As with all forms of marketing, it’s not just about knowing what to say; it’s also about how you communicate with your audience. Advertising copies are a standard component of any marketing campaign. This article will explain what advertising copy is and how it can affect the growth potential of your business.

These are things that every marketer needs to know by heart. They are fundamental concepts that will help ensure your ad works harder and achieves your marketing goals.

A picture of a red and white love neon light signage that reads
Photo by Julian Hochgesang on Unsplash

What is Ad Copy?

Ad copy refers to an advertisement’s short sentences informing your audience about a product or service being offered.

It holds advertisements together and makes them engaging enough to attract readers. Their primary purpose is to draw reader attention to your advertising by influencing fear, curiosity, or greed.

Ad copies convince readers to take actions such as purchasing a product, signing up to a mailing list, or donating to a charity.

They can come in different mediums such as emails and social media sites like Facebook.

How Does Ad Copy Affect A Business?

The primary purpose of advertising copy is to increase conversion rates and, in effect, increase business profits. Ad copies achieve this in three ways:

  1. Drawing traffic to a sales page.
  2. Establishing the value of a product or service in the minds of an audience.
  3. Increasing the percentage of leads that convert.

Ad copy achieves these functions by highlighting a product’s unique selling points and benefits and by showing its value to customers.

For example:

An apple is generally good for your health. However, an ad copy can take things further by showing a target audience how apples are good for [target audience pain point].

The same formula works for all types of products. For instance, the Samsung Galaxy Fold 3 is an impressive folding phone, but Samsung markets it as the ultimate productivity companion. (Targeting corporate people)

Therefore, their ad copies are written in a professional tone to attract the type of customer most likely to buy a Fold 3.

It’s not enough to have a good product and good content. Businesses need to convince a customer that they need the said product for its ability to improve their lives. 

Characteristics of Good Advertising Copy

Good advertising copy is essential to any marketing effort. It is what ultimately persuades the reader to take action which will benefit your business. If you want to write compelling ad copy, be sure to satisfy these criteria:

1. Original

Ad copy must be original because its primary purpose is to stand out from the competition. Therefore, it must present a compelling idea that grabs the reader’s attention. Marketers can do this by providing a new idea, a unique angle, or showing your product’s competitiveness.

2. Clear

Your value proposition is the main driving force behind persuading your audience to take on your call to action. It must convey a particular message, so your audience understands what you’re offering them and how they can get it. Make sure that your text says exactly what you mean.

3. Coherent with other Brand Elements

Remember that your ad copy is only a part of a more extensive brand experience. It must share similarities with different brand components to create a sense of coherence. If your brand uses a particular tone or design, marketers must reflect that tone in their ad copy.

4. Informative

Like all forms of content, your ad copy is a medium through which you share information with the world. Most reasonable buyers will want to do research on a product before committing to buy your product. Therefore, your ad copy needs to include specific product information to give prospects a basis for evaluating if your product is suitable for them.

Be sure to focus on the features essential to your target audience and relate them to their needs.

5. Truthful

Most importantly, your ad copy needs to be truthful about the quality and capabilities of the product or service you’re promoting. Customers are inherently wary of bold claims. False claims may get people to buy your product initially, but they will be unhappy with what they receive.

Moreover, false product claims can also lead to legal trouble for your company. Try to stick to facts and be precise with your words to avoid miscommunication with your audience.

The Bottom Line

Advertising copy is one of the best ways to generate buzz for your business. It’s a great way to attract the prospects who read your ads and to grow your social media following.

Writing effective ad copy can be challenging, especially when the digital marketing industry is incredibly competitive. Remember to take the time to practice writing them so that the process comes naturally to you.

They are free to write, and their traffic speaks volumes of how powerful they can be. Never undervalue advertising copy.

Tips on Advertising: A Complete Guide to Website Copywriting

Abir is a data analyst and researcher. Among her interests are artificial intelligence, machine learning, and natural language processing. As a humanitarian and educator, she actively supports women in tech and promotes diversity.

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