When we talk about ad copy, we are referring to the words and phrases used in advertising and marketing messages.

Copywriting is a type of writing for advertising and marketing that primes the user to take action.

Effective copy causes people to search through their entire life experience and in milliseconds (before they even realize it), average them all together and create an emotional response that represents who they are, what they want and everything they’ve experienced.

Most people have experienced similar events, and the purpose of copywriting is to find a common thread of memory themes that generates a predictable emotional response that guides the customer to our desired outcome. This emotional response and desired outcome is achieved by feeding them a call-to-action.

The key to writing great ad copy is an effective call-to-action.

A Call-To-Action (or CTA) is a type of wording that commands a user to take an action. Typically these words and phrases are designed to cause the specific action to be taken immediately while the user is currently in the mindset of acting, or has the intent to purchase.

Examples include: call now, talk to us, get started, sign up, etc.

Click here to learn more about CTA’s (<– See this? This is also an example of a call-to-action)

Your mindset needs to be that of the customer. Ask yourself, what is important to them? What is going to elicit an emotional response? What is going to get a reaction and drive them to take action?

Here are some of the most powerful emotions used for writing effective ad copy:

  • Fear
  • Urgency
  • Indifference
  • Desire
  • Greed
  • Gratification
  • Security
  • Pride
  • Peace of mind

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