How to write good ad copy? We get asked this question quite a bit because ad copy isn’t merely about crafting persuasive copy, it’s also about following advertising guidelines set forth by the Federal Trade Commission (FTC).
Following FTC advertising guidelines is crucial when mastering how to write advertising copy for your business. The FTC is the government agency that’s responsible for protecting consumers from deceptive or misleading advertising, so it’s important to understand and comply with their guidelines to ensure your ad copy is truthful and not misleading.
The FTC has guidelines in place for a variety of advertising practices, including endorsements, testimonials and native advertising. These guidelines are designed to ensure consumers aren’t misled or deceived by the information presented in an ad. For example, endorsements and testimonials must be truthful and not misleading, and must reflect the typical consumer experience. Additionally, native advertising, which is advertising that’s designed to look like editorial content, must be clearly labeled as an advertisement.
With all that said, learning how to write good ad copy can be a tricky task, but with a little bit of know-how and some practice, you can master the art of crafting compelling ad copy that gets results. In this blog post, we’re going to take a closer look at what makes for good ad copy and how you can create ad copy that works for your business.
What Is Ad Copy?
Before diving into how to write good ad copy, we must first define what ad copy is. Ad copy is the written text that appears in an advertisement. It’s the words used to convince a potential customer to take a specific action, whether that’s visiting a website, making a purchase or signing up for a service. Ad copy can appear in many forms, including print ads, online ads, billboards and more.
How to Write Advertising Copy that Sells
Now that we’re on the same page about the definition of ad copy, it’s time to dig into some insider copywriting secrets on how to write good ad copy. The key to writing good ad copy is understanding your audience and what motivates them to take action. It’s important to know your target market and what their pain points are, so you can address them directly in your ad copy. Additionally, good ad copy is clear, concise and to the point. It should be easy to understand and not overly complicated.
1. Use A Strong Headline
One important technique to keep in mind when learning how to write good ad copy is the use of a strong headline. The headline is the first thing people will see, so it’s crucial that it grabs their attention and makes them want to read more. A strong headline should be attention-grabbing and clearly communicate the main benefit of your product or service.
2. Use Active and Power Words
Good ad copy also uses active and powerful language. This means using words that are action-oriented and convey a sense of urgency. Words like “now,” “limited-time only” and “exclusive” can help to create a sense of urgency and encourage people to take action.
3. Use Statistics
Along with using active and powerful language, good ad copy should also include specific details and statistics to back up any claims you make. This can help to add credibility to your ad and give people more reasons to trust your product or service.
4. Use Social Proof
Another useful tactic when learning how to write good ad copy is using social proof in your ad copy. Social proof is a psychological phenomenon where people are more likely to take a specific action if they see others are doing it as well. For example, if your ad states that “10,000 people have already signed up,” it may encourage more people to do so as well.
5. Use A Consistent Tone
In addition, it’s also important to use a consistent and on-brand tone throughout your ad copy. This will help to make your ad more memorable and build trust with your audience. Your ad should have the same message and tone throughout, this will ensure your audience gets a clear and consistent message.
6. Always Include A CTA
Lastly, always include a clear and prominent call-to-action (CTA) in your ad copy. The CTA is the most important part of the ad copy because it tells people what they need to do next in order to take advantage of your offer. Whether it’s to “buy now,” “click here” or “call today,” your CTA should be clear and easy to understand.
How to Write Ad Copy for Facebook
Gaining knowledge on how to write advertising copy for Facebook can be a great way to reach a large audience and promote your business, but it’s important to know the best practices for crafting ad copy that gets results. Here are some tips on how to write ad copy for Facebook:
First, make sure your ad copy is clear and to the point. Facebook users are scrolling through their feed quickly and you only have a few seconds to grab their attention, so make sure your ad copy is easy to understand and gets straight to the point.
Next, use a strong headline that captures attention and clearly communicates the main benefit of your product or service. A well-written headline can be the difference between someone scrolling past your ad or stopping to read more.
Along with a strong headline, use high-quality images or videos in your ad. Facebook is a visual platform and using eye-catching imagery or videos can help to make your ad stand out and grab attention.
Always include a CTA in your ad copy. A CTA tells people what you want them to do next, whether it’s visiting your website, making a purchase or signing up for a service. Make sure your CTA is clear and easy to understand.
It’s also important to consider the type of ad you want to create, whether it be a carousel, video, single image or collection. Each one of these options offers different features and should be chosen according to the type of message you want to convey to your audience.
Be sure to split test your ad copy, this will help you identify what works best for your target audience and can improve the performance of your ad.
Lastly, it’s crucial to track and measure the performance of your ad copy. Use Facebook’s built-in analytics tools to track the number of clicks, conversions and overall engagement with your ad. This will help you to identify which elements of your ad copy are working well and which need to be improved.
Facebook is a powerful platform for reaching a large audience and promoting your business, but it’s important to know how to write good ad copy that gets results. By crafting clear, attention-grabbing ad copy and using high-quality images or videos, you can create ads that drive engagement and conversions for your business. Remember to track and measure your ad’s performance and to split test to get the best results.
What Makes Great Ad Copy vs. Bad Ad Copy?
Knowing how to write great ad copy comes down to understanding your audience and speaking directly to their needs and desires. It’s clear, concise and to the point, and it effectively communicates the main benefit of your product or service. On the other hand, bad ad copy is often vague, confusing or just not relevant to the target audience. It doesn’t effectively communicate the value of the product or service; it lacks a clear call to action and fails to engage the audience.
Also, bad ad copy fails to stand out and grab attention, which can result in low ad engagement, and ultimately conversions. If you want to get the most from your advertising efforts, you’ll need ad copy that speaks directly to your target audience and motivates them to take immediate action.
In conclusion, learning how to write good ad copy is an art and it takes some practice. But by understanding your audience and using strong headlines, powerful language, specific details, social proof, consistency and a clear call-to-action, you can create ad copy that drives results for your business. Remember to keep your ad copy simple and compelling, always try to find the balance of both and you’ll be on your way to writing good ad copy that converts.
Best Examples of Ad Copy
One of the best examples of ad copy is the “Can You Hear Me Now?” campaign for Verizon. The ad features a man walking around various settings, including city streets and rural areas, while asking the question, “Can you hear me now?” The ad effectively communicates the message that Verizon has the best coverage, no matter where you go. The slogan “Can you hear me now?” became a catchphrase, and it was also used in subsequent Verizon ads, making it one of the most memorable and effective ad campaigns of all time.
The “Got Milk?” campaign, created for the California Milk Processor Board, is another great example of ad copy. The campaign features various people with a glass of milk and a small tagline “Got Milk?” The slogan is short and simple, but it’s also memorable and effective. It’s a call to action that makes people crave milk and the tagline itself is a question that is memorable and easily recognizable. The campaign was so successful that it ran for over two decades and it was used across the country by milk processors.
Another great example of ad copy is the “Finger Lickin’ Good” slogan used by KFC. This ad copy is simple, yet effective. It communicates the message that KFC’s chicken is so delicious that you’ll want to lick your fingers after eating it. The slogan is memorable, and it has become synonymous with the KFC brand.
It’s also important to mention that in 1979, the first Black woman to earn a copywriter role at one of the nation’s leading advertising firms and owner of Caroline Jones Advertising, developed the slogan, “We Do Chicken Right” for KFC. This slogan was used throughout the company’s national ad campaigns in the 1980s.
See, all these examples demonstrate how to write good ad copy that’s creative, memorable and effective at conveying the core message of the product or service. Whether it’s communicating the best coverage, messaging convenience, promoting the brand or promoting the product as a lifetime investment, each of these ad campaigns effectively used simple yet powerful slogans to communicate a message and make a lasting impression on the audience.
Writing Ad Copy Conclusion
In conclusion, learning how to write advertising is all about understanding your audience, crafting a powerful message and using the right words to capture their attention and motivate them to take action. While it may take some practice and effort to learn how to write good ad copy, the rewards of doing so can be tremendous.
But if you find that you’re struggling to come up with the right words or don’t have the time to learn how to create good ad copy, consider hiring a professional copywriter. A skilled copywriter can help you craft a message that resonates with your target audience and drives results for your business. With the right words and a powerful call-to-action, you can take your ad copy to the next level and start seeing real results.
Take the next step to boost your business and make your ad copy stand out with our professional copywriting services. With our team of sentence-slingin’ experts, you can rest assured that your ad copy will be crafted to perfection and drive the results you want. Learn more about how we can help you elevate your ad copy and grow your revenue and profits!