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How to write ad copy

Effective Advert Copy is Your Only Option

There are so many options available to customers to purchase almost any type of product or services, and with the growth in e-commerce, your competitors may even be continents away. To be successful today, you need to stand out in a crowded marketplace. The best way to tell customers you provide a unique solution tailored to their need is by writing effective adverts.

As a company that has consistently churned out effective ad copy for years, we often say that writing effective ad copy is not luck. If you follow the right approach and processes, your ad copy will be effective.

Writing adverts requires hard work to be able to write clearly and effectively, and even more talent and skill to write copy that compels someone to take out their credit card and buy a product they probably didn’t know they needed. The point is that it won’t happen automatically, but following the approach below will help you write high-converting ad copy.

Know Your Prospect

Start by carrying out thorough research before you write a thing. You need to first understand your prospects or your target audience. You need to understand what motivates them, what keeps them up at night, what are their challenges, why do they buy your product or similar product or services, what would make them buy again from the same business or change to a different brand.

You need to know the demographics of the target audience. It’s important to understand the kind of language the majority of your prospects use. Language is important because it will help you write ads that are personable and relatable for you audience.

Know the Product or Service

The other important thing to study is the product and solution you intend to write an ad about. You need to learn everything there is to know about it. This will enable you to find a unique value proposition the product offers that addresses a major problem that you discovered while researching your prospective market.

Choosing a USP

The USP should address a major problem or complaint in the market. Or it should make a promise that will resonate with your target audience. However, it’s important to remember that you will have to sell or convince the audience that the USP promised can and will be delivered. Your copy has to further elaborate on it and sell it to the heart of your client.

How do you know a good USP? A good advert, generally, sells to the heart first before the head. It is important to understand buyer psychology. Human’s make decisions to buy for emotional reasons, then justify later with reason. Whether it’s pride, fear, insecurity, lust, or even desire to be seen as responsible, the right USP is able to tap at the right one. If you have to choose just one emotion to target, go for fear. Fear is a more powerful motivator than any other emotion.

But after selling to the heart, you need to spend time proving to your client that the claim is reasonable or the sale won’t go through. Simply put, you have to be clear to the reader about what is in it for him/her and why they can be confident that what you say is true.

How far you go depends on the medium and time you have to sell. For long sales letter, you have ample space to make your case and persuade the client, for TV ads, you have limited time, but you have more resources to convince your client. How you go about it depends on the option you have and how you can be creative within any constraints.

For lengthy ad copies like a sales letter or landing pages, tailor each sentence to address a deep benefit or address an objection. It’s preferable to show and not tell. Show proof where possible.

Talk About the Pain

An effective way to start ad copy is to first show the customer that you understand their problem and frustration. Talk about the disappointments, the struggles and make it as relatable as possible. Show the prospect where they currently are. The goal is to make them remember their current pain or disappointment and promise them you can show them something better.

Explain the unique benefits you offer and why your product is different from those they have tried in the past. Explain how these benefits solve the problem you have mentioned and how well it does it.

Images say a thousand words and using the right image on your ad will further enhance your message.

It’s important to write like a real person. Too much industry speak can hurt a copy. Avoid industry jargon unless you are writing to a highly technical audience. For example, where your targets are managers in a technical field.

If you are writing copy for the masses, there is no need trying to impress them with big words. You won’t sell much. However, use proper grammar and spelling and edit thoroughly. Write in an active voice when possible.

Write purposeful sentences. Write as you would talk to a friend and keep the focus on the consumer. Don’t tell him how great the brand is, but how much the product will be of benefit to him.

There is no ideal formula for writing good adverts because every audience is different. Write for your audience and convince them that you are their sincere best friend and have their best interest at heart. If you can do that, your ad copy will be a success.

If you want some help with your advertisement copy sign up for an account immediately and let us help you.


How to Write Ad Copy

Ad copy is the written text that is used in advertising. It describes a product and paints a positive picture of a product or service to the target audience.

It provides information on how a particular business seeks to solve the consumer's problems and combines search engine optimisation with advertising processes. SEO helps a piece of advertising to reach a wide audience.   

Types of Ad copy

There are different types of ad copy that can be beneficial to businesses based on their specific needs. These include:

Institutional Copy

Institutional copy neither sells a product or service but focuses on selling the name of the business and creating brand awareness.

‘Reason why’ copy

‘Reason why’ copy offers reasons why the consumer is expected to shop for a service or product of the advertiser. It gives sufficient information on how the business seeks to solve the consumer's problems.

Human Interest copy

Human interest copy appeals to the emotions of the target audience.

Suggestive copy

Suggestive copy shows what the audience needs and how the business provides it.

Expository copy

Expository copy is an open ad reproduction that exposes in contrast to suggestive copy whose meaning is hidden behind certain words. It is so open that the information is given in a clear manner.

What makes good ad copy?

Good commercial copy has the following attributes:

It is brief

Most readers love short commercials because they give just enough information and are easy to remember.

It is clear

Clear copy can be easily examined and grasped by the readers. It is unambiguous and self-explanatory.

It is apt

Good ad copy contains the phrases that create a desire to own a product.

It is personal

Personal ad copy is precise. It focuses on a specific target audience.

It is sincere

Credibility or believability of a commercial message is determined by how honest it is. An advert that is accurate and sincere will create more leads.

It is conforming

Every advert should comply with the requirements for the advertising and marketing media and the guidelines of the state in which it is done.

It is informative and persuasive

Informative marketing is based on accurate information.

Facts about Ad Copy

  • The percentage of marketers using prescriptive copy to achieve success in advertising is 90%.
  • Content with videos drives 50 times more organic search engine results than content that does not have video.
  • Branded social media content interests individuals between the ages of 55 and 64 twice as much as those below the age of 28.

Frequently asked questions about ad copy

What is advert copy?

Ad copy is text that is created used in advertisement, whether it's for a contextual or a pay per click advert.

How do you write good ad copy?

Target the consumer. Grab the interest of readers. Consider the medium used to distribute the ad and tailor it accordingly. Set your business apart from the competition. Tell customers what action you want them to take. Be accurate and honest.

How effective are ads?

At Daily Posts, we use search engine optimisation techniques to increase the visibility of online ads. This ensures that copy reaches as wide an audience as possible.

How do you write effective commercial copy?

It is important to:

Include relevant keywords

Ask questions

Solve prospects' problems

Add humour

Include numbers or statistics

Think carefully about user intent

Use empathy

Use simple language

Where will I advertise?

The most effective medium to use for advertisement is determined by:

Where you can easily reach a majority of the target audience

The type of advertising to be done

The budget for the marketing campaign

How will I measure the results?

Website visits, sales, and social media interactions can determine the success of an advertisement.

For more information, call us on 02380 970979.

Learn how to write ad copy from our master copywriters. The copywriters at DailyPosts provide copywriting tips to help you improve your web content. Learn how to insert keywords strategically into your copy, craft engaging sales pages and write powerful call-to-action statements. It begins with an easy sign up process.

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Writing ad copy that is effective is an increasingly difficult task. People are bombarded with thousands of adverts daily so they have become accustomed to ignoring ads- consciously and unconsciously.

People do not want to purchase products and services. On the contrary, spending- even online, continues to increase. They just don’t want to be manipulated into buying.

If effective adverts will help you to achieve your marketing goals, sign up for an account today lets help you write the ads you need.

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