Dos and Don’ts of Writing Copy for Ads

Writing ad copy that stands out and converts is an essential skill for any marketer. Whether you’re crafting Facebook ads, Google search ads, Instagram stories, or display ads, your goal is the same: to capture attention, communicate value, and compel action. But doing so effectively requires understanding some key principles of advertising copywriting.

In this post, we’ll break down the dos and don’ts of writing ad copy that converts.

The Dos of Writing Ad Copy

1. Focus on Your Audience’s Needs and Pain Points

Do: Understand who your audience is and what they want. Great ad copy speaks directly to the reader's emotions, addressing their challenges, desires, and needs. Whether it’s solving a problem or fulfilling a need, your ad should show the benefits your product or service can provide.

How to implement it:

• Use language that reflects your audience’s struggles and aspirations.

• Craft your messaging to emphasize how your product or service can help.

Example:
"Tired of sleepless nights? Discover our proven solution to a better night’s rest!"

2. Keep It Short and Sweet

Do: Ads are all about brevity. Most people scroll through ads quickly, so your message should be easy to digest in a few seconds. Use clear, concise language that gets straight to the point.

How to implement it:

• Avoid jargon and unnecessary words.

• Get straight to the benefit in the first few words.

Example:
"Save 20% on your first order – today only!"

3. Use Strong, Action-Oriented Language

Do: Your ad copy should inspire immediate action. Use verbs that prompt the reader to click, sign up, buy, or learn more. A call to action (CTA) is essential to guiding them to the next step.

How to implement it:

• Use compelling verbs such as “Get,” “Shop,” “Sign Up,” “Claim,” or “Start.”

• Make your CTA clear and urgent.

Example:
"Get started now—don’t miss out on exclusive savings!"

4. Highlight a Clear Benefit

Do: Focus on the benefit, not just the feature. Customers care more about how a product will improve their lives rather than its technical features. What will they gain by clicking or purchasing?

How to implement it:

• Think of the outcome or transformation your audience will experience after using your product or service.

• Make that benefit the centerpiece of your ad copy.

Example:
"Boost your energy levels naturally—feel the difference in just 7 days!"

5. Test, Test, Test

Do: Always A/B test your ad copy. Experiment with different headlines, CTAs, and copy styles to see what resonates most with your audience. Testing helps you refine your messaging and increase your ad’s effectiveness.

How to implement it:

• Create different versions of your ad and track which one performs best.

• Test variations in tone, structure, and word choice.

Example:
"Get your free trial today" vs. "Start your risk-free trial now"

The Don’ts of Writing Ad Copy

1. Don’t Overcomplicate the Message

Don’t: Avoid overly complicated language or convoluted explanations. People should immediately understand what your ad is about. If you make it too complex, you risk losing their attention.

How to implement it:

• Stick to simple language that’s easy to read.

• Use short sentences and focus on one main message at a time.

Example:
Instead of:
_"Our cutting-edge, scientifically proven product is designed to enhance your daily wellness routine with no effort required."
Try:
"Feel your best every day with our easy-to-use wellness solution!"

2. Don’t Use Too Many Words

Don’t: When it comes to ad copy, less is often more. Avoid cluttering your ad with unnecessary information. Focus on the essentials and eliminate fluff.

How to implement it:

• Limit your ad copy to one or two main points.

• Cut out anything that doesn’t directly contribute to your CTA or benefit.

Example:
Instead of:
_"This is a limited-time offer where you can get 50% off our newest product, which has received great reviews from all of our customers."
Try:
"50% off our best-seller – today only!"

3. Don’t Use Generic, Overused Phrases

Don’t: Steer clear of generic phrases that don’t stand out or offer any unique value. Phrases like "Best deals" or "Click now" are so overused that they don’t grab attention anymore.

How to implement it:

• Be specific in your value proposition. What makes your offer different?

• Use language that stands out from your competitors.

Example:
Instead of:
_"Best deals of the year – don’t miss out!"
Try:
"Exclusive savings just for you – grab them before they’re gone!"

4. Don’t Forget to Include a Clear CTA

Don’t: An ad without a clear CTA is like a road without signs. You need to tell the audience exactly what you want them to do next. Without that prompt, even the best ad copy may not convert.

How to implement it:

• Make your CTA stand out visually and verbally.

• Ensure it’s clear, direct, and actionable.

Example:
Instead of:
_"Learn more about our product."
Try:
"Get your free trial now—start enjoying the benefits today!"

5. Don’t Make Unfounded Claims

Don’t: Avoid making exaggerated or unsubstantiated claims. If your ad copy sounds too good to be true, people will likely tune out or even distrust your brand. Always back up your statements with proof, testimonials, or results when necessary.

How to implement it:

• Be honest and transparent about what your product or service offers.

• If you claim a specific result (like “lose 10 pounds in a week”), ensure that you can back it up.

Example:
Instead of:
_"This supplement will make you lose weight overnight!"
Try:
"Our supplement supports healthy weight loss when combined with proper diet and exercise.

Conclusion

Creating effective ad copy is a delicate balance between clarity, value, and persuasion. By following the dos and don’ts outlined in this post, you can write ads that not only capture attention but also drive action.

Remember: Focus on your audience’s needs, be clear and concise, highlight the benefit, and test your copy regularly. With the right approach, you’ll be able to craft ad copy that resonates with your audience and delivers measurable results.

If you’re looking to improve your ad copywriting skills, consider taking a Copywriting Course. It will equip you with the knowledge and techniques to write high-converting copy for any platform.

Do you have a specific ad campaign you need help with? Let me know, and I’d be happy to assist!