Writing Ads That Drive Traffic to Your Website

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.

📣 Google Ads can be a game-changer for businesses, but only if your ad copy stands out. Here are some nuanced tips that often go overlooked: 🖋️ 1. Leverage the Display URL: Your Display URL isn't just a URL—it's an opportunity. Use it to reinforce your keyword or offer. Example: For a winter shoe sale, instead of using "/Shoes" as your URL slug, use "/WinterSale". 🔍 2. Embrace Power Words: Words like "Discover", "Unlock", and "Experience" can evoke curiosity and action. But use them judiciously. Example: "Unlock premium features with our Pro version." 📌 3. Prioritize First & Last Lines: Due to varying device sizes and ad extensions, the middle lines of your ad might get truncated. Ensure your first and last lines convey the core message. Example: First line: "Exclusive 48-hour sale." Last line: "Shop now & save 50%." 🎯 4. Test Emotional Appeals: Different audiences resonate with different emotions. Test ads that tap into fear, excitement, curiosity, or urgency to see what works best for your target. Example: For a cybersecurity product, "Protect your data from breaches" might resonate more than "Top-rated cybersecurity software." 📊 5. Use Numbers, But Be Specific: Numbers stand out, but specificity can boost credibility. Instead of "Save up to 50%", try "Save 47% on your order." 🔖 6. Segment with Ad Groups: Ensure your copy reaches the right audience by using ad groups effectively. Segment your campaigns based on specific services or products, tailoring the copy to each group's interests. Example: If you're a software company, have separate ad groups with tailored copy for "CRM solutions" and "Inventory management systems" to ensure precision targeting. With Google Ad Copywriting, the devil is in the details. It's not just about being seen, but about resonating in that split second to prompt a click. Dive into these nuances, test rigorously, and watch your click-through rates climb. #leadgeneration #googleads #businessgrowth

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.

Copywriting Hacks for Meta Ads That Convert in 2025 Writing Meta ad copy that stops the scroll is both an art and a science. But let’s be real—nailing it consistently can feel like hitting a moving target. Here are my top 5 copywriting hacks to make your Meta ads stand out and drive results this year: 1️⃣ Speak to ONE Person Your audience doesn’t want to feel like just another sale. Write your copy as if you’re talking directly to one person. Instead of: “Our customers love this product!” Try: “You’ll love how easy this product makes your life.” 2️⃣ The 5-Second Hook If your opening line doesn’t grab attention, nothing else will. Questions are powerful: “Struggling to find a skincare routine that actually works?” Bold statements work too: “95% of skincare hacks on TikTok? They’re ruining your skin.” The goal is to spark curiosity instantly. 3️⃣ Pain → Agitation → Solution (PAS Framework) This classic formula never fails: 1. Pain: Call out the problem: “Tired of ads that get clicks but no sales?” 2. Agitate: Make them feel the frustration: “It’s like burning money.” 3. Solution: Offer the fix: “Here’s how to create ads that convert, every time.” 4️⃣ Use Numbers & Specifics General claims fall flat. Specific numbers build trust and credibility. “Boost your sales” → “Boost your ROAS by 3.84x in 30 days.” “Hundreds of happy customers” → “843 customers rated us 4.9/5.” 5️⃣ End With a Strong CTA Don’t assume your audience will know what to do. Guide them. Instead of: “Learn more.” Try: “Tap below to see how we can help you scale.” Meta ads aren’t just about visuals—your copy is just as critical. Master these hacks, and you’ll turn your ads will convert. Which copy hack are you already using? Or do you have one to add? Let me know in the comments! 👇 Enjoy this? Repost it to your network and follow Chris Marrano for more. Want to improve your Shopify results? Join our newsletter of thousands of subscribers today: https://lnkd.in/eqzi5mtV

Here’s why your offers aren’t getting the attention they deserve. It’s not because your product isn’t good enough. It’s because your message isn’t landing. Most businesses focus too much on what they’re selling. But here’s the secret: It’s not about your product—it’s about your customer. What’s in it for them? How will it make their life easier, better, or more exciting? Your copy should be so clear, so compelling, that your audience feels like you just get them. Here’s how you make your offers irresistible: 1) Lead with emotions, close with logic. People buy with their feelings first. Then they justify it with facts. 2) Speak their language. Skip the jargon. Use the words your customers would use to describe their problems and dreams. 3) Highlight the transformation. Don’t just tell them what your product does—show them how it will change their life. 4) Create urgency. No one moves without a reason. Give them a reason to act now. 5) Remove the risk. Make saying “yes” feel easy. Offer guarantees or risk-free trials. And remember: Good copy isn’t about being clever. It’s about being clear. It’s about showing your audience why your offer is exactly what they need—and nothing less. What’s your biggest challenge when it comes to writing copy? Let’s chat in the comments 👇

The Art of Persuasive Copy Social media ads are your digital billboards—blink, and they’re gone. 1. The First Line Punch: Your opening sentence matters. Pose a question, make a bold statement, or evoke curiosity. Grab attention instantly. 2. Benefits Over Features: Highlight what users gain. Will your product save time, boost confidence, or solve a pain point? Speak their language. 3. Clear Call to Action: Don’t leave users hanging. Use actionable verbs—Shop Now, Learn More, Get Started. Make the next step crystal clear. 4. Visual Harmony: Ad copy and visuals dance together. Ensure they align seamlessly. A cohesive message boosts credibility. 5. Test and Optimize: A/B test different ad variations. Tweak headlines, descriptions, and CTAs based on performance data. Craft ad copy that resonates, converts, and leaves a lasting impression. Your audience is scrolling; make every word count.

I’ve earned a little over $1.2M as a freelance copywriter since 2020. I made it happen by mastering 3 simple writing processes: 1) Research 2) The PAS Framework 3) Revision. If you can nail these 3 steps of your writing process, you’ll out-earn every marketer you know. Here’s how: → Research Very few copywriters give this the attention it deserves. You need to know everything you possibly can about the person reading your content. What are their motivations? How old are they? Who do they follow on social? What’s their lifestyle? What’s their income? Dig as much as you can. This doesn’t just make it easier for you to write—it makes your copy way more effective. → PAS (Problem–Agitation–Solution) This framework has been driving advertising since the 1800’s. There’s a reason for that. Don’t try to reinvent the wheel. Your copy must follow this framework or it won’t sell. Identify the problem your audience is facing. You’ll know, because you did the research. Call it out plainly in your copy. Agitate it. Make the pain point severe for your reader. Use words that invoke visuals. Present a solution. How does the product solve the problem you just agitated? Again—this has been working for 100s of years. Get creative with it, but make sure your copy follows PAS. → Revision This one is the most tedious. It’s also the most important. Spend more time revising than you do writing. When you’ve finished writing, step away from your content. Let it breathe. Then review from the POV of your audience with 1 question in mind: “Do I still give a f***?” Your copy needs to be engaging from start to finish. If it’s not, your audience won’t finish reading it (let alone convert).  You’ll notice things in revision that you won’t see while writing. Don’t skip. These 3 concepts are simple but powerful. I owe a lot of money to whoever created them. Master them, and you’ll ship incredibly valuable copy. What would you add?

As an expert in advertising, I can confidently say that ad creatives are the heart of any successful campaign. A great creative doesn't just grab attention—it holds it, builds interest, and drives action. But what truly makes an ad creative stand out in today’s crowded market? Here are the core principles that make or break an ad: 1️⃣ Grab Attention in the First Few Seconds Your audience's attention span is shorter than ever. You’ve got 3 seconds—maybe less—to catch their eye. Whether it's a bold visual, an intriguing hook, or a shocking statement, make sure the first impression is unforgettable. 2️⃣ Emotional Connection > Features While it's tempting to list features, great ads tap into emotion first. Whether it's joy, fear, curiosity, or nostalgia, people are driven by their emotions. Build your ad around how the audience will feel rather than what your product does. 3️⃣ Simplicity is Key A cluttered ad overwhelms and confuses. The most successful ads deliver a single, clear message. Avoid overloading your audience with too much information. Focus on one problem, one solution, and one powerful call to action. 4️⃣ Tell a Story People love stories. We’re wired to respond to them. Craft a narrative that resonates with your audience's pain points, desires, and values. Whether it’s through relatable characters or real-world scenarios, stories make your message more memorable. 5️⃣ Call to Action (CTA) Every ad should have a clear and compelling CTA. What do you want your audience to do next? Whether it's “Shop Now,” “Learn More,” or “Get Started,” make sure the CTA is easy to spot and easy to act on. 6️⃣ Test and Iterate Even the best creatives can be improved. Never assume you’ve nailed it on the first try. A/B test different visuals, copy, and CTAs to see what truly resonates with your audience. Use data to optimize your approach and maximize results. 7️⃣ Consistency Across Channels Make sure your creative works seamlessly across multiple platforms—whether it's social media, display ads, or email campaigns. Consistency in design, messaging, and tone builds brand recognition and trust. The best ads don’t just sell—they connect, engage, and inspire. Found this useful? Like, follow, and repost ♻️ so others can too! ps. struggling with creative bottlenecks? We can help.

Great copy doesn’t just sound good. It moves people to take action. And the highest-converting copy I’ve ever written always comes back to 3 pillars: 1️⃣ Pain Remind them what’s at stake. What problem are they living with right now? ↳ No attention = no urgency ↳ No urgency = no conversion 2️⃣ Promise Paint the picture of what life could look like after they buy. ↳ Show the outcome. ↳ Make it specific, not vague. People buy transformation — not features. 3️⃣ Proof You can’t just say it works. You have to show it. ↳ Testimonials ↳ Screenshots ↳ Data ↳ Case studies Proof kills doubt. And doubt kills sales. Want to write offers that convert faster? Pain → Promise → Proof. That’s the formula. Master those three — and watch your conversions climb.