How to Write Online Ad Copy that Converts

Copywriting includes a number of specialties. There is creative copy, SEO copy, ad copy, and landing page copy among other examples. Ad copy that converts means that the copy has drawn in the audience to the point of persuading them to purchase a product or service. While all copywriting is for a purpose, converting readers into buyers is in copy all around you whether you realize it or not.

The gentle art of persuasion and writing compelling copy is one of our program’s specialties at Miami Ad School, an award-winning portfolio school in partnership with Florida International University. The Global Strategic Communications Creative Track graduate program was created to develop outstanding creatives to learn how to write, design, and strategize content for marketing, advertising, and other creative endeavors.

The One Trick To Writing Sales Copy

Ad copy that converts can be summed up as sales copy. In this case, your aim is to have the customers buy a product or service, not merely build brand awareness or brand authority. In this case, it is simple to use one effective – and obvious – trick: ask for the sale. Professional sales teams are taught to ask for the sale, whether in person or phone. This simple reminder is often overlooked but can be the difference between making or not making the sale.

In copywriting, asking for the sale is labeled the Call-to-Action. Use an action verb and whatever is needed to complete the sale to achieve this. For example,

• Sign Up
• Subscribe
• Try Now
• Buy Now
• Get Started
• Claim Yours
• Start Today

Support Your Ad Copy With Research

Asking for the sale is the most important thing but it only works if you understand your target audience and what motivates them. Slogans and billboards are very effective at this. They are short and go straight to the heart of consumers to inspire an emotion and influence the purchase decision.

Research also allows you to utilize the lingo of your target audience for remote access into their psyche. Consumers want the brands they connect with to feel authentic so knowing the consumer is key to write effective copy to build an instant connection.

Data research is also invaluable when it comes to ad copy. Being able to quote a statistic to target young versus older, frugal versus affluent for example, will give clues as to what kind of information they would value and then act upon.

Learn Advertising Copy and Social Media Strategy

In the FIU/MAS GSC Creative Track program, we make every effort to ensure our students learn, practice, and implement their knowledge into real-world settings in order to gain valuable work experience and a portfolio upon graduation. We have four sub-tracks: Art Direction, Copywriting, Social Media, and Content Strategy.

Our students have gone on to work in some of the biggest agencies, all over the world. Contact Grizelle De Los Reyes, Director of the program at gdelosre@fiu.edu and launch your career as a copywriter today!