How Does Copywriting in Advertising Work?
Look around — you will probably see tons of slogans making you feel like you need something. Well, unless you’re staring at a white wall of your home office like I do 🥲
Anyway, during the day, we face tons of ads and taglines practically screaming at us.
❓Question: how many of those messages have you read and felt that the copy actually hooked you?
We’ll take a wild guess — around zero? Can you remember at least 5 of those?
Those ads might have actually had a cool idea behind them. But you can’t remember them because there was no effective copywriting involved. Otherwise, you would have already written a review on Trust Pilot.
What in the world is “effective copywriting”? And how does this good copy work when it comes to advertising?
Great questions! Let’s explore different copywriting formulas and learn how to fire up a good ad copy. It’s time to take notes once you’re done with this sentence:)
What Is the Process of Ad Copywriting?
Before we address the actual topic of this section, take a look at the following list:
If you’re wondering what the h*ll we’re talking about, don’t worry — we haven’t lost our minds. It’s just a brilliant Volkswagen ad from the ’60s.
Basically, they invited people to create their own VW advert and offered a guide for this.
Source: AnatomisedFunny enough, it isn’t a bad example of effective writing itself. Besides, it is pretty much a step-by-step process of creating advertising copy.
Maybe you don’t have to look that hard at your product. But… the rest of it is right. Don’t exaggerate (even if your product is related to unicorns). Speak to the readers (it makes your copy more relatable).
But we are not just going to leave it to an old Volkswagen textbook, no matter how good it is:) So, here are 7 easy steps to non-salesy, persuasive writing your ads need.
Step 1: Start With Research (Always)
No matter how obvious this sounds, never (we mean it — never) start writing without proper research. This is one of the most important content marketing best practices out there.
After all, one of the most essential elements that affects the message is thorough research. Ideally, make it three-dimensional to learn more about your:
- Audience;
- Market;
- Competitors.
This is the first step (you can combine it with the classic “look at car”). When you have enough data in all three dimensions, you can focus on what matters to your clients. Plus, it is the only way for copywriters to stay completely to the point. If you know your target audience well enough, you (or your writers) can pull off advertising like the one below.
Source: XThis joke is a playful element that transforms the whole perception of this advert. Clearly, a win-win combination.
During the research phase, you also need to collect references and resources to keep you going. Make sure you organize them in some sort of way, whether it’s Notion or a folder on your Google Drive. This is essential to stay inspired and get a much-needed flow of ideas.
Step 2: Establish Collaboration With Your Creative Team
No advertising has ever been created by one person (at least repeatedly). Ideally, you want to have a cross-team collaboration, from your marketers and designers to customer support and product managers.
This will help you look at your goals from different angles and learn more context to make your message more effective in the end.
That’s exactly why collaboration is the second step of any ad copywriting process.
Still, it is crucial to find a proper way of generating ideas. This isn’t limited to your typical brainstorming, btw. The idea is to create a process where every team member can speak up freely without feeling too much pressure.
Source: GeeksforGeeksStep 3: Consider the Placement of Your Ads
The platform where you publish your ad will affect everything, from the format to the form your ad takes.
First of all, imagine you have to sell a pen. Yes, some Wolf of Wall Street vibes just entered this blog. But don’t worry — it isn’t an exercise to make you a better salesperson.
Source: Screen RantNow, even if you want to deliver a simple message that your pen lasts longer than all the other pens, you will have to adjust the way you say that, depending on the medium. Take a look at the following and think — how could you sell your pen through each of these channels?
- Social media platforms, like Facebook, Instagram, Twitter (or X?), LinkedIn, and TikTok;
- Google Ads, Bing Ads, and other pay-per-click (PPC) campaigns;
- Websites and dedicated landing pages;
- Newsletters;
- Print ads, such as magazines, newspapers, brochures, and flyers;
- Outdoor advertising like billboards, posters, and transit ads;
- Online ads like banners and pop-ups or native advertising.
Of course, there are other forms of advertising copywriters rely upon. So, at this phase of your copywriting process (even though it technically hasn’t started yet), decide the placement.
What does it change? Well, if you put your message on X, you have to concentrate on a short written message (primarily). But if it comes to an Instagram ad, your main focus should be a visual because even the best copy underneath simply won’t do it.
And if your ad has to be a part of a salesy landing page, you get a completely different story altogether.
Long story short — the placement fully impacts the form and content of your ad. And you have to know what your platform is before starting anything.
Step 4: Discuss a Goal and the Content of Your Messaging
Some ads reflect the company’s service’s value proposition. Some focus on getting attention to move people down the sales funnel. Some simply promote products, services, or ideas to an intended audience.
It is absolutely crucial to clarify what goals your ad content pursues. And you’d be happy to know that this is the final preparation step before you actually write your copy.
Step 5: Come Up With a Few Catchy Headlines
…if you need them. Yes, not every advertisement needs a headline, but a bad headline can kill the rest of your copy in just a second.
Yet, a good title can secure a reader’s attention and make them read to the end:
Source: CromaveraA headline can, as they say, make or break the rest of the advertising copy. So it has to be sparky, stealing, sick.
Source: MediumHere’s the thing: Headlines get five times more readers than the body copy. It doesn’t mean you don’t have to write the body copy, though. At the same time, you should know that ad copy sometimes may consist of just a headline.
Step 6: Write a Copy
Finally, the part where you have to put your pen to paper (or fingers to keyboard). Focus on the main idea, remember what matters to your customers, and just make it slick. There is no universal advice for every copywriter at this point — simply be creative with what you have.
Yet, whatever you do, make sure to keep your tone of voice consistent. You can’t sound super serious in your blog and then suddenly become funky in social media advertising. It does not create trust. It creates confusion. That’s it.
This is just like with people: you are not going to rely on someone who always behaves differently. People like familiarity — make sure to provide it.
You can try incorporating social proof or a call to action (CTA) in your ad copy, but it has to be very subtle. The difference between a blog post and an ad is huge. When you are writing copy for advertising, you have much less space than in any blog and even social media posts.
So, if your main message includes a call to action, make it creative and organic without being overwhelming.
Step 7: Don’t be Afraid to Sound Edgy
A little mockery in copywriting never hurts. If you master it, people will love it.
Some businesses are afraid to come up with an edgy joke or say something too bold out there. While that’s understandable in the climate of the cancel culture, you might also lose many possibilities for good marketing.
Still, of course, edginess isn’t for every single business out there.
Source: X7 Tips for Writing Better Ad Copy
Now that you understand what the process of ad copy creation looks like (btw, you can tweak it), it is time for THE tips.
How can you make your writing more effective for higher conversions? How should you evoke interest? How can your business use pain points properly? Let’s find out!
#1 Be Specific (and a Maybe Little Bit Quirky)
A typical ad is short. That’s why you don’t really have space for fluff. And one of the best strategies to avoid it is to be specific.
First, you have to define your main message in detail. Then, play around with it to say the exact same thing in a short yet creative way. For example, take a look at the already iconic New Balance advertising campaign:
Source: EsquireThey are very specific about their audience and emphasize both the versatility and fashionability of their sneakers.
After all, it’s not just about where people wear New Balance. It’s about the vibe of those places. You get posh and vibrant London and a more down-to-earth Ohio (no offense, Buckeye State — we still think you’re cool).
Three things work here:
- Contrast;
- Relatability;
- Humor.
By mentioning the dads, they humanize that high-fashion world. They literally say, “Hey, it’s cool for everyone to wear our sneakers.”
But why are details so important here? Why should you be specific?
Imagine if we removed “London” and “Ohio.” When you just say “worn by supermodels and dads,” it simply doesn’t have that same powerful effect, right?
Compelling copy is often simple like that. It’s one sentence and each word that makes a difference.
#2 When Writing Copy, Say What Other Brand Can’t
If we circle back to the previous example, you’ll see that it is not about hitting pain points (pun intended). New Balance simply emphasizes how versatile its audience is — and no other brands in the same “league” can do the same.
For example, Lacoste won’t and can’t say that. Chic brands like Dior or other fashion labels worn by supermodels don’t target both supermodels and dads as their audience.
So, it is about your unique selling proposition (USP) shaped in a way that catches the reader’s attention. But it has to be really special, not something that has been said thousands of times already.
Source: LinkedIn#3 Don’t Sound Like a Soulless Sales Machine
Marketing has already evolved into the art of building close relationships with target audiences. Therefore, if you are trying to convince readers to buy your product just for the sake of it, don’t. Show deep understanding.
Be casual, guide readers, and, most importantly, build relationships.
Source: JD and Kate IndustriesIn this example, a brand offers “eternal friendship,” which sounds much better than generic sales moves. Plus, it is nice when a brand thinks about that in the first place, isn’t it?
People today want two key things from brands: care and personalization. But if you think about it, these aren’t really separate — they’re two sides of the same coin. Give both of these to your target audience, show it through your writing, and your sales will do better, much better.
#4 Use Comparisons to Give Your Target Audience a Perspective
Comparisons help us understand the world. It is one of the simplest yet most important operations the human mind performs all the time. Comparisons always help us choose.
Yet, don’t get too wild there. Roasting could be fun, but it is supposed to have its limits. So, if you compare your brand with another business on the market, take it easy.
What can you compare?
👉 Advantages vs. flaws
It has to be very relatable. In order to master this comparison technique, make sure you highlight the most important information. Create a clear contrast. Without an obvious difference, it may not work. It might just end up being confusing.
This is how June Silk did it right.
Source: June Silk👉 Positioning your product as a smart choice
With proper data, people can make the right decision. So, if your advertised product has clear pros in comparison with most alternatives in the target market, go for it.
Source: LinkedIn👉 Highlight your unique selling proposition (USP)
We are getting back to Volkswagen because their ads were great. For example, this one:
Source: PinterestNotice how they compare ordinary cars with Volkswagen. In this case, their unique selling points are simple — you don't need much to prepare your car for winter. As long as your car is a Volkswagen, your life will be easier — that’s basically what they’re saying.
This is a fun and unique approach. We see two lists of necessary measures. But since Volkswagen’s part is 95% shorter, you immediately realize that they are the best choice. Cool.
#5 Newsjack in Social Media Posts
Is Marg Simpson a new president? Well, you can definitely use that to put your hair brand in the spotlight. Newsjacking has two purposes:
- To tap into the most talked current events and boost SEO;
- Improve engagement by being funny about a relatable topic.
Since we live in the era of flash news and social media stories, you have to be quick. React quickly, create something cool quickly, and move on.
Source: David Meerman ScottIs it creative writing? Most definitely. It is sort of like an art form. The copy should be cool and unique, and it has to evoke interest very fast.
Your goal is to use the news (in a funny way) to draw attention to you.
Here’s one cool example:
Source: The InspirationSince it was a pandemic and you had to wear a mask anyway, why wouldn’t you finally get braces? One word — genius.
How to do newsjacking properly:
- The story doesn’t have to be super relevant to your niche, but you have to find a relatable angle;
- The bigger the story, the better the exposure (if that’s what you want);
- Look only for timely stories — there is no need to tap into all that outdated content (unless you are a vintage store);
- Do predictions on the hottest topic (like Bitcoin price or sports events) if that fits.
These are just some general rules. Effective copy is almost always creative, so don’t let all these guidelines limit you.
#6 Check If Your Message Aligns With Your Marketing and Business Goals
The holy part of any advertising is to be relevant to your overall brand image and your bigger objectives. Your ads have to reflect who your business is. No matter how good the ad copy is, if it’s random, it’s worthless.
If you want to build brand authority, this goal should affect your advertising copywriting. On the other hand, if you want to nurture customer loyalty, your message will be different. If you want to drive sales… you get the point. You simply have to use different approaches.
So, before you start writing copy, think about your core mission. What do you really want to say in your ad?
#7 Make Every Word Work
When you create messaging for advertising, you know it is going to be short — whether you’re writing for a local coffee shop or Amazon. So, you have to use every word effectively.
Shorten everything down. To craft compelling copy, you don’t need a thousand words:
Source: XAs you can see here, this is a smart allusion to a quote by Descartes: “I think, therefore I am.” This is a very powerful idea that works impeccably for IBM. At its core, this is just a memorable line where every single word works already.
No fillers. Whatsoever.
Conclusion
Ad copywriting process is a subtle art. Making your target audience remember and buy your product with one single sentence requires true mastery. It isn’t easy, but, as always, practice makes perfect. Follow our advice and work to establish your own copywriting frameworks.
Essentially, let your product and marketing goals dictate what should be included in your copy. Those are the compasses that should direct all of your copywriting. Good luck!
FAQ at a Glance
What Does an Advertising Copywriter Do?
An advertising copywriter creates an appealing copy for an advertised product. Their job is to create copy that makes the target audience notice and take an interest in a product.
An ad copywriter has to be versatile and be able to write in different formats. They also connect the brand’s goals with solutions that most readers are looking for.
What Is the Most Important Part of Advertising Copywriting?
Besides transmitting the main message, a good copywriting process is impossible without research. The writing style matters, of course, but a copywriter has to know three things:
- Target audience insights;
- Target market data;
- Information about competitors.
Any good copywriting has to be backed up with practical data and product knowledge. When writing copy (especially advertising copy), copywriters can be much more to the point if they have all the data.
What Are the Key Steps in the Advertising Copywriting Process?
Different companies may have different frameworks, but generally, it looks like this:
- Start with comprehensive research. Gather data about the audience, market, and competitors.
- Collaborate with a team to refine the message and use their insights to make the message more efficient.
- Determine the purpose of the ad — brand awareness, sales, engagement, or something else. Without a clear goal, there is no reason to create and place an ad.
- Create headlines. Work on headlines that work to convey the main messages.
- Write the body copy. Sometimes, it could be a post or just a line. Focus on the main idea, benefits, and unique selling proposition.
What Tone Should You Use in Advertising Copy?
The most important thing is to establish and keep consistency in your tone of voice. Match your tone to the audience and platform.
You can allow yourself to sound more casual and easy on most social media, but if you are advertising on LinkedIn, your style might be more professional and neutral.
Most of all, try to make it creative. A simple twist, wordplay, or allusion can make the writing work in a more effective way.
Essentially, look at the subtle tone that conveys your message and make it relevant to the platform on which you are placing your ad.
What Are Common Advertising Copywriting Techniques?
Ad copywriting will be different for every brand and every case. But you can start by relying on some common approaches in copywriting:
- Use newsjacking by simply joining the buzz around some viral topic and making your brand more visible.
- Include your unique selling offerings in the writing. Emphasize everything that makes your product unique.
- Add comparisons. People like to put things into perspective. If you compare your product to generic offerings on the market, it can work well for you.
Is There Something Copywriters Should Avoid in Ad Writing?
Yes — sounding boring or generic. There’s no room for clichés like “best product ever” or “don’t miss out.” People scroll past that stuff without a second thought.
Write something fresh and interesting. A good ad should make people feel something — whatever that is, emotions stick.
