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How to Write Great Ad Copy

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When it comes to advertising, the copy you use can make or break your campaign. Great ad copy not only grabs attention but also persuades the reader to take a desired action. Whether you’re crafting a headline for a banner ad or writing a full-length video script, there are universal principles that can help elevate your copy. Here's a guide on how to write ad copy that resonates and drives results.

1. Understand Your Audience

Before putting pen to paper, it’s crucial to know who you’re writing for. Dive deep into your target audience's demographics, psychographics, preferences, and pain points. This understanding will help tailor your message in a way that appeals to them directly.

2. Get Straight to the Point

In the fast-paced digital age, attention spans are limited. Your ad copy should be concise and straightforward. Remove any fluff or unnecessary words that don't contribute to the core message.

3. Lead with Benefits, Not Features

People don't buy products; they buy better versions of themselves. Instead of listing features, explain how those features will benefit the user. For instance, don’t just say "Our vacuum has a high-powered motor"; say "Experience a cleaner home faster with our high-powered motor."

4. Use Emotional Triggers

Humans are driven by emotions. Incorporate emotional triggers such as fear, desire, or happiness to connect with your audience. However, ensure that it’s relevant and genuine to avoid coming off as manipulative.

5. Craft a Compelling Call-to-Action (CTA)

A CTA prompts the reader to take an action. Whether it’s "Shop Now", "Learn More", or "Sign Up", make sure your CTA is clear, actionable, and creates a sense of urgency.

6. Be Authentic and Transparent

In today's market, consumers value transparency and authenticity. Avoid making exaggerated claims or promises that your product can't fulfill. Instead, be honest and upfront about what you offer.

7. Test and Iterate

Ad copy is never truly finished until it's been tested. A/B test different headlines, CTAs, and body copy to see what resonates best with your audience. Use data-driven insights to refine and optimize.

8. Inject Personality

Your brand's voice and tone should be consistent across all platforms. Whether it’s quirky, professional, or friendly, ensure that your ad copy reflects the brand personality you want to convey.

9. Use Social Proof

Social proof, such as testimonials or ratings, can bolster the credibility of your product. If potential customers see that others have benefited, they're more likely to believe they will too.

10. Consider SEO (For Online Ads)

For online platforms, especially Google Ads, remember to incorporate relevant keywords. This ensures that your ad appears in search results when potential customers are looking for products or services similar to yours.

11. Use High-Quality Imagery

While technically not a part of the "copy," visuals complement your message. Ensure any accompanying imagery or graphics align with and amplify the message of your ad copy.


Great ad copy is both an art and a science. It requires a deep understanding of your audience, a knack for compelling storytelling, and the ability to persuade. By following these principles and consistently iterating based on feedback, you can craft ad copy that not only captures attention but also drives tangible results.

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