If you want to write advertising copy that actually sells, you need to follow proven principles—ones that have been used by the greatest ad writers of all time.

Below are 12 battle-tested ad copywriting tips to help you craft more persuasive, high-converting ads.

1. Focus on the Customer, Not Your Product

Nobody cares about your product. They only care about what it can do for them.

Most businesses make the mistake of talking about themselves—how long they’ve been in business, how great their product is, or why they think they’re the best. But people don’t buy for those reasons. They buy to solve a problem or improve their life.

Take this classic advert copy formula:

"Here’s what I’ve got. Here’s what it’ll do for you. Here’s what to do next."

That’s all you need. Keep your advertisement writing focused on the reader’s desires, pains, and goals.

For example, instead of saying:

🚫 "Our mattresses use cutting-edge technology to improve sleep quality."

Say this instead:

✅ "Wake up pain-free and fully rested—every single morning."

See the difference? The second version speaks directly to what the customer wants. And that’s what makes people buy.

Let me know when you’re ready for the next tip.


2. Write Headlines That Grab Attention Instantly

Your headline is the most important part of your advert copy. If it doesn’t grab attention, nothing else matters—because nobody will read the rest.

David Ogilvy famously said, “On average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.”

So, how do you write a great headline? Use one of these proven formulas:

• Make a bold claim – “Lose 10 Pounds in 30 Days—Without Giving Up Your Favorite Foods”

• Ask a curiosity-driven question – “Are You Making These Costly Facebook Ad Mistakes?”

• Highlight a benefit – “How to Double Your Sales in 90 Days”

• Call out your audience – “Attention: Small Business Owners Struggling to Get Customers”

• Use urgency – “Last Chance: 50% Off Ends at Midnight”

A strong headline is like a hook in fishing—it reels the reader in. Once you have their attention, the rest of your ad copywriting can do its job.


3. Use the “So What?” Test

Every time you write a line of advertising copy, ask yourself: “So what?”

If your sentence doesn’t answer why the reader should care, it’s weak.

For example:

🚫 “Our software has advanced AI-powered algorithms.” (So what?)

✅ “Our AI-powered software helps you write high-converting ads in seconds—without guesswork.”

The second version passes the test because it connects the feature (AI-powered software) to a clear benefit (writing ads faster and easier).

Claude Hopkins mastered this in his advertisement writing for Schlitz Beer. Instead of just saying “pure beer,” he explained how the company steam-cleaned every bottle, filtered their beer five times, and used deep artesian well water—turning basic facts into compelling reasons to buy.

Do the same with your ad copywriting. Every claim should answer “Why does this matter to my customer?”


4. Make Your Offer Irresistible

Even the best advert copy won’t save a weak offer. If people don’t feel like they’re getting a great deal, they won’t buy—no matter how good your advertising copy is.

So, how do you make your offer a no-brainer? Use these proven tactics:

• Stack the value – Show everything they’re getting so the price feels like a steal. (Example: “You’ll get the full course, 3 bonus workshops, and lifetime updates—$997 value for just $197!”)

• Reduce risk – Offer a strong guarantee. (Example: “Try it for 30 days. If you don’t love it, get a full refund—no questions asked.”)

• Add urgency – Give a reason to act now. (Example: “Only 7 spots left—enroll before midnight!”)

• Use price anchoring – Compare your price to a higher one to make it feel like a bargain. (Example: “Normally $299, but today only $99.”)

Gary Halbert was a master at this. In one of his classic sales letters, he didn’t just say his newsletter was valuable—he made it feel like a steal by listing all the insider secrets readers would get and backing it with a no-risk guarantee.

Bottom line? A strong offer makes selling easy. If people feel like they’re getting way more value than they’re paying for, they’ll buy without hesitation.


5. Write Like You Talk

One of the biggest mistakes in advertisement writing is sounding too formal, robotic, or corporate.

Nobody wants to read stiff, lifeless advertising copy filled with jargon. People buy from people—not from faceless corporations.

The best ad writers write like they talk. Their ad copywriting feels like a casual conversation with a friend.

Here’s an example of what NOT to do:

🚫 “Our innovative, results-driven platform leverages cutting-edge technology to optimize your workflow.” (Sounds like a press release.)

Instead, write like this:

✅ “Tired of wasting hours on boring tasks? Our tool does the hard work for you—so you can focus on what really matters.” (Sounds like a real person.)

A simple trick? Read your advert copy out loud. If it doesn’t sound natural, rewrite it until it does.

Keep your writing ads simple, conversational, and to the point. The easier it is to read, the more persuasive it will be.


6. Use Emotional Triggers to Drive Action

People don’t buy based on logic—they buy based on emotion and justify it with logic later. That’s why the best advert copy doesn’t just inform; it makes people feel something.

Here are some of the most powerful emotional triggers you can use in your advertising copy:

• Fear – “Are You Making These Expensive Retirement Mistakes?” (Fear of loss or failure drives action.)

• Greed – “Discover the Simple System That Made Me $10,000 in 30 Days” (People love fast, easy money.)

• Curiosity – “The One Diet Trick That Doctors Don’t Want You to Know” (People have to know what it is.)

• Belonging – “Join 10,000+ Entrepreneurs Who Are Scaling Their Businesses Faster” (Nobody wants to be left out.)

• Anger – “Why Big Pharma Is Hiding This Natural Cure from You” (Taps into frustration and distrust.)

• Hope – “How This Single Mom Went from Broke to Six Figures in a Year” (Inspires and motivates.)

Dan Kennedy often used these triggers in his ad copywriting. He knew that if you could tap into raw human emotion, people couldn’t help but read—and buy.

Bottom line? Logic tells, but emotion sells. If you want your advertisement writing to convert, make your reader feel something.


7. Use Power Words That Pack a Punch

Weak words make weak advertising copy—and weak copy doesn’t sell.

The best ad writers use power words—words that trigger emotion, create urgency, and make readers feel something.

Here’s a list of some of the most powerful words you can use in your advert copy:

• You – Makes it personal. (“You’ll love how easy this is.”)

• Free – Everyone loves free stuff. (“Get a free bonus when you order today!”)

• New – People crave fresh, exciting things. (“Introducing a new way to lose weight fast.”)

• Now – Adds urgency. (“Get started now—before this offer expires!”)

• Secret – Triggers curiosity. (“The secret top marketers don’t want you to know.”)

• Proven – Builds trust. (“Proven strategies backed by science.”)

• Instant – People want results fast. (“Instant access to our top training videos.”)

• Exclusive – Makes the reader feel special. (“Exclusive invite for VIP members only.”)

Go through your ad copywriting and replace weak, boring words with powerful ones. The stronger your words, the stronger your sales.


8. Keep It Short and Punchy

Long-winded advertising copy kills sales. If your advert copy feels like a chore to read, people will ignore it.

The best ad writers write short, punchy sentences that are easy to skim and absorb.

Here’s how to tighten up your ad copywriting:

• Cut the fluff – Remove unnecessary words. (🚫 “In order to improve your results…” → ✅ “To improve your results…”)

• Use short paragraphs – No one likes giant walls of text.

• Break it up – Use bullet points, bolding, and subheadings for easy reading.

• Write like you talk – Simple, natural language always wins.

John Carlton, one of the most aggressive and effective ad writers, was known for his no-BS, straight-to-the-point style. His ads felt like a buddy giving you advice—fast, direct, and easy to follow.

So, when writing ads, trim the fat. Get to the point. Make every word count.


9. Add Proof to Make Your Claims Believable

People don’t trust ads. They’ve been burned too many times by overhyped promises and scams. That’s why great advertising copy backs up every claim with proof.

Here’s how to make your ad copywriting more believable:

• Use testimonials – Let happy customers do the selling for you. (“I lost 20 lbs in 3 months using this system!” – Sarah T.)

• Include data & stats – Numbers make your claims feel real. (“82% of users saw results in just 30 days.”)

• Showcase case studies – Real-world success stories make a huge impact. (“How John increased his revenue by 300% with this strategy.”)

• Use specific details – Instead of “Our clients make more money,” say “Our clients increase sales by an average of $15,000/month.”

• Demonstrate results – Before-and-after pictures, screenshots, or live demos work wonders.

Gary Bencivenga, one of the most successful direct-response copywriters in history, built his reputation on one thing: proof. He believed that the most persuasive advertisement writing wasn’t built on hype—it was built on undeniable, irrefutable evidence.

That’s why his ads often included scientific studies, customer testimonials, and detailed demonstrations. He didn’t just claim something worked—he proved it.

If your advert copy sounds too good to be true, people won’t believe it. Add proof, and they’ll trust—and buy.


10. Use a Strong Call to Action (CTA)

Most advertising copy fails at the finish line. Why? Because it doesn’t tell the reader what to do next.

Every great ad writer knows that if you don’t give clear, direct instructions, people will do nothing. That’s why every piece of ad copywriting needs a strong call to action (CTA).

Here’s how to do it right:

• Be clear and direct – Don’t assume people will “just know” what to do. Spell it out. (“Click below to order now.”)

• Create urgency – Give a reason to act now, not later. (“Offer expires at midnight!”)

• Make it benefit-driven – Show what they’ll gain by taking action. (“Start losing weight today—risk-free!”)

• Reduce friction – Remove doubts by making the next step easy. (“Sign up in 60 seconds—no credit card needed.”)

Joe Sugarman, one of the greatest ad writers in history, tapped into the power of a strong CTA. In his famous "BluBlocker" sunglasses ads, he didn't just describe the product—he told readers exactly what to do next, using urgency and a risk-free guarantee to push them over the edge.

A great ad isn’t just about grabbing attention—it’s about driving action. If you don’t give readers a clear next step, they won’t take one.


11. Create a Sense of Urgency

People procrastinate. Even if they’re interested in your offer, they’ll put off taking action—unless you give them a reason to act now.

That’s where urgency comes in. If your advert copy makes people feel like they can wait, they will—and they’ll probably forget about your offer altogether.

Here’s how to inject urgency into your advertising copy:

• Use deadlines – (“Sale ends tonight at midnight!”)

• Limit availability – (“Only 7 spots left—first come, first served.”)

• Highlight potential loss – (“Order now before prices go up.”)

• Use real-time urgency – (“We’re selling one bottle every 30 seconds—don’t miss out!”)

When writing ads, make your audience feel like waiting isn’t an option. The more urgent it feels, the more sales you’ll make.


12. Make Your Ads Pass the “Would I Read This?” Test

Here’s a simple but powerful way to check if your advert copy is any good:

Ask yourself, “If I saw this ad, would I actually stop and read it?”

If the answer is no, then it’s not good enough.

Most advertisement writing is too generic, too boring, or too easy to ignore. But the best ad writers know how to make ads feel personal, urgent, and impossible to scroll past.

Here’s how to pass the test:

• Is the headline irresistible? – Would it make you stop and read?

• Does it talk directly to the reader? – Avoid generic messaging and make it feel personal. (“You’ll never believe what this simple trick can do for you.”)

• Does it spark curiosity or emotion? – If it doesn’t make the reader feel something, it won’t work.

• Is the offer clear and compelling? – Confused people don’t buy. Make it obvious what they’re getting.

• Would you take action? – If you wouldn’t click, sign up, or buy, why would anyone else?

The best ad copywriting doesn’t just sound good—it grabs attention, pulls readers in, and makes them want to act. If your ad doesn’t do that, tweak it until it does.