Ways to Write an Ad Copy that Impresses Your Boss and Customers

Have you ever come across an advertisement that made you stop and think, wonder, or even laugh? That precisely is the goal of writing a brilliant ad copy. 

Besides simply directing people’s attention to the brand, you’ll also want to contribute to people’s experiences by appealing to their emotions or giving them something to ponder about.

According to 2019 stats, ad spending worldwide is estimated at over 560 billion US dollars, with North America remaining the largest regional ad market. If ventures spend that much on ads, then it’s crucial to make the most out of every penny launching copies geared to convert.

In this article, we’ll discuss the basics and writing ad copy. We’ll also tackle five tips to write an ad copy that will impress your boss and attract customers and generate sales. 

Ad Copy Writing Basics

Writing an ad copy can be tricky. Yes, you’ll want the reader to buy your product. But at the same time, you wouldn’t want to seem like you’re trying to dupe them into giving you their hard-earned money. 

As marketing writing instructors say, people don’t like being sold to. However, you got to do it anyway. And with the right approach and technique, you can avoid making the reader feel like they’re being deceived.

Here are a few basics to start with when writing an ad copy:

• Highlight your product. That’s precisely why you’re paying for ad placement – you want people to notice your product. The best way to do this is to highlight your unique selling proposition. What makes your product different from others?
• Showcase the benefits. Related to the first item, showcasing the benefits entails making the readers realize why buying your product makes sense. How do the benefits of your product make payment worth it? How would it solve a problem that they deal with regularly?
• Focus on your audience. To present your product as a solution, you should know your audience. Who is your target market? And what are their problems, and why do they need your product?
• Use a strong call-to-action. A solid CTA will direct your audience on what they need to do next to solve their problem.

As seen above, these basic elements are somehow related to one another. When brainstorming for an ad, it pays to consider these essential factors to come up with a solid campaign.

5 Ways to Write an Ad Copy to Impress 

Once you know your way around ad copy best practices, it’s time to up your game with some techniques meant not only to express but also to impress. Here are five approaches you might want to consider when writing a creative ad copy.

1. Discuss Timely Issues

Being an advertising copywriter entails more than creativity. It also requires one to be aware of social issues. By incorporating these issues into the copy, the brand becomes relevant and avoids appearing as “out of touch” amid pressing social concerns.

This creative for Nike is one of those ad copy examples that promote the brand while raising awareness for a social issue. The ad encourages people to play indoors to help prevent the spread of COVID-19. Its tagline, “play inside, play for the world,” is simple but inspiring.

2. Play With Words

The next time you browse social media, take the time to read Facebook ad copy examples. You’ll know which ones are a product of ad copy template generator when they seem to sound punchy but are too generic.

An excellent copy isn’t afraid to play with words and use the same term in a sentence even as long as it makes sense.

This ad for Mount Sinai, for instance, uses the word research twice. Despite that, it doesn’t sound redundant because the term is used in different contexts.

3. Draw Emotions

Emotion is one thing you won’t get from online ad copy generator software or Facebook ad copy template providers. At most, template generators will give you a fast copy without much effort, but there’s a slim chance they can reflect or elicit sentiments. 

And when you want to make a strong impact, drawing emotions can be a good tactic. This creative for Hiscox is one of those examples of ad copy that work on emotions. With women as its target audience, the ad features poetry that delves into women breaking the glass ceiling.

4. Inject Humor

Some might think that being a copywriter for business is all about knowing jargon and being formal. If you’re creating copies for ads, however, injecting a bit of humor can do a lot to add a breath of life to the ad. In fact, some of the best ad copy examples are those that get the message across while getting a laugh from the audience.

This ad for Commerce Bank, for instance, is anchored on the humor of how a dad can rest easy with the baby’s college fund being in order. Despite that, he’s not able to sleep because of, well, the baby.

5. Add a Shock Factor

If you look at Google ad copy examples, some of them anchor on shock factor. This tactic immediately captures the viewer’s attention and make them look at the ad twice.

For instance, this ad for Bernie & Phyl’s initially looks like an ad placed by a person looking for a companion, “looking for a single male or a single female to satisfy my needs.” Down the copy, you’ll realize that the ad was supposedly placed by a single mattress. Clever, huh?

Conclusion

Without a doubt, writing a copy isn’t all that easy. But if you give it time and effort, you can surely hone your writing skills and your creativity in finding unique angles to present your brand.

However, if you don’t have the time to create a great copy for your business, you can try to find a copywriter who can. There are reputable writing service providers you can count on for your copywriting needs as you focus on other more crucial parts of the business.

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