This guide shows you exactly how to write SMS copy that drives action. We'll cover the frameworks that work across industries, the specific word choices that increase response rates, and the common mistakes that kill engagement.
Most SMS campaigns fail because of bad copy, not bad strategy. You've got the right audience, perfect timing, and a compelling offer. Then you write something like "Hey valued customer! We're excited to announce our amazing spring special! Don't miss out on this incredible opportunity!" and wonder why nobody responds.
The problem isn't your offer. It's that you're writing like a marketer instead of texting like a human. Effective SMS copy sounds like a helpful friend sharing information, not a company blasting promotions. It gets to the point immediately because people scan texts in 3 seconds. It makes the next step obvious because confused customers don't convert.
This guide shows you exactly how to write SMS copy that drives action. We'll cover the frameworks that work across industries, the specific word choices that increase response rates, and the common mistakes that kill engagement. These techniques apply whether you're sending appointment reminders, promotional campaigns, or customer service updates. The examples come from real service businesses that track their SMS performance and know what actually works.
The typical approach to SMS copywriting produces messages that sound robotic, generic, and forgettable. You either copy corporate marketing language that nobody texts in real life, or you write so casually it lacks professionalism. Both approaches fail.
Here's what doesn't work:
"Hello valued customer! We hope this message finds you well. We wanted to reach out and let you know about our exciting new promotion. For a limited time only, we're offering an amazing deal that you won't want to miss! Act now before it's too late!"
This message has eight problems: fake enthusiasm (nobody texts like this), word waste (51 characters before getting to the point), vague value proposition (what's the actual deal?), corporate speak ("valued customer," "reach out"), overused urgency clichés ("limited time," "act now," "don't miss"), no clear action (what should they do?), wrong tone (marketing-speak instead of conversation), and excessive length (takes too long to scan).
Compare that to effective SMS copy:
"Your AC tune-up is $79 this week (normally $129). Avoid summer breakdowns. Text YES to book yours."
This message works because it leads with specific value ($79 vs $129), explains the benefit (avoid breakdowns), makes action crystal clear (text YES), uses conversational language (sounds human), stays under 140 characters (single SMS segment), and creates appropriate urgency (this week) without desperate language.
The difference isn't writing talent. It's following proven frameworks that match how people actually read and respond to text messages.
Every effective SMS message follows the same basic structure, regardless of industry or campaign type. Master this framework and you'll write better copy for any situation.
Line 1: Hook with specific value or relevance
Your opening must immediately answer "why should I care?" Most people decide whether to keep reading based on the first 5-7 words. Lead with the most important information.
Weak opening: "Hi Sarah, hope you're doing well." Strong opening: "Your dental cleaning is tomorrow at 2pm."
Weak opening: "We wanted to let you know about a special offer." Strong opening: "Spring HVAC tune-up: $79 (save $50)."
The strong versions immediately tell the recipient why this message matters to them personally. Weak versions waste precious characters on pleasantries or vague setups.
Line 2: Supporting detail or benefit
Once you've hooked attention, provide the most important context. This might be timing, what's included, why it matters, or a key benefit.
Example for appointment reminder: "Your dental cleaning is tomorrow at 2pm. [supporting detail:] Reply YES to confirm or call to reschedule."
Example for promotion: "Spring HVAC tune-up: $79 (save $50). [supporting detail:] Avoid summer breakdowns and emergency repair bills."
The supporting detail reinforces the hook and moves the reader toward action. Keep it to one sentence or two short phrases.
Line 3: Clear call-to-action
Tell them exactly what to do next. Vague endings like "let us know" or "contact us" require too much thinking. Specific actions like "text YES" or "reply with your preferred time" make responding easy.
Weak CTA: "Reach out if interested." Strong CTA: "Text YES to schedule."
Weak CTA: "Contact us for more information." Strong CTA: "Reply with questions or call XXX-XXX-XXXX."
The strong versions specify exactly what action to take and how to take it. No ambiguity, no extra steps.
Framework in action across different message types
Appointment reminder:
Promotional campaign:
Quote follow-up:
This three-part structure keeps messages focused, scannable, and action-oriented. You can adjust the specific wording for your brand voice, but the underlying structure works across all SMS campaigns.
SMS charges per message segment. Messages under 160 characters cost one segment. Messages 161-306 characters cost two segments. The financial difference might seem small, but it adds up across thousands of messages monthly.
More importantly, shorter messages get read completely. Long messages get skimmed or ignored. Every unnecessary word reduces your chance of driving action.
The 140-character target
Aim for 140 characters or less for most messages. This leaves a small buffer under the 160-character limit (accounting for merge fields that might vary in length) and ensures your message fits on most phone screens without scrolling.
Original message (183 characters): "Hi there! Just wanted to check in and see if you received the quote we sent over on Wednesday for the electrical panel upgrade at your home. Please let us know if you have any questions at all about it."
Edited to 138 characters: "Did you get the panel upgrade quote from Wednesday? We can start next week. Any questions? Text or call XXX-XXX-XXXX."
What got cut: Unnecessary pleasantries ("Hi there!"), filler phrases ("just wanted to check in," "at all"), marketing speak ("sent over"), redundant information ("at your home"). What stayed: Core message, timeline, clear action.
Words to eliminate immediately
These words and phrases waste characters without adding value:
Delete: "Please be advised that," "We wanted to let you know," "We hope," "We're excited to announce" Replace with: Just start with the actual information
Delete: "Amazing," "Incredible," "Fantastic," "Awesome" (overused adjectives) Replace with: Specific facts and numbers
Delete: "Valued customer," "Dear customer" Replace with: First name or skip greeting entirely
Delete: "Feel free to," "Don't hesitate to" Replace with: Direct instruction ("Text with questions")
Delete: "At this time," "Currently," "In the event that" Replace with: Simpler phrasing ("now," "if")
Strategic abbreviations
Some abbreviations maintain professionalism while saving characters:
Don't abbreviate words that look unprofessional: "u" instead of "you," "thru" instead of "through," "pls" instead of "please." Your messages should sound conversational but professional.
The swap technique for reducing length
When a message is too long, swap wordy phrases for concise alternatives:
Long: "We wanted to reach out and see if" → Short: "Can" Long: "We're reaching out to let you know" → Short: "FYI:" or just start with the information Long: "In order to schedule your appointment" → Short: "To schedule" Long: "We'd be happy to answer any questions" → Short: "Questions? Call us"
A pest control company cut their average message length from 175 characters to 132 characters using these techniques. Cost savings: $140 monthly on 5,000 messages. More importantly, response rates increased 18% because shorter messages were easier to read and act on.
Generic SMS copy gets generic results. Messages that speak directly to industry-specific needs and pain points drive significantly higher engagement. Creative SMS marketing adapts messaging to what actually motivates customers in each vertical.
Home services: Emphasize reliability and prevention
HVAC, plumbing, electrical, and pest control customers care most about avoiding emergencies and working with reliable contractors. Your copy should emphasize these priorities.
Emergency service example: "No heat? We can be there in 90 minutes. Licensed technician on call now. Text your address to get started."
Why it works: Acknowledges the urgent problem, commits to specific timing, establishes credibility (licensed), makes action clear.
Preventive maintenance example: "Fall furnace check: $89. Catch problems before winter. We're scheduling Oct appointments now. Text YES for yours."
Why it works: Clear pricing, benefit-focused (catch problems), seasonal relevance, easy response.
Avoid for home services:
Healthcare: Focus on health benefits and convenience
Dental, chiropractic, and medical practices should emphasize patient health outcomes and respectful communication. Medical compliance requires additional care with language.
Appointment reminder example: "Your dental cleaning is tomorrow at 2pm. Reply YES to confirm or call to reschedule. See you soon."
Why it works: Clear details, easy confirmation, friendly but professional tone.
Recall reminder example: "It's been 6 months since your last cleaning. Regular cleanings prevent gum disease and cavities. Text YES to schedule."
Why it works: Health benefit first (not sales pitch), educational approach, easy action.
Avoid for healthcare:
Hospitality: Create anticipation and enhance experiences
Hotels and restaurants should write copy that builds excitement and makes guests feel valued. The tone can be warmer and more enthusiastic than service industries.
Pre-arrival example for hotels: "Excited for your stay this Friday? Check-in starts at 3pm. Early arrival? Text us and we'll do our best to accommodate."
Why it works: Builds anticipation, provides useful info, offers flexibility, friendly tone.
Reservation confirmation for restaurants: "You're all set for dinner tomorrow at 7pm (party of 4). Need to adjust? Text us by 5pm."
Why it works: Confirms key details, sets expectations for changes, conversational.
Avoid for hospitality:
Professional services: Demonstrate expertise and respect time
Accounting, legal, consulting, and other professional services need copy that reflects expertise while respecting client time and intelligence.
Meeting reminder example: "Q4 tax planning call tomorrow at 10am. We'll discuss deduction strategies and estimated payments. Zoom link: [URL]"
Why it works: Specific agenda, demonstrates preparation, includes necessary logistics.
Follow-up example: "Following up on last week's consultation. Ready to move forward with incorporation? Text YES to schedule filing or call with questions."
Why it works: References specific interaction, clear next steps, respects decision timeline.
Avoid for professional services:
B2B services: Focus on business impact
Business-to-business messaging should emphasize ROI, efficiency, and professional reliability. Decision-makers value concise, results-oriented communication.
Follow-up example: "Following up on the warehouse lighting proposal. 40% energy reduction, 18-month payback. Questions? Call me directly at XXX-XXX-XXXX."
Why it works: Quantifiable benefits, clear ROI, direct access to decision-maker.
Project update example: "Phase 2 complete on schedule. Phase 3 starts Monday. Zero downtime so far. Update call Thursday 2pm if needed."
Why it works: Progress-focused, highlights key concern (downtime), offers communication without requiring it.
Avoid for B2B:
A cleaning service company rewrote their SMS campaigns using industry-specific approaches. Residential customers received messages emphasizing home comfort and trustworthiness. Commercial customers received messages about reliability and scheduling flexibility. The targeted copy increased campaign response rates by 34% compared to their previous one-size-fits-all approach.
Specific word choices significantly impact whether people respond to your messages. These aren't magic tricks, but they're proven through testing across thousands of campaigns.
Action verbs that drive engagement
Weak verbs: "Consider," "Think about," "Feel free to," "Let us know" Strong verbs: "Schedule," "Book," "Confirm," "Reply," "Text," "Call"
The strong verbs tell people exactly what to do. Weak verbs require interpretation and add uncertainty.
Example comparison: Weak: "Let us know if you'd like to move forward with the project." Strong: "Text YES to start the project next week."
Specificity that builds trust
Vague language: "Soon," "Shortly," "In the near future," "Competitive pricing" Specific language: "Within 2 hours," "By Friday," "This month," "$89"
Specificity demonstrates professionalism and sets clear expectations. Vagueness creates doubt and reduces response rates.
Example comparison: Vague: "We can get you a competitive quote soon." Specific: "We'll text your quote within 2 hours."
Time-bound language that creates urgency
Generic urgency: "Don't miss out," "Act now," "Limited time" Specific urgency: "Ends Friday," "Last 3 spots," "This week only"
Generic urgency sounds desperate and overused. Specific urgency explains why timing matters.
Example comparison: Generic: "Limited time offer! Don't miss out on this incredible deal!" Specific: "Last 3 openings this week for $79 tune-ups. After that, back to $129."
Personal language that feels human
Corporate language: "We are pleased to inform you," "Please be advised," "Per our records" Personal language: "You're all set," "Just checking in," "Quick reminder"
Personal language makes messages feel like communication, not broadcasts. Corporate language creates distance.
Example comparison: Corporate: "Please be advised that your scheduled appointment is confirmed for tomorrow." Personal: "You're all set for tomorrow's appointment at 2pm."
Benefit-focused language over feature-focused
Feature-focused: "Our technicians have 15 years experience" Benefit-focused: "We solve problems right the first time"
Feature-focused: "We use the latest diagnostic equipment" Benefit-focused: "We find problems other companies miss"
Customers care about what they get, not about your capabilities. Benefits answer "what's in it for me?"
Example comparison: Feature: "We're a fully licensed and insured HVAC company with certified technicians." Benefit: "Your HVAC system works reliably without unexpected breakdowns or safety issues."
Question-based openings that engage
Statements: "We're offering a spring special on AC tune-ups." Questions: "Is your AC ready for summer?"
Questions engage the reader's brain differently than statements. They create a moment of consideration before delivering your message.
Example comparison: Statement: "Fall furnace maintenance prevents winter breakdowns." Question: "What happens when your furnace breaks at 2am in January? Fall maintenance prevents it."
The question version makes the consequence more real and immediate.
An HVAC company A/B tested two versions of their seasonal campaign message. Version A (statement-based): "Fall furnace maintenance special: $89. Schedule yours now." Version B (question-based): "Is your furnace ready for winter? $89 fall maintenance catches problems early." Version B generated 27% higher response rate because the question created engagement before delivering the offer.
Even experienced marketers make these SMS copywriting mistakes. Avoid them and your messages will outperform most competitors.
Mistake 1: Burying the important information
Bad: "Hi! Thanks for being a valued customer. We wanted to reach out today because we have something special we think you'll love. This month only, we're offering..."
Good: "Spring special: $79 AC tune-up (normally $129). Ends this Friday. Text YES to book."
The bad version uses 57 characters before getting to any useful information. Most people stop reading before they find out what you're offering. Lead with value.
Mistake 2: Multiple calls-to-action
Bad: "Get your quote, schedule a consultation, visit our website, or give us a call to learn more about our services."
Good: "Text YES for your free quote."
Multiple CTAs create decision paralysis. People don't know which action is most important, so they take no action. One clear CTA converts better every time.
Mistake 3: Exclamation point overuse
Bad: "Great news! We're excited to offer you an amazing deal! Don't miss out! Text us today!"
Good: "Last 3 spots for $79 tune-ups this week. Text YES to grab one."
Exclamation points make you sound desperate and unprofessional. One exclamation point per message maximum, and only when genuinely appropriate (like "Congratulations!" for a milestone).
Mistake 4: Forgetting the reader's context
Bad: "Following up on our conversation."
Good: "Following up on the kitchen remodel electrical quote from Tuesday."
The reader exchanges texts with dozens of businesses and people. They don't remember which conversation you're referring to. Provide specific context.
Mistake 5: No value proposition
Bad: "We're having our spring sale. Text us for details."
Good: "Spring HVAC tune-up: $79 (save $50). Includes full inspection and cleaning. Text YES to schedule."
"Text us for details" requires extra work. People won't do it unless you've already demonstrated compelling value. Lead with specific value.
Mistake 6: Unclear next steps
Bad: "Let us know if you're interested in moving forward."
Good: "Text YES to start next week, or reply with your preferred start date."
"Let us know" is vague. How should they let you know? What exactly are they agreeing to? What happens next? Remove all ambiguity.
Mistake 7: Writing for yourself instead of the customer
Bad: "We're proud to announce that our company has expanded our service offerings to now include..."
Good: "Need a generator installed? We're now doing generator installation. Text for quote."
The customer doesn't care about your pride or announcements. They care about solving their problems. Write about their needs, not your milestones.
A dental practice reviewed 6 months of their SMS campaigns and identified these mistakes throughout their messages. They rewrote their standard templates eliminating these issues. Results over the next 90 days: 23% higher response rates, 31% more appointment bookings from SMS, 40% fewer customer confusion questions. Same offers, same audience, just better copy.
You can't know what works best without testing. Small changes in wording, structure, or call-to-action often produce dramatically different results. Test these variations systematically to find what resonates with your specific audience.
What to test first
Start with elements that typically show the biggest performance differences:
Call-to-action phrasing: Test "Text YES," "Reply YES," "Text Y," "Reply to book," "Text your preferred time." Small differences in CTA wording can change response rates by 15-30%.
Example A: "Text YES to schedule" Example B: "Reply with your preferred day" Example C: "Text Y to book yours"
Run each version for 30 days with similar audience size and timing.
Opening hook approach: Test leading with value, leading with a question, leading with urgency, or leading with personalization.
Example A (value): "$79 AC tune-up saves you $50" Example B (question): "Is your AC ready for summer?" Example C (urgency): "Last 3 spots for $79 AC tune-ups" Example D (personal): "Sarah, time for your annual AC maintenance"
Benefit emphasis: Test different benefit angles to see which resonates most with your audience.
Example A (cost savings): "Save $50 on spring maintenance" Example B (prevention): "Catch problems before they become expensive repairs" Example C (reliability): "Keep your system running all summer without breakdowns" Example D (speed): "Book today, we'll complete service this week"
Message length: Test short messages (under 100 characters) versus standard messages (120-140 characters) versus longer detailed messages (160+ characters).
Short: "AC tune-up: $79 (save $50). Text YES to book." Standard: "Spring AC special: $79 tune-up (normally $129). Avoid summer breakdowns. Text YES to schedule yours." Long: "Spring AC maintenance special: Complete tune-up with inspection, cleaning, and testing for $79 (regular price $129). Book this week to ensure your system runs reliably all summer. Text YES with your preferred day or call XXX-XXX-XXXX."
Testing methodology that produces reliable results
Proper testing requires discipline:
A plumbing company systematically tested their quote follow-up messages over 6 months. They tested 4 different opening approaches, 3 CTA variations, and 2 message lengths. Winners: question-based opening ("Any questions about the drain cleaning quote?"), specific CTA ("Text YES to schedule for this week"), standard length (130-140 characters). Implementing the winning combination improved their quote-to-booking conversion rate from 22% to 34%. The testing discipline generated an additional $8,400 monthly in revenue from the same number of quotes.
Your copy must follow legal requirements regardless of how compelling it is. Non-compliance can result in fines up to $1,500 per message. SMS marketing laws vary by state, but these federal requirements apply everywhere.
Required elements in all promotional messages
Every promotional SMS must include:
Bad promotional message (non-compliant): "Spring special: $79 AC tune-up. Limited time. Text YES."
Good promotional message (compliant): "[YourHVAC Co] Spring special: $79 AC tune-up ends Friday. Text YES to book. Reply STOP to opt out."
The compliant version identifies the business, includes the offer, has a CTA, and provides opt-out instructions. It's longer but legally required.
Transactional messages have different rules
Appointment reminders, service updates, and direct responses to customer inquiries are "transactional" rather than "promotional." They don't require opt-out language in every message because the customer requested the information.
Transactional (no opt-out required): "Your plumbing appointment is tomorrow at 10am. Text if you need to reschedule."
But even transactional senders should include occasional opt-out reminders: "Your appointment is tomorrow at 10am. Text STOP anytime to opt out of reminders."
State-specific requirements
Some states have additional requirements beyond federal law:
Check your state's specific requirements or work with an SMS platform that ensures compliance automatically.
Words to avoid for legal reasons
Certain words can trigger regulatory scrutiny or create legal issues:
Avoid: "Free" without clear conditions (heavily regulated) Avoid: Medical claims that aren't substantiated ("cure," "treat," "heal") Avoid: Absolute guarantees ("100% guaranteed," "risk-free") Avoid: Pressure tactics that could be considered harassment
Record-keeping requirements
You must maintain records of:
These records prove compliance if you're ever challenged. Quality SMS platforms handle this automatically.
A service business received an FTC inquiry about their SMS marketing. Because they used a compliant platform that automatically tracked consent and maintained records, they provided complete documentation within 24 hours and the inquiry was closed with no action. Businesses without proper record-keeping face expensive legal issues even when they haven't violated rules, simply because they can't prove compliance.
Write messages faster and more consistently by building a library of proven templates. Instead of starting from scratch each time, customize templates that already work.
Organize templates by message type
Create folders for:
Template format that's easy to customize
Each template should include:
Template example:
Quote Follow-Up (Day 3) Message: "Following up on the [SERVICE] quote from [DAY]. Any questions about pricing or timeline? We can start [TIMEFRAME]. Text or call XXX-XXX-XXXX." Characters: 135-145 (varies with merge fields) Avg Response Rate: 28% Use: 2-3 days after providing quote with no response Compliance: Transactional, no opt-out required
Version testing within templates
Maintain multiple versions of high-use templates so you can rotate approaches and prevent message fatigue:
Appointment Reminder Version A: "Your [SERVICE] is tomorrow at [TIME]. Reply YES to confirm."
Appointment Reminder Version B: "See you tomorrow at [TIME] for [SERVICE]. Text if you need to reschedule."
Appointment Reminder Version C: "Tomorrow [TIME]: Your [SERVICE] appointment. We're looking forward to seeing you."
Rotate versions so customers don't receive identical messages every time.
Industry-specific template collections
Build separate template libraries for different customer segments if you serve multiple industries or customer types. Residential customers need different language than commercial customers. Emergency services need different templates than scheduled maintenance.
A pest control company built a comprehensive template library over 6 months:
Their marketing team went from spending 6-8 hours weekly writing SMS copy to spending 1-2 hours customizing templates. Message quality improved because templates were based on tested, high-performing copy rather than written from scratch under time pressure.
Basic SMS copy works. Personalized SMS copy works significantly better. The challenge is personalizing at scale without manually writing individual messages.
Merge fields that increase engagement
Basic merge fields every platform supports:
These fields transform generic messages into relevant communications:
Generic: "Time for seasonal maintenance. Text YES to schedule."
Personalized: "Hi [First Name], it's been [Months] since your last furnace service. Text YES to schedule fall maintenance."
The personalized version feels like a reminder from someone who knows you, not a mass blast.
Conditional content based on customer data
Advanced platforms let you vary message content based on customer attributes:
IF customer is commercial THEN emphasize reliability and scheduling flexibility IF customer is residential THEN emphasize home comfort and family safety
IF last service was >12 months ago THEN include win-back offer IF last service was <6 months ago THEN focus on additional services
IF customer responds to discounts THEN lead with price savings IF customer values quality THEN lead with expertise and results
This segmentation happens automatically based on your customer data, letting you send relevant messages without manually creating individual campaigns.
Location-based personalization
Multi-location businesses or those serving wide areas can personalize based on location:
"[First Name], winter is coming to [City]. Time to schedule furnace maintenance."
"We're scheduling generator tests in [Neighborhood] next week. Text YES to book yours."
Location personalization increases relevance, especially for seasonal services that vary by geography.
Behavioral triggers for dynamic messaging
Most powerful: messages that trigger automatically based on customer behavior:
These behavioral triggers ensure every customer receives appropriate follow-up without manual tracking.
An HVAC company implemented behavioral triggers and dynamic personalization across their SMS campaigns. Results over 6 months: 31% higher response rates compared to generic messages, 43% improvement in quote-to-booking conversion, 28% increase in repeat customer bookings. The automation required 2 weeks to set up and then ran continuously without ongoing effort.
Stop reading and start writing. Here are five essential SMS templates every service business needs. Write these today, test them, and refine based on your results.
Template 1: 24-hour appointment reminder
"Your [service type] is tomorrow at [time]. Reply YES to confirm or call [phone] to reschedule. See you soon."
Customize for your business: Replace [service type] and [time] with actual appointment details, include your phone number.
Template 2: Quote follow-up (day 3)
"Following up on the [specific service] quote from [day]. Any questions about pricing or what's included? We can start [timeframe]. Text back or call [phone]."
Customize for your business: Reference the specific service quoted and offer realistic timeline.
Template 3: Seasonal promotion
"[Season] special: [Service] for $[price] (normally $[regular price]). [Primary benefit]. Ends [deadline]. Text YES to book yours."
Customize for your business: Use actual seasonal service and pricing, emphasize the benefit customers care about most.
Template 4: Post-service satisfaction check
"How did everything go with [service] yesterday? Any issues at all, call me directly at [phone]. If we did great work, we'd really appreciate a Google review: [link]"
Customize for your business: Send 24 hours after service completion, include direct contact for issues, provide review link.
Template 5: Last-minute availability
"Unexpected opening [today/tomorrow/this week]. [Service type] available. Text YES with your address to grab it."
Customize for your business: Use when you have cancellations or gaps in schedule, create urgency without sounding desperate.
Use these five templates this week. Send them to appropriate customers, track response rates, note which generate the most action. These five messages cover appointment management, sales follow-up, promotional campaigns, customer satisfaction, and schedule optimization. Master these and you've got the foundation for effective SMS marketing.
Most service businesses see measurable improvements in response rates and booking conversions within the first week of implementing structured, well-written SMS copy based on proven frameworks.
Ready to implement professional SMS messaging with copy that drives results? Start your free trial with Sakari to send appointment reminders, promotional campaigns, and customer follow-ups that actually get responses. You'll have better-performing SMS campaigns running within days.
Your email address will not be published
Learn how to measure and optimize your SMS Marketing ROI with proven strategies, key metrics, and real-world examples. Discover how to boost...
The key insight driving successful email and text marketing integration lies in understanding that customers don't think in terms of marketing...
AI SMS marketing solves this by handling the time-consuming work of generating message variations, adapting content for different audiences, and...
With our 14-day free trial, you can dive in and explore all these features, with no commitment.