Writing Clear and Persuasive Copy for Ads

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.

How to write good copy for the internet (a guide). Bad copy kills businesses, good copy makes them. I think we’re entering an era where the best products don’t necessarily win, the best copy does. Most people write copy like they are writing instruction manuals. They got lost in explaining how the sausage is made and no one cares. And even worse they use that same robotic copy in the content they create. 1. Paint a picture Make your reader see, feel, and believe in the world you're describing as if they're living it. It's like telling a story that they become a part of. 2. Conversational tone Write like you're chatting with a friend. It should feel easy and friendly, making your reader feel right at home. 3. Use line breaks generously Space out your sentences like breathing spaces in a conversation. People don't have time to read dense paragraphs when you are competing with TikTok. 4. Hone in on a single focal point Keep your message tight around one big idea. It's like using a spotlight in a dark room to show off the most important thing. 5. Shows credibility with examples Use real stories or examples to prove your point. It's like showing a picture to prove you've been somewhere cool. 6. Anticipates concerns and works through objections Think ahead about what might bother your reader and talk it out. It's like answering their questions before they've even asked them. 7. Entertaining Keep things fun or interesting so your reader enjoys reading. It’s like adding a dash of spice to make a meal tastier. 8. Know who you’re trying to reach Write for someone specific, like you know exactly who they are, what they like, and what they need. It’s like picking out a gift for a friend. 9. Show how the product works Explain how things work in simple terms. It’s like explaining a game so everyone can play. 10. Has clear calls-to-action Be clear about what you want your reader to do next. It’s like giving clear directions so someone doesn’t get lost. 11. Don’t be a robot Put some personality in your writing. It’s like wearing your favorite outfit instead of a uniform. 12. Be different than your competition Stand out by being yourself. It’s like choosing to dance to your own music when everyone else is dancing the same. 13. Use positive words Use words that make people feel good and hopeful. It’s like smiling through your words. 14. Avoid exclamation points Use them sparingly. It’s like not shouting in a conversation. 15. Clear and concise Keep it short and sweet. It’s like telling a story without adding unnecessary details. 16. Safe copy is risky copy Dare to be different. It’s like taking a new path through the woods instead of the worn trail. 17. Be interesting, be brave Write something that grabs attention. It’s like telling a story that no one wants to end. 18. Every word matters Choose your words carefully. It’s like picking out just the right ingredients for a recipe. I hope this guide has been helpful.

If your story doesn't hit in the first 5 seconds It's Over You don’t get minutes to earn attention anymore. You get moments. That’s why the best ads today don’t start by selling. They start by storytelling, fast. Take this campaign: It opens like a zombie thriller. Not a product demo. Not a stat dump. Not a polished brand shot. But a story that grabs your brain before it even knows what it's watching. So why does it work so well? 📌 It uses genre to create instant tension Within seconds, we’re in a world. It’s not just an ad, it’s a scene. A story. One you can’t look away from. 📌 It anchors emotion before explanation We feel before we understand. That’s what powerful stories do 📌 It educates through narrative By the time we realize the message (synthetic materials take 200+ years to decompose), we’re already emotionally invested. 📌 It aligns cause with creativity This isn’t preachy. It’s precise. The storytelling is the message. The product is the punchline. Want to build content that hits like this? Here’s a storytelling framework to try: 1️⃣ Hook with conflict Every good story starts with tension. Show us something broken, scary, or just plain weird. Make us lean in. 2️⃣ Introduce transformation What changes? What insight or solution comes next? Keep us moving through the arc. 3️⃣ Reveal your message last Don’t start with “what”, start with “why care.” Let the product or idea emerge from the emotion. 4️⃣ Make it feel cinematic Use sound, visuals, pacing, not to show off, but to bring your audience into the moment. 5️⃣ Keep it short, sharp, and story-first We’re in the TikTok era. But attention spans haven’t died, they’ve just gotten pickier. Stories still win. Always. The best storytelling doesn’t sell the product. It sells the belief behind the product. And if you want your brand to rise above the noise Stop pitching. Start telling better stories. #storytelling #branding #sellwithstories #marketingtips I share storytelling and creativity to help you and your company sell more and grow. Let's Connect! 1. Try my other course on LinkedIn Learning: https://lnkd.in/gTh8R5Mc 2. Join 10,000 others learning weekly growth tips at: https://lnkd.in/eCDKabp2 Use the 3-Act E.P.I.C Structure to turn stories into sales: https://lnkd.in/e9_eczTG 3. 3 Ways To Grow Guide: https://lnkd.in/gZaq56hT (no sign-up needed)

Don’t write another headline before reading this: “No sentence can be effective if it contains facts alone,” said copywriting great, Eugene Schwartz. “It must also contain emotion, image, logic, and promise.” Headlines are sentences too, of course. They’re actually the most important sentences. Because if you write a bad one, nobody will care enough to keep reading. Nobody will give a damn. If you write a bad headline, you fail. So don’t write flat, invisible headlines, like white paper on a white desk. Write compelling headlines. Headlines containing emotion and imagery and logic and promise. Here’s how to make your most important sentence: 1/ Emotional ↴ Make it dramatic, like this famous headline by John Caples: “They Laughed When I Sat Down At the Piano — But When I Started to Play!” It’s among the most successful headlines of the 20th century because it tells a story — and so efficiently. Dramatizing the claim (or its result) is storytelling, pure and simple. It’s making the prospect visualize a clear narrative in as few words as possible. And if she can relate to this narrative — if she can understand it — you now have her attention. 2/ Vivid ↴ Make it appeal to the senses, like this headline from The United Fruit Company: “Tastes Like You Just Picked It!” Sensitizing the claim by making the prospect feel it, smell it, touch it, see it, or hear it will transport the prospect to a moment, consciously or otherwise. In this headline, it’s a hungry moment: you’ve just bitten into a fresh apple, it’s delicious, and you’re craving another bite. 3/ Logical ↴ Make it a question, like this headline by Gary Bencivenga: “Has This Man Really Discovered the Secret of Inevitable Wealth?” If you want to make someone think, ask them a question. A good question can change someone’s perspective, which can change everything: “A change in perspective,” said Alan Kay, “is worth 80 IQ points.” 4/ Hopeful ↴ Make it inspirational, like this classic headline from Rolls Royce: “To The Man Who Is Afraid To Let His Dreams Come True” This ad was featured in Julian Watkins’ book, The 100 Greatest Advertisements, because despite running during the Great Depression, it sold more cars than any Rolls Royce ad before it. An inspirational headline can challenge any limiting beliefs the prospect may have, forcing her to think critically about what she deeply, genuinely wants. Life, after all, is a battle between what we want and what’s expected of us. It’s our perennial dilemma, omnipresent and omnipotent. If appropriate, write a headline that helps the prospect cope with this. Write a headline that bolsters hope. Onward. #copywriting #marketing #creativity Psst... coming soon ↴ 𝘝𝘦𝘳𝘺𝘎𝘰𝘰𝘥𝘊𝘰𝘱𝘺: 𝘛𝘩𝘦 𝘉𝘰𝘰𝘬 → www.verygoodcopy.com/book

No one is waking up at 7am, sipping coffee, thinking, “Wow, I really hope someone explains holistic wealth architecture today.” People want clarity. They want content that feels like a conversation, not a lecture. They want to understand what you’re saying the first time they read it. Write like you're talking to a real person. Not trying to win a Pulitzer. - Use short sentences. - Cut the jargon. - Sound like someone they’d trust with their money, not someone who spends weekends writing whitepapers for fun. Confused clients don’t ask for clarification. They move on. Here’s how to make your content clearer: 1. Ask yourself: Would my mom understand this? If the answer is “probably not,” simplify it until she would. No shade to your mom, she’s just a great clarity filter. 2. Use the “friend test.” Read it out loud. If it sounds weird or overly stiff, imagine explaining it to a friend at lunch. Rewrite it like that. 3. Replace jargon with real words. Say “retirement income you won’t outlive” instead of “longevity risk mitigation strategy.” Your clients are not Googling your vocabulary. 4. Stick to one idea per sentence. If your sentence is doing cartwheels and dragging a comma parade behind it, break it up. 5. Format like you actually want them to read it. Use line breaks. Add white space. Make it skimmable. No one wants to read a block of text the size of a mortgage document. Writing clearly isn’t dumbing it down. It’s respecting your audience enough to make content easy to understand. What’s the worst jargon-filled phrase you’ve seen in the wild? Let’s roast it.

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.

Your prospect has a shorter attention span than a goldfish. Here’s how to write copy their brain actually wants to read. If your messaging is making it to the primary but doesn't make the prospect want to reply, it’s probably the spammy email structure your buyer’s brain is already wired to ignore. Most sales copy works against how people actually process information. That’s why I use these four brain-based principles to help reps write copy that earns attention, fast. 📌 Steal these: 1. Cognitive Overload When you share too much, your message gets ignored. The brain can’t hold it all, so it dumps what doesn’t feel urgent. This is why simplified, benefit-led copy outperforms long value dumps every time. If you want them to retain it, reduce it. 2. The Primacy Effect Buyers are more likely to remember the first thing they read. That’s why your first line matters more than anything (that & optimizing for preview text IYKYK). It needs to be clear, relevant, and benefit-driven. If your opener is weak, the rest doesn’t get read. 3. Decision Fatigue Your prospect is tired. They’ve already made dozens of decisions today. If your message is complicated, it’s easier to delete than decode. Use white space. Use short sentences. Make your CTA an easy yes. Write at a 3rd grade reading level. 4. Pattern Recognition The brain loves patterns ... and it also spots the bad ones. If your subject line screams “quick question” or your CTA feels forced, it triggers a mental spam filter. Your intent doesn’t matter. Their brain has already said no. When reps understand how the brain actually works, they stop trying to out-pitch the problem. And they start writing like they respect the reader’s brain. 📌 Which of these four do you see sellers breaking most often? ✨ Enjoyed this post? Make sure to hit FOLLOW for daily posts about B2B sales, leadership, entrepreneurship and mindset.

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.

A client recently told me, “We’ve always done things this way, but now nothing’s clicking. What changed?” The answer is simple: The market evolved. Customer behaviors shifted. But their strategy didn’t adapt. Once we reevaluated their strategy, we made some key adjustments, and the impact was immediate: engagement spiked by 35%, inbound leads doubled, and they secured their largest deal to date. B2B doesn’t have to be cold or formulaic. Sales and marketing should never feel like a one-sided pitch. They’re about building authentic, human connections. I like to call this the “Connection-Driven Growth Approach.” Here’s how you can apply it: 🔸Listen First, Talk Later • Instead of pushing your message right away, start by listening to what your audience needs and struggles with. • Understand their challenges to craft a solution that resonates. How this helps: Builds trust and helps you tailor your messaging to what actually matters to them. 🔸Be Transparent and Authentic • Show your true values by sharing behind-the-scenes content, and admit when things go wrong. • Let your audience see the human side of your brand—people connect with authenticity. How this helps: Builds rapport and makes your brand more relatable and trustworthy. 🔸Share Stories, Not Just Stats • Use stories that showcase how your product or service makes a real difference in people’s lives. • Focus on the emotional connection your product creates, not just features. How this helps: Makes your brand more memorable and emotionally engaging, fostering a deeper connection. 🔸Engage in Meaningful Conversations • Don’t just broadcast—respond to comments, ask questions, and participate in discussions. • Show genuine interest in your audience’s opinions and experiences. How this helps: Encourages more engagement, builds relationships, and helps turn followers into loyal customers. 🔸Focus on Value, Not Sales • Share helpful tips, educational content, or useful resources before ever trying to sell. • Provide real solutions to your audience’s problems, not just your product. How this helps: Builds trust, adds value to your audience’s lives, and leads to long-term relationships that convert into sales. The truth? Growth doesn’t come from pushing products. It comes from fostering relationships and delivering real value. What’s one way you’re building connections in your marketing right now? Drop a comment! ⸻ ♻️ REPOST if this resonated with you! ➡️ FOLLOW Rheanne Razo for more B2B growth strategies, client success, and real-world business insights.

I stumbled upon one of the most powerful copywriting techniques hiding in plain sight. It’s called: Finding the Opposite And it’s already in your brain — you just haven’t learned how to tap into it on demand yet. After sorting through thousands of headlines, I can confidently say this is one of the most popular (and effective) techniques in ad-land. Here’s how it works: 1. Start with two opposites.    Think of classic contrasts like:    → Old vs. new   → High vs. low   → Big vs. small  Your goal? Create tension between these opposites. 2. Use more interesting words. Don’t settle for generic language like “big” and “small.”  → Swap them for punchier options like “mega” and “mini.” Just like this Apple example:  Mega power. Mini sized. See the difference? It’s sharper and more memorable. 3. Create visual balance. Great headlines aren’t just about the words. It’s how they look on the page.  → “Mega” and “Mini” are both 4 characters.   → “Power” and “Sized” are both 5 characters. The result? A visually balanced, catchy line. 4. Add some wordplay. A little rhyme or alliteration can elevate your line:  → “High reward. Low risk.”   → “More turn. Less burn.” These small touches make the opposites pop even more. Here’s a line I whipped up in seconds using this method: Dial back the small talk. Dig into the good stuff. Notice the opposites: Back vs. Dig.  And the meaning? It’s not just clever. It’s an invitation to go deeper. TL;DR: 1. Find a pair of opposites.   2. Swap in more interesting language.   3. Check for visual balance.   4. Sprinkle in some wordplay if you can. Bonus Formula: If you’re stuck, try these: → Less [problem]. More [benefit].   → Goodbye [problem]. Hello [solution].   → High [benefit]. Low [problem]. Quick examples: → Less guesswork. More results. → Goodbye stress. Hello clarity. → High impact. Low effort. The best part?   You don’t have to be a wordsmith.   Just fill in the blanks, and let your creativity flow. P.S. If you found this helpful, ♻️ share it with your network. And give me a follow (Nick Maciag)