It’s 93 degrees outside. My laptop is sticking to my thighs, the air feels like soup, and even my headlines are starting to wilt.

Welcome to copywriting in a heatwave.

While the rest of the world is slathering on SPF and dreaming of popsicles, I’ve been thinking about sweat—the kind that comes from laboring over a single word in a headline, reworking a CTA for the fifth time, or debating whether “discover” or “uncover” feels more on brand.

That kind of sweat? It’s the secret sauce of great copy.

Small Words, Big Impact

It’s easy to get caught up in the big picture: brand voice, messaging pillars, the grand arc of a campaign. But in my experience, the difference between meh and memorable often boils down to tiny choices—what I call “sweaty details.” A line break. A comma. A mic-drop word swap that changes the entire rhythm.

Think of it this way: no one ever says, “Wow, I love that copy because it followed the brief perfectly.” They say, “That line hit me.” That moment of connection happens when everything clicks. The cadence flows, the verbs punch, and the line feels like it was written just for you.

Perspiration Over Perfection

The myth of the magical first draft dies fast in summer heat. Real copywriting is iterative. Sometimes agonizing. Often unglamorous. But worth it.

I once spent two hours replacing a headline that said “Learn more” with something that didn’t make the reader feel like they were being sent to detention. The final version? “Get the details.” Not flashy. But it worked. Engagement doubled. That’s sweat equity in action.

Don’t Phone It In, Even When You’re Melting

When you’re juggling five deadlines, a cranky client, and an AC unit that sounds like it’s giving up on life, it’s tempting to slide into autopilot. But the audience notices when you stop caring.

So if you’re phoning it in? Trust me, they’re not picking up.

Sweat the small stuff. Obsess over your transitions. Reread it out loud. Make it sing, even if the song is only two lines long. Your clients may not notice every tiny change, but your readers will feel it. And that’s the whole point.

TL;DR:

The best copy isn’t just smart. It’s precise. Thoughtful. Sharpened by someone who cared enough to sweat the details. Even in a heatwave.

Now if you’ll excuse me, I’m off to stick my head in the freezer and rework that subject line just one more time.