Selling a product or service is just the first step. The real magic happens in Step 2—crafting an ad that grabs attention and drives sales. Master these copywriting essentials to start creating high-converting ads that work!
1. Attention-Grabbing Headline (Hook) 🔥
✅ Bold statement, question, or problem your product solves
✅ Keep it under 10 words if possible
💡 Example: “Tired of hitting an afternoon slump?”
In today’s world, it’s essential to grab the reader’s attention immediately – otherwise, they will just keep scrolling.
Start making a note of ads that grab your attention and see what’s worked on you. Use these examples as inspiration to you in your writing.
2. Value Proposition (What’s in it for the customer?) 🎯
✅ Explain the key benefit in 1-2 sentences
✅ Focus on how the service or product will help the buyer, not just the product’s features
💡 Example: “I was too – until I found the high caffeine BrewBoost Coffee Pods”
Why would someone need or want this product? What’s in it for the buyer?
A new product or service could be fantastic – but if we’re not able to translate all the great features into how this benefits the customer, the reader may say, “So what?”
3. Supporting Features (Why should they believe you?) ✅
✅ List 2-3 key product features or benefits
✅ Keep it concise and scannable
💡 Example:
✔️ Twice the caffeine as regular coffee
✔️ Works with any pod coffee pot
✔️ Made from 100% recyclable plastics
Your reader has made it this far, which means you had a scroll-stopping hook and gave the reader a reason to care about what you have to say.
Now break down some of the benefits into bite-sized chunks.
4. Call to Action (What should they do next?) 🚀
✅ Tell them what action to take (buy, sign up, learn more, etc.)
✅ Create urgency or exclusivity (limited-time offer, free trial, etc.)
💡 Example: “Now 25% Off – Click here to Order now and conquer your afternoon!“
We might think the call to action is obvious, after all we wrote the ad to sell something, right?
Be straightforward on what the next step is anyway.
Click here, call today, order now – include exactly what the next steps are and what you’re asking your reader to do.
Alternative Format for a Social Media Ad:
🔥 [Hook] – “Tired of the afternoon slump?”
⚡ [Value Proposition] – “Try BrewBoost Coffee Pods – High caffeine for busy professionals!”
🔹 [Features] – “Twice the caffeine | Smooth, chocolatey taste | 100% recyclable plastic”
📢 [Call to Action] – “Order now & get 20% off—limited time!”
Social media is a competitive arena for advertising, and by making your information more concise (a few emojis never hurt, in my opinion but this isn’t everyone’s cup of tea – or coffee) you can deliver an informative call to action that still packs a punch.
💡 Final Tips:
✅ Keep it scannable – Short sentences, bold key phrases. I didn’t do this in my examples, but this can be very effective! As we’re quickly scanning to see if we’re interested, the power of a few and carefully chosen bold words naturally draw in the reader’s eye.
✅ Use power words – “Instant,” “Exclusive,” “Game-changing,” “Effortless,” etc.
✅ Speak to the reader – Make it about them, not just the product.
In today’s world, speaking to the reader may be the most valuable tip. Ads that come across as too pushy, generic, or leave the reader asking, ‘who cares?’ aren’t going to have the high impact that we’re looking for.
These are some tips to get you started in the right direction, but don’t stop your learning here!
Experiment with these basic tips to get you moving and keep that moment going by continuing to grow your copywriting skills!
Udemy has many classes on improving copywriting skills, marketing, and creating advertisements.
Do you have any tips to add that you’ve learned along the way? Share your experiences in the comments!
Pen and Polish 