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The 4 Copywriting Trends To Stay Ahead in 2025 · Values-First Marketing

• 0:10
  Megan Loehr: I'm here today 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. So whether you're a seasoned pro or just starting out, understanding the copywriting trends shaping 2025 is essential to staying ahead. These trends are not about chasing shiny objects or reinventing the wheel. They are about cutting through the noise, getting back to what works and showing up in a way that resonates with today's more discerning and sophisticated buyers. We've seen it all in recent years, from the pandemic boom to the rise of AI and a market that feels more crowded than ever. But here's the thing, the timeless rules of copy have not changed. In fact, they're more important than ever, and the key to success in 2025 is still simplicity, strategy and a relentless focus on connection.
• 1:22
  Megan Loehr: In this episode, I'm giving you the inside scoop on the five most important copywriting trends for 2025 these insights will help you cut through the overwhelm, connect with your audience and convert like never before. So let's dive in. Number one is AI copywriting is not converting. Think about the best content you have read or created this year. Maybe it's viral posts that made you pause mid scroll, or the copy that inspires someone to say, I need to work with this person in a deep one on one capacity at a high ticket price point. Ai did not create that. That post that sticks with you, the spark connection and build building trust. They come from real people who are on fire about the transformation that their business has to offer for a very particular, right fit person. At the end of the day, we are human beings trying to connect with other human beings. That is the heart of effective marketing. So I don't see how it makes sense to outsource human connection to artificial intelligence. I know you've seen this too. AI is flooding our social feeds and inboxes with noise content that is fast but not meaningful. And what's actually converting? I've looked at the data, not just my own, but my six and seven figure clients as well. What's actually converting is human written copy, copy written from the heart by people who actually give a you know what? Because here's the truth, when your audience even suspects that your words were turned out by AI, trust evaporates. They click away immediately. Buyer skepticism is already at a sky high level. People are craving connection, authenticity, humanity and your AI written content is not fooling anybody.
• 3:22
  Megan Loehr: Now, let's look at using AI to quote, write content faster, because I know that is a huge problem, and let's be honest, you're still exhausted and burnt out by the content creation process. I know because I've had these conversations with so many of you, 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 for this content here. I hear it all the time in behind the scenes conversations, and it's one of the things I'm most frequently asked to talk about as a speaker on this exact topic. AI might write faster, maybe. 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 of this podcast, I share my writing process on how I regularly write five emails in 55 minutes for my own business. So I would actually argue that AI is not necessarily faster. Obviously this depends on the person, your preferences, your writing habits, but I think the statement AI rights content faster is worth challenging. And don't even get me started on the SEO implications of writing with AI. So I don't want you to get me wrong, I'm not anti AI at all. In fact, I created a whole episode on the eight smart ways that I use chat, GBD for copywriting that converts better while still sounding on brand, that's linked in the show notes.
• 4:52
  Megan Loehr: And in fact, there are plenty of other ways we can and should use AI to be more efficient. But here's the thing, when AI takes the lead in copywriting, it strips out the heart, the humor and the humanity, the very essence of what makes your audience connect with your brand. I know AI is here to stay, and it can absolutely help you speed up timelines in so many other ways, and inevitably, as AI tools evolve, I'm sure they'll get better at generating content quickly and even personalizing it more or better to some degree, but the demand for human expertise, the ability to create emotionally resonant truly you copy, is only going to Grow, because that's the only thing that is working. Buyers want more connection, not less.
• 5:43
  Megan Loehr: 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, you've got to 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 only something that you can do. And as a copywriter like we can help you see your unique value from different angles and help you express what you're actually trying to communicate. This is actually one of the major benefits of a copywriter, beyond just putting those compelling words on page, but at the end of the day, you are the thought leader. I have more thoughts on this, which I'm going to circle back to in a second, but as the copywriter, I am your thought partner in helping you more quickly translate your thoughts into compelling copy that converts and still sounds like you, so that you don't have to be in the way weeds of a Google Doc, or on tailwind or later, or however you schedule your stuff, wherever you schedule your emails, all those things that is not the best use of your time, skills, talent, abilities as the visionary CEO, am I right? Okay, let's move on to number two is there will be a heavy focus on ROI when hiring this sounds like, well, of course, duh. But listen to this. I'm sure it's going to sound familiar. Fear caused business owners to cut back on hired support in 2024, whether that's w2 1099, retainer, hourly, I don't care anything. And here's how the story usually goes. You pull back, thinking you can make do without help. You'd rather save the money. Then soon enough for drowning and you realize that you need support yesterday, then one of two things happen. One, you either hire a cheaper service provider who isn't as experienced, ends up not doing a great job. So you didn't get the ROI of that higher, or you try to DIY it, but your capacity is maxed. It's not in your ex area of expertise. So you did a halfway job that you hope is maybe doing like a good enough for now, kind of a job, but, you know, it could be so much better, and it doesn't really reflect the expertise and transformation that you offer.
• 8:03
  Megan Loehr: So either way, whatever route you took, you're still stuck in a cycle of playing small because fear keeps calling the shots for you. So it's time to break that cycle. But how do you know that you will get your ROI? My recommendation is to first start with these 11 questions to ask before hiring a copywriter. That was all the way from, I believe it was episode three. I have it linked in the show notes for you, so you can either read or listen to that one and take a look at those questions. And truly, even if it's not me, ask your copywriter that before hiring them, before starting another project, to make sure that everything is on point, and you set yourself up for success with this hire, because hires, as you know, are time consuming to one, the hiring process, and two, then training them and getting them to know your brand voice and all those things anyways. So what is the true cost of doing it all yourself?
• 8:57
  Megan Loehr: When you try to do it all, the cost is not just financial.
• 9:02
  Megan Loehr: That's usually the number one thing that drives us, but it's also your time, your energy and your ability to operate in your zone of genius. This is one of the things I hear all the time.
• 9:13
  Megan Loehr: You just want to do what you're best at, and you wish you didn't have to worry about getting more clients right. The good news is that you can have marketing that only takes one hour or less of your time per month. That is how I operate with my done for you clients with my services, that is what I can guarantee you. And you can download my services guide in the show notes as well if you want to explore more about what that could look like or have a chat about it with me directly. So without a team, you are limited by your own hours, but with the right team, you are freed up to focus on what you are 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 in making hires that don't deliver, or that totally under liver under deliver. So the key here is to track the relevant KPIs so that the ROI of hiring is crystal clear. So whether it's more time that you're looking for more revenue or more peace of mind, you will see the payoff when you've got the right people in place. Ideally, you will see all of the ROI on all of those things, not just monetary though. Definitely, for sure that as well. Another thing, as we are looking for a heavier focus on ROI when hiring is to look for thought partners, not just task takers. Honestly, if you're looking for a task taker.
• 10:41
  Megan Loehr: You can do that so well on a budget with some solid SOPs. But the value of hiring humans is not just in doing, though.
• 10:48
  Megan Loehr: That's part of it, for sure, you need to execute. It's also in the higher level thinking, creative creativity and strategy as well. You need a thought partner who understands what is happening now, not two years ago, like AI tools, but and someone who can think ahead, who has a pulse on what's working in the industry, because they get it, we're in it too, someone who gets your vibe, your energy, what you're about, and they can deliver results that actually move the needle. If you see a copywriter only as a task taker, you are 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 of your marketing assets, I also help you create your brand messaging, which has to come from you and your thought leadership. First, one of my clients beautifully explains how my thought partner role works.
• 11:39
  Megan Loehr: In this case study, which, again, I have linked in the show notes. So if you want to elevate yourself as a thought leader, which highly recommend in 2025 and beyond, if you don't already see yourself that way, it starts with owning your brilliance. Own it. 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 and then communicate it naturally in a way that sells.
• 12:27
  Megan Loehr: And this is not about playing small or blending in. It's about leading with courage and authenticity. We talk about this in the copywriting mindset episode with Brian McCarthy, again that is linked in the show notes if you want to check it out. Being a thought leader also means getting getting comfortable with putting yourself out there, because when you know exactly who you are at your core, when you are rooted in your values and your purpose, the mean comments that will inevitably come, the skeptics, the people who just don't get it, won't shake you, and that is, I think, the number one underlying thing of why people are scared of copywriting.
• 13:08
  Megan Loehr: Because this is in the back of their mind. They're afraid of what other people might think, what other people might say. And you might say that that doesn't bother you, but then deep down, it does so, knowing who you are at your core, then it matters a heck of a lot less what others are going to say about it, and then you can truly step out as the thought leader that you are, rather than playing it safe and saying what everyone else is saying, and just, you know, maybe saying in a slightly different way that is not going To get you the thought leadership, the clients, the business that you desire. But here's the catch, thought leadership does not happen overnight. Often, it means going through a year, often years plural of speaking into what feels like a void, but 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 does not come from following the crowd. It comes from leading yourself first.
• 14:15
  Megan Loehr: Another thing under this umbrella of looking for getting an ROI out of your hires, for me, I want to look for a one stop shop for results. So 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 copywriter.
• 14:40
  Megan Loehr: I'm not just a writer. I'm both a strategist and an implementer.
• 14:44
  Megan Loehr: And call me biased, but I think it's very rare to find someone who is both, or at least I have been told that anyways, and it's really nice when your strategist and implementer or executor are the same person, because then nothing gets lost in transit.
• 15:00
  Megan Loehr: 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. I get too many business owners coming to me with a marketing strategy from a very expensive business coach that they feel like they have to now implement because they've already spent so much money on it, but they don't feel aligned with it 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, your gifts, how you actually want to show up, and then how we can amplify that, because any type of marketing works. There's no secret out there. I know that's like a common copywriting like headline formula, the secret to you know, XYZ? No, there is no secret any type of marketing works. It's just a matter of when. So you have to be consistent. So hiring someone with the experience and skill set to cover multiple roles, they're not going to be the cheapest on the market, but it is cheaper than hiring two or more low cost freelancers to do the same job, and it saves you the time of hiring and explaining and delegating and managing two or more different people, a team of people. And to clarify, this does not mean being a generalist and trying to do everything under the sun instead, it means owning all of your expertise, everything that lights you up and gets results.
• 16:29
  Megan Loehr: I love this because, to be honest, I feel underused 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, and it saves you so much time and stress to have that all under the same roof, one stop shop with a qualified individual who has the experience and results to back it up. And I'm going to come back to how we know what that looks like in just a minute here, and that's going to come in. Number three, which I have for you, is that next copywriting trend of 2025 is that hard sell tactics are out.
• 17:13
  Megan Loehr: We see what you're doing and we are 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 and awareness around that marketing strategies will incorporate more gentle and empathetic copy. I have a whole blog on that, which I linked in the show notes, and that is given priority. I could even given priority. That's not the right word, but that converts better than the fear based or urgency driven messaging. Again, I have another blog on that linked in the show notes as well. So gone are the days of selling high ticket services where you make the prospect get on a sales call and you reveal your price only after you have quote demonstrated the value, right? High. Ticket buyers don't have time to get on these long sales calls. They know their budget, and they want to be able to quickly determine if you are even in their ballpark. So they don't waste their time or yours if it's financially not a fit. So if you have exact pricing, show it on your website or at least a downloadable Services Guide.
• 18:21
  Megan Loehr: That's what I do. If your pricing is more bespoke, give a range of what to expect. This does not mean putting a starting at price. And the sales Maven Nikki Roush shares more about this and the sales psychology behind it in her episode, which is coming up in a few weeks, but I do have a link for her in the show notes as well, if you want to grab her free ebook, sharing a little bit more there.
• 18:48
  Megan Loehr: Okay, great. So what can we do instead? We talked a lot about what not to do, but how what's the other side? The flip side of that coin, the secret weapon you are probably overlooking is case studies. These are no longer just a nice to have. They are a need to have, because they do two incredibly powerful things.
• 19:07
  Megan Loehr: First is that they let potential clients see what it is like to work with you. When you document your process, you are giving people a front row seat to the experience. They can visualize the journey and the results on what it's going to look like and feel like which builds so much trust and confidence in your services. And then number two, case studies showcase the results that you deliver from hard numbers to emotional wins.
• 19:35
  Megan Loehr: Case studies need to demonstrate your impact on both sides, both qualitative and quantitative.
• 19:39
  Megan Loehr: People need to see that proof, especially in 2025 where a buyer's skepticism remains sky high. So you can make your case studies work hard for you by hosting them on your website as blogs, promoting them on social media. Include them when you pitch or onboard new clients, something that they can look at before they get on a sales call with you, and it often pre answers a lot of questions that they might have in a very tangible example. So what do you include in a case study? Well, I would say, don't stop at the metrics. Because, yes, of course, 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 can make your case studies super relatable and impactful. Take Vanessa, for example, when I overhauled her website copy, it wasn't just about creating polished words.
• 20:32
  Megan Loehr: My process saved her time. She needed only to spend one hour on it, one hour of her time, and I did the rest of the legwork. And for a luxury wedding photographer, running a very busy business, someone who travels probably 50% of the year, not an exaggeration, that was a game changer for her. She did not have time for more than that to make this happen. Or you can look at April's launch. I have all both of these case studies linked in the show notes. Sure we saw impressive open rates for her and enrollments, yay, numbers. But more importantly, she felt peaceful during her launch, instead of stressed. Like, imagine that like that is so rare in our industry a launch without the chaos, right? That sounds wonderful, like she went to the lake on a vacation, like during the weekend throughout her launch, and people were just like, you did what? And it was a lot, because she did not have to write all of these emails. You know, day after day, they were already written, planned and approved for her. So I think case studies are wildly underutilized in most businesses, but they're one of the most powerful tools in your arsenal, I would encourage you to make them a regular part of your off boarding process with your clients. Document the journey, gather feedback while it's still fresh, and create a clear picture of the results you deliver. And if this feels overwhelming, this is another thing that I can help with. As a copywriter, I am here to make humans shine and stand out. So you can focus on creating even more of them. You can download my services guide in the show notes to explore your options and get started. All right. Then lastly, number five copywriting trend of 2025, that you must hop on, that you must do, is communicate consistently. This is the one thing that all of my most successful multi, six and seven figure done for you clients have in common. They market consistently and not just when they need clients. I'm going to say that again, you need to be marketing consistently and not just when you need clients. Even if you have a full client roster, you still need to be marketing, because otherwise you are just fueling that feast and famine cycle. And let's be real, that cycle is exhausting. You need consistent visibility and exposure beyond referrals from past clients. So let's talk about the referral roller coaster and how to get off of it. 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. Yes, right.
• 23:13
  Megan Loehr: But here's the problem, if referrals are your only strategy, you are riding a roller coaster that you cannot control. You cannot control when and if someone says your name in a room or recommends you. Most online service providers rely on word of mouth to get clients.
• 23:29
  Megan Loehr: Trust me, I ask, and I hear this all the time. It is wonderful because it means you're good at what you do, right? That is a good sign. 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 strategy, especially now in 2025 and beyond, the buying cycle is getting longer. Buyers are more discerning, taking their time to make decisions. That doesn't mean that they're not interested. It just means that they're observing, evaluating and deciding when the time is right for them. I've seen it firsthand as well, both on my side and for my clients as well, people are buying like for me now, after silently following me for years, that's why you can't rely solely on short term wins.
• 24:18
  Megan Loehr: You have to play the long game and creating consistent touch points so that when they're ready, you are the one that they call and doing this in a sustainable way comes down to content repurposing, but with ecosystem thinking, and that last part, the ecosystem thinking, is what I think so many people miss about the content repurposing. So to avoid burnout while staying visible, brands are leaning into omnipresence, showing up everywhere their audience is, and that is where copywriters like me step in, repurposing poor messages across platforms while keeping everything cohesive. Is the future.
• 24:54
  Megan Loehr: 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 a sales page copywriter or an ad copywriter or email marketing only, that's no longer enough to really move the needle. You need someone who sees the whole picture from the first touch point to the final sale, because look at these two examples. Ads can drive clicks, but without a solid sales page and nurturing emails, those clicks don't actually convert.
• 25:37
  Megan Loehr: So then maybe you've wasted your money on the copywriter who wrote the ads and spending money on the ads themselves, because the whole ecosystem was on place. Another example, maybe you have a stellar sales page that a copywriter wrote, but if your social strategy and your emails don't funnel people, there, effectively not enough traffic reaches your sales page, and it wasted potential. Like even if it was, you know, a million dollar sales page, it won't convert at the rate you need it to if you don't have enough traffic going there. So you really need someone who can co create with you, think through the entire customer journey and ensure that every piece of your content works together. Because if you're gonna spend time creating it, we might as well be smart about it.
• 26:20
  Megan Loehr: And 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 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. So if you're ready to get off the roller coaster and into a system that works, you can book a call with me, and let's build it together again. That link is in the show notes. So what will marketing look like in 2025 let's sum it up, copywriting and marketing continue to evolve at such a 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 anymore. But here's the exciting part, there's never been a better time to lean into these 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 even more, embracing the power of thought leadership and building systems that allow you to connect with your audience consistently without burning you out, whether it's creating a cohesive content ecosystem, leveraging AI as a support tool, but not a replacement, or getting a referral roller coaster, there are endless opportunities to stand out in your market and create the business and revenue that you truly desire this year 2025 is the year to step up, own your brilliance, and elevate your marketing to reflect the incredible offer and the incredible value that you bring.
• 28:11
  Megan Loehr: It's not about doing more. It's about doing it smarter. So if you are 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, and that is linked in the show notes as well. For you to get started on the free audit is so thorough, it is based on the things that I feel like I'm always seeing tweaking for both my done for you clients and the members of copy critique club as well. So it's based off of tons and tons of audits that I've done. And these are the most common things that come up that have also have made the biggest difference that the data shows.
• 28:56
  Megan Loehr: So go ahead and grab that free audit in the show notes. Go through it and start to see your conversions increase. So