{"id":8723,"date":"2022-02-08T12:52:42","date_gmt":"2022-02-08T09:52:42","guid":{"rendered":"http:\/\/www.bannersnack.com\/blog\/?p=8723"},"modified":"2023-07-24T14:15:31","modified_gmt":"2023-07-24T11:15:31","slug":"how-to-write-ad-copy","status":"publish","type":"post","link":"https:\/\/creatopydevelopmentblog.kinsta.cloud\/blog\/how-to-write-ad-copy\/","title":{"rendered":"The Ultimate Guide to Writing Killer Ad Copy (With Examples)"},"content":{"rendered":"

\u201cFor sale: baby shoes, never worn.\u201d<\/p>\n

Legend has it that this is a famous six-word story written by Ernest Hemmingway himself.<\/p>\n

Whether this is true or not, this one simple sentence turned into a masterclass in ad copywriting.<\/p>\n

It\u2019s short, captures attention, and leaves a lasting impression on the reader long after they turn the page.<\/p>\n

This is the same kind of effect advertisers and marketers (like you and me) want when creating copy for their ads.<\/p>\n

Whether you\u2019re a professional copywriter with a decade of experience or someone who never wrote a line in their entire life, our guide will give 16 evergreen tips for writing killer ad copy using real-life examples that you can use as inspiration.<\/p>\n

Summary<\/span><\/strong><\/p>\n

    \n
  1. What is ad copywriting?<\/a><\/li>\n
  2. Warm-up<\/a>
    \n    2.1. Know the hook of your product<\/a>
    \n    2.2. Study your competition<\/a>
    \n    2.3. Know your audience<\/a>
    \n    2.4. Know the medium and platform<\/a>
    \n    2.5. Use headline-description-CTA template<\/a>
    \n    2.6. Handwrite all your ideas<\/a><\/li>\n
  3. Action<\/a>
    \n    3.1. Avoid clickbait<\/a>
    \n    3.2. Focus on the benefits<\/a>
    \n    3.3. Imagine life without your product or service<\/a>
    \n    3.4. Speak with empathy<\/a>
    \n    3.5. Write a six-word story<\/a>
    \n    3.6. Write an elevator pitch<\/a>
    \n    3.7. Open with a question<\/a>
    \n    3.8. Start with action verbs<\/a>
    \n    3.9. Include numbers<\/a>
    \n    3.10. Use \u201cyou\u201d and \u201cyour\u201d<\/a>
    \n    3.11. Wordmirror<\/a>
    \n    3.12. Unleash your inner poet<\/a>
    \n    3.13. Tap into the 5 senses<\/a>
    \n    3.14. Connect with the ego<\/a>
    \n    3.15. Take advantage of FOMO (Fear Of Missing Out)<\/a>
    \n    3.16. Be topical and relevant<\/a><\/li>\n
  4. How do you know your ad copy works?<\/a><\/li>\n<\/ol>\n

     <\/p>\n

    <\/a>What is ad copywriting?<\/h2>\n

    Ad copywriting is the act of writing copy specifically for advertisements, including display ads, flyers, posters, billboards, social media ads,<\/a> mobile ads, etc. The length of your copy depends on the amount of space you have on your creative, but in general, it should be very short, merely a few words.<\/p>\n

    The role of a copywriter is to create copy that is catchy, unique, and memorable enough to get your target audience to connect with your brand\u2014whether it\u2019s by clicking on the CTA, visiting your website, making a purchase, or following you on social media.<\/p>\n

    In my years of working in the industry, I found that copywriting is one of the most exciting yet challenging jobs in the field of marketing. It\u2019s fun to play with words and develop ways to capture people\u2019s attention with a single sentence. But it\u2019s also extremely difficult to condense the 10-page description of a product in five words in such a way that it stands out amongst the myriad of ads a person sees in a day.<\/p>\n

    If the last part sounds intimidating, don\u2019t worry. This guide will give you 16 tips and tricks to help you write ad copy that\u2019s worth the clicks. I will show you ways you can structure your copy, what kind of magic words to include, and a couple of interesting methods you can try out to unleash your creativity.<\/p>\n

    But before we dive into them, there\u2019s one important step you need to take first. Just like how you need to warm up your muscles before starting your cardio, there are a few boxes you need to check before you begin writing your ad copy.<\/p>\n

    <\/a>2. Warm-Up<\/h2>\n

    <\/a>2.1. Know the hook of your product<\/h3>\n

    \"Ultimate<\/p>\n

    I\u2019m sure you have a favorite song. And I\u2019m pretty sure it became your favorite because you couldn\u2019t get a certain part out of your head, whether it was the chorus, an interesting verse, or the extremely catchy intro.<\/p>\n

    That part convinced you that this song is special, that it just has something that none of the other ones have, and it deserves a place in your playlist.<\/p>\n

    That\u2019s the hook of the song.<\/p>\n

    And just like the hook of your favorite song, the hook of what you\u2019re offering, whether it\u2019s a product or a service, is instrumental (pun intended) for your brand. You need to be clear about what makes your product unique. What is it about it that makes it stand out and worth your target audience\u2019s time and money? Why does it deserve a spot in their minds as well as their daily lives?<\/p>\n

    Once you know what makes your product unique, you will be able to focus on that hook and come up with numerous ways to emphasize it in your copy.<\/p>\n

    And one of the best ways to figure out the hook of your product is by taking the next step.<\/p>\n

    <\/a>2.2. Study your competition<\/h3>\n

    \"Ultimate<\/p>\n

    When you have a product or a service you want to get out into the world, it\u2019s always important to look at what else is out there.<\/p>\n

    You want to know if someone else has already thought about your idea and if they did, how did they go about it? Is it similar to yours? Can you do something to make the product even better? These are important questions that need to be answered so you can have an easier time developing your product and your marketing plan<\/a>.<\/p>\n

    For example, if you want to sell kitchenware, you need to check what other brands are out there and what you can offer that they can\u2019t. Is it lower prices? Nicer designs? Better durability?<\/p>\n

    Knowing your competition will help you figure out the hook of your product better. And as discussed in the previous step, a good hook leads to a more focused copy (and hopefully more sales).<\/p>\n

    Besides, your target audience will compare you to your competitors, as well. They won\u2019t just take your product and run with it. They will most likely put it in a list of options and come back later\u2014if they do. So studying your competition can help you anticipate people\u2019s questions or concerns.<\/p>\n

    <\/a>2.3. Know your audience<\/h3>\n

    \"The<\/p>\n

    Researching your target audience is a step that should never be skipped, just like stretching before working out.<\/p>\n

    We often come up with ideas for products or services that sound useful to us, but they\u2019re not totally valuable for our audience. And if they are valuable, there could still be a feature or two that miss the mark.<\/p>\n

    Let\u2019s go back to the kitchenware example. Maybe you want to sell measuring spoons that have a luxurious look and are more durable than those of other brands. But maybe your audience isn\u2019t interested in measuring spoons. They would rather purchase mixing bowls. After all, the spoons can be quite useless if you don\u2019t have bowls to put the carefully measured ingredients in.<\/p>\n

    You want to always be aware of your audience\u2019s needs and how you can answer them. This can only be achieved through proper research and lots of communication.<\/p>\n

    Hand out surveys, check the social media profiles of your followers, review Google Analytics, contact your sales team for more input\u2014there are tons of methods you can use to figure out your audience\u2019s needs. Depending on your research plan, this step can take a few weeks or even months, but it\u2019s imperative that you do it.<\/p>\n

    <\/a>2.4. Know the medium and platform<\/h3>\n

    \"The<\/p>\n

    Are you making print ads or display ads?<\/p>\n

    Are you advertising on Google, Linkedin, or Facebook?<\/p>\n

    Depending on the medium and platform you\u2019re going to use, you\u2019ll have to adjust the sizes of your ads, which in turn has an effect on your copy.<\/p>\n

    For example, here\u2019s Google AdSense recommending using one of their five top-performing ad sizes<\/a> for maximum results\u2014all of them vary in sizes and shapes. Your text might look great on a large rectangle but not on a leaderboard. So now you have to choose between adjusting your copy for each ad or writing one copy that looks good on every single ad.<\/p>\n

    Here are Meta\u2019s Facebook News Feed ad specifications<\/a>. They include the maximum number of characters you can put in the primary text, headline, and description. For your ads to look clean in the newsfeed, you have to come up with a copy that is eye-catching and fits the given recommendations. LinkedIn has similar ad specs for sponsored content<\/a>.<\/p>\n

    Remember that each platform can go through upgrades periodically, and their ad specifications can subsequently change. So make sure to keep an eye out for them.<\/p>\n

    If you decide to also dive into print ads, you want to add their sizes and placements to the equation, too.<\/p>\n

    <\/a>2.5. Use headline-description-CTA template<\/h3>\n

    \"The<\/p>\n

    If you\u2019ve never written an ad copy before, one of the first things you might ask is how the structure looks.<\/p>\n

    The good news is that it\u2019s easy as one-two-three. Literally.<\/p>\n

    As a rule of thumb, your ad copy should consist of three parts: headline, description, and CTA. All three of them have their own roles.<\/p>\n

      \n
    1. Headline<\/strong>: grabs the attention of your audience;<\/li>\n
    2. Description<\/strong>: introduces your product or service;<\/li>\n
    3. CTA<\/strong>: short for \u201ccall to action\u201d; invites your audience to gain something significant.<\/li>\n<\/ol>\n

      Consider these three as the skeleton of your ad copy that you can build your words on. Don\u2019t be afraid to have fun and write multiple versions. Sometimes all you need to do is switch out one word to get a copy that converts.<\/p>\n

      Sometimes, you can skip the description if your headline is already descriptive enough. There can be times when you feel super inspired and come up with a headline so good it doesn\u2019t need a description. However, for the most part, it\u2019s better to keep all three parts. This way, you can focus on just making your headline a headline, rather than making it a headline as well as a description.<\/p>\n

      The CTA has to be included no matter what. Once you\u2019ve captured your audience\u2019s attention, you want to hang onto it. Nowadays, with so many ads flashing in front of our eyes, it\u2019s very easy to lose people\u2019s attention in a matter of seconds\u2014so you always want to include the next step that keeps people engaged (and increases your CTR).<\/p>\n

      <\/a>2.6. Handwrite all your ideas<\/h3>\n

      \"The<\/p>\n

      If you Google \u201chandwriting vs. typing,\u201d you\u2019ll receive about 13,400,000 results, the majority of which are articles debating which option is better.<\/p>\n

      The truth is, both of them have their benefits.<\/p>\n

      And when it comes to ad copywriting, you\u2019ll definitely want to take advantage of handwriting.<\/p>\n

      Writing by hand allows your brain to slow down and think your ideas through. A clearer thought process helps you come up with more creative ideas, which can, of course, help you write an interesting ad copy you\u2019ll be proud to publish.<\/p>\n

      With that out of the way, we\u2019re about to get into the 16 tips for creating killer ad copy, so have your pen and paper ready, and let\u2019s get creative.<\/p>\n

      <\/a>3. Action<\/h2>\n

      <\/a>3.1. Avoid clickbait<\/h3>\n

      It may sound odd to begin a list of things you should do with something you should never do, but this one bears repeating.<\/p>\n

      Anything that is misleading, exaggerated, or alarming should be avoided when writing an ad copy. All these messages do is cause negative feelings for your audience and destroy the trust in your brand. It\u2019s not worth risking these two for the sake of a few fast clicks.<\/p>\n

      Clickbait can be especially tempting when you\u2019re just starting your business and when you\u2019re just about to launch your new product. It can be quite satisfying to see the immediate buzz\u2014but it dies down very fast and has lasting effects on your brand\u2019s reputation.<\/p>\n

      So just don\u2019t do it.<\/p>\n

      <\/a>3.2. Focus on the benefits<\/h3>\n

      Not the features.<\/p>\n

      It makes sense to be excited about all the cool things your product or service does. How different it is, how great it looks, how much easier it is to use than others.<\/p>\n

      The problem with this is that it places emphasis on the product when it should be on your audience.<\/p>\n

      Whether we\u2019re talking about buying a new smartphone or signing up for a subscription service, people are rarely attracted to the fancy features. Instead, they\u2019re attracted to the benefit it brings them. When your audience asks, \u201cWhat\u2019s in it for me?\u201d you want to be able to give them a convincing answer.<\/p>\n

      But what if you were tasked with writing an ad copy for something that sounds boring, or at the very least, its benefits are just not captivating enough? Then you might find the next tip very useful.<\/p>\n

      <\/a>3.3. Imagine life without your product or service<\/h3>\n

      As the old saying goes, you never know what you have until it\u2019s gone. A quick search on YouTube will show you hundreds of love songs about it.<\/p>\n

      This rings true in ad copywriting.<\/p>\n

      If you\u2019re struggling to come up with captivating benefits for a product or service that will make people click the CTA, try taking it away.<\/p>\n

      Imagine what life would be like without your product or service. More specifically, what would your customer\u2019s life be like? What would they be missing out on? What would they be struggling with that your product could fix?<\/p>\n

      By figuring out how much harder it would be without the thing you\u2019re advertising, you will have an easier time coming up with huge benefits. And once you know the benefits, you\u2019ll be able to focus your copy around them.<\/p>\n

      <\/a>3.4. Speak with empathy<\/h3>\n

      We hear a lot about how important empathy is not just at our jobs but in our lives. How much it matters to be able to empathize with your coworkers and how it\u2019s an essential soft skill for team leaders and managers. How much easier it is to manage relationships with family, friends, and romantic partners by just being a little more empathetic.<\/p>\n

      It\u2019s just as important to empathize with your target audience.<\/p>\n

      Your primary goal should always be to help them resolve a problem and\/or satisfy a need. You want to put the focus back on them by reassuring them that what you\u2019re offering will help. Empathize to emphasize.<\/strong><\/p>\n

      Of course, in order to do that, you have to know your audience\u2019s needs. Only then will you be able to formulate your words in such a way that it speaks to them.<\/p>\n

      Let\u2019s take this Samsung ad offering one-year smartphone warranties as an example.<\/p>\n

      \"Samsung<\/p>\n

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

      Notice how the copy starts with \u201cWe\u2019ve got your back.\u201d This ad anticipates people\u2019s needs related to their smartphones and steps forward with reassuring words.<\/p>\n

      Of course, you don\u2019t have to use these exact words to be empathetic and reassuring. You can also go ahead and address your audience\u2019s needs and concerns in a different way.<\/p>\n

      \"First<\/p>\n

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

      First Midwest Bank does this simply but effectively by starting with a question that is already in people\u2019s minds and offering them the solution.<\/p>\n

      Empathizing with your audience helps you offer the solutions they need and increase trust in your brand.<\/p>\n

      <\/a>3.5. Write a six-word story<\/h3>\n

      In the introduction, I brought up the famous six-word story commonly attributed to Hemmingway and how it\u2019s mentioned in almost every copywriting class.<\/p>\n

      What if I told you that you have the chance to write a cool Hemingway-esque story, too?<\/p>\n

      Writing a six-word story of the product or service you\u2019re advertising is a great exercise to get your creative juices flowing. It forces you to tell the essential information in a brief, catchy, and memorable way.<\/p>\n

      Since this is an exercise, don\u2019t shy away from writing the most absurd, hilarious, or downright boring things. Sometimes you need to do a creative exercise 50 times before finding \u201cthe one\u201d that gives you a fantastic idea. Why not have fun with it along the way?<\/p>\n

      <\/a>3.6. Write an elevator pitch<\/h3>\n

      Alright, maybe you\u2019re not a fan of Hemingway and six-word stories.<\/p>\n

      But do you like movies?<\/p>\n

      An elevator pitch is a common concept in the film industry. The idea of it is that if you had only a few seconds to pitch your idea to a studio executive, from the moment you press the elevator button until the moment the doors open on the next floor, what would you say?<\/p>\n

      Just like a six-word story, an elevator pitch forces you to focus on only the essential information and challenges you to deliver it in a captivating way\u2014enough so that the studio executive looks at you and says: \u201cTell me more.\u201d<\/p>\n

      Just like in the case of the six-word story, don\u2019t be afraid to have fun with this exercise. Let your creativity go, and you might just see a shiny idea you\u2019ll be eager to use in your ad copy.<\/p>\n

      <\/a>3.7. Open with a question<\/h3>\n

      Nothing breaks the ice better than a good question.<\/p>\n

      It\u2019s one of the quickest ways to get someone\u2019s attention and get them to engage with you, so you\u2019ll want to take advantage of it when you\u2019re writing ad copy.<\/p>\n

      You do need to be aware of what sort of questions you\u2019re opening with. You can\u2019t ask something completely unrelated to what you\u2019re trying to offer because that steps into clickbait territory. You also don\u2019t want to ask invasive questions that do nothing but make your audience feel uncomfortable.<\/p>\n

      Instead, what you want to do is, for lack of a better word, read their minds. You can do this by either asking a question they already have or addressing one of their needs or concerns in the form of a question. Best case scenario, the response will sound something like: \u201cHuh, yes, I actually was thinking about that. What do you have for me?\u201d<\/p>\n

      Let\u2019s look at the following examples from Spotify, the Isenberg School of Management, and United Healthcare.<\/p>\n

      \"Spotify<\/p>\n

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

      \"Isenberg<\/p>\n

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

      \"United<\/p>\n

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

      Notice how all three of these ads promote completely different services in different industries for completely different audiences. Yet each one manages to capture interest just as well as the other. They all open conversations with their audiences using questions that reflect their needs.<\/p>\n

      <\/a>3.8. Start with action verbs<\/h3>\n

      If questions were the best ice breakers, the second-best ones are action verbs.<\/p>\n

      Action verbs have the power to stir curiosity because they prompt people to act. You\u2019re inviting your audience to do something, to join an activity that has a good outcome for them. These outcomes can be discovering an innovative product that will change their lives, finding out about a service that\u2019s highly useful, or meeting a brand that aligns with their values.<\/p>\n

      Keep in mind, though, that not every action verb in existence is good. You don\u2019t want to start your ad copy with words like \u201cstop,\u201d \u201crun,\u201d or \u201clisten.\u201d These are alarmist and clickbait-y.<\/p>\n

      Instead, you want to pick action verbs that imply there\u2019s something really good to gain, like:<\/p>\n