How to Write Great Ad Copy

People are bombarded with ads on a daily basis. How many of them do you think they actually click, or even remember? Not many. Personally, I’ve found ad copy to be both creatively fulfilling and a pain in the rear. Writing ads may look easy, but with the constraints of short copy, it’s hard.

However, in a content-saturated world, great ad copy is a must. So, I’ve created an infographic that breaks down the process into five easy steps to help you get there. And for all of you non-visual learners, check out the copy below!

Step One: Identify your customers and their problems

Have you ever seen an ad doesn’t speak to you at all? It’s frustrating. At the heart of great ad copy is a thorough understanding of your audience(s) and their unique issues. By researching their unique problems and motivations, you’ll nail down messaging that connects to your target user authentically.

Step Two: Think in terms of benefits, not features

When you’re writing your ad, remember that people don’t want to be sold to. Instead of focusing on features, like a 2160p resolution and LED lighting on an HDTV, call out the benefit of an enhanced Gameday experience with a TV where the only thing better is standing on the sidelines.

Step Three: Be concise

Crazy Egg refers to this as “the power of one”. Remember that ad copy is short, meaning you don’t have time to address every problem your business solves. Instead, pick the main one and address that head on.

Step Four: Don’t limit yourself with constraints

Ad platforms come with character restraints — it’s just the name of the game. But don’t let these hold you back; writing an ad is a creative activity that takes concepting and iteration. If counting characters makes you feel limited, try ditching the counting and working on messaging instead. You can cut it down once you have a direction in mind.

Step Five: Include a clear CTA
You can have the best copy in the world, but if you don’t tell the user what to do, your ad has failed. Be very specific about the action you want to your customer to take, and communicate it clearly. Should they visit a specific page to learn more? Should they call to set an appointment? Keep language actionable. A great CTA can be the difference between a click and a lost customer.