How to Create Copy That’s Engaging and On-Brand: Tips for Different Styles and Tones

Copy is a powerful tool for businesses of all sizes. It can be used to persuade customers to buy a product or service or to sign up for a mailing list. However, if the content is not engaging or on-brand, it will not be effective.

There are copywriting tips that will help you find the right words and create on-brand and engaging marketing content for your target audience. You can also use different styles and tones so that your content marketing gets your marketing messages across on your landing pages, product pages, website, online articles, blog, email copywriting, press releases, and marketing collateral.

As a freelance copywriter, I ensure that when I create persuasive copy, I keep my audience in mind. What are their needs? What are their wants? What will persuade them to take action? Once you know your audience, you can begin to write copy that is on-brand and engaging. This is one of the copywriting fundamentals.

How to write persuasive marketing copy
There are many different ways to make your copy more engaging. One way is to use strong verbs. For example, instead of saying “we sell products,” you could say “we provide solutions for your sales copy.” This small change can make a big difference in how your audience perceives your brand. Another tip for writing engaging copy is to use short sentences and paragraphs. No one wants to read a wall of text. Breaking up your copy into smaller chunks will make it more digestible for your reader.

Using different writing tones
What type of business are you? When it comes to using the right tone, companies should consider what would be most appropriate for their brand. A casual tone might work well for a start-up, while a more formal tone would be better suited for a law firm. The important thing is to be consistent with the tone you choose. Inconsistent tones can be confusing for your audience and make your brand seem unprofessional.


Copywriting examples
Here are some examples of different styles and tones that you can use when writing copy for your marketing materials:

Casual: Hey there! Thanks for checking out our blog post. We hope you find it helpful. If you have any questions, feel free to reach out to us on social media or via our website. We’re always happy to help!

Formal: Thank you for reading this blog post. We hope you found it informative. If you have any questions, please do not hesitate to contact us. We would be happy to provide additional information or answer any queries you may have. Thank you again for your time and interest.

Friendly: Hi there! Thanks for taking the time to read this blog post. We know you’re busy, so we appreciate your interest. If you have any questions, please don't hesitate to reach out. We’re always happy to help however we can!

Fun: We hope that this blog post was informative and helpful for you. If there’s anything else we could do to make things easier or clearer, please don’t hesitate to get back to us! Thank you again for reading through everything – it means a lot when people take time out of their day (or night) like yours truly doing what needs to be done 🙂

Or even like Oprah Winfrey!: We hope this blog post was helpful and informative. If there’s anything else you need, please don’t hesitate to get in touch with us! We would be happy to provide additional information or answer any queries that might pop up before they become bigger problems 🙂 Thank you again for taking the time out of your day (or week) to read our work – it makes it all worthwhile ;).

Remember to be consistent and true to your brand no matter what copywriting style or tone you choose. With these tips, you should be well on your way to creating both on-brand and engaging copy for your target audience. Thanks for reading!


Peta Delahunty

Peta Delahunty is the founder and copywriting specialist at Creative Copywriting. With a passion for crafting concise and impactful copy, she helps businesses and entrepreneurs boost brand presence within their target audience. (

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