Crafting Creative Copy: 5 Techniques to Find Your Expressive Voice

If you’ve been at the content writing game for a while now, chances are you’ve seen the market shift following Google’s implementation of their now infamous “Panda” algorithm. Clients are craving higher-quality content, which gives skilled, creative writers a chance to shine. Instead of focusing on gimmicky content marketing tips, writers and clients are working to populate the web with unique, engaging, and expressive content. Try out some of these tips to bring your content work to life and keep the almighty Panda pleased.

You Down With POV? Yeah, You Know Me!

Depending on the client, content writers are called on to write from a range of perspectives. Keep in mind the strengths and characteristics of each point of view as you write, and tailor your content to fit the voice. 1st person pieces are great for incorporating sensory-rich descriptions, while 2nd person direct address is a natural fit for more persuasive copy. 3rd person allows you to take an “expert” stance, so keep your language more neutral and grounded in facts and stats.

Alliteration and Beyond

Used in moderation, a dash of alliteration can catch the reader’s ear and communicate a playful, charming tone. For variety, try alliteration’s oft-ignored cousins: assonance and consonance. Assonance is the repetition of internal rhyming vowel sounds, and can give your writing a poetic sound which lures the reader in. Consonance is the repetition of internal consonant sounds, which gives a similar, but subtler, alliterative effect. For a great example of all three techniques, check out this line from Edgar Allan Poe’s poem, “The Raven”: “And the silken sad uncertain rustling of each purple curtain.” These techniques will appeal to the reader’s sense for language and get them more invested in your client’s message.

The Art of the Conceit: Making Extended Metaphors Make Sense

Metaphors can be a powerful way to frame sales copy and a great way to let your expressive voice shine through. Avoid writing metaphors just for the sake of “being creative”; in this case, less is truly more. Try instead to let one single extended metaphor drive your copy. The effect is persuasive, relatable, and can leave the reader feeling much more excited about your content. Just be sure to keep your extended conceit clearly connected to your content; it’s your job to do the heavy lifting for the reader, not the other way around.

Letting it Loose; Reigning it In

As you work to find a more expressive voice with which to write creative content, allow yourself to experiment with some of these techniques until you find the right mix of flair and function. You may find some of your most fabulous flourishes end up on the cutting room floor, but the more you practice with creative techniques, the more you’ll internalize the unique, engaging style that your best clients demand.

Caitlin C is a freelance writer available on WriterAccess, a marketplace where clients and expert writers connect for assignments.


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