Here are 51 copywriting examples to help you improve your copywriting. Whether you are new to copywriting or you’ve got some experience under your belt, you’re sure to learn something. I’ll pull back the curtain and we’ll go through 51 different examples including Facebook ads, email ads, banners ads, billboards, newspaper ads, and more. Pretty much any type of ad example is here in this post.
The Importance Of Studying Copywriting Examples
As a copywriter, marketer, or business owner, you want to know why certain ads work. This helps you to write your own copywriting ads that will hopefully work for you. In this article, we’ll review all the different types of marketing that we possibly can.
Not all the copywriting examples we go through will be GREAT. Sometimes, it pays off to actually see some bad examples. If I think an ad is bad, I’ll let you know why. And just so you don’t think I’m some guy who was hired to write this article, my name is Mike Giannulis and I’ve been a copywriter, marketer, and business owner for more than 15 years now.
I run multiple successful companies including my course for copywriters. Keep reading now, and you’ll discover 51 different copywriting examples with full breakdowns. This will help make the ads you write better than ever! Oh and if you are newer to copywriting, here are 7 ways to break into copywriting.
Table Of Contents
Online Ads Copywriting Examples
In this section, we’ll look at online ads on different platforms like Facebook, Google, Instagram, & others.
Facebook Ad Copywriting Example
Facebook Ad Breakdown
Notice first that the Facebook profile photo is the E logo of The Economist. This helps to further brand the company which is important when you’re a larger organization. If this was a small company or a start-up, that may use a person’s face which tends to get higher clicks.
This particular ad uses a lot of “Curiosity”. It jumps right into the action, naming Andrew Steele who has a hopeful message. Well, who is Andrew Steele? I confess that I have no idea who he is. That may work or it may cause people to say, “who cares”.
The style of the copy reads a little “old” and jilted. I think this is partially the style of the Economist. The main promise of the ad copy is there is a sort of cure for old age – but again, we have no idea what the cure might be.
The image is really perfect to match up with the ad copy. We have an old man playing hopscotch. This picture delivers on the promise of the premise which is that aging can be cured in part and that old age doesn’t need to be old. What a wonderful juxtaposition image that is sure to catch the eye as well.
One issue with this ad that I don’t like is there is no clear call to action. Even modifying the last line of the ad from “Who wants to live forever?” to “Read how to slow down aging now” would add a lot more clicks to the ad.
Google Display Ad Copywriting Example
Google Display Ad Breakdown
You don’t always have a ton of room on a Google display ad to say that much. In many ways that makes these types of ads easier to write, but harder to get right. I think this add suffers from lack of space. The headline of the add is “SMM Agency Near You”.
I think SMM means Social Media Marketing, but I’m not 100%. There is a clear call to action which is contact us for an appointment. Again, any time you can be clear with instructions on what to do, that pays off big time.
I am not a huge fan of the body copy. Why do I care about walking through a dashboard? There should be some kind of benefit for me to want to see this dashboard. Posting to multiple platforms is a feature – not a benefit. I’m assuming if I can post to multiple dashboards I can save a lot of time. Tell me that.
Finally, the button says Open. Maybe this is required by Google, I’m not sure… but I would have gone with Contact Us or Book An Appointment.
Google Search Ad Copywriting Example
Google Search Ad Breakdown
Google search ads are a really different kind of copywriting. Again, you only have so much space, so the real goal is get the content in the ad that your prospect is most looking for. You can see the top results are very concise. It lists the names of the agent or agency, along with their star rating, hours, and contact info.
One nice thing about Google Search ads is they let you add more information. See how the 3rd example stands out more because they include their phone number? That number is clickable on mobile and then the prospect can make a call. This definitely gets more clicks.
I’ll also point out the use of social proof here. The middle ad (54 realty) probably gets a lot of clicks due to the high number of reviews and for being in business for over 15 years. Both of these are not direct benefits to the prospect, but they are a form of “authority” building that grants an implicit benefit to the prospect.
The idea is that you can trust them and they won’t hurt you or screw you over. This is important when choosing a real estate agent.
Now, let’s look at the 2nd Google search ad. “Find The Best Agents” near you. This is a pretty good ad because they are really driving home the benefits for the prospect. Save thousands, work with the top 5% of agents, sell faster and for more money. They are putting out just about every dream benefit there is.
I am slightly concerned they are overselling here and just focusing on promises. This may be why they have a 4.7 star rating instead of a perfect 5. But hey, 4.7 is really good!
Finally, they do a good job with the site links at the bottom of the ad. This gives the prospect more links to click on which will increase the click-through rate (CTR – the percentage of people who click on the ad per 100). I would only suggest they make a clearer call to action like “Learn more today” or “speak to an agent now” or “get a free estimate now”.
If you are looking to write ads like these as a career, read this article to get 6 tips to build a copywriting career.
YouTube Display Ad Copywriting Example
YouTube Display Ad Breakdown
There’s not a ton to unpack here, but even in this very small space there is a lot more going on than meets the eye. This offer is to get a new shower installed in your home. This is no doubt a very expensive sale so the ad needs to do a very good job of targeting the right people.
The first thing I notice about this ad is the picture. There’s a beautiful modern looking bathroom which is sure to catch the eye of the right person. The colors are up to date and just seeing it should attract attention. One thing they could test is putting a woman in the bathroom smiling as she walks by.
The copy is short but strong – focused right on a key benefit. In just one single day you can convert your tub into a shower. So, I was wrong about my initial assessment of the ad. I thought it was to sell a full bathroom update, but apparently it’s only an update to the tub. This may be a strategy to get the prospect to call though, and then sell more work.
Notice the time mentioned. “In a single day”. That’s fast. Whenever you write copy, if you can promise a fast turn around, work it in. People love things that happen fast!
Pop-up Ad Copywriting Example
Pop-up Ad Breakdown
This ad appears every now and again as people browse my Copywriter Brain site looking for my different copywriting services. The headline is very direct with a strong call to action. I am asking people to join the newsletter. I then follow that up directly with “reason why” copy.
I tell them why they should join. I teach copywriting “secrets”, share tips, and I give them 21 copywriting exercises they can use right away. These are all benefits that I think copywriters, business owners, and other marketers may want.
Then, there’s a space for their email address and a button that says Subscribe. It may make sense to modify the text inside the white box to say “Enter your email address” then instead of subscribe I may want to try “Join Now”. Again, the key is to be clear, direct, and make it easy. That is what makes a pop-up ad work well.
Twitter Ad Copywriting Example
Twitter Ad Breakdown
Not a lot of companies advertise on Twitter. At least, not as many as should. Twitter is a great channel for a certain audience. Especially tech, education, politics, and business people. Now, the great thing about Arby’s is that they sell food. And everyone likes food (last I checked).
In fact, food would be amongst the last things canceled on Twitter if it ever came to it. Notice again the use of the logo in the profile image spot. This helps to reinforce branding. The image is a close-up of what they’re trying to sell, 2 fish sandwiches. You probably couldn’t find a better image than that.
The ad is very direct. They do try to be cute in the text of the tweet. “This fish is a big deal”. Maybe this works, maybe not, but I would try more of a benefits approach with some humor. What’s better than a fish sandwich? two fish sandwiches! A fish for each fist. Get 2 fish sandwiches from Arby’s for only $6.00. This deal is quite the catch! Don’t let it get away.
The call to action space of the ad repeats the main benefit – 2 for $6.00. I would have added some type of a call to action like get it now or download a coupon, etc.
Overall though, I like this ad.
Pinterest Ad Copywriting Example
Pinterest Ad Breakdown
Notice first and foremost how difficult it is to distinguish which of these is the ad? (It’s the top right in case you didn’t see it). This is a form of native advertising where you seek to have your ad “match” the existing content of the site. The only tell that you are seeing an ad (without looking further) is that it says, Promoted By Mad Muscles…
This ad is interesting because it seems to be appealing to men on a site that primarily caters to women. So, I’d be interested in knowing how that’s going for them. But, what I like about this ad is that it using curiosity to grab your attention. There’s an image of a super jacked bull and man sort of 50/50 split. Same idea with other animals including dog, tiger, and gorilla.
Each of these seems to be a different workout routine. That is what is known as a unique mechanism. Imagine for a moment that the bull workout is jumping rope and pushing a sled. Not as sexy and fun as the “Bull Workout” is it. That’s the power of branding and making a unique phrase for something that may already exist under another name/brand.
The call to action is GREAT. It says it all. Muscle building plan for men. Get Yours! Clear call to action, and I am sure this ad gets a lot of clicks. The success of this ad will come down to the landing page, which I’ll try to review if I can track it down later in this article.
Tumblr Ad Copywriting Example
Tumblr Ad Breakdown
There isn’t a ton to say here. Tumblr is known for short blog-like posts and this particular ad isn’t selling a product or service. Instead, it’s selling a click to go read something else. The lesson here is to again use curiosity to sell the click. Gorilla won’t let staff near, then they see hands.
I have no idea what that means, but now I want to know. Also, the picture is great in that it shows what I think are tiny hands just cut off at the bottom of the picture. The gorilla looks concerned. My interest is piqued. The call to action button is great – read more. That’s exactly what I would like to do.
Old Fashioned Banner Ad Copywriting Example
Banner Ad Breakdown
This banner ad is a good example of a direct offer ad. It doesn’t try to be cute or build up curiosity. This ad is going for the low hanging fruit, right? Those people who want lasik eye surgery. I wouldn’t be surprised if this banner was showing up only to people who had been searching for lasik recently.
The core of the offer is very clear. Save $1,000. That’s huge, that’s a lot of money. What’s the catch? URGENCY! You must hurry and act now. If not, you’ll lose out on this great savings. Again, this is only gonna work with very hot prospects and that’s ok.
The call to action is pretty good – schedule an appointment. They really want you to go all in. I would test a learn more call to action as the $1,000 savings isn’t quite enough for me to want to jump on a call with someone. But again, it might be for the right person.
The use of the smiling women is also a great choice. Women appeal both to men and women. And her smile makes it seem like once you have lasik, life is good!
Reddit Ad Copywriting Example
Reddit Ad Breakdown
Reddit is a great place to run ads for certain verticals. But you’ve got to be ready. Redditors are a tough crowd and they can turn on you or your ad in a moment’s notice. Keep the “cheese” factor of your ad to a minimum. I like this ad because it speaks well to the target audience.
It appeals to the ego of gamers by calling them a captain, then goes straight into gameplay benefits. Recruit a crew build, battle. Lots of action verbs to put you in the mindset of actively playing. That’s actually a next-level tactic right there – bravo.
I even like at the end where they explicitly tell you what to do. Play Now! Really strong and that will get clicks. Where the ad sort of fails is on the image. The text is very hard to read because it’s white and the rocket image is white. They should make a better image, though I see they were going for a “game play” image I think.
The green Upgrade button also doesn’t make sense. It should say Play Now or Try Now Or Free Trial or something like that. Upgrade would imply you are already playing a free version of the game. The “install” button is good, but again, Play Now may work better. No one wants to install, they want to play! But Reddit may not offer this option.
Mobile Ad Copywriting Example
Mobile Ad Breakdown
This mobile ad is a traditional ecommerce play so you won’t see a lot of fancy words here. Unlike direct response ads, this is more of a branding ad. What you will see is that Adidas is speaking to a very specific prospect. They are targeting athletes who want something comfortable to wear before/after a game.
They also made sure to make their product unique by giving it a name. They call it the Z.N.E travel hoodie. Again, this unique naming mechanism is a way to stand out from the crowd. Whenever you write an ad or create a product, you should do everything you can to come up with a unique name. People love these.
Another point I’ll make regarding this ad is that the product is front and center – literally. The image is all about the product. The hoodie is the focus and the little bit of text on the ad is there to further promote the hoodie as well as the unique name – Z.N.E Travel Hoodie.
This ad isn’t saying a lot, but it is saying it over and over. Repetition works.
This ad isn’t saying a lot, but it is saying it over and over. Repetition works. 😉
Gmail Ad Copywriting Example
Gmail Ad Breakdown
It seems the ability to directly create gmail ads is going away soon, but there’s still a lot we can learn from this ad example. We have two different ads here, one for Visible Wireless and another for Keiser University. I want you to notice that one again, the name of the game is to LOOK like the real thing.
Notice how the headline of the ad for both products isn’t a promise or benefit? It’s the name of the brand. This is because the goal is to make it look like you received an email from these organizations. They use the subject line to offer a benefit.
You can see that Visible is doing a much better job on that front. Visible offers a very strong benefit – get up to $200 to spend online. This definitely will get a lot more people clicking. Keiser, on the other hand, sort of fails here, in my opinion. They repeat their name again along with the campus location.
Keiser would have been better to advertise a scholarship or some kind of benefit for clicking over now. “1000 Scholarships Available For Working Moms” would do great if it fits in the space. And do the the constraints of the preview portion of a Gmail ad, it’s very hard to really do much with that text.
My vote here would be to make the character count end on some kind of curiosity hook if possible. Like, now announcing the first ever… Remember – curiosity always gets clicks.
Instagram Ad Copywriting Example
Instagram Ad Breakdown
Ashley Home Store is taking full advantage of President’s Day (US Holiday) to run a sale. This is very common for retailers as people usually wait to buy larger retail products until there is some kind of sale or special offer. That is why now there are basically sales every week!
Notice again that Ashley uses the spot for the profile image to further their brand name. Good plan. Because this is Instagram, it’s all about the image. I personally feel like they could have done better here. Instead of a bland image with a little bit of text, they should have included a real person in the ad image.
People come to Instagram to see other people. To see people doing fun things, wearing cute outfits, etc. Why not show a woman (target demo) sitting on the couch with her kids or something like that? With any type of interruption advertising (display) you have to catch the eye fast. I don’t think this does that.
I do like that you can click to get directions, making for a very strong call to action – literally giving the person directions right to your store via their phone GPS. I’m not big on “cute” words, but Sale to the Chief! isn’t terrible. It reiterates the message and the benefit.
The opening line of “Save Big” should have been “Save 30%” because that’s way more real than Save Big. Always give the most specific detail you can whenever possible.
Tik Tok Ad Copywriting Example
Tik Tok Ad Breakdown
There’s not a ton to say about this ad, but I’ll give it my best try. In essense, what Tik Tok is trying to do is to feature one of it’s creators sharing a piece of funny content. The deeper psychology here is two-fold. First, through personification they are attempting to attract people who are similar to the star of the ad.
This means they want more millennial aged moms, who I assume have a higher value than the young Gen Z kids. Next, this humor will be especially funny to Moms who deal with kids arguing in the back seat while they drive somewhere.
Everyone else will most likely not find the ad that funny. Like one YouTube commentator said:
This is not how you get people to download your app tiktok this is how you loose fans Tik Tok soThe Red Fang
Another interesting point here is that Tik Tok kept their vertical format, even though they are showing this ad on YouTube. They could have created a brand new corporate ad, but instead chose to use creators content. I think this speaks positively to the goals and brand of Tik Tok over the long term.
As far as the ad itself, there isn’t much here. It’s really “content” marketing in a sense. Giving people a sample of what Tik Tok does. If you’re into it, you’ll sign up. If not, you might just call this ad “cringe”.
Email Ad Copywriting Example
Email Ad Breakdown
Ok, I know what you’re saying! This is another Gmail ad, but I wanted to point it out specifically because it’s a different format. This is a full image ad so it presents more like a banner ad than a gmail ad. What type of copywriting example is this anyway?
The image is great – a smiling woman seemingly checking her phone to see how much money she saved on her taxes by using Turbo Tax. This ad is going for social proof first and foremost. See the 5 star review? Then the testimonial from the happy customer?
This is a great type of ad to run to people who have visited your site but haven’t signed up yet. They may just need to see examples of happy customers to feel like they can trust you. The call to action is good and non-threatening – Learn More is Safe.
One final ninja move is the headline says, “See why people keep coming back..” This is another social proof signal. People must be coming back because it’s good. So, you should try it. Smart.
Native Ad Copywriting Example
Native Ad Breakdown
Due to the restrictions of space (and this impossibly long article) I won’t show the full ad, but we’ll just focus on a few key elements. Remember, a native ad is really any kind of ad that appears to fit in or blend in with the website, newspaper, etc. It is “native” to its environment.
This ad does just that. You can see at the very top of the page, they let you know this is an ad, but they do it a fun way. This is because The Onion is a satire website. Quick side note, I actually got to do a month of private coaching with Scott Dikkers, who founded The Onion. That was a really fun experience!
This native ad is written and laid out the same way as any other Onion article is. The headline points out how hard filling out tax forms is (hitting on a pain point) and the image shows a young woman relaxing. The words used in the article (chirping, complete address, intention, sinking my teeth) are over the top and funny.
The whole ad will then end up offering you a chance to have someone else do your taxes for you. My guess is that it will be a very large tax company because they probably had to pay extra to make this ad with the help of The Onion staff.
Podcast Ad Copywriting Example
Podcast Ad Breakdown
This one is interesting because it’s not really an ad but a sample of an ad. I chose it because it sort of shows behind the scenes of how writing ads work and what you want to go after when crafting your ads. But, if you listen closely, you will see that it is in fact an ad.
It’s an ad within an ad! Adception. What I like about this ad is that it’s “real”. It shows the hosts sitting at a table recording their podcast. The ad works quite well because they put you (the advertiser) into the experience of the ad. They let you imagine this ad as if it were for you with the whole “your name here” bit.
What also makes this ad work that I highly suggest every copywriter use is statistics and examples. They don’t just say lots of people listen to podcasts. They go over the numbers, share the growth trends, and even talk about the exact percentage of people who approve of podcast ads.
This really is a smart ad and I think we’ll all be better for studying it and seeing where we can emulate it.
Offline Ads Copywriting Examples
Now, we’ll move into the “offline” world and look at ads that exist in print, on TV, or on the radio. While online ads are growing, there’s still tons of opportunity to advertise in the “real world”.
Newspaper Ad Copywriting Example
Believe it or not, newspaper ads still are a thing. In fact, they work extremely well (so I’ve been told by multiple sources) if you are targeting the aging baby boomer market. This demographic still likes reading the morning paper (or at least the Sunday paper).
So, if you want to target that group at discount prices, then check out your local paper and see what kind of special’s they’re offering. Now, this ad to me is a bit boring if I’m being frank. There’s no imagery to draw the eye. The logo seems to sort of blend in to the background.
The headline is sort of spent on the words “Grand Opening”. Is that the most important thing you wanted to convey? Remember that – the headline should contain the most important info you want to convey. This is why I usually save my benefits for the headline.
This piece could be improved quite a bit. I would say what benefit there is for the reader. Vinage handmade arts and gifts is pretty cool. The fact that there’s over 50 local artists is cool too. You could play into the “support local” angle here.
A better headline may be something like, “Finally! Local arts and handmade gifts for the home.” Not my strongest work by any stretch, but this would at least get people to read more.
Magazine Ad Copywriting Example
Magazine Ad Breakdown
This is an ad selling a book, which are some of my favorite ads. I love selling ideas and words, it’s pretty amazing that we can do that as humans. It’s one thing to sell a physical item that performs a task or fulfills a duty… but words are concepts and ideas… not tangible. Anyway, I won’t go off on that tangent lol.
What jumps out to me with this ad is the book. I think the cover is really strong. The cosmic queries title pairs perfectly with the question mark shape of the cosmos. Whoever wrote this ad and laid it out was very wise to feature the book so prominently.
One thing about English speakers, is that we read from left to right. So, this ad actually sort of hits different because odds are you saw the book before you saw the headline. Once you see the book, your eye will most likely go right then look up and read the headline which further iterates the main gist of what you’ll learn in the book.
So this is a benefit driven headline, followed by restating the authority of who Dr. Tyson is and why you should care. It ends with another appeal to how delighted you’ll be with what you’ll learn – no matter your age.
My only gripe here is a stronger call to action. It’s available wherever books are sold, that’s great. But a website or something to push people to would have most likely resulted in more sales.
Radio Ad Copywriting Example
Radio Ad Breakdown
This is a fun ad from the good people over at Burger King. What I like about this ad is that it was designed to be heard on the radio. That’s a lesson for you as well. The same ad doesn’t work on every ad platform. You have to take into account the medium you are advertising on.
Now, this ad opens sounding much like a morning drive radio show. This is a great idea as people will tune in faster because now they think the commercials are over. We are greeted by Sandy and Carl who do sound like a comedy duo in some small midwestern market.
But quickly the tides turn and we realize it’s an ad for Burger King! And frankly, I’m ok with that because it feels like it’s gonna be funny… and it is! Within just 10 seconds, they stressed the point that this cheese burger is fresh and most importantly it only costs $1.00.
You should see a trend in almost all the ads we’re reviewing that you must pick one or two main ideas and just repeat those again and again. If you listen to this ad, guess how many times they mention $1.00? I did the tedious work of counting for you. Here it is…
I counted 4 times. They also hit the benefits of the burger. Flame broiled, cheesy, etc. This ad does a good job of getting the message across.
TV Commercial Ad Copywriting Example
TV Commercial Ad Breakdown
I’ll start by saying I’m not even sure if this is the real ad or not. I remember this ad being EVERYWHERE maybe 10 years ago or so. The key to this ad is the repetition and the demonstration. I also chose this ad because it gives us a great example of creative thinking when you are restricted by compliance.
This short ad repeats the phrase “apply directly to the forehead” over and over again. In fact, this ad has been spoofed and made fun of by nearly everyone out there. But guess what? This ad makes no claims at all. It’s just telling you how they recommend you use the product.
It doesn’t say it’ll cure your headache or any other claim that would get them in hot water. Instead, they show the product being used and they beat the message into your head. Some may even say they made the commercial so annoying that it causes the very headaches they claim to be trying to stop lol.
But either way, this commercial worked and ran for years and I’m sure made a TON of sales.
Postcard Ad Copywriting Example
Postcards are a staple of marketing. They are still around because they work. An interesting thing about postcards is that they tend to have a greater than 100% open rate. How is this possible? Because they touch so many people along the direct mail journey. From the printer to the person dropping them off at the post office, then the sorters and different USPS staff along the way.
And you don’t have to “open” a postcard to see it. It’s right out in front. That is what makes them great. Now, let’s break down what is going on in this postcard. The headline is decent, making a promise (implied) that you’ll be able to hear better. I always like going more direct though, if possible.
There’s a strong proof element showing how long they’ve served the local area. The key here is that they are targeting an older demographic where local support and longevity are important trust factors. The call to action is great and they know their audience well.
They stress to call either toll-free or the local number (again, showing how they are “close by”.) The picture is perfect, showing a happy couple that matches their target demographic. And what pushes this postcard over the top for me is the red starburst listing benefits for making the call. Save 50% plus get a bunch of free stuff.
I think if they wanted to test further they could run different postcards with these bullet points as headlines. Save 50%, Free Test Wear for 30 Days, etc. This will let them know what their customers actually want.
Billboard Ad Copywriting Example
Billboard Ad Breakdown
What’s to see here? Not a lot right? Well, here’s what we have going on here. Many times copywriters are left without a lot of space for their words. And as much as we love words, certain ad types require pictures to catch the eye.
Such is the case here with this billboard. On the left, there’s the Burger King logo. The idea here is to keep building up the brand. On the far right, there’s a picture of the Whopper in all its glory. So, together, the logo and the Whopper make quite a 1-2 punch to make the brand memorable.
So, how do us copywriters improve on that? We smack the favorite word of most people right in the center. FREE! Notice that’s the biggest word, right? So, this ad makes a direct offer because the Burger King audience is super warm. Buy one, Get one… FREE Whopper.
This billboard is super basic, but I bet it sold a bunch of Whoppers.
Direct Mail Ad Copywriting Example
Direct Mail Ad Breakdown
There’s a lot going on here. This is a direct mail ad that was mailed to someone’s home or place of business. Direct mail is a HUGE industry that I’ll write about further in future articles, but for now we’ll just stay focused on this particular ad.
You can see what people first see when they get the mailer is the headline “The Great Winter Service Event”. This to me is a little weak because it doesn’t really explain what it is or what it does for anyone. There may be a little bit of curiosity which can help, but I think it’s too vague to really create curiosity.
Considering that people actually do open the direct mail piece, you can see on one side they show an example of what your ad could look like (assuming you are in the HVAC business). The main part of the ad has a “cute” headline about warming up sales during the winter. I am not a big fan of cute, but I think they are speaking to a real problem faced by HVAC pros, so I’ll let it pass.
The strongest part of this ad is probably the claim, “Target Online Ads Increase Direct Mail Response!”… as that claim seems to be backed up by some proof. In the end, the “offer” they are making here is that with Primewarm, they will mail a direct mail package for your HVAC business and also include online ads that correlate or go with the message of the print ad.
I find the offer a bit convoluted myself, but it’s possible this would appeal to an HVAC owner who wants to turn on some “multi-channel” marketing in a quick and easy way.
Paid Sponsorship Ad Copywriting Example
Sponsorship Ad Copywriting Example
Many times you can reach out and get a paid sponsorship ad on a website, for an event, or for just about anything. In that way, there really isn’t a “style” of paid sponsorship ads. The real guidance on how to write paid sponsorship ads is to make it so the ad matches the style of the medium. While this is in the “offline” section of this article, please understand that the principles remain the same.
Remember, we call this appearing “native”. We can see here that Wendy’s has become a paid sponsor on this Buzzfeed page. Instead of just touting their burgers, Wendy’s sponsored this post about Animal Facts. While it may seem like quite a stretch to make the connection between animal facts and a Wendy’s burger, they pull it off.
They play on the idea that some facts are hard to believe, just like the fact that you get a quarter pound burger with the Wendy’s 4 for 4 meal. Notice, yet again, how Wendy’s (like all good advertisers) is offering benefits. They are touting the size of their burger with a great price. You get 4 items for $4.00 which appeals to a lot of people.
And that’s really all they focus on. They could have written more, but why? Their goal is to get you to believe one thing – a great value for $4.00 so when the time comes, you’ll buy Wendy’s.
Transit Ad Copywriting Example
Transit Ad Breakdown
Copywriting really is everywhere. Here we see an ad on the side of a bus. This is sure to be seen by thousands of people everyday as this bus drives around town. But the problem with bus ads is they are moving, so you don’t have much time to get your point across.
People can probably only make out 10 words on the side of a bus before it’s gone. So, in this ad Snap Deal had to make a choice. What is the biggest benefit they offer? Put another way – what is their core value offering? They made the choice to go with “Best Deals Everyday”.
That’s not terrible and it of course appeals to the value shopper in all of us. I think one small thing is the fact that the word .com is written on the side instead of under the words Snapdeal. Not a huge issue. If you look closely on the top left of the picture, you can make out what appears to be a woman holding shipping bags. This is a good visual that reinforces the copy.
Business Card Copywriting Example
Business Card Ad Breakdown
You may not think of business cards as ads, but they are. Sure, their primary function is to provide contact information, but they can do so much more. This particular business card does a good job of branding with a nice image of what appears to be a fish.
However, it falls short on the copy side. “Choose Your Path. We’ll Create It.” That sounds nice, but what does it really mean? I have no idea. I think this card could be stronger if we knew just a little bit more about what the Poke Story meant or was.
I decided to pull up the site and dig deeper. Turns out, this is a restaurant that sells sushi! It makes more sense now why they call themselves the “poke” story. Still, I think putting that they were a restaurant or a sushi bar would go a long way towards providing context for this business card.
Word Of Mouth Copywriting Example
Word Of Mouth Ad Breakdown
Word of mouth marketing is HUGE for most brands, but sadly, it’s not really talked about too much. Every copywriter is all about writing ads and paying for media placement. What if, instead, we put our copywriter hats on and focused on creating a word of mouth campaign for our clients? What would they be like?
Believe it or not, over half of all consumers (according to SDL) share their positive experiences with a company on their social media accounts. That means every positive customer experience could potentially turn into many more.
One of the best ways to make word-of-mouth advertising work better is to focus on creating positive experiences that get customers talking. You can sort of “cheat code” this by paying a social media influencer to start talking about you – or if you are looking to do it on the cheap you can send them your products and hope that they feature them in one of their posts. I did find this ad in an article from Oberlo.
This ad has good things going for it. The image is weird and goofy. This attracts attention. AT the bottom it says “Wait 15 Mins.” This is cueing up curiosity. The ad copy does good work making sure that you don’t feel bad for getting acne or skin issues and that’s it’s just natural. Then, she moves into talking about how to use product and how it helps her.
If the product is good, it will be used and then talked about. Products that really change your life or your appearance are primed for good word of mouth advertising. If you’re writing a campaign for any of those type products, really think about how to make the customer experience excellent in order to drive better word of mouth.
Street Sign Ad Copywriting Breakdown
If you’re in America, you’ve probably seen the “We Buy Houses” street signs placed all over town. There’s a reason why you see those everywhere… they work. Now, whether they are legal or not is a question up to each city or municipality.
Let’s look at this sign though and rank it’s copy. I actually like it a lot. The headline says exactly what they do. They place signs and then they give a HUGE benefit… “so you don’t have to”. In just 8 words they explain what they do and give you a massive time saving benefit.
Then, to bring it home, they give you a phone number to call which is an implied call to action. I have to say, this sign probably works like gangbusters for people who want someone else to place signs for their business.
Brochure Copywriting Example
Brochure Ad Breakdown
Overall, I like this brochure. There are some tweaks I would make, but it’s good to go as is for the most part. The front page is strong with an image of their target demographic (relatable) plus a good headline that offers their main benefit.
I like the wording of “retire in your own home”… I wonder if they tested that or heard it often because while it’s not a “natural” thing to say, it really says a lot. The middle flap (left hand side) is where I think the copy is the weakest. Part of that may be due to compliance issues, though.
I like that they offer a free assessment, and this is valuable to people who are going through this phase of life. I think they get very vague when they say they will help you “reach your full potential”. I would like something more concrete here if possible.
The “values” section is also a little questionable to me. I often think that 99% of “values” companies say they believe in shouldn’t be anything special. They should exist anyway. Would you want to work with any company who wasn’t knowledgeable or professional?
The back flap (middle) is good. They share locations and have a pretty good call to action, “Call us Now”. I like the little add on about options available for snowbirds. I would suggest trying a newspaper ad with that kind of a headline.
Direct Response Copywriting Examples
We’re now going to move into a whole new world. Direct Response copywriting started with long-form ads in newspapers and turned into long-form sales letters and magazines that were mailed to everyone’s homes. Lovingly known as “junk mail” it wasn’t long before these types of ads ended up on the internet.
I cut my teeth writing long-form direct response ads, so this is my area of specialty. And the cool part about these types of ads is that once you know how to write them well, there’s a lot of options that come open to you as a business owner or as a copywriter.
Headline Copywriting Example
This is such a good headline because it brags while remaining understated. What this ad is saying (without saying it) is that the car is built so perfectly that you won’t believe how quiet it is. There’s also some fun going on here in that the loudest noise comes from an electronic clock.
Well, we all know an electric clock doesn’t make a noise. So, our brains are given the chance to make that connection and then WE have the thought – wow, even traveling at 60 miles an hour, this car is as quiet as a church mouse.
That’s one reason why this ad performed so well. It allows the reader to make the connection. Ogilvy didn’t tell the reader – hey this car is quiet! He left them figure it out… and that sort of realization makes it more likely that the reader we believe it because “they” thought of it.
Lead Copywriting Example
A lead is the copy written right after the headline that further pulls you into the “story” of the sales page. There is a book called Great Leads by Michael Masterson that I strongly recommend you read if you have the chance. In the book, he breaks down 6 different lead types, when to use them, why to use them, and most importantly how to use them.
This particular lead is not one that I love from the “conspiracy” angle. But you can see how it pulls in the reader. It calls out “Patriots” who care about survival because of their fear that the government is going to do something bad.
This type of lead (to me) is what is known as a Story lead. It draws you right into the action by telling you a story. Look, something is going on and I think FEMA is involved. For those who don’t know, FEMA is a US gov agency that stands for Federal Emergency Management Agency.
The writer of this ad plays up the “us vs them” angle and makes sure that the reader knows that “FEMA” is up to no good. Later in the letter, you find out that someone from FEMA sent them an email about buying some of their supply… something I think is probably pretty normal.
Nonetheless, the owner of this company took that as a threat (which is his right, I suppose) and this letter was born. This works because it’s a pretty direct offer, there’s fear that FEMA is gonna buy up all the food and you won’t be left with any (scarcity) and also urgency to act now before FEMA buys it all.
The story ties it all together so it seems more believable. I don’t condone or like these types of ads, but they really do work.
Sales Argument Copywriting Example
Sales Argument Breakdown
The sales argument is the “logical” part of your sales message. It explains why what your saying is true, but even more than that, it lays out in methodical order the chain of beliefs you need to accept in order to “buy in” to the argument being made. Once you’ve bought in, it’s a lot easier to then buy the product being sold.
I wont break down the whole sales argument here, but I want to help you think about how this works so you can ethically apply it to your business or copywriting projects. The writer of this ad believes that first and foremost you must believe that FEMA is trying to buy up the remaining supply of food.
To do this, they layout the story then present the email that was sent from FEMA asking how much supply they have on hand and how much they’d sell it for. If you believe this step, then they move on to the next step in the logic chain.
I didn’t include it here, but next they move into why relying on the government for help is foolish (this part I agree with lol), then they move into why you can’t just buy grocery store food and hope to be ok. This company creates food that lasts up to 25 years – which is way better than anything in the grocery store.
So, one by one they present the claims they want you to believe… then they present you with the proof or reason why that claim is true. And if you believe all the claims, then you must buy the product now!
Proof Copywriting Examples
Part of the Sales Argument is proof, but there are other places we want to use proof throughout our website or sales copy. There are many different types of proof, but a few of my favorites are authority and social proof. Authority is referencing other people or brands who like your product or use it.
In this image above you can see images of brands like Best Buy and Microsoft. The idea is if this product is good for them, it must be good for you. Then there’s social proof in the form of testimonials. There’s a testimonial from someone from Microsoft and Sharepoint. This is sort of a twofer. Social Proof and Authority in one.
Make sure you review your copywriting and look for areas where you can include more proof. Also, if you make a claim, immediately back up that claim. Nothing is true if you don’t back it up in the mind of the prospect.
Bullet Points Copywriting Examples
Bullet Point Breakdown
Bullet points are powerful. They create desire, they stoke curiosity, and they ultimately help push people over the edge to go ahead and buy the product. I love writing and talking about bullet points. To keep this article from getting too long, I’ll pick 2 o 3 of my favorites and explain why they work.
“Based on more than $1 billion and 40 years worth of scientific direct response tests”. This bullet is all about PROOF. His ads were tested in the real world spending over $1Billion, plus over 40 years’ time. And these weren’t just any tests, they were scientific. This bullet wants you to know that Gary is the real deal.
“Guaranteed to be 50 times its cost… or you pay nothing.” Again, a powerful bullet from the master. This bullet gets rid of all the risk. In fact, it puts more risk on him. Not only do you need to enjoy the course, but you must also get at least 50X the price back by putting it to use or you can get a refund. Talk about putting your money where your mouth is.
“Only 2000 Sets Available”. Good old-fashioned scarcity. Only 2,000 people in the world will ever get their hands on this material. It actually makes me feel better right now knowing that I am one of those 2,000 lol. Scarcity really works when it’s real. Also notice that Gary didn’t oversell this. He just stated the fact. That makes it more powerful than wrapping it up in some fancy copy talk.
Offer Copywriting Example
It’s important to realize that an offer is what makes the sale happen. Too many people write good copy, but then don’t make a clear offer. Throughout all these breakdowns I have stressed the importance of a good, clear, call to action and that is never more important than in the offer section.
This ad hits all the hallmarks of a great offer. Notice first that the “offer” is not just the price. It’s also when you pay, and how you pay. One way to turn around a struggling product is to make the offer more palatable. You can do this by introducing a pay-plan like Lasalle Extension University does here.
The wording of this ad is old, so it doesn’t sound as good to us modern readers. But I’ll point out three things I really like about this offer. First – it uses scarcity by only selling 1,000 copies of this Law Book Set. And once they are gone, we are lead to believe that’s it.
Next, they stress that they are offering a discount of $26.00 which back then I’m sure what a lot of money… way more than it is now. This tactic still works extremely well. People love sales. The third thing I really like about this offer is that they let you order it completely risk free.
You can send for the books, get them mailed to your house, and use them “as your own” for 7 days. Then, only if you are happy with the books, do you pay anything. And you don’t pay in full, you simply send off $4.00, then $3.00 per month until the balance is paid.
It pays to make great offers like this. It’s so easy to say yes. They even stress that in the copy. Send back the coupon – don’t send any money! The coupon cut-out also does an amazing job of restating the offer and upping the scarcity and urgency to get the offer right away. Words like “now”, “act quick”, and “this offer is limited” all amp up the need to buy now.
Close Copywriting Example
The close is your last chance (besides the PS section) to reiterate why it’s so important that the person reading or watching go ahead and buy your product or service. You want to use this space to really hit home on the benefits of the product/service. And more than that, you want to give the prospect a “taste” of how good life can be.
This Jay Abraham letter does a great job of this. He makes a bold promise, that if you apply what you learn, he can virtually guarantee your success. He frames it within a time horizon. It won’t take months, but might just days to take in all this business building knowledge.
Notice in the letter (this is very powerful) that he paints a picture of your ideal future. The tense changes to future… this is called future pacing in Neuro-linguistic programming speak. You’ll be transformed, you will have a sense of certainty, a year from now you’ll look back…
The year from now look back language is particularly strong because it causes the prospect to imagine a future of prosperity in their business. They look back and are basically thanking themselves for making such a smart decision today.
Notice as well, the close really just restates the benefits over and over. You will want to use your close to hit home again on the benefits and advantages of your product. But more than that, talk about how their life will be different or better AFTER experiencing the benefits. That is how you take your copy to the next level.
Guarantee Copywriting Example
If you want a successful online promotion, you pretty much need to have a guarantee. A guarantee simply states that you will give the customer back their money if they aren’t happy. In this day and age, it’s pretty much a requirement. Part of this is because online transactions aren’t face to face, so there is a trust factor that must be overcome.
This guarantee hits all the main things a good guarantee should have. First, it has a headline that states what the guarantee is in plain language. 1 year 100% money back guarantee. The second great thing about this guarantee is the time frame. 1 year is quite a long time. I have always heard (and see in my own companies) that the longer the guarantee period, the less refunds you’ll get.
People like having time to “experience” the product before making their final decision. The third thing I really like about this guarantee is that it tells you what to expect from the product. It’s another chance to share the benefits of the product. Reduce pain, numbness, burning, and tingling. Double points for including the benefits again… and guaranteeing them!
Another key to a great guarantee is making it so the customer doesn’t even need a reason. Some people are afraid to have to explain why they want a refund, so they won’t even purchase in the first place. This copy helps to get rid of that fear.
And this guarantee also ends with a bang. It reiterates benefits again and sort of uses a “close” tactic. The two choices close. Look, either this thing works and your life changes or it doesn’t and you get your money back. You have no risk whatsoever. So why not try it? Powerful.
Testimonials Copywriting Example
You really can’t “breakdown” testimonials, so instead I’ll use this space to explain why they are important and go over different locations to include them. Testimonials work on sales letters (and landing pages, etc) because people are more likely to trust someone else over the company themselves.
Obviously, when we write ads we tout all of our benefits and how great we are. But the market is jaded. They’ve seen it all and have been hurt before. That is where testimonials come in. They provide “social proof” that you aren’t taking that big of a risk here because others have been here before you and they are happy with their purchase.
Notice on these Baremetrics testimonials, they include the logos of the companies the testimonials come from. This is another form of social proof and if you’re in this market, you will likely know at least 1-2 of these companies.
Another ninja tactic that Baremetrics is doing is they are highlighting the most important part of the testimonial, which is the benefit the customer received. Increased MRR, gives us insights, setup was easy, friendly support, adjust to fix churn, etc.
Notice as well, that the testimonials almost all share different benefits of the product. So, when choosing testimonials try to look for different messages that speak to the different benefits your product can offer.
Finally, when it comes to testimonial placement, there’s no hard and fast rules. The main thing you want to realize is that testimonials are a dead giveaway that you’re selling something. So, don’t put your testimonials in before the prospect is ready to “be sold”. The opening of the sales letter is all about getting attention and building desire, so you don’t want them too soon.
You can use them if you are blatantly going for a sale and just want to build social proof. I’ve seen this often used in the opening of video sales letters where you put together a montage of people sharing their results. One caveat here is though is that usually those testimonials are rather vague and curiosity building, as opposed to specific and “giving away the details” of the product or service.
For example, look at this blue blockers sunglasses testimonial based ad. Notice how the intro seeks to build curiosity to get you to keep watching. Yet, these are a form of testimonials.
PS Copywriting Example
This is a great piece of “connection” based copy by Frank Kern. Frank uses the PS to relate to the prospect in a very human way. “If you’re like me, you skipped to the end”. Instantly, this connects the prospect to Frank. Then, Frank uses the PS section to restate the offer.
No fancy language at all. Just the facts. It’s a 68 page book for $5.60. He then reiterates the benefits and gives his process a unique name – “Stealth Persuasion”. Remember, when writing a letter. Use the PS to restate the offer and the benefits. And it doesn’t hurt to include another order link too! 😉
10 More Bonus Copywriting Examples
Here are 10 more copywriting examples looking at emails, Facebook Ads, and more. These breakdowns are to further help you gain experience learning what works and what doesn’t work.
Email Opt-in Copywriting Example
Email Opt-in Breakdown
Here’s a landing page from the political world. Whatever your feeligns on Bernie, his campaign did some incredible things as far as creating a grass roots effort that raised a TON of money. And all that started with email opt-ins like the one above.
Notice the two different types of opt-ins. This shows that they were testing different options. It always pays to split test. The first one is going after people who they want to be more involved. It asks for volunteers, etc. I don’t think this one did as well (in my opinion) because it’s too specific. But it probably did create the highest quality lead.
The 2nd form goes broad and probably brought the volume. The offer is to learn about Bernie’s position on a specific matter – income inequality. While the quality of this lead most likely wasn’t as good, the volume probably made up for it.
And after the person enters their email address, look at what they do next. They instruct the person to confirm their email. Plus they give the person an option to follow them on social media. All in all, a great strategy here.
Another Email Copy Breakdown
Subject line here is decent. It’s playing on the nostalgia factor. This is a program I bought many years ago and it’s coming back again. The subject line explains that. As we move into the email copy itself, there are a few things going on here.
The email opens with authority by referencing “stars” of the digital marketing industry like Mike Filsaime and Andy Jenkins (RIP). The email then goes onto tell people (who might not know) what Webinar Control is and more importantly what it does. It helps you run better webinars.
They do a good job with the Call To Action by saying “click here to…” although sometimes using the phrase click here in an email can lead to spam blockers preventing it from reaching the inbox, so be careful with that.
I also think a PS would have helped this email a little bit. Maybe a reminder of the good old days and how you can finally get your hands on this powerful training if you missed it the first time. You could even talk about how much money your business lost out on if you didn’t use webinars “back then”…. and to not make the same mistake now.
Yet Another Email Copywriting Example
Another Email Breakdown
I wanted to show a more graphical email this time so you can see other examples. I personally prefer text based emails as they come across more genuine, but when you are building a real brand you should include some graphical stuff, even if it does slightly lower conversions.
The subject line was really good. It even used a sad face emoji to grab my attention. And it went with a fear based angle: ☹ Michael, attention please: your software is about to expire. This definitely will drive the opening of the email to see what software is about to expire.
This email does a good job of showing off the branding of the company. I am not a huge fan of the headline at the top. It is trying to be cute when they should have restated the subject line in some way. Attention: Your Internet Security Is At Risk. Act Now To Fix It.
They do a great job, however, of offering me a discount for upgrading. This is a great tactic and usually works as people love saving money. Finally, they let me know the benefits again of the product but notice that they actually focus on the features instead of the benefits.
This is a good lesson. What does shield against spyware and online threats do for me? I would add to that line, “so you can browse the web safely and securely knowing your private information is protected.” See, you want to always turn every feature into a benefit.
Space Ad Copywriting Example
Real Space Ad Copywriting Example
Space Ad Copywriting Layout Breakdown
I just want to quickly point out that a “space ad” can really be any kind of ad. Instead of doing another breakdown of a copywriting example, I want to go over something equally important. When you are designing banner ads and other forms of space ads, remember to think of the ad will actually end up being used.
Like we talked about previously, you want your ad to appear as “native” as possible. There’s a reason why Facebook really took off when they started adding “newsfeed” ads. These ads appeard just like a Facbook post so they were consumed in greater quantities. So, whenever you write or design an ad, make sure you match it to the channel you’ll be advertising on.
Another Space Ad Copywriting Example
Another Space Ad Copywriting Example
I’m not a huge fan of this ad. It actually took me 3-4 looks to finally realize that the text above is actually part of the ad. My eye was drawn to “Don’t let it go unnoticed”. Part of the problem here is that the real headline is in a different font so it almost appears like another ad.
The real headline is “Your talent is amazing”. I see what they are going for here (appeal to ego), but I think it falls short. A way stronger headline is the more direct approach which they mention, but not until the end of the ad. Why not try, “Save 28% On Your Next Domain Purchase” then go into the talent talk to those who are drawn in by the savings.
Again, it’s all a trade-off. The button text might be stronger as well if they reiterated the call to action to something like “Save 28% now”.
Facebook Copywriting Example 2
Facebook Ad 2 Breakdown
For this Facebook ad breakdown I want to focus on two things. First is the fact that it’s a video ad. You can see in the picture that Russell is holding his book in his hand and the book is featured throughout. This is a great example of showing your product so people can visualize actually holding it and using it.
Secondly, notice all the times there is a call to action being used. On the video itself, it says “Get Yours Now!”. The headline of the ad is Get my best selling book for free, and the button says “Sign Up. In a very tiny space we have 3 different commands to order the book. This works powerfully because when writing ads we need to grab attention and direct that person off the page they are on and onto our site.
Multiple calls to action help make that happen. Use them as much as you can without going too far.
Facebook Ad 3 Copywriting Example
Facebook Ad 3 Breakdown
I chose this ad because it’s a good example of using controversy to drive attention, clicks, and “PR”. Hulu has tons of titles they could advertise – but they chose to advertise a documentary on Greta Thunberg. Why? While her story is rather remarkable (as far as her young age), generally speaking you wouldn’t think a film about her would appeal to a mass audience.
But what this film does do is stoke the political emotions that are happening right now in America and other parts of the world. So the ad begins with making a very bold statement. She is a force of nature. If you agree with Greta, you are excited. If you don’t, you are angry. Either way, you’re probably commenting, liking, and sharing this video. Though the likes will range from a heart to an angry face or even a laugh… it’s all engagement.
The picture is also very well done too. It’s a close up of her face which is perfect for the aptly named Facebook. This is a strategy Hulu can employ over and over again with all their different titles. It’s an endless well. Notice too that they make it super easy to get started. “Start Your Free Trial”. Great call to action with an easy committment.
Instagram Ad 2 Copywriting Example
Instagram Ad 2 Breakdown
There’s not a lot going on here because this ad is more about creating a brand impression as opposed to a direct sale. What’s good about the ad is that it focuses clearly on the product. It’s easy to make out the product and even if you aren’t aware of it – Hershey’s will be getting in your brain now.
The subtle thing they do here as well is focus on the healthiest aspect of a Hershey bar – the almonds. We all know that eating a chocolate bar isn’t the best use of our daily calories, but hey – it’s got almonds! That’s good for your heart or something right?
They end the ad strong with a “Shop Now” call to action.
YouTube Ad 2 Copywriting Example
YouTube Ad 2 Breakdown
This is a cute ad and the reason I picked it is because it’s different than most ad styles that we see online. In the online world, many ads are in your face and very focused on features, benefits, and pain points. This ad goes with what is really the strongest way to connect with your prospect – a story.
The scene opens with rain (always ominous) and their dog is lost. If you own a dog, you know this is one of your biggest fears. But have no fear! Here comes the Toyota Venza to the rescue. Instead of talking about the features and benefits – they show the features being used to help save the dog!
What better way to feature your product than to turn it into the savior of your dog. You get a beautiful reunion scene and you’re feeling happy. All that happiness then comes into focus on a close-up image of the Toyota Venza logo and name. There’s a lot of emotional transference going on here.
While this ad doesn’t have a direct call to action, its purpose is to give you good feelings towards Toyota and this car in particular. In the future, you may be more likely to purchase a Toyota and this ad helps to play a part in that eventual decision.
Your lesson here is to use a story to show your product as opposed to just writing an ad that explains your product.
Snapchat Ad Copywriting Example
Snapchat Ad Breakdown
I wanted to show a Snapchat ad but they are very hard to find or save. This is a good copywriting example at least because it covers the main point. Much like an Instagram Story Ad, you want to use movement to grab the attention and eye of the viewer. Notice how the products move in and out of the frame and turn and twist.
This is a great strategy to stop the scroll as it were. The thing i like a lot about this ad as well is that they lead with a clear call to action/headline. Get up to 80% off retail price. While this doesn’t always bring the best customers, it will drive clicks and hopefully results.
The use code “SNAP” is smart too because it makes the prospect feel special and also can further help with tracking the ad manually should that be needed. They include their brand name in at the end which is good. The final lesson here is to focus on one message for the whole ad since it is so short.
Instagram Story Ad Copywriting Example
Instagram Story Ad Breakdown
This is the last ad we’ll be breaking down on this epic copywriting examples article. I’ve enjoyed our time together. Let’s do this one together, shall we? I would love to hear your thoughts on this and what you liked and didn’t like. Leave a comment below and breakdown the ad from your perspective. I’ll go first.
I like that it opens with a strong headline “change your life for good”. Could it be stronger? Sure, but I’m sure they are dealing with ad compliance issues and this is a happy medium. They also use the classic before/after picture – which may actually not be compliant with Facebook policy, but it’s hard to keep up as they are changing the rules constantly.
Anyway, it’s a great way to grab attention and show proof at the same time. Once they have your attention, they move into some features like follow quick and effective workouts. They should explain what that means for us though… right? Then they show us the app is use. A demo is always good.
Another feature (instead of the benefit) then a sort of weak call to action. “Your transformation starts now” doesn’t mean much to me and it doesn’t tell me what you want me to do. But all in all, I am sure this ad gets some installs because the opening image proof.
Final Thoughts On All These Copywriting Examples
Wow! We made it. If you read this far, I want you to leave a comment letting me know you actually read everything. I certainly hope that you learned something and that you can no go out and write a much better ad using these copywriting examples as your guide.
The main takeaways for me from this exercise have been:
- Focus on one major benefit.
- Drill how that benefit helps the prospect in a tangible way.
- Have a strong clear call to action. Tell the prospect exactly what you want them to do.
- If you can choose an image that either appeals to the target prospect or looks like the target prospect.
- Fit in. The more “native” your ad looks to the platform, the better it will work.
- Keep your copy “clean”. There’s no need for long sentences or odd phrasing. Just say what you mean.
- Don’t try to be too “cute”. While cute can work if done correctly, it’s extremely difficult to pull off.
- Rember that story is a great way to share what your product can do without blatantly stating benefits
I tried to cover as many different types of ads as possible. If there’s something I missed that you really want to see, then reach out via comment or the contact page and let me know. I’ll do my best to add it to this list so we can keep it growing.
If you enjoyed this, please share it on social media and spread the word. Thanks for your time and as always, I am here to help. Feel free to reach out.