Catherine Franz

Article Summary:

42 elements to consider when writing ad copy.

Writing Ad Copy

Over the last 20 years, I have read thousands of ad copies online and offline. Some were excellent that convinced me to buy right away and some had a decent product but poor ad copy that turned me away.

All this reviewing and making many of these same mistakes taught me some very valuable points of writing ad copy. One key I found was to keep changing and testing your copy. Don't just write one and stop. And never give up, they only get better as you go.

Here are a list of 42 elements that need to be in a good ad copy:

  1. a compelling headline

  2. believable testimonials

  3. sub headlines

  4. attractive benefits

  5. features

  6. strong guarantees

  7. asking or answering questions

  8. proof of benefits offered

  9. contact information for questions

  10. endorsements

  11. conversational writing

  12. short sentences

  13. deadline to order

  14. free trials

  15. no spelling mistakes

  16. no grammar mistakes

  17. text needs to be readable and not too light

  18. background cannot be too dark it makes your readers squint

  19. the copy needs to blend together and flow from one point to the next

  20. add breaks in ad copy, usually wherever you would take a breath when you read out loud

  21. use bullets

  22. don't put anything in all CAPS

  23. multiple ordering options/methods

  24. add some visual aids

  25. compare yourself to the competition

  26. reminding of benefits or deadlines several times (3-4)

  27. information about your business

  28. add appealing adjectives

  29. add appealing phrases

  30. font size too large

  31. font size too small

  32. need emotional appeal

  33. paragraphs to large

  34. tell stories to make your points

  35. add underlining or bold to keywords

  36. ad copy too short

  37. ad copy too long

  38. add facts or case studies

  39. leave the jargon out

  40. add free bonuses

  41. price too low people will not buy

  42. price too high people will not buy

    Now not all of these elements will apply to every copy you write. This is a list for you to use in the future. If you already have copy written, go down the list and compare it to your copy. What elements are included, what aren't.

    Catherine Franz, is a syndicated columnist, author, radio talk show host on marketing and business, International speaker, and master business coach. For more information, visit or LetsTalkMarketing

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