking over a lot of our social feeds and news recently, we wanted to share a somewhat controversial thought.

Instead of learning how to draft proper prompts for ChatGPT to create copy for you, why not master effective copywriting skills.

Doing so will not only serve you better professionally, but if you still want to use ChatGPT, the skill will help with editing any copy ChatGPT serves you and enable you to draft better prompts.

The four crucial elements to remember for good copywriting are the four Cs and they are essential for copy to be engaging, reliable and easily understood.

What are the four Cs you ask?


The first step to writing clear copy is to know your audience, purpose and your ‘why’ or offer. Who are you wanting to talk to and how are you addressing their problem or motivation with your offer? What is the action you are wanting your audience to take or your call to action (CTA)?


Avoiding jargon, slang or technical terms will help readers be able to digest the information faster.

Feel free to also use lists, headings, bullet points and white space to break up your copy and make it easier for readers to scan.


Less is more. It’s as simple as that.

You want the reader’s attention for as long as you can, so keeping it concise will make your copy more impactful and memorable.

Eliminate filler words, repetitiveness and fluff. A good tip is remove any ‘that’ or ‘which’ words you see in your copy as they are often redundant. Using positive statements rather than negative and also using contractions is another strategy. Be ruthless in your editing.


You need to capture your reader’s curiosity and be persuasive. Using emotional triggers, storytelling and benefits-driven language to appeal to their desires, concerns and aspirations.


To do this:

  • Ask questions to make the reader stop and think
  • Use headings and subheadings to draw the eye
  • Use testimonials or case studies to illustrate your point
  • Address pain points with a benefit
  • Encourage urgency through FOMO (fear of missing out) eg registrations close in 24 hours!

Your copy is compelling if you hook your readers and make them eager to learn more and take action.


Establishing your authority and trustworthiness within copy doesn’t just mean including your title and firm name.

Discrete referencing of industry awards or specialist credentials or using social proof through testimonials or reviews are a way to support your claims and show readers you are an expert in your field and your offering is of value.

If you have drafted your copy to enforce credibility, it should work to eliminate any objections or doubts from potential clients or new readers as well as build rapport and confidence.

These rules apply across the board for any copy you’re drafting from emails, social media captions, marketing, event descriptions – you name it. 


We encourage you to use the four Cs next time you attempt writing copy. Good copywriting and drafting skills will never be obsolete and ChatGPT, in our opinion, will not replace the need for these skills.

If you are curious about how any new technologies or systems could affect you as a practice owner, why not chat to one of our Practice Advisory Service (PAS) solicitors?

They have years of experience running their own practices and are able to provide guidance, discuss current trends affecting small firms or touch base on pertinent issues you may be concerned about.

Submit your EOI today:

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