There’s this one quote I swear by as someone who writes for a living, it goes: “Writing is easy. You only need to stare at a blank piece of paper until drops of blood form on your forehead.” (I just realised, as I’m typing this, that it’s by the American journalist, author, and dramatist Gene Fowler.)

TL;DR 😫 TAKE ME TO THE TECHNIQUES NOW!

As a copywriter, and I believe what comes next also applies to anyone who works in a creative field, it’s nearly impossible to always, always feel motivated and inspired doing the job.

Some days I’m tasked with writing about a product or service I don’t find particularly exciting, while others I simply run out of what I call my “creative juice” for the day—or even the whole week. Ironically, there are moments I’m genuinely excited to put pen to paper and share, for example, how amazing CopyCon 2024 was, only for my anxiety to creep in, whispering to my ear that my words won’t be good enough.

Writing, as it turns out, is not easy. And it’s only a matter of time before most (if not all) writers hit a wall—writer’s block. It’s just inevitable. In an ideal world, we would go for a walk, take a break from screens, or lose ourselves in a favourite book until inspiration returns. But in reality where deadlines actually exist, the only way is through. So how do we do that then? This is where copywriting techniques, like the ones I learned from CopyCon 2024, come in.

What is CopyCon?

CopyCon, short for Copywriting Conference, is, as the name suggests, a conference that “aim[s] to inspire, entertain, encourage and educate copywriters of all stripes.”*

Took place at the Royal College of Physicians in the heart of London on 8 November, CopyCon 2024 was the conference’s eleventh occurrence, featuring over a dozen speakers and trainers sharing their expertise, best practices, and lessons learned on various topics relevant to those whose role(s) involve writing, copywriting, storytelling in the world of marketing and advertising.

CopyCon is held annually, and is heading north to Manchester in 2025. For more information, visit copywritingconference.com

Speaking of inspiration, my colleague Kathryn and I went down to London for CopyCon 2024. To say that the conference was inspirational would be an understatement – we thought it was a fantastic development opportunity, not only for copywriters but also for marketers at large.

This was my first time at CopyCon, and I was genuinely in awe to be in a room full of so many people who, I presume, in one way or another, work with words for a living. I felt quite at ease right away, knowing we would share an understanding of each other’s triumphs and struggles—without the need for those awkward conversations where we try to explain our jobs to relatives at Christmas dinner. (So… you just write slogans all day, right?)

Tasmin Lofthouse delivering the Turn Data Into Feel-Good Copy That Converts session at CopyCon 2024 (Photo courtesy of ProCopywriters)


Personally, my top 3 favourite sessions, from which I picked up the writing techniques I’m about to lay out in a bit, are:

  • Turn Data Into Feel-Good Copy That Converts by Tasmin Lofthouse — As the sweet spot between psychology and writing, Tasmin talked about how data, when properly collected, interpreted, and positioned in copy, can help tap into people’s minds and considerations for taking certain actions. And by data, it spans brand, audience, and market data.
  • Telling Stories (Without Inspiration) by Charlie Stewart — This was my and Kathryn’s joint favourite session (which my colleague Kathryn dissected at length here). Charlie’s session revolved around how we can draw stories and motivation from other people, which directly addresses what I mentioned earlier about inspiration, the lack of it actually, when it comes to working in a creative field.
  • Your Inner Critic is a Ding-Dong by Dan Nelken — This session was indeed a testament to “save the best for last,” as Dan, very candidly, shared the highs and lows of how he’s built up his craft, his creative process, and immediate, actionable writing tips and tricks that I’m going to mention in 3… 2… 1…

1. Juxtaposition

This is something we see all the time and everywhere, but perhaps we never really put a name on it. Juxtaposition, or the use of opposites, is a technique that leverages two contrasting ideas, words, phrases, or even images next to one another to create engaging tension, capture attention, and leave a lasting impression.


Examples of Juxtaposition include:

  • Less URL. More IRL. (BT)
  • Mega power. Mini sized. (Apple)
  • Yesterday you said tomorrow. (Nike)

2. The List & Twist

The List & Twist is a copywriting formula where we come up with a list of seemingly straightforward items, ideally 2, and then serve an unexpected twist at the end. The twist adds humour, surprise, or a fresh perspective that blows readers’ expectations.


One of the very best examples is British Airways’ “A British Original” campaign that won the Outdoor Grand Prix at the Cannes Lions 2023 *. This campaign ran entirely on the List & Twist copy, with “Business” and “Leisure” as the first two items, and over 500 creative twists, including:

  • Because the weather sucks.
  • Warm gusts of wind that don’t come from tube trains.
  • Donatello. Michelangelo. Parmigiano.
  • Mischief

3. The Mullet

Just like the hairstyle, the Mullet copywriting technique is, as Dan described verbatim, “You have the business message in the front, and then you can party in the back.” With the Mullet, you first offer substance to hook the audience, and later add charm to keep them engaged.


Here are some of the examples:

  • Please enjoy responsibly. The internet never forgets. (Bud Light)
  • ​​We make healthy drinks. Please buy them so we don’t get fired. (Innocent drinks)
  • It’s the closest you will get to real ginger beer, without having to talk to old people. (StrangeLove)

4. Repetition

Repetition writing technique is when you choose ONE word to emphasise and play with throughout a sentence or piece of copy.

Dan’s example was, “Buy my book on copywriting so I can stop working as a copywriter.”  The focus on variations of ‘copywriting’ adds rhythm and humour, which makes the message more engaging.


Other examples include:

  • Pro cameras. Pro display. Pro performance. (Apple’s iPhone 11 Pro)
  • The Man Your Man Could Smell Like (Old Spice)

5. Rule of Three

The Rule of Three, as the name suggests, is when you group ideas, characters, or points in three. Tasmin mentioned this writing formula, which further encapsulated how she explained that we humans always look for and cling to patterns.


This creates a natural rhythm in the copy; it feels complete and balanced without becoming overwhelming, for example:

  • One app. All integrated. End of story. (Axero)
  • Customise. Stylise. Memorise. (Apple’s iOS 18)

6. Familiarity Effect

In Tasmin’s own words, the Familiarity Effect is “great when you’re introducing something brand new, something that people don’t really understand yet.” This writing technique frames a new concept in terms of something already well-known, making it easier for people to understand and connect with.


I’ve seen A LOT of ads lately where brands utilise Duolingo in the copy using the Familiarity Effect, for instance:

  • Like Duolingo, but for cooking. (Zest)
  • Like Duolingo, but for therapy. (Ahead)

Other examples include:

  • Airbnb of Office Space (LiquidSpace, described by Fast Company)

It’s worth noting that *not* everyone loves the Familiarity Effect. In fact, brands that take advantage of Uber and Duolingo have received some backlash for not providing enough clarity and, ironically, the lack of effort to explain themselves. It’s arguably an excellent technique, but I’d be very cautious using it.

7. Before After Bridge (BAB)

Last but not least, and I believe not so new to experienced copywriters, is the Before After Bridge or BAB. This writing technique takes the audience from where they are to where they want to be—focusing on their pain points and offering a clear solution toward a better future.

A brilliant example of BAB is ClickUp’s BEFORE ClickUp vs AFTER ClickUp campaign that:

  • Before: Highlight the chaos caused by competing priorities and disorganised workflows—teams frustrated, deadlines missed, and tasks slipping through the cracks.
  • After: Show a world where everything is organised, teams are happy, and productivity flows.
  • Bridge: Demonstrate ClickUp’s tools that make the transformation (the Before and After) possible.

And now you write.

With all these copywriting tips and tricks (a very big thanks to the amazing speakers at CopyCon 2024!), I hope you can find joy in writing again, or at the very least feel better equipped with tools you can rely on for those moments when inspiration is OOO.