Copywriter for A Day: How to Write Compelling Ad Copies

Good ad copy is the unsung hero of successful campaigns, and when done right, it can make a world of difference. A well-written ad isn’t just about sounding clever; it’s about creating a connection and driving action. So, if you’re ready to learn how to write ad copy that compels, welcome to the crash course. With a few expert tricks, you’ll be writing like a pro (or at least feeling like one) in no time.

Let’s dive into some strategies that add extra sparkle to your words.

Psychology on Your Side

Our brains are wired in fascinating ways. Whether we like it or not, human behavior is driven by subtle triggers that make us click, scroll, and buy. Great ad copy uses these psychological triggers to its advantage.

Scarcity and urgency, for example, trigger the fear of missing out (FOMO), a powerful motivator. Phrases like “Only a few spots left!” or “Ends tonight!” instantly tap into that little part of our brains that hates missing out. People want things they can’t have, especially when told they might lose the opportunity.

Social proof is another powerful tool. Seeing “over 10,000 happy customers” makes a brand feel more trustworthy because it’s like an instant credibility badge. By adding customer reviews, testimonials, or statements like “Loved by [impressive number] people worldwide,” brands can quickly build trust.

Authority and credibility work similarly by assuring the audience they’re dealing with experts. Phrases like “Rated #1 in [your industry]” or “Certified by XYZ” reinforce that the brand knows its stuff.

Pain Points to Power Points

Now that we’ve got them hooked, it’s time to really speak to your customers’ hearts by addressing their pain points. A truly compelling ad speaks directly to what your audience is struggling with.

First, you need to identify and empathize with their challenges. For example, if you’re trying to sell a product for better sleep, instead of listing features like “soft pillows” or “cooling mattress,” dive right into the customer’s experience with a question like “Tired of tossing and turning?” or a statement like “Say goodbye to sleepless nights.” By addressing what the customer actually feels, you show them you get it.

Your product or service isn’t just a solution; it’s a transformation, so highlight this transformation and show your audience what their life could look like if their problem was solved. Instead of a general statement like “Experience quality sleep,” paint a more vivid picture, like “Imagine waking up refreshed every morning.” This approach connects on a deeper level, helping customers see that the product isn’t just nice to have—it’s essential to improving their lives.

Let’s be honest; no one cares about features. The benefits are the wild cards of the game. Features tell, but benefits sell. You can talk about how your mattress has 10 layers of foam, but ultimately, customers care about the benefit: “Get the deep, uninterrupted sleep you deserve.”

Calls to Action (CTAs), Calls to Success

A CTA is the tipping point between a scroll and a click. A great CTA doesn’t just tell people what to do—it makes them want to do it.

Keep it direct, as people appreciate knowing exactly what they’re supposed to do next. Words like “Shop Now,” “Learn More,” or “Get Started” are clear and effective. However, the best CTAs also emphasize the value customers get. Instead of simply “Download,” try “Get Your Free Guide” or “Start Saving Today.” These CTAs don’t just tell them what to do; they give a reason to act by showing what the user gains.

Depending on your brand’s personality, creativity can make your CTA even more compelling. Instead of a plain “Buy Now,” an ad for a coffee brand could use “Upgrade Your Morning Routine,” which makes the call to action feel more personalized and connected to the product’s benefit.

Power Words for Impact

Sometimes it’s not what you say but how you say it. Power words are persuasive, descriptive terms that add emotion and emphasis. Words like “exclusive,” “effortless,” “proven,” and “unbelievable” pack a punch, while verbs like “unlock,” “boost,” or “transform” add a sense of action and purpose to your message, giving it an edge over typical phrasing.

Emotionally charged adjectives are another tool, helping you create a vivid impression. Words like “life-changing,” “must-have,” and “game-changer” convey a feeling of importance and urgency.

Short, snappy phrases also keep your copy easy to read and impactful. A phrase like “Unlock endless possibilities” says a lot with a few words. Aim for words that add urgency, mystery, or a sense of reward, as these create interest and engagement.

Make It Personal

Let’s face it—nobody likes ads that feel generic. Personalized copy is key to making people feel understood, which increases the chance they’ll respond.

By segmenting your audience, you can write ad copy for different groups with different needs and preferences. For example, an ad targeting first-time customers might open with “Discover what everyone’s talking about,” while a retargeting ad could say, “Still thinking about it? Get it before it’s gone!”

Using phrases like “you” or “your” can make the ad feel like a conversation instead of a sales pitch, as it makes the ad sound more direct and personal. A simple switch from “This product helps improve efficiency” to “Imagine how much time you’ll save with [product]” can increase engagement by making the reader feel like the ad is tailored specifically for them.

If you’re using Google Ads, Dynamic Keyword Insertion (DKI) is another tool to help make your copy even more relevant. DKI automatically inserts the exact keyword a user searched for, making your ad appear even more tailored to their needs.

When in Doubt, Do A/B Testing

A/B testing is the smart way to take the guesswork out of copywriting. By testing two versions of your ad, you’ll get insights into what resonates best with your audience.

Testing different hooks can show you whether a question performs better than a statement, or if a humorous approach beats a straightforward tone. Testing your CTAs is equally valuable; sometimes, a playful CTA will yield better results than a formal one, depending on your audience. Beyond click-through rates, focus on other KPIs, like conversion rates, to understand which version truly performs best.

Strong Answers to Quick Questions

“Micro-moments” are those tiny, intent-driven moments when people turn to their devices for quick answers. Think: “I want to know,” “I want to go,” “I want to do,” and “I want to buy.”
The goal in these moments is to meet their immediate needs, so your language needs to be straightforward and intent-driven. If someone’s ready to buy, go straight to the point with “Get it today!” or “Shop the best deals now.”

For “want to know” moments, when your clients are looking for information, your ad could offer something educational: “Learn how to organize your space in 3 easy steps.” Since micro-moments are all about quick actions, emphasize convenience and immediacy. Phrases like “Fast delivery” or “Instant access” appeal to that need for speed.

Ask A Question

Questions are one of the best ways to hook people’s attention and draw them in. Curiosity questions keep people intrigued and make them want to know more. Instead of saying “Get the best tools,” try asking, “Ready to take your toolkit to the next level?” A well-crafted question invites the reader to consider their own needs or desires.

Similarly, relatable statements help customers see themselves in your ad. Phrasing like “Still looking for the perfect gift?” or “We know mornings are tough” creates a shared experience between your brand and the reader, making the ad feel less like a sales pitch and more like a conversation.

How Double Dot Can Help You

At Double Dot, we know there’s more to ad copy than just getting words on the page. With our team of skilled copywriters and data-driven strategists, we don’t just write copy—we craft compelling narratives designed to convert. Whether you need persuasive social media ads, targeted messaging for boutique hotels, or dynamic CTAs that inspire action, our experts at Double Dot will create copy that speaks directly to your customers.

Ready to bring your ads to life? Let’s get started!