You’re writing copy for a beauty brand. You’re looking for an effective formula to enable you to write copy that stands out and converts sales — it’s easy to love a formula that promises to do those things, isn’t it? In this article I’m going to share some techniques you can use, backed up by examples from beauty brands that do a really good job when it comes to copywriting. So stick with me — you’ll come out at the end of this with some actionable stuff you can use.
But I’m also going to disappoint you a little bit, because the truth is that copywriting isn’t an exact science. There’s no single fail-proof formula. That shouldn’t be disheartening, however, when you take it as an invitation to develop more creative copy that’s as enjoyable to write as it is to read.
Balancing data and art (and finding the creativity in data)
I’m not the only one who thinks any promise of a 100%-effective-every-time formula is almost always…
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Updated December 2022
