Okay, we all know that things are changing quickly when it comes to copywriting, and it can be a bit overwhelming and hard to keep up with the trends (not even to mention AI!). So, I decided to write this article which hopefully will help you nail your copywriting in 2025 - and don’t worry, several of these trends are timeless (let’s face it, storytelling will never ever go out of style). All right, let’s get into the good stuff, shall we?

1. Be human & talk like people on the internet  

You know what? Nobody. Absolutely nobody jumps on to Instagram, read their newsletters, or go to your website to read an academic paper. Don’t write in boring, academic language that makes people fall asleep. Just please don’t. I beg you. 

Look at how people talk on the internet. It’s human. People don’t want to read your thesis from university. They just don’t care. Apologies for being blunt, but it’s the truth. Be human. 

If you are in an industry with a jargon-heavy language, and you want to connect with people, you need to drop the jargon. Speak your target audience’s language, while still being professional. Use shorter sentences that are optimised for mobile. Have a bit of an edge. Of course, this depends on your brand, but generally speaking having a playful, creative tone is good. 

Remember that people do business with people. Don’t make it seem like you’re still living in 2004. Talk like a human being. Be real.

A tip I like is reading my copy out loud. Does it make me want to go to sleep? Is it similar to how I would talk to a client or friend over coffee? Or is it how I would write a paper for a university degree (if the answer is yes, please change it).

I personally love Swedish Oatly (come on, I had to give a shout out to a Scandinavian brand). They are professional, yet witty and they have personality.

2. Personalisation  

We just talked about how you have to be human. Now let’s take it one step further. You really want to know who you are talking to. Are you talking to women in their early 20s with acne, retired men in their 60s, busy business owners, or young couples roadtripping and freedom camping? 

You need to understand who you are talking to and what their pain points are. Talk to these pain points. Be your clients. Make your copy and content tailored to them. Show that you really understand them. If your target audience is women with acne in their early 20s, proof to them that you actually understand them and what it is like living with acne.

You need to be relatable and show your clients and potential clients that you really get them. A brand that I think does this really well is Girls that Invest. They know exactly who they are talking to and what their pain points are. They practically are them, and they are excellent at connecting with their audience.

3. Storytelling still matters  

For as long as humans have existed, there have been stories. Stories are part of who we are. We love stories. Whether it’s a movie, a book, or a person’s story, we are drawn in. We tell stories from our past. Our kids beg to hear stories - I used to constantly ask my dad to make up stories and tell me.

People want to hear your story. Don’t ever estimate the power and importance of storytelling. It doesn’t matter if you’re a boutique coffee shop, a tech company, or you sell yoga mats. Human beings are drawn to stories.

By Sarah London does this beautifully. And yes, it is also my favourite skin care brand. The story of how By Sarah London came to be is beautiful and heart warming - and like no other I have ever heard. If you don’t know the story, go read it. Then tell me if that story didn’t instantly make you connect with them.

4. Research, research, research  
   

Look, you gotta know what you’re on about. You would be surprised to know how much time I spend researching. Of course, I research statistics, numbers etc. to make sure I have it all correctly, because, well, I can’t just make stuff up (although it does seem like plenty of people do that these days).

But you know what else I research? My client’s target audience, and their competitors (or even just people in the same industry but in different areas/countries). I research their industry too to make sure I understand it. You have to know your target audience. Research the shit out of them. How do they talk? What are their values? How much money do they make? What do they spend their days doing?

And then research your competitors too. What do they do? What do they do well? What do they not do well? Why are they more successful than you? Less successful than you? Obviously, this is not to copy and paste anyone or to put anyone down, but you need to know what others in your industry are doing.

5. AI-Powered writing tools  
   

There was no way I could write this article without mentioning AI. I personally love ChatGPT and use it daily. It’s amazing for outlining things, organising, structuring,and yes, even some writing tasks. ChatGPT is kind of like a junior copywriter in my business. Or an intern or assistant. 

While I still do a lot of editing, rewriting, and sometimes I don’t even use AI for writing, it has saved me a lot of time. I also use it for brainstorming. If I’m stuck, I’ll get it to write me something - like a rough first draft. 

I would like to say that AI written copy still requires a lot of work, editing, and rewriting. You can tell from miles away when something has just been copied and pasted straight from ChatGPT. It does NOT sound good. Don’t do it. 

However, ChatGPT and other AI tools are fantastic assistants. Hence, why I said it’s like a junior copywriter, an intern, or an assistant in my business. It’s a tool to help with your workload and to make it easier, but you cannot simply leave it to its own devices. You need to add a human touch - and you certainly also need how to use ChatGPT for writing (but that’s a different article for another time).

I hope these trends are helpful for you - time to hit the keyboard.