Writing ad copy that truly resonates with your audience and makes them take action isn’t something that just happens—it’s an art. It’s about understanding your audience’s needs, addressing their pain points, and making them feel something genuine. Want to know how you can write ad copy that converts? Let’s explore some real-world examples from brands like Netflix, GoPro, Zomato, Sephora, Airbnb, and Duolingo, and see how they’ve mastered the art of persuasive advertising.
1. Keep It Simple: No Need for Fancy Words
The best ad copy doesn’t need complex jargon. In fact, simplicity often leads to stronger connections with your audience. The simpler your message, the clearer your audience’s understanding.
What You Can Do:
- Make your message easy to grasp. Use clear and simple language that drives your point home without any fluff.
Example: Netflix
“Watch anywhere, cancel anytime.”
Netflix makes its value proposition clear and simple: you can watch content at your convenience and with no commitment. They focus on ease and freedom—two things everyone appreciates.
2. What Really Makes Copy Work?
Effective ad copy has three key elements:
- A headline that grabs attention.
- A promise that’s hard to ignore.
- A reason to act now.
Example: GoPro
“Capture the Moment. Be the Hero.”
GoPro positions its product as a way for people to take charge of their adventures. It speaks to an innate desire for empowerment and storytelling, which resonates with its audience who craves adventure and adrenaline.
3. Persuasion That Works
How do you create copy that truly influences people to take action? Use these proven techniques to craft compelling ads.
Social Proof
Social proof builds trust. People are more likely to buy when they see others have had a great experience.
Example: Zomato
“4.8 stars from 5,000+ customers.”
Zomato highlights how many users love their service to add credibility and show that others have had positive experiences, making potential customers more likely to engage.
Urgency and Scarcity
Urgency makes people act now. If you let them know there’s a limited time or quantity, they’ll be more likely to act fast.
Example: Sephora
“Flash Sale! 24 hours only.”
Sephora uses urgency by promoting flash sales, making it clear that customers need to act quickly to grab the deal before time runs out.
Storytelling
Stories make your message more memorable. If you can make your audience feel something, they’re more likely to act.
Example: Coca-Cola
“Open Happiness.”
Coca-Cola has made a habit of telling stories of sharing happiness with family and friends. Their message goes beyond selling soda—it’s about creating moments of joy and connection.
4. Tailoring Your Copy to Different Platforms
Each platform has its own tone and style, and your ad copy should reflect that. Don’t use the same ad everywhere—customize it for each platform.
Google Ads: Clear and Actionable
Example: Carvana
“Buy a Car Online—Delivered to Your Door.”
Google Ads work best when the message is simple, clear, and action-oriented. Carvana’s message is straight to the point—buy a car online with ease.
Facebook Ads: Engage Emotionally
Example: Airbnb
“Discover the World’s Most Unique Homes.”
Airbnb’s Facebook ads tap into the traveller’s sense of adventure, using a combination of emotional appeal and an invitation to explore unique experiences worldwide.
Instagram Ads: Visual and Catchy
Example: Duolingo
“Learn a New Language in 5 Minutes a Day.”
Duolingo’s Instagram ads are catchy and easy to digest. They emphasize the ease and fun of language learning, perfect for the quick-scrolling Instagram user.
5. Testing: Find What Works, Ditch What Doesn’t
The best way to optimize your ad copy is to test different versions and see which one works best with your audience.
Example: Slack
Version A: “Where work happens.”
Version B: “Stay organized with Slack.”
Version A, with its broad and aspirational tone, works better because it taps into the bigger picture of collaboration and productivity.
6. Avoid These Mistakes: Keep It Real
Even seasoned copywriters can make mistakes. Here are a few pitfalls to avoid to ensure your copy converts.
Vague Language
If your copy doesn’t explain what’s special about your product, you’ll lose potential customers.
Fix:
Instead of saying, “The best product ever,” describe the unique benefits that make your product stand out.
Overloading with Information
Don’t overwhelm your audience with too many details. Focus on what’s most important to them.
Fix:
Instead of listing every feature, highlight the benefit that will resonate the most. For example, “Save 30% on your energy bills” is clear and valuable.
7. Quick Tips for Writing Copy That Converts
- Use Numbers for Impact: Numbers make things feel more concrete. Example: “Save 25% today!”
- Focus on One Thing: One message, one emotion, one call to action.
- Write Like You Talk: Speak in a relatable, conversational tone. Your audience will appreciate it.
8. Measuring Your Success
Once your ad is live, it’s important to track the results. Here are some metrics to measure how well your copy is performing:
- Click-Through Rate (CTR): How many people are clicking on
Writing effective ad copy is all about understanding your audience and crafting a message that resonates with them. Simplicity, clarity, and emotion are key. Learn from the best—brands like Netflix, GoPro, Zomato, Sephora, Airbnb, and Duolingo—and start crafting copy that speaks to people on a deeper level.
16 January 25
Written by Crezvatic
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