What Is An Advertisement Copy

A great ad starts with great ad copy. Advertising, a method for selling a product or service, appears in all forms of media. Knowing how to write ad copy demonstrates how powerful words can be by capturing the attention of an audience and persuading them to do something. Advertising copywriting is a tool that persuades a targeted group that they really do need to buy something.

1
Make a list of your product's benefits and features. In copywriting, a benefit refers to the problem your product solves. On the other hand, a feature is what the product literally does to solve that problem. Good copy usually addresses a key feature and the main benefit, so it's important to separate these qualities before doing anything else.^[1]
- For example, the benefit of a video game is that it gives players something fun to do in their spare time. The features may include the multiplayer game modes, a cool sci-fi environment, or the interesting weapons.
2
Ask yourself, "Why would someone want this product or service?" Every product or service either solves a problem, or makes it easier to do something. Jot down a few reasons why someone wants your product or service. In most cases, a product may have multiple uses. Keep this in mind as you identify your product's strongest selling point and target audience.^[2]
- For example, a fancy new bicycle makes it easier to get around, travel without paying for gas or public transit, and stay in shape.
3
Determine who wants your product to pinpoint the target audience. Assess what kind of person has the problem your product solves. Try to be as specific as you possibly can when it comes to identifying your audience. However, if multiple demographics may need your product, find the common link between them to narrow in on your audience.^[3] ^[4]
- For example, if your product is a software that makes it easier to track employee production, your target audience is likely managers with employees who work on computers.
Tip: A demographic can be really broad, like "men over 40," or hyper-specific, like "people that live in Baltimore and don't understand health insurance." Generally speaking, the more specific you can be, the better.
4
Identify key words that will resonate with your target audience. The goal with an advertisement is to communicate strong ideas in the lowest number of words necessary. To make this easier, brainstorm some powerful nouns, adjectives, and verbs to associate with your product or service. If it helps you think through these keywords, do this on a white board and flip through a thesaurus or dictionary to get some inspiration.^[5]
- For example, if the product is an app that lets users block websites from tracking their data, your keywords may include "private," "safety," "relax," or "hidden."
- You can include phrases or initial drafts of headlines if they come to you.
5
Describe your product to assess the strengths and weaknesses. Do some free-association, write an initial description, or create a pros and cons list. This helps identify what makes your product great, which gives you some elements to focus on in the headline or body. It also helps to find potential problems with your product, which ensures you don't accidentally highlight a downside in your copy.^[6]
- For example, the benefits of an organic pesticide may include its ability to fight common pests with nontoxic ingredients. However, the problems may include the high price or inability to kill cockroaches.

1
Build around your keyword to keep your headline punchy. Incorporate the keywords you've developed into a short phrase, selling point, or question. The headline refers to the largest piece of text that potential customers will read first, so it's important to nail this part of your copy. Jot down a few options to find one that really stands out as a winner.^[7]
- For a set of high-end noise cancelling headphones, your headline could be, "Listen in style," or, "Forget the noise." You can also go for a longer headline, like, "Wait 'til you hear what you've been missing."
Tip: There are many ways to approach headline writing. You could go for a funny, succinct, referential, or urgent headline. There are no right or wrong answers so long as the tone lines up with your company's brand and you communicate a benefit and/or feature.
2
Use a short, compelling tagline to highlight the product's features. One way to develop a headline is to focus on a key or unique feature. If the benefit is fairly obvious or the usage for your product doesn't need to be explained, focusing on a feature is a great way to attract potential customers.^[8]
- For a sci-fi video game, the benefit is obvious to your demographic. Gamers know why they play video games and they don't need help understanding this. So you may focus on the cool monsters in the game and say something like, "You're going to need more backup."
3
Lead with the benefit if your product or service solves a unique problem. If the benefit is unclear or the product requires a little explanation, focus on a benefit. This is also a great option if your product solves a problem people may not think about. This is also ideal for services where the reader may be unclear on why they would hire your company over a competitor. It's also a great option for brand new products that are penetrating new markets.^[9]
- For example, if your product is a water-repellent vehicle paint, you may write, "Never worry about rust again," or, "Rain, sleet, or shine, your vehicle is covered." Both of these headlines casually imply what the product does without flat out explaining it.
- For an auto dealership where the goal is to differentiate your service from the competition, you may write, "Good credit, bad credit, no credit. We've got you covered," or, "10% off of any new vehicle through March 1st."
4
Choose a novel or funny headline to stand out from the crowd. One way to stand out and draw customers in is to appeal to their sense of humor or novelty. If your headline can make a reader laugh or think, they're more likely to remember your product or service. That means they're more likely to consider buying what you're selling.^[10]
- This is really only an option if your company is comfortable with a more lighthearted tone.
- For example, if you're selling organic oranges, "What about these apples?" is a delightfully goofy headline. You can also go the cheesy route with something like, "Orange you glad to see me?"
5
Make sure the headline lines up your company's brand. It doesn't matter how good, clever, or brilliant your headline is if it doesn't align with your company's image. A funeral home isn't going to approve a goofy headline, and a cutting-edge tech startup probably isn't leading with "10% off through Memorial Day." Keep the company's brand in mind as you're working through your headline.^[11]
- For those organic oranges, the company isn't going to approve a funny pun or novel headline if the company's brand identity emphasizes environmental responsibility and healthy living. Something like, "No additives. No chemicals. Just sunshine," or, "Treat your body right," is more likely to play well.

1
Keep your body copy as short and succinct as possible. Body copy refers to the text that goes underneath your headline. Body copy can explain a product, emphasize the company's authority in an area, or appeal to a demographic directly. However, the reader is unlikely to finish reading your copy if you get too wordy or you write too much. Less is always better when it comes to body copy.^[12]
- For online advertisements, 2-3 sentences are probably the max. For billboards, 1-2 sentences are likely the most you can cram in with the reader driving past and looking from far away. Newspaper and magazine ads may be 4-5 sentences, but again, less is better.
- Some advertisements don't include any body copy. These ads tend to rely on potent visuals and a single well-written headline to keep things simple.
2
Pepper in some persuasive keywords to direct the reader's attention. You've done your job as a copywriter if you can persuade the reader that your product or service is valuable or worth looking into. To do this, include persuasive language in the body copy to pique the reader's interest.^[13]
- For a gourmet chocolate, you may write "Fall in love all over again. Because everyone deserves a treat." Here, "love," "because," and "treat" create a kind of narrative string that compels the reader to try the chocolate.
Tip: When it comes to persuasive keywords, the key terms are "new," "you," "free," "because," and "instantly." These words tend to trigger positive responses in readers.
3
Add the who, what, and where if you're advertising a service. Services typically use the body copy to highlight the provider's skills, tell readers where to find their services, and show readers the features and benefits of the company.^[14] This is particularly important if you service a specific area or you have a website for readers to visit.^[15]
- For example, if your company is a maid service, you may write something like, "Cassie's Cleaners are professional, fast, and ready to tackle any job. We come to you and service homes all over Seattle. Take a day off. Call 555-2500 to find out more."
4
Build on the headline by explaining the product if it's unclear. If the service or product requires a bit of an explanation, the body copy is the best place to do it. For this type of copy, use the headline to catch the reader's attention and compose body copy that highlights the features.^[16]
- For example, if your product is an app that tracks expenses, the body copy may read, "Piggy Bank makes it easy to track your spending habits and expenses. Just open the app, take a photo of your receipt, and let us do the rest. You will instantly see the amount on your screen and Piggy Bank will send you a weekly report to let you know if you're on budget."
5
Include a call to action to give the reader something to do. Your copy can be funny, clever, and eye-catching, but you're in trouble if the reader doesn't know what to do. This is typically pretty easy if you have a product or service—you can simply urge the reader to contact you or buy something. You may have more trouble if you're running an awareness campaign, crafting a political ad, or advocating for a cause.^[17]
- Standard lines like, "Call us at (phone number)" or, "Visit us at (website)" are straightforward and easy for readers to understand. You may also say something like, "Find out more…" or, "Download the app at…" to direct the reader to do something else.
- For a non-profit, political, or awareness ad, you may write something like, "Donate to help our children today," or, "Vote Jimmy Watkins for mayor."
6
Be honest, direct, and avoid wild claims or lazy superlatives. Customers do not like being lied to, deceived, or talked down to. Be honest about what the product does and do not include information that is not supported by market research.^[18]
- Nobody has ever been tricked by, "The world's best pizza." You're wasting space if you throw phrases like that around.
- Other phrases that sound ridiculous may be, "The world will never be the same," "Life-changing," or, "We're the best."
- Stay away from exclamation marks unless you're being ironic or playful. A sincere exclamation mark on an ad often comes off as lazy.

Add New Question

Question

How can I improve my ad copy writing?

Ryan Conway is a Marketing Expert and the Founder of Digital Tradesman, a digital marketing agency that helps builders, contractors, and tradesmen grow their business online. With over a decade of experience, he specializes in marketing, web design, and search engine optimization. Ryan holds a BS in Business Administration and Entrepreneurial Studies from Hartford University. He also studied Graphic and Web Design at the Boston University Center for Digital Imaging Arts. Ryan participated in Seth Godin's altMBA in the winter of 2016.

Marketing Expert

Expert Answer

Pretend that you're having a one-on-one conversation with your ideal customer. What does everyday life look like for this person? How old are they? Are they married? Do they have kids? These are all factors you need to consider when you write ad copy.
Question

What makes an ad successful?

Ryan Conway is a Marketing Expert and the Founder of Digital Tradesman, a digital marketing agency that helps builders, contractors, and tradesmen grow their business online. With over a decade of experience, he specializes in marketing, web design, and search engine optimization. Ryan holds a BS in Business Administration and Entrepreneurial Studies from Hartford University. He also studied Graphic and Web Design at the Boston University Center for Digital Imaging Arts. Ryan participated in Seth Godin's altMBA in the winter of 2016.

Marketing Expert

Expert Answer

Find ways to connect your ad to your target audience so you reach the people your product or service is intended for.
Question

What is advertising copy?

Mark Recabo

Community Answer

It is a process of making effective ad copy or phrases in your website, brochure and other marketing material.

Ask a Question

200 characters left

Include your email address to get a message when this question is answered.

Submit

You will get better at writing copy over time. It may take a lot of work at first, but it gets easier to identify keywords, benefits, features, and audiences with practice.
When in doubt, talk to your editor. There's nothing wrong with asking for help or feedback if you feel yourself getting stuck.

Never forget to spellcheck. You won't be perfect 100% of the time, but any mistakes that get printed will undermine the advertisement and any problems your editor catches may be embarrassing.

References

About This Article

Thanks to all authors for creating a page that has been read 52,903 times.

Reader Success Stories

Ludumo Mdangali

Jan 2, 2019

"This article helped a lot, as I'm doing my research in writing copy before pursuing a course. "

Did this article help you?

Get all the best how-tos!

You're all set!