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How to write ad copy

Disruption, Intrigue and Hooks

Writing compelling ad copy involves evoking emotions, understanding your audience, and generally writing in 3s. The best ads have disruption, intrigue or hooks to guide buyers into a sale.

A lot of research goes into connecting with readers, it’s a good idea to choose a niche, and passionately explore it for better writing insights. Learn from old ads, listen to podcasts like Acast with Rory Sutherland, Hot Copy and David Garfinkell. Maintain an organized swipe file

for creative prompts. Using AI is also helpful in learning about your niche, it can offer summarized information about your topic.

Practice hand writing ads instead of typing them, it helps connect your brain to paint vivid descriptions, and always ask yourself “NESB”. Is what you are writing promoting either new, easy, safe or big? The NESB principle is used to convey urgency for great ad copy, and always start with intrigue and end with a hook.

Top responsibilities of copywriters:

  1. Learn about the target audiences

  2. Develop the brand’s voice

  3. Review marketing plans

  4. SEO friendly copy

  5. Research new ideas

  6. Create and edit original copy for ads, webpages, blogs, emails, brochures, websites, social media captions etc.

  7. Hit deadlines

Cozy picture of a writers desk with laptop, coffee and pen and notebook in front of a window


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