10 Common Copywriting Templates to Use in Marketing

Ask any marketer who’s answerable for copywriting about their writing course of, and you will shortly discover out that there isn’t any particular course of to comply with.

Moreover, copywriting varies relying in your viewers, function, and format — copywriting for an Instagram submit, for example, is completely completely different than copywriting for a press launch.

At HubSpot, we all know the battle. Copywriting calls for creativity, inspiration, and arduous work — and it may be troublesome to search out all three, day-in and day-out.

To assist with author’s block, we have put collectively 10 copywriting templates you may use for any of your advertising and marketing efforts, together with running a blog, social media, e mail advertising and marketing, and even inner memos.

Let’s dive in.

→ Download Now: 6 Free Blog Post Templates

10 Copywriting Templates to Use in Advertising and marketing

1. E-mail Advertising and marketing

First, you may want to find out what sort of e mail you are writing to make sure you’re talking to the best viewers. Coordinate together with your crew to see if it is a one-off advertising and marketing e mail like a month-to-month publication, or in case you’re being requested to put in writing for a collection of emails, like a nurture marketing campaign.

As you are drafting your copy, take into account how your e mail will encourage the reader to take a desired motion, like clicking a hyperlink to buy or scheduling a name with a gross sales rep to be taught extra about your companies.

Should you’re not aiming for the reader to take a selected motion and as a substitute simply wish to ship a common replace, like an organization announcement, you may need the copy to simply and clearly talk the core of your message to your reader.

This is an instance of a template you may use to welcome new subscribers to your publication:

Hello [First Name],

Thanks for signing up for [include what someone just signed up for like a blog subscription, newsletter subscription, company services, etc.]

At [Company Name] we’re working to [list a few of your company’s core goals, or include your mission statement]. We extremely encourage you to take a look at [suggest a few recommendations so the reader can continue learning more about your company].

Should you ever have any questions please be happy to contact us at [Contact information].


[Company Name, or individual sender’s name]

Featured Useful resource: 15 Email Templates for Marketing and Sales

We have thought of the forms of emails entrepreneurs and salespeople are prone to ship on a repeat foundation, and crafted templates that may assist remove that point.template for an email pitch to a company

Download these templates

2. Running a blog

Blogs give copywriters an opportunity to dive deeper into matters in a means that is not captured by way of emails, adverts, or social media posts. There are such a lot of several types of blogs you may write, so make sure you develop your weblog technique to maintain an in depth pulse on what forms of weblog posts and clusters carry out greatest for your corporation.

Since blogs are usually longer than different forms of copy, you wish to ensure you’re holding your viewers engaged. Think about what your reader is studying your submit for and heart your submit on answering the topic-related questions readers are most probably to ask.

This weblog submit template is an instance of a services or products evaluation.



[Introduce the product/service that you’re reviewing and relevant background information about the company the product/service is from. Clearly state what the reader will gain from reading the post.]


[Write a brief using keywords. Use headings throughout the post to break up the key sections your post]


[A few paragraphs will cover the bulk of the review here. If there are multiple features to the product/service section them separately as you review. Be detailed and answer as many questions you think your audience may have about the product or service]

  • How is the performance?
  • How was the customer support?
  • Are you recommending the product/service?
  • Who would profit from utilizing the product/service?


[Wrap up your post with final thoughts and a CTA if you want readers to check out the product/service.]

Featured Useful resource: 6 Free Blog Post Templates

We have put collectively six important weblog submit templates each marketer wants — from how-to posts to listicles.

image of hubspot's free blog post templates

Download these templates

3. Social Media

Writing copy for social media depends upon the social platform. Should you’re writing copy for Twitter, you will have a strict character depend, so the copy must be temporary however nonetheless interesting sufficient to get the eye of somebody scrolling.

Much like Twitter, Instagram is thought for catchy captions. Character depend is not as a lot of a priority on Instagram. Nonetheless, because the social media powerhouse is visually oriented, you may wish to write a caption that echoes the picture or video in a submit.

Total, the first aim when copywriting for social media is to completely perceive the completely different use instances of the social media platform for which you are writing. This is an instance of an outreach template you can use for one more main social media platform, LinkedIn.

Hello [First Name], I simply completed [reading/watching your post, reading/watching a post you shared, reading a comment you left on a post, etc.] I discovered it fascinating that [include a few brief key points you found interesting, or anything that you feel showcases some common ground]. I additionally observed that we share a couple of mutual connections like [list mutual connections].

Let’s join and hold sharing nice content material with one another!

Featured Useful resource: Social Media Templates

social media template

Download these templates

4. Web site Copy

Copywriting for web sites is about staying true to the enterprise’ general model, whereas making it simple for customers to navigate the positioning. The copy that makes it to a website performs an enormous function in setting the tone for a model’s voice. When writing web site copy, then, it’s important you collaborate with key decision-makers for suggestions to make sure your copy is on model.

There’s so many alternative parts of an internet site, so begin with clarifying what sort of web page you are writing for on the positioning. This will embrace, however shouldn’t be restricted to, the next:

  • House web page
  • About Us web page
  • Contact web page
  • Product or Service class web page(s)
  • FAQ web page
  • Weblog web page

Let’s check out some of the obligatory pages to incorporate in your website, the About Us web page:

[Company name] was based in [Year] by [Founder’s name]. When [Founder’s name] started constructing [Company name] [he/she/they was/were] decided to [help ,build, create] an organization that provides [include the solution that the company problem solves for].

[Include as much or as little about the founders of your company. Sharing personable stories about how your company was founded is a great way to connect with readers and provide more insight into the people behind your brand.]

[Company name] helps folks with [identified pain points of your buyer persona(s)]. To present our clients the very best [product or service] we concentrate on [value proposition #1], [value proposition #2], and [value proposition #3].

[Company name] takes satisfaction in working with folks such as you to offer high quality [product/s or service/s] and distinctive customer support. We look ahead to having you as a valued buyer.

[Closing Signature]

Featured Useful resource: About Us Pages Guide + Lookbook

Get impressed by these superior ‘About Us’ web page examples and learn to make yours nice, too.


Download these templates

5. Ebooks

Ebooks are some of the widespread forms of content material copywriters can create. Since ebooks are supposed to comprise in depth data, it is best to take the drafting course of one part at a time.

This is an instance of a common e-book template.

Cowl/Title Web page

[In addition to including the title of your ebook, you’ll also include your cover image. If this is a company resource also add your company’s logo. If it’s a resource coming directly from an individual contributor, include the author’s name.]

Desk of Contents

[The table of contents should clearly include a list of all the chapters or sections in the ebook, with the corresponding page numbers.]

[Introduce the ebook topic with relevant background information and clearly state what the reader will gain from reading the ebook.]

Chapter/Part Pages

[This is the best part of your ebook because it’s where the core of your information will be for your readers. Break the writing into digestible paragraphs for better readability, and include relevant images to help break up the copy and fill excessive white space.]

Conclusion Web page

[This is the closing of your ebook. The goal of your conclusion should emphasize what the reader has gained, and any actionable steps they can use to put their new knowledge to good use.]

Non-obligatory pages to incorporate:

In regards to the Writer web page

[This page helps readers learn more about the author. The background information can vary depending on the author’s level of comfortability, but overall the tone should be personable. This is also an opportunity to speak to the author’s credibility of the ebook topic.]

Interactive pages

[Interactive pages can help keep your readers engaged. These pages may include: quizzes, worksheets, checklists etc. Including an interactive page in each chapter or section can help your reader feel they’re actively learning as they read.]

Assets web page

[You’ve most likely referenced tons of sources to help you get the final version of your ebook. Include the most important resources on this page for readers that may want to do further exploration on their own.]

Featured Useful resource: Ebook Templates

Allow us to handle the design for you. We have created six free ebook design templates — out there for PowerPoint, Google Slides, and InDesign — for a complete of 18 templates.


Download these templates

6. Disaster Communications

Should you’ve been tasked with writing for a disaster, you may have to be particularly attentive since one of these content material is often addressing critical or delicate issues.

Growing clear messaging for disaster communications requires a particular degree of element. You will wish to convey an empathetic tone that appropriately addresses the disaster. It is a good suggestion to collaborate with crew members to make sure the general message is correctly aligned together with your firm’s model.

It’s possible you’ll find yourself creating a number of items of content material for a disaster together with weblog posts, social media posts, emails, an announcement from the CEO, a publication, and many others. The next template is an outline of what to deal with:

An outline of the disaster

[Clearly identify the crisis and share detailed background information on what has occurred. If you’re addressing something that includes individuals use discretion. Check with your company’s legal team to ensure all documents are following proper protocol.]

Plan of motion and timeline

[Create a plan that includes a timeline of how the events have developed and how your team will be addressing the issue/s at hand. Consider the types of questions media outlets could ask and write prepared statements the company, leadership, and general team members can use to respond.]

Contact data

[Share the best contact information people can use to learn more about what’s happening and ask any additional questions. This could be your company’s PR team or agency or an internal customer service or support team.]

Featured Useful resource: Crisis Management and Communication Kit

The templates on this disaster communication equipment will assist your disaster administration crew put together for the best way to deal with a disaster and reply to the media throughout the troublesome time. Having clear lanes offers your crew to function successfully throughout instances of disaster.

cover image of hubspot's crisis management and communications kit

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7. Buyer Communications

Customer support is a necessary a part of any enterprise. Writing to higher perceive and higher talk together with your clients is critical to foster stronger connections. Top-of-the-line methods to higher perceive your clients is by creating purchaser personas. Purchaser personas are semi-fictional representations of your best clients based mostly on knowledge and analysis.

Use this template define to start growing your purchaser personas.


[Create a background for your persona that best exemplifies the types of customers you have. This can include their job title, career path, and family life.]


[Include age, gender, salary range, location, and anything else that best represents your customer persona.]


[Identifiers can include your personas general demeanor or communication preferences. This type of information is vital because it helps businesses build a more curated approach for their customers.]

Featured Useful resource: 17 Templates to Help You Put the Customer First

That can assist you foster higher relationships with delighted clients, we put collectively this assortment of templates — purchaser persona templates, e mail templates, and survey templates — that put the shopper first.

image of hubspot's templates to help readers put the customer first

Download these templates

8. Case Research

Potential clients usually flip to case research after they’re researching a services or products they’re excited by shopping for. Case research present proof as to how a services or products has helped clients by figuring out a ache level and offering an answer. They’re an incredible useful resource for copywriters to indicate off their interview abilities and boast robust statistics.

The important thing parts of a case examine are listed within the following template:

Government Abstract

[Provide a mini headline to grab your reader’s attention. Then, underneath this headline, write 2–4 sentences (under 50 words) summarizing the whole story, making sure to include the most relevant points of the case study.]

In regards to the Consumer

[Share a brief description of the company you’re featuring in the case study. This should include the name of the company, when the company was founded, what the company does, and any other relevant information you think would be helpful for readers.]

The Challenges

[Write 2–3 short paragraphs describing the pain points your client was experiencing before they bought from you, the challenges this presented and/ the goals that were trying to be achieved.]

The Resolution

[Write 2–3 short paragraphs describing how your company worked with your customer to find a solution to their challenges and implement a winning strategy. Use this space to describe how they are now using your product or service to solve their challenges from the previous section.]


[Write a 2–3 paragraph conclusion to prove that your product/service impacted the customer’s business and helped them to achieve their goals, especially if they’ve been able to quantify or speak to the ROI of their investment.]


[Use your CTA to lead your prospect to a landing page or a contact form. This will give you more information on who’s reading your case study and who’s interested in your company.]

Featured Useful resource: Case Study Template

Need assistance getting your first case examine off the bottom? Look no additional. We have put collectively a complete information, full with templates, designed to make the method a complete lot simpler.


Download this template

9. Name-to-Motion

A call-to-action (CTA) is a picture or line of textual content that is included in several types of content material to encourage leads and/or clients to take motion. In brief, you need somebody to click on your CTA to hold out a desired motion.

Add CTAs to blogs, emails, ebooks, and anyplace else you desire a result in full a sure motion to push them to the following stage of the purchaser’s journey.

Featured Useful resource: CTA Templates

These assets will empower you to create a formidable call-to-action technique by serving to you perceive how CTAs work throughout completely different use instances, whereas additionally offering you with the means to create them to your personal web site.

image of hubspot cta templates

Download these templates

10. Memos

A memorandum, or memo, is used to deal with inner communications inside a corporation. Take into consideration the kind of message you are aiming to speak. Should you’re sharing minutes from a gathering, or detailing new insurance policies and procedures, or speaking something that folks could must refer again to sooner or later, a memo is probably going a good suggestion.

Memos are usually longer and extra formal than emails (though you could connect a memo to an announcement e mail) and could also be formatted in response to your organization’s type tips.

Use this common memo template to get began.

Memo: [Memo Title]

Date: [Date of sending]

Memo To: [Individual(s), Department(s), or Organization(s) the memo is being sent to]

From: [Your Name, or the Name of the Department on whose behalf the memo is being sent]

Topic: [Enter a brief, 5-10 word subject line to describe the purpose’s memo]


Present an government abstract of this memo in one-two paragraphs, highlighting the change that’s occurring, when it’s efficient, and what the important thing takeaways are for the memo recipient.


Clarify the background for this organizational change in one-two paragraphs. Some inquiries to reply on this part is perhaps:

  • Why was this concept pursued within the first place?
  • What knowledge, analysis, or background data knowledgeable this choice?
  • What are the supposed outcomes of this organizational change?

Overview and Timeline

Describe the organizational change in clear, direct language. Specify the next:

  • Who might be answerable for driving the change.
  • When the adjustments will go into impact.


Shut issues out with a ultimate notice on:

  • Why workers ought to really feel excited and motivated about this modification.
  • The place and when workers ought to submit questions, feedback, and/or considerations.

Featured Useful resource: 4 Free Memo Templates

We have drafted up 4 free memo templates for common, organizational, monetary, and problem-solving updates. We have additionally included a greatest practices guidelines so that you can evaluation earlier than sending your memo out.

image of hubspot's memo templates

Download these templates

Including these templates to your advertising and marketing arsenal may help you save time throughout your drafting course of. Copywriters are shifting gears from blogs to case research to emails on a regular basis.

Should you’re answerable for writing wonderful copy for several types of content material regularly, utilizing templates is a good way to get your inventive juices flowing.

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