Advertising Copywriting 101: What It Is & How to Use It

Advertising Copywriting 101: What It Is, How It's Used

Advertising copywriting means using words to sell.

Copywriters convert readers to buyers by creating catchy headlines, compelling copy, and calls to action. 

Copywriters and marketers wear many hats.

They create and market copies for many audiences.

To succeed, they must adapt to the style and flow required for each type of copy created.

Advertising copywriting is used by businesses all over the world. 

What is Advertising Copywriting?

Advertising copywriting serves a specific purpose: to compel readers to act.

Your advertising copy replaces a salesperson and does the job of convincing the reader or customer to buy.

It should provide key features of a product or service, address any objections that a consumer may have, and outline the benefits of making a purchase.

How is Advertising Copywriting Used in Marketing?

Ad copywriting replaces your salesperson.

Online interaction is content. That is, no one is present to answer questions, address objections, or persuade the customer.

Instead of a salesperson, it’s the job of your ad copy to persuade customers to buy.

The primary goal of ad copy is to boost conversion rates (that is, the number of completed sales divided by the number of website visitors).

You can do this by writing content or copy that highlights the product or service in a way that the audience understands.

It is called a sales letter.

A good ad copy will include the following three important elements:

  • An attention-grabbing headline
  • A body/content that appeals to the emotional side of the reader
  • A compelling call to action.

How to write effective ad copy

Now that you know what advertising copywriting is and what it does in the marketing world, you must understand what a copywriter must do to create it.

Here are five pointers to help you get started:

1. Know the goal of your target reader

  • What do you want your target audience to achieve with a specific product or service?
  • How will having it benefit them?

The goal should be to identify these goals and add them to the copy.

In other words, your copy should reflect the reader’s objectives back to them.

2. Use emotional triggers to incite action

People buy for many reasons, and underneath those reasons is an emotion.

For example, an ad for a smart doorbell with a camera may exploit fear, which is commonly motivated by the need to keep a family and house safe.

Other emotions include happiness, sorrow, anger, humor, contempt, and nostalgia.

Adding emotional triggers to your copy will make it 10 times more persuasive.

Also, make sure that you are creating your ad copy from a developed customer persona. This will make your copy more persuasive.

3. Address objections in advertising copywriting

Buyers frequently have objections before buying anything.

Objection-related issues should be noted and handled in your ad copy.

Some such objections include:

  • Cost
  • Comparing your goods or service against one of your rivals
  • Any inconveniences

4. Mention the benefits

It’s also important to mention the advantages of your products or services after you’ve addressed customer objections.

  • Why are your goods or services valuable?
  • How will it make the life of the consumer better?
  • Why would they need it?

The benefits highlight what the customer will gain when they buy your product or service.

5. Use numbers, stats, and keywords

In addition to the benefits of the products, the proof or testimonial is important.

Statistics and numbers have a role in this.

Don’t hesitate to employ them if at all possible.

Additionally, you should have top keywords and use them in your ad copy.

This will attract visitors to the website.

It will be better if you can add stats and numbers to your copy from a credited source.

Final notes on advertising copywriting

You need skill and practice to write amazing advertising copy.

Like any method of marketing, your odds of successfully applying it increase with your level of understanding.

Look for effective ad copywriting examples, then come up with your methods, personas, and objectives.

Also, you can hire a professional copywriter to create the kind of advertising material that will significantly raise your conversion rate.

The Complete Copywriting Course

Maku Seun is a freelance copywriter and direct response marketer. He helps digital marketers, coaches, and course creators boost sales by writing compelling sales copy which includes long-form sales letters, email copy, and website copy for their products and services. If you want him to write compelling sales copy for your business, click here.