The Fundamentals of Copywriting – A Beginner’s Guide

The Fundamentals of Copywriting

A Beginner’s Guide

Copywriting, or the art of making great content, has been the survival skill for any marketer. But if you are a beginner, how can you learn this art form? Let’s us help you to navigate through the way to become a great copywriter.


What is copywriting?

Copywriting is the art of writing the text for advertising or other forms of marketing, such as newsletter, web content, email, blogs, social media posts, and many other forms. The final product of copywriting is a persuasive piece of content that encourages desired actions.

Why is copywriting utmost important in today’s business world?

With the rise of the Internet, content is the culture of recent decades. Within this trend, copywriting has never shown its power as much as it does during the current COVID-19 pandemic. As marketers are no longer able to rely on event marketing and physical outlets, they are forced to switch gears and think of alternative outlets. In this situation, solid copywriting has emerged as a conversion approach for marketers.

However, the Internet culture also put a significant challenge and pressure on copywriters. An individual person can see at least 3000 ads daily. This leads to information-overload and results in short attention span from customers. Therefore, only a solid copywriting content stands out, stays in the mind, and has persuasive power.

The impotence of copywriting

Formulas for absolute beginners

With the emergence of the Internet, in the 21st century, copywriters can learn to craft their work, do research, and view others’ work conveniently. However, you must know the fundamental elements of copywriting to build a stand-with-the-time copywriting skill. Great news for beginners is that there are formulas to captivating great contents and stories. Amongst these, there are two key formulas that every copywriter must learn by heart: Before-After-Bridge and Attention-Interest-Desire-Action.

Formulas for great contents


This is the go-to formula of most bite-size articles including social media posts, blogspot intros, and newsletters. The process is straightforward: You identify the problem, describe, and make the problem visible, tangible, and urgent (Before). After that, you show an ideal scenario where the problem does not exist (After). Finally, you propose the “desired” action to get there (Bridge). The bridge is usually the action that brands want their customers to take.

Attention-Interest-Desire-Action (AIDA)

AIDA is one of the key models in marketing communications and therefore, AIDA is the foundation of effective copywriting. The goal of AIDA in copywriting is to do the following:

  • Capture the attention of readers with powerful headlines
  • Create different points of interest for them to hold their attention. Interests can be data, facts, figures, etc
  • Create desires by showing benefits – “What is in it” for readers
  • End with a clear and strong call to action

To build a powerful AIDA, copywriters should frequently develop strong insights and update current trends in the market.

Challenge of copywriters in today’s business world

Solid and persuasive piece of copywriting content requires careful research and strong insights which takes years to develop. On top of that, to capture attention and maintain the interest, copywriters must be equipped with advanced writing and linguistic skill in the market’s language. Copywriters are required not only writing skills but also localising content skills in order to adapt to the desired market. Content localisation, therefore, a skill that goes hand-in-hand with copywriting in today’s business world.

Challenge of copywriters in today’s business world

Our solution

At elionetwork, we provide copywriting services not only in Singapore but also worldwide. We have an experienced creative team who are trained and worked with global brands. We ensure our copywriting content connects with your audiences and your brand. As an experienced copywriting agency in Singapore, we craft compelling stories that have the power to capture the attention and interest of your audience and ensure their actions aligned with your business’ objectives. Our content localisation services provide top-notch localised content with our up-to-date market trends and insights. Get in touch with us today to learn more about how we can help to create impactful copywriting content.