{"id":70830,"date":"2022-05-04T14:38:27","date_gmt":"2022-05-04T11:38:27","guid":{"rendered":"https:\/\/www.creatopy.com\/blog\/?p=70830"},"modified":"2023-07-24T14:15:26","modified_gmt":"2023-07-24T11:15:26","slug":"ad-copy-tips-and-examples","status":"publish","type":"post","link":"https:\/\/creatopydevelopmentblog.kinsta.cloud\/blog\/ad-copy-tips-and-examples\/","title":{"rendered":"24 Creative Ad Copy Examples From Big Brands and Copywriting Tips From 11 Industry Experts"},"content":{"rendered":"

It’s believed that the first ad was made in Ancient Egypt on a sheet of papyrus in the city of Thebes.<\/span><\/p>\n

Fast forward a few thousand years, and we see ads everywhere we look. In all formats. Except for papyrus, maybe.<\/span><\/p>\n

Successful ads usually have a thing in common: excellent copy that lives in our heads rent-free.\u00a0<\/span><\/p>\n

How can copywriters thrive in the “<\/span>survival of the smartest”<\/span> industry (as John Hegarty named it in his book Hegarty on Advertising<\/em>)?<\/span><\/p>\n

Through constant research, practice and inspiration.<\/p>\n

I put together a series of ads with a catchy and influential ad copy that will surely invigorate your mind and make you feel inspired to <\/span>create ads that will captivate your audience.<\/span><\/a><\/p>\n

More importantly, in this article, you’ll find ad examples and best practices from experts in the advertising industry that know how to spot and write good ad copy.<\/span><\/p>\n

Without further ado, let\u2019s see what copywriters and university professors have picked for us. Then, I’ll walk you through the ad copy examples I found absolutely delightful.<\/span><\/p>\n

A. Powerful Tips and Ad Copy Examples From Industry Experts<\/b><\/h2>\n

We shall start with tips and best practices from industry experts on <\/span>how to write killer ad copy<\/span><\/a>. The kind that sticks with us.<\/span><\/p>\n

1. Copywriters<\/b><\/h3>\n

We asked five copywriters to answer three ad copy related questions:\u00a0<\/span><\/p>\n

    \n
  1. What is the secret to writing persuasive, authentic, and high-converting copy?<\/span><\/i><\/li>\n
  2. How can you engage and connect with your audience through well-written copy?<\/span><\/i><\/li>\n
  3. Are there any psychological triggers that need to be included for a better response from the audience?<\/span><\/i><\/li>\n<\/ol>\n

    And we received some excellent examples and advice we want to share with you.<\/span><\/p>\n

    \"Stephanie<\/p>\n

    Stephanie V. Murray<\/a>, <\/b>Copywriter<\/span><\/b><\/p>\n

    1.<\/strong> Knowing your audience’s interests, needs, and what motivates them to click on a link or stay on the page. Great copy is more than a headline. Taking the time to research your audience gives you a better understanding of how their mind works, so you can craft a copy that will engage them. Writing from your audience’s perspective versus writing to your audience helps when writing authentic copy.<\/p>\n

    2.<\/strong> Writing as though you’re speaking to a friend who is part of your target audience demographic can help your copy resonate with the audience and avoid coming across as an outsider.<\/p><\/blockquote>\n

     <\/p>\n

    \"Harry<\/p>\n

    Harry Dry, <\/b>Founder of <\/span>Copywriting Examples<\/a><\/strong><\/p>\n

    1<\/strong>. The first line of your ad is crucial. If I don\u2019t read it, I\u2019m not going to read your second line either. How can you make it so compelling that it sucks me in?<\/p>\n

    Keep it short.<\/p>\n

    \"copywriting<\/p>\n

    2. \u201cTalk to your customers in their language. Not the queens.\u201d \u2014 Chris O’Shea<\/p>\n

    \"ad<\/p><\/blockquote>\n

     <\/p>\n

    \"Meher<\/p>\n

    Meher Uddaraju<\/a>, <\/b>Conversion Copywriter and Brand Strategist<\/span><\/p>\n

    1<\/strong>. Research, research, and more research.<\/p>\n

    Copywriting doesn’t have to be a guessing game. And you shouldn’t have to run through your annual marketing budget testing “shot-in-the-dark” copy. No matter how many character personas you create, you will never be able to replicate the many complex nuances of a real-life prospect. Instead, invest time and effort<\/span> in deep, strategic research to set your copy up for long-lasting success. <\/span>Spend time review\/reddit mining, interviewing customers, and setting up on-site surveys. The rich, qualitative data you get from this kind of research will literally write your copy for you. (And it’ll be as authentic, persuasive, and high-converting as it gets!)<\/p>\n

    2.<\/strong> Get real to connect with your audience, and get specific to keep them engaged (this will also differentiate you from the 56871 other brands that are trying to sell them the same thing). To keep it real, go beyond the surface-level problems and benefits. Dig deeper into the underlying emotions and desires they harbor and use that in your copy. Then get specific and focus your copy on your prospect’s one-big-pain, your one-big USP, and one-defining transformation they’ll experience… You’ll have them hooked!<\/p>\n

    3.<\/strong> Nothing beats good ol’ scarcity (a.k.a every marketer’s favorite trigger). But overusing it will numb your audience, and soon they’ll stop trusting you. So use it frugally. Instead, mix it up by using curiosity and the “likability” factor for long-term results. Curiosity works like a charm to draw audiences in for lead magnets. And don’t be afraid to create raw, human-sounding copy in all your copy. Being a trusted mentor or supportive friend to your prospects will skyrocket your “likability” factor, and lead to higher conversions down the line. If you find this hard to believe, just look at Oatly’s success! I don’t have a specific campaign in mind. But it’s more along the lines of individual pieces of copy that have added up to create a lovable and recognizable personality. For reference, here are a couple of my favorite “typical Oatly”\u00a0 kinds ads.<\/p>\n

    \"oatly<\/p>\n

    Image source<\/a><\/p>\n

    \"oatly<\/p>\n

    \"ad<\/p><\/blockquote>\n

     <\/p>\n

    \"Dana<\/p>\n

    Dana Herra<\/a>, <\/b>Copywriter<\/span><\/p>\n

    1.<\/strong> The secret to writing persuasive, authentic, and high-converting copy is knowing your audience. This goes so far beyond the standard personas; I don’t buy a product because I’m a working mom in my 40s. I buy a product because I can imagine it fitting into my life, solving a problem I have, and moving me closer to the life I want.<\/p>\n

    2.<\/strong> Persuasion and conversion come from really understanding who your audience is and who they want to be. Speak to the things they struggle with and show how your product can ease that struggle. Authenticity comes from knowing what resonates with an audience, then adjusting your vocabulary to match without sacrificing your unique tone.<\/p><\/blockquote>\n

     <\/p>\n

    \"Anna<\/p>\n

    Anna K. Bradshaw<\/a>, <\/b>Writer and CPG Content Strategist<\/span><\/p>\n

    1<\/strong>. The secret to writing persuasive, authentic, and high-converting copy is making it about your reader. Too often, brands talk about themselves in copy. It has to be about the customer! This is tricky because some platforms have rules about using the word “you” in ads. But there are still ways to focus your copy on your customer’s needs, pain points, and desires… instead of you and your brand.<\/p><\/blockquote>\n

     <\/p>\n

    \"Eddie<\/p>\n

    Eddie Shleyner, <\/b>Copywriter and Founder of <\/span>VeryGoodCopy<\/a><\/strong><\/p>\n

    3<\/strong>. \u201cMany articles are sold under guarantee,\u201d wrote marketing great Claude Hopkins, \u201cso commonly sold that guarantees have ceased to be impressive.\u201d<\/p>\n

    And that happens because people get so used to everything surrounding them, including their own thoughts.\u00a0<\/span><\/p>\n

    This is called\u00a0<\/span>habituation,<\/span><\/em>\u00a0and you have to overcome it in the advertising world if you want your ad to stand out. For example, words like \u201cFree,\u201d \u201cSale,\u201d and \u201cGuarantee\u201d are used so often that they can pass unnoticed.<\/span><\/p>\n

    For this reason, you should think about bringing novelty to your ads.<\/span><\/p>\n

    As MEAD Cycle Co. did in their ad from the 1940s, successfully beating habituation.<\/span><\/p>\n

    \"mead<\/p>\n

    They didn\u2019t use the \u201cMoney-Back\u201d guarantee method as other bicycle manufacturers did but went for something new: \u201cTry Before You Buy For Keeps,\u201d which meant customers would pay for the bike after trying and liking it.<\/p>\n

    The offer was not necessarily better, but it was something new. And novelty killed habituation.<\/p><\/blockquote>\n

    2. Professors & Creative Directors<\/b><\/h3>\n

    Started to save some ideas already?\u00a0<\/span><\/p>\n

    Here are more great examples and powerful advice from professors, lecturers, or creative directors this time.<\/span><\/p>\n

    They took their time to answer a few questions we sent them:<\/span><\/p>\n

      \n
    1. Can you give us an ad example in English (past or present, video, print, or display) that uses a copy you find extremely powerful and worthy of study?\u00a0<\/span><\/i><\/li>\n
    2. What makes its copy persuasive, authentic, and high-converting?<\/span><\/i><\/li>\n
    3. What kind of psychological trigger was strategically used so people would react to it?\u00a0<\/span><\/i><\/li>\n
    4. What were the ad\u2019s impact and legacy in the advertising world?<\/span><\/i><\/li>\n
    5. What\u2019s your main advice for writing killer ad copy?\u00a0<\/span><\/i><\/li>\n<\/ol>\n

      Let\u2019s see their answers.<\/span><\/p>\n

       <\/p>\n

      \"Mariano<\/p>\n

      Mariano German-Coley<\/a>, <\/b>International Freelance Creative Director and Lecturer in Advertising at the University of Florida <\/span><\/p>\n

      1. <\/strong><\/span>I think one of the brands that have used copy in a very smart way is The Economist. Through their copy, you can understand the brand, how it is positioned and which target they want to reach. Throughout the years, their messages have been like the magazine. Smart, bold, competitive\u2026 They are perfect.<\/p>\n

      \"\"<\/p>\n

      Image source<\/span><\/a><\/p>\n

      \"ad<\/p>\n

      Image source<\/span><\/a><\/p>\n

      \"ad<\/p>\n

      Image source<\/span><\/a><\/p>\n

      2.<\/strong> Copy is great when you get the complexity of simplicity. It needs to have an insight, needs to grab your guts first, and after that your brain. You need to want to keep reading. Needs to make you think and needs to provoke a reaction like: “<\/span>Oh, it\u2019s true. Wow!”<\/span><\/i> Another brilliant copy many years ago was a billboard for <\/span>Nike for the Olympics. “You didn\u2019t win the silver. You lost the gold\u201d<\/b> As a competitive brand sport, you can\u2019t say more in less.\u00a0<\/span><\/p>\n

      3.<\/strong> The trigger depends on the emotion that you want to touch based on your audience. Knowing what emotions move your target is a must. Only feeling what they feel allows you to send them the right copy message. The Economist is for people who are smart, and they want to be recognized as that. The Nike one is for competitive people, for winners.<\/span><\/p>\n

      4.<\/strong> The Economist campaign taught us that you only need good lines to make great ads. Just a few smart lines can make you desire a financial magazine, a magazine that you wanted to show under your arm because it was giving you the image of a successful, visionary, and smart guy.<\/span><\/p>\n

      5.<\/strong> If you want to write a killer copy, write thousands of not that good copies every day. “Inspiration exists, but it has to find you working” (Picasso). It’s a cliche, but it’s real.<\/span><\/p><\/blockquote>\n

       <\/p>\n

      \"Matt<\/p>\n

      Matt McCutchin<\/a>, <\/b>Assistant Professor Of Practice at <\/span>The University of Texas at Austin and <\/span>Former Creative Director\u00a0<\/span><\/p>\n

      1.<\/strong> Even though DDB’s Volkswagen campaign from the 1960s is a true classic, and almost everyone has seen the “Lemon” ad, my favorite is a lesser-known ad from 1966: “Do You Earn Too Much To Afford One?” I have used this example in copywriting classes for years, and have a copy of the original framed on my wall.<\/span>\"vw<\/strong><\/p>\n

      2.<\/strong> First of all, the headline poses a logical question that begs an answer\u2014and invites the reader to stop and examine their own motivations. Secondly, the copy is a master class in building a strong, logical argument while using friendly, energetic, approachable language that feels like a trusted friend is talking. And at the end is a classic VW-ad conclusion, something the DDB team called the “klitchik”: a bit of logic for a wrap-up that really leaves you thinking.<\/span><\/p>\n

      3.<\/strong> This ad is a perfect example of Reverse Psychology. The headline opens up an appeal to the reader’s rational side, making a strong connection to someone sensible who is looking for more frugality than flash. (Precisely the type of person who might’ve bought a VW Beetle in the 1960s instead of a chrome-laden Big Three land yacht.)<\/span><\/p>\n

      4.<\/strong> This entire campaign changed both the way advertising was created and the American auto industry by opening the door for imports.<\/span><\/p>\n

      5.<\/strong> Don’t set out to write killer ad copy. Tell a compelling story to a real person.<\/span><\/p><\/blockquote>\n

       <\/p>\n

      \"Edward<\/p>\n

      Edward W. Russell<\/a>, <\/b>Associate Professor of Advertising at <\/span>Syracuse University and Former CEO of Leo Burnett Poland<\/span><\/p>\n

      1. <\/strong>Nike ad: If You Let Me Play (1995)<\/span><\/p>\n