Fiducia TogetherCopywriting
Writing to get somebody to act. Different from writing well.
Please note: This page explains what a term means. It is general information, not legal, financial, tax or investment advice, and it does not know anything about your business. Before you sign, file or commit to anything, check it with an accountant, a solicitor, or the official guidance we link to.
What it means
Copywriting is commercial writing aimed at a response — a sale, an enquiry, a signup.
Why it matters
Most small-business copy describes the business. Copy that works describes the customer's problem and what changes for them, which is a different sentence entirely.
What it looks like in practice
Lead with the problem or the outcome, not with your history. "We've been established since 1998" is a credibility line, not an opening.\n\nSpecificity beats adjectives. "Same-day response" beats "excellent service".
What to watch out for
Claims you cannot evidence. The Advertising Standards Authority's CAP Code applies to your website as much as to a billboard, and "the best in the North West" invites a complaint.
Where to get proper advice
The ASA and CAP publish free advice on what you can claim. Your own customers' words are the best source of copy.
Where to read more
Last reviewed 2026-08-28 by Fiducia Together · Next review due 2027-08-28
Please note: This page explains what a term means. It is general information, not legal, financial, tax or investment advice, and it does not know anything about your business. Before you sign, file or commit to anything, check it with an accountant, a solicitor, or the official guidance we link to.