Copywriting 101: How to write ad copy that drives actions

Copywriting 101

Copy can be described as the words or text used in marketing material or promotional materials. Copywriting is the act of writing the text for marketing materials

The best way to write copy that will help you convert is to sell without selling. You write better copy that converts by knowing your target audience, choosing a tone that matches that audience, and using a call to action.

Focus on key points that make your product or service:

  • Unique
  • Add value
  • Fix a problem
  • Provide helpful information

By focusing on those key points you will be able to sell without sounding too pushy.


Know your target audience

Once you have your unique value proposition, it’s time to focus on your target audience. Start by doing a google search on your product or service and see if there is any information on who your audience is.

Audience characteristics include:

  • Age
  • Genger
  • Race
  • Salary
  • Level of education
  • Occupation

These characteristics can give you an insight into what type of tone to use in your marketing material.

two women having a conversation

Tone of voice

Are you going to be friendly, professional, informal, uplifting, and so on.

This is where you take your audience characteristics and use them to your advantage.

By getting to know your audience, you can write in a tone of voice that they are used to. If it’s an older crowd, try and be more formal and informative. If it’s a younger crowd, try and use a tone that is more vibrant, uplifting, and informal.

The tone of voice can be a game-changer because it’s the same way in real life. We tend to change our tone of voice when we are in a professional setting vs talking with friends. This should be the same when copywriting.

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Sometimes you have to help people think. That’s not to say people are dumb, but sometimes things get overwhelming, and when it comes to the last step, people might need a little nudge to take an action.

A call to action helps establish what someone should do next to get more information or to sign up for something.

At the end of the day, writing copy doesn’t have to be complicated, but sometimes you have to be creative to get your message across. Most importantly, do the research that will help you write better copy that will help drive actions.