The Dos and Don'ts of Ad Copywriting: Lessons from Successful Ads 👨‍💼

Are you struggling to create ad copy that resonates with your target audience? Don’t worry, we’ve all been there. Crafting an effective ad is not just a matter of creativity but also strategy. Fortunately, there are tried and tested techniques that successful ad copywriters use to achieve their goals. In this blog, we’ll go over the dos and don’ts of ad copywriting, drawing lessons from some of the most successful ads of all time. By the end of this blog, you’ll have a clear understanding of what it takes to write ad copy that converts.

Do use attention-grabbing headlines 🎯

The headline is the first thing that people will see when they encounter your ad. Therefore, it must grab their attention and make them curious enough to read on. Successful ad copywriters use headlines that are concise, clear, and interesting. They often use psychological triggers such as scarcity, curiosity, and urgency to make their headlines more compelling. For example, Dove’s ad titled “Real Beauty Sketches” used the headline “You’re more beautiful than you think” to grab the attention of women who are insecure about their beauty. The headline is simple yet powerful and sets the tone for the rest of the ad.

Don’t use clichés and jargon 🚫

One of the biggest mistakes that advertisers make is using clichés and jargon in their ad copy. This can be a turn-off for your target audience as it makes your brand appear insincere and unoriginal. Successful ad copywriters avoid using overused phrases, buzzwords, and vague statements. They focus on communicating the value of their product or service in a language that their target audience can relate to. For instance, Apple’s ad for iPhone X used the tagline “Say hello to the future”. This tagline is simple, concise, and communicates the innovation that the product represents.

Do include a clear call-to-action 📢

The call-to-action (CTA) is a crucial part of any ad copy as it tells the reader what they should do next. Successful ad copywriters use CTAs that are clear, concise, and compelling. They often use action words such as “buy now”, “download”, and “subscribe” to encourage the reader to take action. Additionally, they make sure that the CTA stands out from the rest of the copy. For example, Amazon’s ad for Kindle used the CTA “Read more, explore more, imagine more” to encourage people to buy their product. The CTA is clear, concise and captures the essence of what Kindle represents.

Don’t overpromise or exaggerate 🙅‍♂️

As the saying goes, “If it sounds too good to be true, it probably is.” Successful ad copywriters avoid making grandiose claims that they can’t deliver on. Misleading or exaggerated claims can damage the reputation of your brand and even result in legal consequences. Instead, they focus on communicating the benefits of their product or service in a truthful and persuasive way. For instance, L’Oreal’s ad for its hair product used the headline “Because you’re worth it” to communicate the self-care aspect of their product. The headline is convincing without overpromising anything.

Do use storytelling 📚

Humans are natural storytellers, and successful ad copywriters know how to use this to their advantage. Telling stories is a powerful way to connect with your target audience on an emotional level and create a lasting impression. Successful ad copywriters use stories that are relatable, inspiring, and memorable. For example, Nike’s ad featuring Colin Kaepernick used the story of a football player who stood up against injustice to communicate their brand values. The story is inspiring, emotional and connects with the viewer on a deeper level.

By following these dos and don’ts of ad copywriting, you’ll be able to create ad copy that resonates with your target audience and achieves your marketing goals. Remember to be creative, authentic and strategic in your approach and you’ll be on your way to success.