Writing Ad Copy

Learn how to write ad copy that effectively conveys your brand and converts clicks into sales, traffic, and signups.

Introduction

• Shaping your message

1. Rules of Ad Copy Writing

• Writing for web readers
• Keep content fresh
• Language and tone

2. Ad Copy Goals

• Micro vs. macro goals
• Acquisition goals
• Retention goals

3. Writing Ad Copy for Different Media

• Website ad copy
• Email ad copy
• Direct mail ad copy
• Social media ad copy

4. Understanding Your Audience

• How psychology affects ad copy
• Psychological triggers: Priming
• Psychological triggers: Social proof
• Psychological triggers: Price
• Loss aversion and the endowment effect

5. Personas and Tone

• Customer personas
• Why tone matters

6. Dos and Don'ts

• Eliminate the passive voice
• Write effective headlines
• Master the call to action (CTA)

Conclusion

• Ad copywriting resources