I’m here to give you the inside scoop on what’s working with writing high-converting copy this year. If 2024 taught us anything, it’s that the world of online business is shifting fast—and it’s not slowing down anytime soon. From tighter wallets to shorter attention spans, the game has changed, and so have buyer expectations. But here’s the good news: with big changes come big opportunities.
Understanding the copywriting trends shaping 2025 is essential to staying ahead. These trends aren’t about chasing shiny objects or reinventing the wheel. Instead, they’re about cutting through the noise, and getting back to what works. Showing up in a way that resonates with today’s more discerning, sophisticated buyers is a MUST.
We’ve seen it all in recent years—pandemic booms, the rise of AI, and a market more crowded than ever. But the timeless rules of copy haven’t changed. In fact, they’re more important than ever. The key to success in 2025? Simplicity, strategy, and a relentless focus on connection.
In this episode, I’m giving you the inside scoop on the 4 most important copywriting trends for 2025. These insights will help you cut through the overwhelm, connect with your audience, and convert like never before. Let’s dive in!
1. AI Copywriting Is Not Converting
Think about the best content you’ve read or created this year. Maybe it’s viral posts that make you pause mid-scroll. Or maybe it’s the copy that inspires someone to say, “I need to work with this person” in a deep, 1:1 capacity at a high-ticket price point. AI didn’t create that. The copy that sticks with you, that sparks connection and builds trust? They come from REAL people who are on fire about the transformation that their business has to offer their very particular right-fit person.
At the end of the day, we’re human beings trying to connect with other human beings. That’s the heart of effective marketing. I don’t see how it makes sense to outsource human connection to AI. I know you’ve seen this too: AI is flooding social feeds and inboxes with noise—content that’s fast but not meaningful.
And what’s actually converting? Human-written copy.
Copy written from the heart by people who actually care.
Here’s the truth: when your audience even suspects your words were churned out by AI, trust evaporates. Buyer skepticism is sky-high already, and people are craving connection. Authenticity. Humanity. Your AI-written content isn’t fooling anybody.
Is AI Copywriting Faster?
Now, let’s look at using AI to “write content faster.” They are still exhausted and burnt out by the content creation process. It has not solved the problem of the content hamster wheel. Burnout is still rampant among business owners who thought AI would be the magic fix. I hear it all the time in behind-the-scenes conversations—and I’m often asked to speak on this exact topic. AI might write faster, but to what end?
You either have to engineer a page-long prompt (at minimum) which takes time. Or, you’ve got a lot of editing to do. (Which also takes time). In episode 32, I share my writing process of how I regularly write 5 emails in 55 minutes for my own business. So, I would actually argue that AI is not necessarily faster. This obviously can depend on the person, your preferences, and your writing habits—but I think the statement “AI writes content faster” is worth challenging. (And don’t even get me started on the SEO implications of writing with AI!)
Don’t get me wrong—I’m not anti-AI.
In fact, there are plenty of other ways we can and should use it to be more efficient. But here’s the thing: when AI takes the lead, it strips out the heart, the humor, and the humanity—the very essence of what makes your audience connect with your brand.
AI here to stay, and it can absolutely help you speed up timelines in so many other ways. Inevitably, as AI tools evolve, I’m sure they’ll get better at generating content quickly and even personalizing it to some degree. But the demand for human expertise—the ability to create emotionally resonant, truly you copy—is only going to grow.
Buyers want more connection, not less. They expect personalization. The kind of personalization that feels like it’s coming from someone who gets them—not a machine.
So, absolutely use AI where it makes sense. However, keep the soul of your brand firmly in human hands. Because when it comes to creating the kind of connection that builds trust and drives action, that’s something only you can do. As a copywriter, I can help you see your unique value from different angles. I help you express what you’re actually trying to communicate. (This is one of the major benefits of a copywriter—beyond just putting compelling words on a page). But at the end of the day, YOU are the thought leader. As the copywriter, I am your thought partner to help you more quickly translate your thoughts into compelling copy that converts AND still sounds just like you.
2. A Heavy Focus on ROI When Hiring
Fear caused business owners to cut back on hired support (whether W2, 1099, retainer hourly) in 2024. Here’s how the story usually goes:
You pull back, thinking you can make do without help. Soon enough, you’re drowning and realize you need support—yesterday. Then one of two things happen:
- You hire a cheaper service provider (who isn’t as experienced, didn’t do a great job, and so you didn’t get the ROI out of that hire). OR…
- You try to DIY it, but your capacity is maxed and it’s not your area of expertise. So you did a halfway job that you hope is maybe doing a “good enough for now” job…but you know it could be so much better.
Either way, you’re stuck in a cycle of playing small because fear keeps calling the shots.
It’s time to break that cycle. But how do you know that you will get your ROI? Start with these 11 questions to ask before hiring a copywriter.
The True Cost of Doing It All Yourself
When you try to do it all, the cost isn’t just financial—it’s your time, energy, and ability to operate in your zone of genius. I hear this all the time. You just want to do what you’re best at and you wish you didn’t have to worry about getting more clients. The good news is that you can have marketing that takes only one hour or less of your time per month—that’s how I operate with my DFY clients.
Without a team, you’re limited by your own hours. With the right team, you’re freed up to focus on what you’re truly great at—and enjoy your business more. Yes, hiring a team requires an investment, but the greater cost is staying stuck in the solo struggle or making hires that don’t deliver.
The key here is to track the relevant KPIs so the ROI of hiring is crystal clear. Whether it’s more time, more revenue, or more peace of mind, you will see the payoff when you’ve got the right people in place.
Look For Thought Partners, Not Task Takers
Honestly, if you’re looking for a task taker, you can do that well on a budget with some solid SOPs. But the value of hiring humans isn’t just in the doing. It’s in higher-level thinking, creativity, and strategy.
You need a thought partner who understands what’s happening now (not two years ago, like AI tools). Someone who can think ahead, has a pulse on what’s working in the industry, get your vibe, and deliver results that actually move the needle.
If you see a copywriter only as a task taker, you’re not getting the most bang for your buck. For me as a copywriter, I do more than just write words on a page for all your marketing assets. I help create your brand messaging – which has to come from YOU and your thought leadership first.
One of my client’s beautifully explains how my thought partner role works in this case study.
If you want to elevate yourself as a thought leader, it starts with owning your brilliance.
That means stepping up, doing the deep inner work, and putting your unique spin on what’s already out there. (And a copywriter can help you see that—then communicate it in a way that sells naturally).
This isn’t about playing small or blending in; it’s about leading with courage and authenticity. We talked about in the copywriting mindset episode with Brian McCarthy. It also means getting comfortable with putting yourself out there—knowing exactly who you are at your core. When you’re rooted in your values and purpose, the mean comments, the skeptics, the people who “don’t get it”? They don’t shake you.
But here’s the catch: thought leadership doesn’t happen overnight. Often, it means going through a year (often years!) of speaking into what feels like a void. It’s about showing up, again and again, until you find the thing that resonates deeply with your audience. So, own your brilliance. Be bold. Do the deep work. And remember, true thought leadership doesn’t come from following the crowd—it comes from leading yourself first.
Get A One-Stop Shop for Results
Let me pull back the curtain on what I do. As a copywriter, the skills under my umbrella include: messaging strategist, conversion fixer, thought partner, co-creator, content writer, content repurposing. I’m not just a writer; I’m both a strategist AND an implementor. Call me biased, but it’s rare to find someone who is BOTH. And it’s really nice when your strategist and implementor/executor are the SAME PERSON because then nothing gets lost in translation. Your vision is understood. Your strategy is understood because we co-created it. Everything is so much more seamless because you aren’t trying to explain the vision to multiple different people in multiple different roles.
Many business owners come to me with marketing strategies from expensive coaches. They feel pressured to implement them because of the investment. But those strategies often don’t feel aligned at all. It feels like a drag for them to carry out. In contrast, part of my 3M Roadmap process is deciding what kind of marketing actually feels good for you, your personality, your talents, your strengths, and your gifts. Because any type of marketing works, it’s just a matter of when.
Hire One Person To Cover Multiple Roles—Without Being a Generalist
Hiring someone with the experience and skillset to cover multiple roles is still more valuable than hiring two low cost freelancers to do the same job. Plus, it saves you the time of hiring and explaining and delegating and managing two (or more) different people. And to clarify, this does not mean being a generalist and trying to do everything. Instead, it means that you own ALL of your expertise. Everything that lights you up AND gets results.
I love this because to be honest, I’ve felt underutilized as a copywriter when clients just have me write the copy. Like, sure, I can do that for you…but I can also do so much more. It saves you time and stress to have everything under one roof. A one-stop shop with a qualified expert who delivers results makes all the difference.
3. Hard Sell Tactics Are Out
We see what you’re doing and we’re not here for it. It no longer works. Your copy will convert better with a focus on trust-building and value-based messaging.
With increasing emphasis on mental health, marketing strategies will incorporate more gentle, empathetic copy rather than fear-based or urgency-driven messaging.
The days of requiring a sales call to reveal high-ticket pricing after “demonstrating value” are over. High ticket buyers don’t have time to get on these long sales calls. They know their budget and want to be able to quickly determine if you are in their ballpark so they don’t waste their time (or yours!) if it’s financially not a fit.
If you have exact pricing, show it on your website—or at least on a downloadable services guide. If your pricing is more bespoke give a range of what to expect. This does not mean a “starting at” price. Sales Maven Nikki Rausch shares more about this and the sales psychology behind it in her episode coming up in a few weeks!
So what can you do instead?
Case Studies: The Secret Weapon You’re Probably Overlooking
Case studies are not just a nice-to-have—they’re a need-to-have. Why? Because they do two incredibly powerful things:
- They let potential clients see what it’s like to work with you. When you document your process, you’re giving people a front-row seat to the experience. They can visualize the journey and the results, which builds trust and confidence in your services.
- They showcase the results you deliver. From hard numbers to emotional wins, case studies demonstrate your impact. And people need to see that proof—especially in 2025 where buyer skepticism remains high.
Here’s how to make your case studies work hard for you:
- Host them on your website as blogs.
- Promote them on social media.
- Include them when you pitch or onboard new clients.
What to Include in a Case Study
Don’t stop at the metrics—yes, numbers are important, but the anecdotal feedback is just as valuable. What did the process feel like for your client? What intangible wins did they experience? These are the things that make your case studies relatable and impactful.
Take Vanessa, for example. When I overhauled her website copy, it wasn’t just about creating polished words. My process saved her time—she only needed to spend one hour on it. For a luxury wedding photographer running a busy business, that was a game-changer.
Or look at April’s launch. Sure, we saw impressive open rates and enrollments (yay, numbers!). But more importantly? She felt peaceful during her launch instead of stressed. Imagine that—a launch without the chaos.
Case studies are wildly underutilized in most businesses, but they’re one of the most powerful tools in your arsenal. Make them a regular part of your offboarding process—document the journey, gather feedback, and create a clear picture of the results you delivered.
Oh, and if this feels overwhelming? This is exactly what I can help with. As a copywriter, I’m here to make your wins shine—so you can focus on creating even more of them. Download my Services Guide to explore your options and get started.
4. Communicate Consistently
Here’s the deal: you need to be marketing consistently, not just when you need clients. You are just fueling the feast and famine cycle that way. And let’s be real—that cycle is exhausting. You need consistent visibility and exposure beyond referrals from past clients.
Get Off The Referral Rollercoaster
Referrals are amazing. Being so good at what you do that clients and peers recommend you—even when you’re not in the room? Even better. But here’s the problem: if referrals are your only strategy, you’re riding a rollercoaster you cannot control.
Most online service providers rely on word of mouth to get clients (trust me, I ask, and I hear this all the time). It’s wonderful because it means you’re good at what you do. But it’s also not wonderful because you have no way of predicting when your next client will land. Referrals should absolutely be part of your strategy—but they cannot be the whole thing.
The buying cycle is getting longer. Buyers are more discerning, taking their time to make decisions. That doesn’t mean they’re not interested; it just means they’re observing, evaluating, and deciding when the timing is right for them.
I’ve seen it firsthand: people are buying from me now after silently following me for years. That’s why you can’t rely solely on short-term wins. You have to play the long game, creating consistent touchpoints so that when they’re ready, you’re the one they call.
Content Repurposing with Ecosystem Thinking
To avoid burnout while staying visible, brands are leaning into omnipresence—showing up everywhere their audience is. And that’s where copywriters like me step in.
Repurposing core messages across platforms—while keeping everything cohesive—is the future. Copywriting now requires an ecosystem approach, connecting your social posts, emails, sales pages, podcasts, and more into one seamless journey.
Let me be clear: hiring a copywriter who only specializes in one thing (like sales pages or ads) is no longer enough. To really move the needle, you need someone who sees the whole picture—from the first touchpoint to the final sale.
- Ads can drive clicks, but without a solid sales page and nurturing emails, those clicks don’t convert.
- A stellar sales page is great, but if your social strategy and emails don’t funnel people there effectively, it’s wasted potential.
You need someone who can co-create with you, think through the entire customer journey, and ensure every piece of your content works together.
As the visionary of your business, the best use of your time is not in the weeds of a Google Doc or re-sharing content on social media.
This is exactly where my VIP Copy System Build comes in. It’s not just about writing great copy—it’s about creating a strategic, cohesive ecosystem that leads your audience from curiosity to conversion. Together, we’ll build the system that not only drives results but does so in a way that feels aligned and sustainable for your brand.
Ready to get off the rollercoaster and into a system that works? Book a call and let’s build it together.
What Will Marketing Look Like in 2025?
As we step into 2025, copywriting and marketing continue to evolve at lightning speed. From the rise of AI to more discerning buyers and longer purchasing cycles, one thing is clear: sticking to outdated methods just won’t cut it. But here’s the exciting part—there’s never been a better time to lean into the 2025 copywriting trends that prioritize connection, authenticity, and strategy.
The timeless principles of copy still reign supreme, but the way we apply them is shifting. It’s about simplifying your messaging, embracing the power of thought leadership, and building systems that allow you to connect with your audience consistently. There are endless opportunities to stand out in your market.
2025 is the year to step up, own your brilliance, and elevate your marketing to reflect the incredible value you bring. It’s not about doing more—it’s about doing it smarter.
Ready to take your copy and strategy to the next level? Start with my free audit so that you can craft the kind of marketing that feels aligned, intentional, and built for the long game.
