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Writing Ad Copy

Do you have a product or service to offer? Can your product or service add value and improve the quality of people’s lives? Do you have a crowd flocking into your business to take advantage of what you offer? Or is your brand still unknown?

A lot of businesses tend to focus ondeveloping quality products and services but struggle with raking in sales. You can have a fantastic product but in the face of competition, strategic positioning is imperative and this requires certain skills and techniques.

That is why Daily Posts exists. We specialise in making people aware of your products and services, convincing them to purchasethem. We employ methods that are not only effective but also unique. Let us tell you about ad copywriting, the Daily Posts way.

What is Ad Copywriting?

The lyrics you hear in a radio jingle, the statements in a TV commercial, the text you read on a brochure, catalogue or magazine, the lay-out and print on a poster; these are pieces of ad copy.

Advertising copywriting is writing for the purpose of selling a product, service or idea.

We recognise that words are powerful and can be quite impactful in not only raising brand awareness but converting listeners, viewers, readers and web users to customers.  

Examples of Ad Copy

The media channel determines the format and presentation of advertising copy:

Print - newspapers, magazines, brochures, catalogues, billboards, posters, etc.

Internet: websites, blogs, vlogs

Broadcast – radio and television

Considerations of the target audience often influence the right format to choose.

What are the essentials of effective ad copy?

The ultimate goal of advertising copy is sales; although that seems pretty straightforward, it comes with the nitty-gritty of approach and presentation.

The daily business of living is engaging enough that a majority of people do not have time and attention to spare. Thus, effective ad copy is such that will hijack the attention of the target audience, pique their interest, arouse their desire for the brand and convince them to ‘add to cart’ to complete their order.

The most important part of ad copy is the heading; this is what arrests the attention

of a prospect. If the heading is not skillfully crafted to hijack the readers’ attention, there is a high chance of pages being flipped over and the bounce rate increasing.

Here are some essential qualities of effective ad copy:

Credibility: When people view, read or listen to an ad, it is important that the information being related is reliable. Humans value integrity and at Daily Posts, we prioritise honesty over embellishment. People are more likely to buy when they are sure of what they will be getting. Our ad copyis effective because we depict a measure of integrity in how brands are represented.

Clarity: People will not part with their funds when they do not understand the brand. In being creative with our wording, Daily Posts is watchful to present information in simple and clear expressions that are easy to understand and can be accurately interpreted.

Aptness:Products and services are developed to meet particular needs and solve problems. We make our ad copy effective by skillfully crafting words that match the needs and desires of prospects to the features of the brand.

Assurance of benefit:Great ad copy must convincingly answer the question; what do I gain from making this purchase? How am I sure that I would enjoy the benefits promised in this ad? We make it our business to succinctly communicate to the target audience the value offered in brands that we promote.

Conforming: Content that offends human morals should be avoided in ad copy. The chances of such copy getting visibility and high page rank in web search engines would be slim. To avoid wasting resources on lawsuits, we ensure that our ad copyis in tune with advertising and media laws of our clients’ location.

Naturally, this tells of our penchant for extensive research. To infuse these essential qualities into copy, an in-depth understanding of both the brand and target audience is a must. Most people tend to rely on the internet for information but we employ different methods and resources to build compelling ad copy.

How can you identify a great ad copywriting agency?

A great ad copywriter knows not to override the sentiments of a prospect. The likes, dislikes, culture, and habits of people are part of what define them and rather than be disregarding, we focus on guiding the reader on the suitability of the brands to them.

We carefully study the target audience to understand factors that would motivate them to purchase a product or service. We develop ad copy that catersfor the emotional and logical parts of human reasoning to achieve the right balance that is likely to guarantee the desired action.

At Daily Posts, our copywriters employ skills and techniques to ensure that prospects become aware of your brand, understand and believe the unique benefits it offers them, ignite an irresistible desire such that they purchase immediately.

Let us help to increase your sales and profits. Call 02380 970979 now to book a FREE trial.

What Is the Process of Writing Ad Copy?

Ad copy is a piece of writing that describes the advertisement link leads and makes the ad persuasive to interested viewers. Most times searchers view ad copy when they enter specific key phrases on the internet search bar. The searcher may be interested and click on ad copy.

Copy can be in the form of contextual or a pay-per-click advertisement.

Writing ad copy involves writing text for advertisement purpose to pitch a brand and persuade prospects to take a particular action. Ad copy is designed to get the reader to respond or take action.

Types of Ad Copy

 Expository ad copy

Expository copy explains a product’s features, uses, merits, operation, and benefits.

 Institutional copy

Institutional ad copy promotes the selling house to create and maintain goodwill through its philosophy policies and objectives.

‘Why’ ad copy

It provides reasons why consumers are expected to buy the product of a particular brand. It explains its qualities and benefits using customer experience, testimonials, among others. ‘Why’ ad copy appeals directly to the intellect or the judgment of an individual than emotions.

Human interest copy

This ad copy describes a product to people instead of sticking to facts. The most basic forms of human interest ad copy include humorous copy, fear copy, predicament copy, and story copy.

What makes great ad copy?

Great ad copy has numbers or statistics in the headline. A lot of viewers have prior knowledge of the price to pay even before considering clicking on an ad. Therefore,   including figures or statistics in your ads helps viewers to make a decision when comparing your ad with that of your competitor.

Great ad copy states the benefits a viewer will gain when he clicks on ad copy.

Great ad copy has emotional triggers. Emotions like fear, anger, and excitement prod viewers to click ad copy.

Great ad copy always defines the user’s aim. When writing copy, think of what the users want to achieve to solve a particular problem. You should ask yourself what kind of customers you want to click ad copy.

Facts about Ad copy

  • As indicated by wordstream.com, 45% of text ads relay positive sentiment, 53% of text ads relay neutral sentiment and the remaining 2% relay negative sentiment.
  • Recent studies show that an exclamation mark represents 48% of punctuation in branded text ads, commas represent 38% of punctuation in branded text ads, the question mark and percentile represent 2% and 8% of punctuation in branded text ads, respectively. And the dollar sign represents 11% of punctuation in branded text ads.
  • According to wordstream.com, an exclamation mark typifies 48% of punctuation in non-branded text ads, commas represent 25% of punctuation in non-branded text ads, the question mark and percentile represent 11% and 9% of punctuation in non-branded text ads, respectively, while the dollar sign represents 8% of punctuation in non-branded text ads.
  • As shown by David Ogilvy, "On the normal, fivefold the number of individuals read the headline as read the body duplicate. When you have composed your headline, you have burned through eighty pennies out of your dollar.
  • According to wordstream.com, 'Organizations make an average of $2 in income for each $1 they spend on Google Ads.

Frequently Asked Questions

What is ad copy?

Ad copy is a piece of writing that describes the advertisement link leads and makes the ad persuasive to interested viewers. Ad copy is a clickable advertisement text.

What is ad copywriting?

Ad copywriting is the process of writing text for advertisement purpose to pitch a brand and persuade prospects to take a particular action. Ad copy is designed to get the reader to respond or take action.

What is expository ad copy?

Expository copy explains a product’s features, merits, operation, uses and benefits.

What is institutional copy?

Institutional ad copy promotes the selling house to create, maintain and increase goodwill through its philosophy policies and objectives.

What is ‘Why’ ad copy?

Why ad copy provides reasons why the consumers are expected to buy the product of a particular brand. It explains the qualities and benefits using customer experience and testimonials.

What is human interest ad copy?

Human interest copy is ad copy that describes the product to people instead of sticking to facts.

Why you should invest in Ad Copywriting today James Cummings CEO explains a little about our content and copywriting services. If you would like to discuss

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