The truth is that, whatever it’s selling or promoting, in all likelihood, no-one really wants to read an advert, Even so, in the dynamic world of marketing, advertising copywriting remains the quiet powerhouse behind every brand – grabbing attention, stirring emotions and driving action. It’s the difference between a forgettable campaign and a memorable brand experience, the bridge between brands and their audiences.

What Is Advertising Copywriting?

Some people will tell you it’s an art, while others will tell you that it’s science. It’s probably somewhere in between the two, with a bit of luck thrown in. Advertising copywriting requires a balance of creative thinking and business acumen, to develop a concept or idea and surround it short, persuasive and compelling copy tailored towards a particular audience who will be seeing it on a specific media platform such as print, digital, television and radio.

Why Does Ad Copy Matter?

In a world oversaturated with content and buzzing with conversation, ad copywriting needs to cut through the noise. Whether it’s a print ad in a glossy magazine, a digital banner flashing across your screen, or a clever slogan on a bus stop billboard – the words are chosen for impact.

• Creates a first impression that captures people’s attention within seconds.
• Motivates the audience to take a specific action – purchase, subscribe, engage and so on.
• From clicks to calls, it nudges the audience towards action and drives conversions.
• Shapes a consistent, clear and compelling brand language builds trust and recognition.
• A strong message from the start can prevent costly reworks and ad flops.

What Makes a Great Advertising Copywriter?

In a word – experience. To counter all the moving parts, advertising copywriters have a bale of hats to choose from – adapting their style to suit different audiences, platforms, and media. The words they choose, are taking the place of a salesperson. An experienced advertising copywriter understands how to tailor messages to suit different audiences and platforms – the proposition, tone of voice, and brand values.

• Combines creativity with strategy, using your tone of voice and brand values to craft persuasive, benefit-led messages that connect emotionally and drive action.
• Thoroughly researches the product, audience, and media platform, ensuring every line of advert copy is informed, relevant, and impactful.
• Adapts their writing style to suit the medium, whether it’s B2B direct response, consumer campaigns, radio scripts, or glossy magazine ads.
• Focuses on benefits over features, structures copy for maximum clarity, and isn’t afraid to use bold ideas or strong calls to action.
• Communicates personably and with purpose, understanding brand personality and delivering original, emotionally resonant advertising that reflects the USP.

How to Write Effective Ad Copy

The best advertising copywriting avoids the middle of the road occupied by so many brands. Stick with safe options and you’ll soon find yourself drowning in a sea of banality. Instead, appeal to the reader’s logical or emotional reasons. Dare to be different. Come at it from a different angle. Tilt the reader’s perspective. Catch them off-guard by saying something provocative.

The first step in advertising copywriting is to identify the target audience and understand their needs, desires and aspirations. That information should give you a steer on the tone of voice to use. Advertising copywriting should primarily focus on the benefits, throw in one or two of the key features and, rather than ignore them, address any objections to purchase a consumer might have.

In terms of structure, tradition tells you to stick with the formula of headline, body copy and call-to-action (CTA). Avoid cramming too much into your advert. If I throw five tennis balls at you, you might catch one maybe two. Simplicity ensures your audience grasps what truly matters. I’ve had as much success with three words as I have with 30.

The Value of a Tight Brief

A tight brief is the foundation of powerful advertising copy. The clearer the brief, the sharper the creative work. It helps define your objectives, target audience, tone of voice, and key benefits – giving the copywriter the insight needed to craft precise, persuasive messaging. It eliminates guesswork, aligns expectations, and sets the stage for impactful, results-driven advertising that truly resonates.

Need Standout Advertising Copy?

For over 20 years, I’ve created advertising concept and copy for print, online, posters, billboards, TV  and radio advertising campaigns. If you would like to discuss how an experienced advertising copywriter can turn products, services and brands into household names, please call +44 (0) 7715 171286, email info@tomrigby.com or fill out the contact form.

My Top Tips for Great Advertising Copywriting

• Know Your Audience Inside Out: Start by identifying your audience’s desires, fears, and goals. Mirror their language and mindset to create advert copy that truly resonates.
• Focus on Benefits, Not Just Features: Highlight how your product or service improves the customer’s life. Features are facts – benefits make people care.
• Use Emotion to Trigger Action: People buy based on emotion and justify with logic. Appeal to their aspirations, pain points or sense of entitlement to increase conversions.
• Address Objections Upfront: Tackle common concerns such as cost, competition or complexity head-on. This builds trust and prevents doubt from stalling decisions.
• Research Competitors and Trends: Understand what others in your industry are doing. This helps you position your messaging and uncover fresh angles for your ad copywriting.
• Think Visually Before You Write: Visualise the layout and flow of your copy. Headlines, call-outs and CTAs should guide the reader’s eye naturally and effectively.
• Back Up Claims with Data: If you’ve got strong facts or stats, use them. Specifics build credibility and make your advertising copywriting more convincing.
• Be Clear, Direct and Concise: Avoid jargon, filler and fluff. Every word should earn its place. Short, punchy ad copy gets better results in today’s scroll-happy world.
• Write a Headline That Hooks: The headline is your first (and maybe only) chance to grab attention. Make it bold, relevant and irresistible.
• Always Include a Call to Action (CTA): Great ad copy needs a clear next step. Tell your audience what to do next – click, call, buy, subscribe. Don’t leave them guessing.

Advertising Copywriting FAQs

What is advertising copywriting?

Advertising copywriting is the art of writing persuasive ad copy that encourages readers to take action – whether that’s buying a product, requesting information or engaging with a brand. 

How does advertising copywriting differ from content writing?

Advertising copywriting focuses on selling through strategic messaging, while content writing aims to inform or entertain. Effective ad copywriting persuades audiences to act, making it essential for marketing success.

Can I write my own ad copy?

You can, but a professional advertising copywriter offers experience, objectivity and proven techniques to craft advert copy that converts. Better copy, fewer headaches, and stronger results for your campaigns.

How much does freelance ad copywriting cost?

Freelance advertising copywriting rates vary depending on the project’s size, complexity and deadline. A tailored quote ensures you get high-quality ad copywriting services within your budget.

Is SEO important in advertising copywriting?

Yes. Especially online. SEO ad copywriting uses relevant keywords to boost visibility, improve rankings, and attract the right audience while maintaining persuasive, engaging messaging across digital advertising

Do you offer advertising copywriting services for specific industries?

Yes. Whether it’s retail, tech, finance or lifestyle, our advertising copywriting services are tailored to each industry’s needs, ensuring your message hits home with your target audience.

How long should advert copy be?

Effective advert copy can be three words or thirty – what matters is clarity, impact and purpose. A skilled advertising copywriter will ensure your message is short, sharp and persuasive.

How quickly can I get copy written?

Delivery depends on project scope and urgency. If you need advertising copywriting fast, a freelance ad copywriter can often turn around copy quickly – just send over the brief.