3 Keys for Writing Ad Copy That Connects and Captivates
The art of great ad copy is simple: speak with truth, add creativity, and keep it razor-sharp. People’s time is precious, and your message has to earn its place. Here’s a straightforward approach to making your words matter.
1. Always Start with the Truth
If you want people to trust what you’re saying, you have to start with a truth. Whether it’s about your product, your audience’s needs, or a universal insight—truth resonates because it’s grounded, it’s real, and it earns trust.
But there’s a challenge: truth alone can fall flat. It’s familiar. And familiar rarely stands out. You need to show it in a way that makes people see it anew, feel it, and connect with it.
2. Layer on Creativity
Creativity brings life to truth. It’s the difference between delivering information and creating impact. Take that truth and give it a twist—something that’s surprising, funny, or a little unexpected.
Humor is a powerful tool here. Think of how comedians use humor to expose human truths—they bring out what we all know, but in a way that makes us see it from a new angle. Your message has the power to do the same. When you find that creative edge, people don’t just see the message; they experience it.
3. Keep It Simple
Once you’ve got that truth wrapped in creativity, remember this: simplicity is everything. Say one thing, and say it clearly. Too much detail, too many points, and your message will fade into the noise.
When you communicate one clear idea, people don’t just read—they remember. It’s like the old adage: people don’t read ads—they read what interests them. Make sure your message is something they care about, and then let it breathe.
The Bottom Line
When you’re writing ad copy, focus on what’s real, what’s fresh, and what’s clear. Start with truth to establish trust, add creativity to make it memorable, and keep it simple so it sticks. It’s a discipline, but one that makes every word work harder. That’s how you create something people won’t just read—they’ll remember.