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The Secret to Ad Copywriting That Sells
Here’s All the GOOD Bits:
- Cliché copy kills conversions – If your ad sounds like every other brand using ‘game-changer’ or ‘take it to the next level,’ it’s getting scrolled past. Be specific, surprising, and say something worthy of your reader’s time.
- Emotion earns attention, logic earns trust – People click because they feel something; they buy because it makes sense. Weave emotional resonance into your hooks, then back it up with clear, confident reasoning.
- Context reigns supreme – Different platforms demand different tones. A punchy hook might succeed on Facebook, while clarity and intent rule on Google.
- Testing is where copy graduates – The best copy doesn’t win in a creative brainstorming session; it wins by getting results in the wild. Test one thing at a time, track beyond CTR, and let performance guide your next step.
Imagine this: You’ve spent hours architecting the perfect ad. It has a trendy design, clever creativity, a reasonable budget, and a half-decent audience. You hit publish.
Then… silence. Crickets. Tumbleweed.
So, what happened?
Chances are, the culprit’s hiding in plain sight: your copy. And not because you used an Oxford comma in the wrong place, but because you sounded like every other brand screaming into Meta’s vacuum (aka Meta’s ad library).
Here’s the thing: good ad copy doesn’t just inform or persuade. It connects on a visceral level, and that connection should be instantaneous.
This post is your go-to for ad copywriting tips. No obscure ‘use power words’ nonsense. These are just practical, very real insights on how to write ad copy that sells.
Ready? Let’s go!
The Cliché Problem
First, we need to discuss the phrases ‘boost your business’, ‘take your brand to the next level’, or, our personal ick, ‘solutions for all your needs.’
Just no. That’s not how you write copy that sells.
Copy like this is the marketing equivalent of tofu: it fills the space, and almost nobody craves it (sorry, tofu-lovers!). These phrases don’t fail because they’re incorrect, but because they’re somewhat invisible. They have an emptiness to them, like the eyes of a shark.
Even ‘conversion-optimised’ copywriting techniques like urgency (‘Hurry! Ends soon!’), scarcity (‘Only 2 left!’), and social proof (‘Join 10,000 happy customers’) are now so overused that consumers see right through them. Yes, these triggers work, but only after the primary text has done all the lifting.
Why Human Brains Buy With Feelings First
The real conversion engine is still human, even in a world full of AI algorithms.
Take cognitive biases. Humans rely on mental shortcuts when making decisions. This is where concepts like loss aversion, anchoring, and the paradox of choice sneak into our ad strategy (and rightly so).
But here’s the plot twist: consumers are becoming more aware. They recognise when they’re being nudged. They’ve watched Mad Men and know ‘Limited Time Only’ might be a ruse.
So, where do we go from here? We lean toward emotional specificity and active writing. Don’t be vague, vanilla, or boring. Write copy that accurately reflects real human behaviour.
Intrigue gets the interest. Emotion gets the click. Logic closes the sale. But all three must be delivered in a distinctive tone of voice that aligns with branding while also connecting to the person you’re writing to – that’s how to write ad copy!
Why Channel-Specific Copy Matters
Would you enter a networking event yelling, ‘SALE ENDS MIDNIGHT’? No? Then never write a LinkedIn ad like it’s a Black Friday email.
Copywriting for digital marketing demands different things for different platforms:
- Facebook/Instagram: Meta’s platforms are scroller territory. You’ve got seconds, so lead with a hook that jolts, entertains, or taps into a personal truth. Long-form copy can work, but only if your opener earns it. .
- Google Ads: Intent is key. Nobody searches Google for ’emergency plumber London’ because they’re curious. Clarity and callouts win here. Speak to pain points, location, speed, and credibility.
- LinkedIn: More professional, sure. But ‘professional’ doesn’t mean robotic. Humour works. Opinion works. Specificity works. The key is to LinkedIn ad copy is to talk to the person reading, not just at their job title.
- TikTok: This is planet organic-first, ad-second. The more your copy blends into TikTok’s organic culture while maintaining brand voice, the better.
Matching message to medium isn’t optional. If you don’t tailor your copy to the context in which it’s seen, you’re essentially delivering a Shakespearean monologue at a kid’s birthday party.
So, mark well thy tongue, and the stage on which thou speakest.
Ad Copywriting Tips for Authentic Messaging
According to the Oxford English Dictionary, authenticity is defined as: ‘The quality of being genuine or true.’
How does this translate into copy? Authenticity isn’t simply casual language. It’s truth with consistency, not only in services and products but also in voice. Knowing your tone of voice lets you implement it across a meta carousel and a retargeting email without sounding like James McAvoy in Split.Here’s what a successful copywriting agency does for a brand’s authenticity:
- Knows who the brand is and who they’re not
- Doesn’t write like ChatGPT is the creative director
- Speaks with audiences, not at them
Genuineness matters; it’s a key ingredient to copywriting that sells.
Testing: Where Great Copywriting Proves Itself
Your copy might read cleverly, and the creative head honcho might love it. But if it’s not doing anything, then you’ve got yourself a beautiful coaster.
Metrics that matter:
- Conversion Rate
- CTR (Click-Through Rate)
- Time on Page
- Add-to-Cart vs. Purchase Drop-offs
- Engagement Rate
And if you’re testing? Avoid the classic mistakes:
- Testing too many variables at once (you won’t know what worked)
- Giving up too early (platform algorithms take time to optimise)
- Testing headline and creative and CTAs at once (just messy)
Copy should earn applause through performance, not preference. Gut instinct is great, no doubts there; however, intuition can steer you wrong. But data? Now we’re talking.
How to Write Ad Copy That Sells?
There’s no magic wand to wave. No secret sauce. No mystical three-word mantra that turns clicks into cash.
The secret? It’s caring enough to:
- Understand who you’re talking to
- Avoid sounding like everyone else
- Tailor your tone to the platform and context
- Say something that feels real, true, and useful
- Test what works, even when your ego’s on the chopping block.
So, next time you write an ad, ask yourself, ‘Would I stop scrolling for this?’ (And be honest.). If the answer is no, get back to it!
Looking for some rather exceptional copywriting for your ads? Get in touch with The Good Marketer today!