Want to write copy that connects? Ask these five questions.


The sun is shining at last! Is finally spring on its way? This is a short little blog on copy I’ve been meaning to post for some time, and this sunny, end of week energy has finally prodded me into action.

I’m all about compassionate copywriting. The point of compassionate copy is kindness. And as The Smiths so eloquently said, ‘it takes strength to be gentle and kind.’

Yes, it does. It takes strength to be yourself, to not compete and chase after what everyone else is doing. It takes strength to step out of your own shoes for a minute and wear someone else’s. And that’s what compassionate copy does. It’s about connecting your world, your message (NOT your competitors) with your reader’s.

So, a key element of compassionate copy is making space for your reader. The relationship with writer and reader is inevitably different to two friends chatting in a coffee shop or on the phone, however conversationally you write. But you can build your reader into your writing. Not only can you, you must, if you want to connect with them.

So, without further ado (I said this one would be short, didn’t I…), here are five questions that ensure you write for your reader. Which is the kind thing to do, both for them and your business.

Five copy questions to ensure your reader’s with you all the way

1. Who’s it for?

Bring to mind the person, or type of person you want to help. Not some cardboard cut out avatar thing, I mean a real person with life stuff happening to them. What’s their world like right now?

2. What one thing do you want them to do?

Don’t bombard them – keep it simple. What’s the most important thing you want them to do?

3. What’s in it for them?

How is their life going to be better if they do what you ask? What sort of transformation can you help with? How can you bring that to life for them?

4. Why should they trust you? 

Do you have evidence that what you’re saying is true? Have other clients or customers experienced it (testimonials are your friend here)? Is there research to back it up?

5. How can you make it easy for them to say yes? 

What are their barriers? Why would they say no and how can you help them overcome that? Then, once they’ve decided it’s for them, make it easy for them to say yes – a book here/pay now/contact me button or similar.

I hope that helps! If you want help shaping your messages and getting your blogs all buzzy this spring, let’s do it! Find out more about my blog buzz programme here.



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Gayle Johnson

Gayle Johnson


Gayle is a freelance content writer, writing mentor and facilitator. She is the creator of ‘Wordspill’ and loves helping people use words to connect with themselves and others. Find out how you can work with Gayle and her services


  1. Louise Mason

    Funnily enough I too have a blog post about creating content that converts, which could be summarised as:
    Be Yourself
    Be Relevant
    Be Consistent

    And in order to be relevant – voila – we need to answer question 1: Who is it for?

    Great questions and I love number 5 – Make it easy for people to say yes and connect. L

    • Gayle

      Fab – be yourself/relevant/consistent is a great way to put it too!


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