Advertising copywriting is both an art and a science. The right word choices can be the difference between a bucket-load of sales or tumbleweed…
But writing the perfect ad isn’t easy, so where do you start? Whether you’re creating digital or print adverts, this article will help you create better-performing copy.
In this article – we break down how to write effective copy for your adverts.
We’re a specialist fitness marketing agency with 15+ years of industry experience, so we know first-hand what works (and what doesn’t!). We’ve handled copywriting for gym chains, supplement companies, and lots of other wellness businesses, so our ad-writing strategies are tried and tested.
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What is advertising copywriting?
Advertising copywriting is the creation of written text for ads (that often accompanies the visual elements). This includes crafting the headline, strap-line, body text, and call to action.
Copywriting for ads is slightly different from writing for websites, blog posts, or ebooks because it needs to be more concise. Adverts typically have a much more limited word count than other marketing and promotion formats, so copywriting needs to be clear and punchy.
Importance of copywriting in advertising
So, why does it matter? Well, the benefits of strong ad copywriting are huge. It’ll help you…
- Generate more high-quality leads
- Convert more leads into profitable customers
- Increase sales revenue
- Improve the return on investment of your ad spend
Average or poor copywriting can ruin an advertising campaign. Your design, imagery, and placement might be perfect, but if the text doesn’t compel people to take action, then it’s all wasted. So, it’s vital to nail the copywriting in your adverts, whether they’re in print or digital formats.
You might also like… Creative Examples of Health & Fitness Adverts and Printed Gym Ads.
Advertising Copywriting: A How-To Guide
When it comes to copywriting for advertising, there are some tried and tested strategies for creating top-notch text. They make your writing more compelling and persuasive, so that readers are more likely to take action. Our top tips and strategies to aid your ad copywriting and boost results are…
- Focus on the customer benefit
- Ask so what?
- Address common pain points
- Use customer language
- Include power words
- Trim it down
- Test and refine
This is the approach we use when writing ad copy for our marketing clients. Let’s explore each of these aspects in more detail…
1 – Focus on the customer benefit
When writing ad copy, it’s really easy to lose sight of what’s important. A common advertising mistake is to focus on features instead of benefits. But people don’t buy features, they buy benefits.
Marketers love talking about features, like the bells and whistles on gym equipment or the widgets on a fitness app. But what people really care about is solutions – they want to know that whatever you’re offering will help them.
You might also like… Our Guide to Becoming an Awesome Copywriter.
So instead of talking about what your product does or what your service includes, explain how it helps your customers. Lead with the benefits in your advertising, and leave the detailed features for your website descriptions.
2 – Ask so what?
Ask yourself, so what? People are busy and scrolling, so why should they care about your ad?
Too often companies talk about themselves and their products instead of explaining how they help customers.
The crucial thing is to give people a reason to take action, whether that’s clicking an online ad or calling a phone number. So make it really clear, what’s in it for them?
3 – Address Common Pain Points
Grab people’s attention by calling out common customer problems. What’s the pain point your product or service solves?
This is an ideal tactic for writing compelling headlines. Anyone who has that problem will immediately sit up and pay attention to your ad.
You might also like… Write a high-converting sales page or Google Ads for Fitness Pros.
4 – Use customer language
What words and phrases do your customers use? Including these in your adverts will make it much more appealing to them.
Check your email enquiries and comments on social media posts to get an idea of the language your audience uses. Then work it into your ad copywriting so that it speaks to your customer base.
5 – Include power words
Word choice is important so put a little extra effort into it. Using power words is an especially effective way to improve your copywriting. Here are some examples…
- Transform (versus change or improve)
- Rejuvenate (versus rest or recover)
- Dissolve (versus rid or reduce)
Find really impactful words to use in your ads with a good old Thesaurus or Google search for ‘synonyms’. You might be surprised how much difference one little power word can make.
6 – Trim it down
Once you’ve got your draft advert, cut out as many words as possible. This helps your ad get straight to the point and makes it more impactful.
People can also be put off by too much text. They’ll lose interest if you don’t convey your point quickly. This is especially true with ads which are a form of interruption marketing, so you’re starting on the back foot. Short, punchy sentences will grab their attention quickly before they continue scrolling.
Plus, concise copy makes it easier to design an advert since there are fewer words to squeeze in.
You might also like… 5 Easy Ways To Improve Your Blog Writing Skills.
7 – Test and refine
Don’t settle for your first draft. Once you’ve got something you’re happy with, leave it a day or so. Then come back with a fresh set of eyes and try to improve it.
The beauty of digital ads in particular is that you can test them in real time. Try out two versions of copy to see which performs better. Then iterate and improve based on the results.
You might also like… Top 10 Copywriting Courses – Learn To Write Well.
Advertising Copywriting Tips & Strategies
So there you have seven practical strategies for creating killer ad copy. Incorporating these advertising copywriting tips into your creative process will make your ads more effective. They’ll be more attention-grabbing, convert more consistently, and lead to more sales overall.
