Body Copy: What It Is, Why It Matters, and How to Write It

Body copy is the main text content in any advertisement, webpage, email, or marketing material that appears below the headline. It delivers the detailed information, persuasion, and call to action that moves a reader from interest to action.

Quick Answer

Body copy is everything beyond your headline and subheadline. It's the text that:

• Explains your product or service benefits
• Persuades readers to take action
• Provides supporting details, proof, and context
• Drives conversions through strong storytelling

Body Copy vs Other Copy Elements

Types of Body Copy

1. Advertising Body Copy

The text in print ads, digital ads, and social media ads that elaborates on the headline's promise. Often short, punchy, and benefit-focused.

2. Website Body Copy

Landing page text, product descriptions, about pages, and service pages. Balances SEO needs with persuasion.

3. Email Body Copy

The main content of marketing emails. Must be scannable and drive clicks to a landing page.

4. Social Media Body Copy

Caption text on platforms like Instagram, LinkedIn, and Facebook. Often conversational and concise.

5. Long-Form Body Copy

Sales letters, case studies, and white papers where detailed persuasion is needed. Used when the purchase decision is complex or high-value.

How to Write Effective Body Copy

Lead With Benefits, Not Features

Weak: "Our software has 256-bit encryption." Strong: "Your data stays protected with bank-level security, so you never lose sleep over breaches."

Use the AIDA Framework

• Attention: Hook them with a bold opening line
• Interest: Present relevant problems they face
• Desire: Show how your solution changes their situation
• Action: Tell them exactly what to do next

Write for Scannability

• Short paragraphs (2-3 sentences)
• Bullet points for key benefits
• Bold text for emphasis
• Subheadings every 100-200 words

Match Your Audience's Voice

B2B body copy sounds different from B2C. A law firm's body copy differs from a streetwear brand's. Match tone, vocabulary, and formality to your target reader.

Body Copy Best Practices

Do:

• Start with the strongest benefit
• Use specific numbers and proof points
• Include social proof (testimonials, stats)
• End with a clear call to action
• Keep sentences under 20 words on average

Don't:

• Bury the main benefit in the third paragraph
• Use jargon your audience won't understand
• Write walls of text without formatting
• Forget to proofread for grammar and clarity

Body Copy Length Guidelines

The right length depends on your audience's awareness level. Cold audiences need more copy to be convinced. Warm audiences need less.

Measuring Body Copy Performance

Track these metrics to gauge effectiveness:

• Conversion rate, are readers taking action?
• Time on page, are they reading?
• Scroll depth, how far do they get?
• Click-through rate, are CTAs working?
• Bounce rate, are they leaving immediately?

Conclusion

Body copy is the engine of any marketing message. While headlines grab attention, body copy does the heavy lifting of persuasion, education, and conversion. Write it with clarity, structure it for scanning, and always tie it back to what your reader gains.

Related Concepts

• Content Creation, creating content across formats
• Content Strategy, planning your messaging approach
• Conversion Rate, measuring copy effectiveness
• Social Proof, building trust in your copy

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