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The Do's and Don'ts of Writing Ad Copy

May 11, 2023
5 min read
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The proper targeting, placement, image or video, and compelling copy are essential components of a successful advertising campaign. As discussed in this post, ad copy is critical for a campaign's long-term success. Good advertising copy does not require the writing skills of a novelist.

As important as images and videos are in an ad campaign, effective copywriting also plays a role. An ad has two primary objectives: Attractive visuals and entertaining copy are the two most common methods of retaining viewers' interest in your ad. 

An advertising copy draws parallels between itself and the image or video and encourages readers to check out your website. Good copywriting serves as a map and directs readers to their destination.

Mentioned below are 10 Do's and Don'ts of Writing an Ad Copy.

Let's get to the Do's first:

1. Do numerals instead.

This is extremely important, as numbers in your copy typically represent data or discounts/incentives. Use 1, 3, 5, 7.65, 9, 1/2 to make your data and discounts visible to scanners. Not in the form of a written document.

2. Do adhere to the golden ratio.

The safest place to stand is in the middle.

Prioritize ease for your customers to conveniently narrow their product or service options by grouping items into small sets (for example, 3-4) and using easy product filtering. This will allow them to avoid becoming too paralyzed to decide on your product or service.

3. Do make all of your headlines meaningful.

Your "Plans & Pricing" page should NOT have the heading "Plans & Pricing." You should think of each headline you write as being on par with the one on your home page, if not more so. You can use AI writing tools like WordHero to help you come up with creative headlines.

4. Do know who you're writing for

It would be best if you had such an intimate familiarity with your target market that you could construct audience personas and address your writing to those personas. Study your audience before making assumptions about them. Keep an eye out for your audience, even if you're in the demographic.

5. Do include a definable CTA

Every piece of copy you create must have a prominent call to action (CTA). It must grab the reader's attention and make them want to take action. A lack of clarity in your CTA means no one will take action.

6. Do create content that scanners can read

Copy is most often read vertically rather than horizontally on the internet. It would be best if you used various fonts, bold, italics, and bullets in addition to colors and graphics to create a path for the eye to follow in your writing. One can understand the point by scanning if your bulleted words, headlines, and subheadlines are well-planned.

7. Do expound on the advantages rather than the disadvantages

Nobody cares about your product's features. It's all about what it does for them that matters to them. What is the issue it addresses, and what is the solution it offers to that problem? As a result, you'll need to re-examine the case.

8. Do explore the multiple benefits

Everything has a purpose. It's interesting to note that each benefit has an equal number of side effects. Users can complete assignments at any time of day may be your online course's main advantage. The company should explain the benefits of your product or service in-depth in your copy.

9. Do utilize color and graphics to emphasize key points

Effective copywriting relies heavily on the use of graphics. If there is a way for you to call attention to specific words that you do not want your audience to miss, you should do so. For example, you could use an arrow, a red circle, or something else. Don't overdo it – keep the design simple, but use graphics and color to highlight important words and phrases.

10. Do emphasize your best offering

If you have a featured product, ensure your visitors can easily see that. It is important to use visual cues and clear, simple language to highlight the most popular or valuable option.

Now, let's get into the don'ts when writing an ad copy:

1. Don't use jargon in your writing

You likely have a particular area of expertise in your field of work. You won't have trouble writing an article about the story because you already know its aspects. Attempt to limit your vocabulary to the essentials. The world you live in and some of the terms you understand are foreign to most people.

2. Don't overuse cliches

To keep your readers engaged, you as a writer want your work to be original and distinct. Forget "cliches" such as Success is all about hard work, or working with purpose is the only way to go. Using a lot of clichés in an article makes it less exciting and loses the reader's interest.

3. Don't use an excessive amount of text

It's common for a reader to scan an article's content before deciding whether it's worth reading. It's often difficult to follow a long, chaotic passage with many words. Many readers will leave an article because of its sheer length of it.

Between 300 and 1000 words is the typical length of an article. Ensure your article is easy to follow and doesn't go on for too long so that the reader will want to keep reading it.

4. Don't use different types of addressing styles

It's not fun to read a piece that uses various addressing styles. You're addressed as "you" one minute, then "our" again a few sentences later. Consistency is essential when writing an article, so try to use the same form of address throughout.

5. Don't overuse the same words too much

Copywriters want their articles to be easily accessed online. Using the right keywords in a blog post or web page is a good idea. Take care not to use the keyword too frequently. For the reader, it's not a pleasant experience.

6. Don't write for the general audience

You want to write to a specific group of people, rather than everyone. After narrowing your audience, it's time to check your subscriber base and write only for those actively engaged with your content.

7. Don't keep things unspoken

Make your words count by saying what you mean and saying what you mean. Your target audience won't be able to decipher your subtle nuances. Be specific about the advantages of your product or service. They won't know unless you tell them.

8. Don't invite everyone

Please do away with the flash entry points and stop welcoming everyone to your website. People don't want to sit through five minutes of a page loading only to be prompted to enter by clicking a door.

9. Don't use a single type of content

You can no longer use plain old text on your website, blog, or sales page these days. Using various media will help you get your message across more effectively.

10. Speak the truth, don't exaggerate

Not everyone has made a million dollars online, so don't make it sound like you have. Be yourself. Be true to yourself. Don't pretend to be someone you're not if no one knows who you are. The truth is that no one can ever be you because you are unique. You are one-of-a-kind, and you must remain true to who you are. No one else can be you in the same way that only you can.

Do's and don'ts for writing better copy: if you follow this list, your document will improve and become more effective. Anyone can learn copywriting if willing to put in the time and effort. Hire a professional copywriter if you don't want to go through the trouble of doing it yourself.

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