How to Write Compelling Ad Copy | 3 Step Formula


As a marketer or products and/or information, one of the most important skills you will need to develop is the ability to write effective ad copy. If you have never written ad copy before, you will be thrilled to know that every good copywriter follows a simple formula. Once you master this formula, you will be able to adapt it to many different situations, including product pages, email newsletters and pay-per-click advertisements.

Step 1 - Evaluating Your Marketing Solution
Begin by getting to know your product, the target market it will serve, and the solution it will provide.

You will need to ask yourself:

  • What is the problem?
  • Is there a solution to the problem?
  • What product will provide the solution?
  • Why does this product provide the best solution?
  • How will this product benefit the consumer?
  • How will the consumer take action to purchase this product?

Try to come with as many answers to these questions as you can. The most enticing answers will form the foundation of your pitch.

Step 2 - Writing Headlines That Work
Every great advertisement begins with a great headline. Why? Because your headline sets the tone, and makes a promise to prospective readers. It makes a plea to your target market, and offers a solution to their needs. For every person that reads your headline, only 2 out of 10 will continue reading. The better your headline is, the better your chance of beating the odds.

A well-conceived advertisement begins with the headline, because promises are made to be fulfilled. Not the reverse. By writing your content first you put yourself in the position of having to reverse engineer your headline. By beginning with the headline you have the benefit of drafting copy that fulfills the compelling promise made by your headline. The end result is a crisp, well-structured advertisement.

Here are 5 examples of effective headlines:

  • Direct Statement - 10 Investments That Work
  • Big Benefits - Receive a Free iPod When You Sign-Up
  • Big News - Electric Car Travels 500 Miles on a Single Charge
  • Make a Command - Use our Product. You're Worth it!
  • How to - How to Generate a Passive Income on the Internet

Step 3 - Writing Persuasive Advertisements
Understanding the process of persuasion is the next important step in writing good ad copy. The process of persuasion can be broken down into four elements, each one flowing logically to the next.

  • Attention
  • Interest
  • Desire
  • Action

A powerful ad begins with a headline that grabs people's attention. The headline is logically followed by copy that supports the claims made by the headline. Together, these elements create a desire in the reader to know more. These elements are followed by a call to action, whether it be signing-up for your newsletter, or clicking on a pay-per-click ad to find out more about your product.

by Andrew Fling


Related Articles
Writing Content that Gets You Noticed
How to Write Titles That Get Noticed

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