Writing Ad Copy That Grabs Attention

I've been in the copywriting space for 10 years and have generated $100’s of millions of dollars for clients.  Here are the 9 most profitable copywriting lessons I've learned along the way: 1. Most Copy Follows the Same Pattern: Headline → Lead → Body → Offer → CTA. Use this structure for every piece of copy: sales pages, emails, ads—everything. Try this today: Take an existing sales page and rearrange it to follow this flow. Notice how it improves clarity. 2. Stop Selling to Everyone: A hungry niche is far more valuable than a big, lukewarm audience. Identify your top 2–3 customer personas and speak directly to them. Try this today: Rewrite one of your marketing emails to address a single, specific persona’s biggest pain point. 3. Your Headline is King: 80% of your effort should go into writing a headline that stops the scroll. Without a powerful headline, no one reads the rest. Try this today: Write 10 variations of a headline for the same offer. Pick the strongest one (or split-test them). 4. Write First, Edit Later: Separate the creative process (writing freely) from the critical process (editing). More words during writing; fewer words after editing. Try this today: Draft an email or ad in one sitting without stopping yourself, then cut it down by 30%. 5. Make it a Slippery Slope: Headline sells the subheadline → subheadline sells the lead → lead sells the body → body sells the CTA → CTA sells the click. Each section teases the next. Try this today: Structure each element on your landing page to create curiosity for the next. 6. People Care About Themselves: They want to know: “What’s in it for me?” Focus your copy on how your product solves their problems or satisfies their desires. Try this today: Count how many times you say “you” versus “I/we” in your copy. Aim for at least a 2:1 ratio. 7. Embrace the Rule of One: One product, one big idea, one CTA per piece of copy. Avoid confusing your reader with multiple offers. Try this today: If you have multiple CTAs in an email or ad, eliminate all but one to see if conversions improve. 8. Be a Friend, Not a Salesman: Show your personality: use relatable language, humor, empathy. Give value first, then ask for the sale. Try this today: Add a personal anecdote or inside joke in your next email to build rapport and trust. 9. Never Start from Scratch: Use proven frameworks (PAS, AIDA, FAB, etc.) to save time and improve results. Frameworks guide your thinking and help you hit the emotional triggers your audience needs. Try this today: Pick one framework (e.g., PAS) and outline your next sales email before filling it in with copy.

10 Copywriting Rules (From a Dad of Twin Teenagers Who Knows a Thing or Two About Persuasion) Growing up with twin teenage daughters has been the ultimate crash course in persuasive communication. If I can get two teenagers to agree on dinner plans without an eye roll, selling anything to anyone becomes a breeze. Crafting a compelling copy? Surprisingly similar. It’s all about: • The right tone • Catchy phrasing • Knowing exactly what they want (even when they don’t). Here’s how these lessons translate to copywriting: 1/ Strong CTA = More Conversions Convincing teens to choose one restaurant? Like a CTA, it needs a “what’s in it for me” factor. “Click Here” works if paired with why they should care. Example: “Click Here for Mouthwatering Dinner Ideas.” 2/ Highlight What Matters In family debates, shouting the best option works (sometimes). In copy, highlight with: ✔️ Bold text ✔️ Visual cues ✔️ Testimonials Give readers reasons to trust—and choose—your offer. 3/ Symbols Speak Louder Than Words Teenagers scan for emojis. Readers? Scanning for key symbols. Use: ✔️ $ for discounts ✔️ ❌ to show what they’re missing without you. 4/ Numbers > Words “Be home at 1” is clearer than “Be home at one.” Numbers grab attention. Use them in headlines, discounts, or stats. 5/ Follow the “Goldilocks” Rule Too many options = indecision (or teenage rebellion). Limit choices to make decisions easier—group into 3-4 options. 6/ Meaningful Hooks “Dinner options” sounds boring. “Let’s try sushi tonight!” sparks curiosity. Same with copy: Your “Plans & Pricing” page? Rename it. Try “Find Your Perfect Plan.” 7/ Picture It Like a Conversation Persuading teens means sitting down and talking face-to-face. Write your copy like you’re chatting across the table with your audience. 8/ Explore Layers of Benefits Teens need more than “it’s good for you.” They want specifics: “You’ll feel great and your friends will love it.” Your copy needs the same. Features are nice, but benefits sell. 9/ Showcase Your Best Dinner debate strategy? Start with the best suggestion first. Your copy should, too: Feature best-sellers or top reviews upfront—don’t bury them. 10/ First & Last Impressions Matter In family arguments, what you say first and last is what gets remembered. Structure your bullets the same way: • Strongest point first • Close with a powerful takeaway Master these rules, and whether you're selling products or settling family debates, you'll win every time.

Ads that sell aren’t born, they’re built. Here’s how top copywriters do it. 💡 Great copywriting isn’t luck—it’s structure. Here are 7 timeless copywriting formulas to transform your ads into conversion machines: 1️⃣ AIDA: Attention → Interest → Desire → Action 🔑 Start strong to grab attention, build curiosity, create emotional desire, and finish with a compelling call-to-action (CTA). 💬 Example: "Struggling with slow mornings? Our coffee gives you 20 minutes back each day. That’s time for your kids, your workout, or just you. Start your day smarter—try it today!" 2️⃣ PAS: Problem → Agitation → Solution 🔑 Spotlight your customer’s pain point, intensify the discomfort, then swoop in with your solution. 💬 Example: "Can’t sleep through the night? Tossing and turning drains your energy and focus. Our mattress is clinically proven to help you sleep better—starting tonight." 3️⃣ 4Cs: Clear → Concise → Compelling → Credible 🔑 Deliver a simple, emotionally engaging, and evidence-backed message. 💬 Example: "Fast delivery. Free next-day shipping. Shop today, get it tomorrow. Rated 5 stars by 1M+ happy customers." 4️⃣ FAB: Features → Advantages → Benefits 🔑 Show what your product does, why it’s superior, and how it changes your customer’s life. 💬 Example: "Noise-canceling headphones → Blocks 95% of background noise → Enjoy focus like never before, even in the busiest spaces." 5️⃣ Before-After-Bridge 🔑 Paint the "before" struggle, highlight the "after" transformation, and position your product as the bridge to success. 💬 Example: "Before: Hours wasted planning social media content. After: Daily posts driving consistent engagement and leads. Bridge: With our AI-powered scheduler, posting is stress-free." 6️⃣ Problem-Solution Formula 🔑 Keep it ultra-simple—present the problem, then solve it. 💬 Example: "Finding healthy snacks is hard. Our organic snack box delivers guilt-free treats right to your door." 7️⃣ The “So What?” Test 🔑 Answer "Why does this matter?" until your copy resonates deeply with your audience. 💬 Example: "Feature: Waterproof jacket. So what? You stay dry. So what? You can enjoy every outdoor adventure without worry." Don’t just write ads. Create impact. Start using these formulas today. 🚀 Take Action Now: 1️⃣ Save this post to master these frameworks whenever you need. 2️⃣ Share it with your team to elevate your marketing game together. 3️⃣ Follow Tom Wanek for more strategies that turn words into results.

MANY ads do a bad job. These don't. Read why & swipe through to reveal them. Here’s a breakdown of what makes these ad creatives truly stand out 👇 1️⃣ Magna: Agitate and Solve   ↳ Agitate the Problem: Start by addressing a common pain point. In the case of Magna, the ad hooks the audience with a relatable problem—feeling tired.   ↳ Present the Solution: Quickly move from the problem to the solution, showcasing how your product can make life easier. Magna highlights how their product provides sustained energy, turning a problem into a solution.   ↳ Educate and Build Trust: Provide clear, concise benefits that educate the consumer on why your product is the answer. Magna does this by listing out the key ingredients and their benefits, building credibility and trust. 2️⃣ HexClad: Reverse Psychology   ↳ Use Reverse Psychology: Challenge the audience by telling them what your product isn’t. HexClad’s ad cleverly tells consumers not to buy if they’re looking for something cheap, which ironically makes the product more desirable.   ↳ Emphasize Quality: Position your product as a premium option by contrasting it with cheaper alternatives. This not only attracts quality-conscious buyers but also justifies a higher price point.   ↳ Reassure with Guarantees: End with a strong reassurance, such as a lifetime warranty, to solidify the value proposition. This leaves the consumer feeling confident in their purchase decision. 3️⃣ ButcherBox: Urgency + Offer   ↳ Create Urgency: Use time-sensitive offers to push consumers towards making quick decisions. ButcherBox’s offer of free ground beef for a year, available “while supplies last,” is a perfect example of creating a sense of urgency.   ↳ Relevant Visuals: Ensure that the design of the ad is closely tied to the offer. ButcherBox uses images of their product to keep the offer front and center, reinforcing the message visually.   ↳ Strong Value Proposition: Highlight the tangible benefits of your offer. The ad’s promise of a year’s worth of free ground beef is a clear, compelling value proposition that appeals directly to the consumer’s needs. Each of these strategies - agitating and solving a problem, using reverse psychology, and creating urgency - leverages key psychological principles to make ads more effective. Master these techniques, and you’ll be well on your way to creating ad creatives that don’t just capture attention, but also drive better performance. Found this useful? Like, follow, and share ♻️ so others can benefit too!