Copywriting
WORDS THAT MAKE PEOPLE ACT.
How we approach Copywriting
Strong copy says what you offer, who it is for and what to do next, in the first few seconds. We write for the market you sell to: plain international English, Hindi or Hinglish where your audience speaks it, and tone that fits your category. Every claim is backed by proof you can show.
The problem
Clever headlines that say nothing. Features listed, benefits missing. Calls to action that ask for nothing in particular.
What we do
- Message hierarchy: what to say first, second, last
- Hooks and headlines for ads and pages
- Offer framing and objection handling
- Landing page, email and ad copy
- Clear calls to action
- Message testing so copy decisions use evidence
Our process
Discover → Diagnose → Strategize → Build → Launch → Optimize. Every step has an approval and a measure, so you always know what is being done, why, and how it will be judged. See the Growth System.
What we track
- Click-through on headlines and hooks
- Landing-page conversion rate
- Email reply and click rate
- Variant win rate in tests
Channels / platforms
Ads · Landing pages · Email · Website · WhatsApp scripts
Deliverables
- Messaging guide
- Copy decks
- Variant sets for testing
- Copy review notes
Copywriting, explained simply
Copywriting is the words that make people understand, believe and act.
Example: Weak: 'Best gym in Noida.' Strong: 'Lose your first 4 kg in 6 weeks, coached, not left alone. First week free.'
Specific beats clever. Lead with the customer's outcome, add proof, remove risk, make the next step obvious.
- Frameworks: PAS (problem-agitate-solve), AIDA, Before-After-Bridge.
- Steal language from reviews and customer calls.
Common mistake: Talking about yourself ('we are passionate…') instead of the customer.
Offers, explained simply
Your offer is what the customer gets, for what price, with what risk, it often matters more than the ad itself.
Example: 'Book a ₹299 skin consultation, fully adjustable against treatment' beats 'Best skin clinic in Delhi'.
Strong offers are specific, valuable, low-risk and easy to say yes to.
- Offer levers: bonus, bundle, guarantee, payment plan, speed, exclusivity, trial, free first step.
- Match the offer to intent: cold audiences need a low-commitment first step; warm audiences can take the main offer.
Common mistake: Defaulting to discounts, they train customers to wait and erode margin.
Who it is for
Anyone whose words have to carry the sale, founders, D2C brands, B2B teams.
Expected business outcomes
Copy that is clearer, more specific and easier to act on. Outcomes are not guaranteed and depend on your offer, market, budget and execution.
Where we work
FODO is remote-first and headquartered in New Delhi, India. We work with brands in India and around the world, the UK, US, UAE and the Gulf, Europe, Australia and beyond. Work runs on video calls, WhatsApp, email and shared dashboards, so your location never limits the service.
FAQs
Related services
Landing Pages · Content Marketing · Brand Strategy · Conversion Rate Optimisation