What We Expect To Trend In Copywriting In 2024

Here to find out what we expect to trend in copywriting in 2024?

It’s no secret that AI is becoming a hot topic for companies, digital marketing professionals, and business owners. But with an influx of AI-related headlines, other copywriting trends are being buried under the hype. 

Your digital marketing strategy must have various creative approaches to ensure a well-rounded plan. This is why it’s important to be aware of other copywriting trends at the start of the new year.  

Discover growing copywriting trends to best strategize your digital marketing plans in 2024. 

Interested in growing your business in 2024? Join our Insider’s List to be the first to know about events, resources, and blogs all geared towards your business growth.

What Copywriting Trends We Saw In 2023

Copywriting trends in 2023 reveal far more than you would initially expect. We saw certain trends take off, supporting copy that uses the following:

  • ChatGPT
  • E-E-A-T
  • Niching down
  • Voice Search
  • Emotional intelligence

ChatGPT Entered Every Conversation

2023 brought up a few questions about copywriting from friends, family, and even other professionals including…

Will AI take over writing jobs?

We’ve discussed ChatGPT and similar software before. But we need to touch on it again as we introduce you to upcoming copywriting trends in 2024.

AI writing tools like ChatGPT are just that…a tool, not a replacement. Those tools can be helpful to use for certain tasks like summarizing meeting notes or creating rough outlines. AI writing tools streamline steps in the writing process that don’t require a ton of creativity. This allows copywriters additional time to dedicate to creativity and tailoring their words for their clients’ needs.

RELATED READ: Is Copywriting Dead In A World Full Of AI Writing?


Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T) have risen to the top of copywriting trends. And we believe we know why.

After years of generic and dry business copy, consumers are focusing more than ever on businesses using copy as a way to make a connection and understand their problems. This means not only pointing out what they’re missing in their lives but also explaining how you directly solve their problems with your product or service.

At one point, E-E-A-T writing may have appeared to be fluff or unnecessary content. However, according to Psychology Today, over 70% of consumers spend more on brands they find authentic. This means somewhere along the way, consumers began craving copy that felt more like a conversation than a straight sales pitch.

Niche Down 

Standing out from the competition online requires copy that clearly focuses on your ideal target customer. For businesses relying on website copy that is 3-5 years old, they may not be targeting the right audience at all. Following the announcement of several Google search engine updates, refining your target audience will continue to be more crucial than ever to separate your business from other companies.  

Voice Search 

As the use of various smart home devices, like Alexa and Google Home, continues to rise, so do voice searches. In fact, voice search and voice commerce spending grew over 300% in just the last 2 years. This is likely because voice search results are known for being convenient, fast, and mostly accurate.

Emotional Intelligence

Aligned with E-E-A-T, emotional copywriting is also on the rise with one key goal in mind: emotional copy should trigger an emotional reaction. The reaction doesn’t need to be overly dramatic or viral to make an impression. As long as you’re connecting on a deeper level with your audience, you’re on the right track.

Emotional copy should trigger an emotional reaction.

Lauren Jefferson

6 Copywriting Trends To Look Out For In 2024

All of the copywriting trends we’ve covered so far will continue to be useful in 2024. Now, it’s time to think about supporting copy that also infuses the following 6 growing copywriting trends.

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1. Personalizing Customer Experiences

Personalizing your messaging means more than adding someone’s first name in an email introduction. On top of using a direct voice and tone, your copy should speak to their specific buyer journey. It’s a good idea to create messaging for groups within your audience including:

  • New and existing customers
  • Repeat customers
  • Prospective buyers

Instead of sending everyone the same message, your copy should intentionally engage your audience by speaking to the next step in their customer journey. How can you accomplish this? 

  • Create separate landing pages for each buyer type (even if it’s regarding the same offer)
  • Segment your email list based on demographics and/or behavior
  • Offer a quiz that results in hyper-personalized messages based on their answers

2. Humanizing Overall Messaging

Having the ability to use E-E-A-T in your writing will be a major difference between original, creative copy that connects with human emotions and AI-produced text. Copy that is humanizing allows you to better connect with your audience because they feel they can relate to you and your business. It’s one way to put a face and feeling to your company’s name without having to incorporate copy that is either too gimmicky or too buttoned up.

3. Tell Captivating Stories

Speaking of humanizing copy, storytelling is becoming vital to user search results. Aside from developing unique copy for SEO purposes, storytelling in copywriting draws your audience in by using metaphors, personal anecdotes, and similar styles to create a connection between your business, its purpose, and your customers. A few examples of creative storytelling for businesses include companies like:

Beauty Bakerie is a cosmetic brand founded and led by Cashmere Nicole – breast cancer survivor, mom, and wife guided by faith, resilience, and inspiration to bring cruelty-free, vegan-friendly, and gluten-free cosmetics to the market.

Away Travel hoped to change the way luggage looked, functioned, and felt for good.  After launching their line of hard-sided suitcases and carry-ons in 2016, Away Travel took off. It is now the recipient of multiple awards for its innovative luggage designs.

Psst! They’re also great at adding a ton of personality to their branding.

Spanx is a shapewear company founded by Sara Blakely. Relying on her intuition, she moved ahead with her initial invention made of pantyhose and $5,000 from her own savings. Over time, she was able to turn her innovation into a full-blown business now worth $1.2 billion. 

Have you read our story from FocusCopy’s CEO Lauren Jefferson? Check it out here.

4. Keeping Search Intent In Mind

Search engines continue to interpret the intent behind search queries used. This means that providing relevant results for users is crucial to remaining at the top of most search results. 

Whether online consumers are asking a question or looking for a certain topic, they expect to find reliable answers right away. With search intent in mind, fact-checking should be an essential part of your own copywriting process to ensure that you’re providing the most accurate information that people are searching for.

If you’re still struggling to understand search intent, we’ve struggled with this in our marketing. For example, we like to shorten copywriting to “copy”. But when you search “copy”, you will usually find copy shops where you can get printouts or copy machine distributors. Even though that’s our term, we realize that someone searching for that term is looking for something else other than copywriting services, tools, or resources. 

5. Gamification For Businesses

Ever heard of gamification? It’s a strategy companies can use to infuse gameplay or similar methods to keep a user engaged and active. The art of gamification can be broken down into 5 main elements…

  1. Progressive Milestones
  2. Real-Time Leaderboards
  3. Immersive Experiences
  4. Digital Badges & Certificates
  5. Social Community Engagement

You’ve likely already used something like this to remain on task, track your progress, or check off items on your to-do list. For example, companies like Dominoes use gamification to keep you on their app as you track your pizza delivery order. 

You can even manage your entire home’s cleaning schedule and add family members to tasks with applications like Sweepy. The app also offers fun challenges, tips, and resources for its users with a low monthly subscription.

There are also businesses offering interactive courses for mundane assignments that most of us will end up needing at one point or another. Defensive Driving is a good example of this type of gamification.

6. Providing Transparent Messaging

Overly corporate, generic copy is officially out. Copywriters and businesses alike are turning to copy that’s authentic, relatable, and honest. This is why transparent messaging is increasingly expected in communication from all companies and brands. People also prefer messaging that is straightforward and easy-to-digest so they can spend less time researching…and more time buying your offer.

Human vs AI Copywriting: Who Wins In 2024?

As much as AI can hit a set word count with precision, it isn’t able to genuinely create messaging that sounds…well, human!

The point is that even with an extensive vocabulary, humanized copy stands out among a neverending bank of AI-generated content.

Caffeinate Your Copy With A Team That’s On Top Of All The Copywriting Trends

Copywriting can easily get overwhelming – we get it! Especially if you’re unfamiliar with digital marketing strategies, writing copy can feel like an absolute mountain. We’re here to help make that mountain feel much much smaller. 

Are there any other copywriting trends or topics you’d like us to touch on? Connect with us on social media and leave a comment!