With a 98% open rate, SMS is a marketer’s dream—if you can say what you need in 160 characters or less. It’s direct. It’s instant. And it gets eyes on your offer faster than just about any other channel. But here’s the kicker: that tiny character limit forces you to be ruthlessly efficient. Every word has to earn its spot.
For many brands, that precision is a hurdle. It’s easy to overthink the message or try to cram in too much. The result? Copy that feels rushed, vague, or just plain ineffective.
In this guide, we’re unpacking the art of SMS copywriting. You’ll get clear, actionable tips for writing messages that stop the scroll, spark action, and drive real results—all without sounding robotic or salesy.
Why SMS Copywriting Is Unique
SMS isn’t just another marketing channel. It plays by its own rules, and that’s exactly why it works.
1. Brief and Immediate
People don’t just open texts—they read them fast. Most SMS messages are opened within three minutes. That makes your window of opportunity extremely narrow. Your copy needs to land instantly. No warm-up. No fluff.
2. The 160-Character Limit
That’s the standard length for a single SMS message. If you go over, your message might split into multiple texts or cost more to send. But beyond logistics, the limit is actually a gift: it forces clarity. There’s zero room for filler.
3. Customer Expectations
You’re showing up right next to group chats and birthday reminders. If your message doesn’t deliver real value, it won’t last.
The Building Blocks of High-Converting SMS Copy
Every great SMS campaign starts with a few key ingredients. Here’s what to prioritize:
1. Hook
You don’t have time to warm up your reader. Start strong. Lead with the most exciting or surprising part of the message—a discount, an event, a question.
Example:
- “FLASH SALE: 40% off ends at midnight.”
- “Waited too long? We’re almost sold out.”
2. Value Proposition
Why should the reader care? Be clear about what they get and why it matters.
Example:
- “Get 2 for 1 on all skincare—today only.”
- “Your favorite hoodie? 25% off now.”
3. Urgency
A good SMS message lights a fire. Make the recipient feel like acting right now.
Example:
- “Only 5 hours left to grab your deal.”
- “Last chance! Doors close tonight.”
4. Call-to-Action (CTA)
What should they do next? Don’t assume they’ll guess. Tell them.
Example:
- “Tap to shop.”
- “Claim your spot.”
- “Use code SMS25 at checkout.”
5. Brand Voice
Tone matters, even in short-form copy. SMS should sound like you—not like a bot. Stay conversational. Match your brand’s vibe.
Example: A cheeky beauty brand might say, “We’re not blushing, you are. 20% off blushes.” Tips for Writing SMS Copy That Converts
Tips for Writing SMS Copy That Converts
Let’s get into the real-world tactics SMS marketing agencies use to craft high-performing campaigns.
1. Lead With the Most Important Info
Don’t bury the lead. Whatever’s most exciting (the offer, the deadline, the new drop) needs to be right at the front.
2. Use Short, Punchy Words
SMS is not the place for SAT vocabulary. Simple language is easier to skim and faster to act on.
Instead of: “Take advantage of our limited-time promotion.”
Try: “Score 20% off. Ends soon.”
3. Cut Anything You Don’t Need
Every word should pull its weight. Trim intros, pleasantries, and extras. If it doesn’t drive action, it’s gone.
4. Add a CTA That Actually Tells Them What to Do
Generic CTAs don’t cut it. Be specific and action-driven.
Weak: “Learn more.”
Stronger: “Tap to try it.”
5. Play With Urgency and Scarcity
Words like “today,” “ends soon,” “last chance,” and “only X left” push people to act faster.
6. Write for Mobile Eyes
Line breaks aren’t always available in SMS, so clarity is key. Use spacing and punctuation to guide the eye.
7. Personalize When Possible
Mentioning someone by name or calling out what they’ve browsed can turn a plain text into a personal nudge.
8. Test Often
What works in one campaign might flop in another. A/B test your hooks, CTAs, and offers to see what actually drives clicks and conversions.
Examples of High-Converting SMS Copy
Here are a few fictional examples to show these principles in action:
For a Flash Sale: “Flash Sale – 40% off sitewide ends TONIGHT. No code needed. Tap to shop: [link]”
For Cart Abandonment: “Still thinking it over? Your cart’s waiting. Checkout now and get 15% off: [link]”
For New Product Drop: “You asked. We delivered. Our best-selling serum is back in stock. Go grab it: [link]”
For Event Reminder: “Live Q&A starts in 1 hour! Got skin questions? Tune in here: [link]”
For Subscription Upsell: “Love your monthly box? Upgrade to VIP & get 2X the goodies. Limited spots: [link]”
Common Mistakes to Avoid
Even strong brands fall into these traps. Keep an eye out.
1. Trying to Say Too Much
Don’t cram your whole pitch into one text. SMS isn’t meant to explain everything—just to spark action.
2. Vague Language
“Great deal” means nothing. “25% off your next order” means everything.
3. Weak or Missing CTAs
If the reader doesn’t know what to do next, they won’t do anything. Make the ask.
4. Generic Messaging
“Hi there! Check out our sale.” Yawn. Add flavor, urgency, or a surprise to stand out.
5. Robotic Tone
Remember, you’re in someone’s messages. Don’t sound like a corporate memo. Be real.
Wrapping Up
When done well, SMS marketing can outperform just about every other channel in your stack. It’s fast, direct, and often delivers immediate results. But it’s also incredibly unforgiving. You’ve got just a few words to get it right, and your audience won’t wait around.
This isn’t about shrinking down an email or repurposing a headline—it’s about writing with purpose. Every word has to earn its place. Every message needs to feel like it was meant for that person in that moment.
Use the tips in this guide to tighten your copy, sharpen your strategy, and connect with your customers on their turf. Because when your SMS campaigns feel like a helpful nudge instead of a hard sell, they’re far more likely to convert—and even more likely to build trust over time.
Want to take your SMS strategy up a notch? Stimulate can help you turn those 160 characters into serious conversions. Let’s talk.
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