Marketer’s writing checklist: how to create ad copy that sells. 9 steps and 4 models

Marketer’s writing checklist: how to create ad copy that sells. 9 steps and 4 models

Hi, everybody! Today I’d like to talk a little bit about how to write an ad message or text. This knowledge is very important because any advertisement consists of text. Audio, video, text on images, leaflets, articles, website pages, banner message, etc. – All this is based on the text. A good selling text can increase the conversion of your advertising tool (site, ads, articles, etc.) in times. 


Before determining the place of report motivational information should find out how to do that advertising sold better. Below we will talk about proven methods that allow entrepreneurs to get the best results. I will say right away that I am not an advertising genius and have not invented anything myself, the methods in this writing checklist have been invented for a long time and have already proved their effectiveness!

What are the advertising texts for?

Writing any text, even as simple as a banner text, is an art. And on the way to success, a copywriter will make many mistakes before he learns to create competent, interesting and, most importantly, selling texts.


The copywriter is a specialist in the development and compilation of advertising texts, announcements, etc.

Advertising as such has existed for more than one hundred years. Even in ancient times, people used advertising to attract potential customers, for example, sellers at fairs composed sound and funny poems to attract the attention of the buyer.

Since then, the aims of the advertisement text have not changed at all and the copywriter has the same tasks: to demonstrate the benefits of his product or service and to motivate the customer to buy the product or service.

Advertising, created for demonstration, should draw the attention of the client, accustom him to the appearance and sound of the brand so that the buyer has the image of the right product in his head. This is what the advertising campaigns of most major brands are focused on.

Advertising, created to convey the ideology of the company to the consumer, the so-called philosophical advertising. It designates the advantages of any company over its competitors.

Advertising is created to expand the client’s idea of the company’s sphere of activity.

Motivating advertising aims at a direct response from the customer. That is, after watching the video or reading the text the addressee should be willing to call and order a product or service, etc. The effectiveness of advertising directly depends on the success of your business, so do not neglect such a powerful development tool.

What is the difference between a bad and good advertising text

At first glance, it seems that writing advertising texts is easy. But in fact, it is not all so rosy. Look around you: our world is full of advertising. Wherever you look, you will find examples of advertising texts: on the street, on public transport, on social networks, etc. Some ads have a juicy headline, while others you haven’t even noticed, let alone a desire to buy something. This is the difference between a good ad text and bad and ineffective.

Bad ads give you dry information about a product or service.

This is what almost most commercial ads look like. Agree, a not too attractive offer, while there is no doubt about the high quality of products. This text is rather pale and is lost among the total mass of such ads.

And if you try to slightly change the presentation of information?

Well? It sounds much better, doesn’t it? Such an ad will attract the attention of a potential buyer. And if he is not going to immediately dial the company number, then, at least, will remember its name and when he needs these products, most likely the choice will be in their favor.

In any case, you need practice and over time you will learn to write the best promotional texts that will cause the buyer an immediate desire to buy a product or service.

The structure of the selling text

Remember how in school we all wrote essays following a strict text-building plan? It is the same here, although the structure of the advertising text is slightly different from the school essay.

Any selling text consists of simple elements:

  • A slogan that can stand both at the beginning and the end of the text;
  • Title (a capacious phrase that attracts attention);
  • The main text (the main element of the text);
  • Echo Phrase (the final element of the text).

When writing any text, try to structure it, i.e. divide it into logical paragraphs and, if necessary, highlight subheadings. All this is necessary to make reading easier. Agree, because no one is interested in reading huge, boring sentences, length of a whole paragraph.

When forming sentences into paragraphs, try not to make them too long either. The optimal size for a paragraph is 30 to 50 words. Less is not necessary, no more. Approximately every 3-5 paragraphs can be separated by subheadings so as not to tire the reader.

It is not superfluous to use lists in the text (numbered or marked). Highlighting the information in the list makes it easier to assimilate the information.

Imagine that all the information you want to present in the text looks like a pyramid. You should give it out starting from the base, i.e. the most important one, gradually moving to the secondary one.

Be sure to specify the company’s contacts in the ad, starting with the address and phone number, as they are basic (people do not always have the opportunity to use the Internet). It is desirable to leave all the contacts and additional information: e-mail, website address, travel plans by car and public transport, office opening hours.

There is nothing complicated in the structure. The main thing is to choose the right words, because, as you know, a word has huge power, and can both wound and heal.

How to write an advertisement text and make it sell.

To answer the question of how to write selling texts, you need to understand what you are writing them for and for whom. And for advertising texts to become effective, you need to write them correctly. Of course, not everything will work out at once, but with some diligence and training, after some time you will be able to write decent and effective texts. And in the meantime, you can use the following writers checklist.

Step 1: Determine where the text will be published.

Where you are going to place your ad will depend on its size, style, presence or absence of pictures and video. Adjust your text to the selected advertising space:

As a rule, ads on social networks are limited to one or two sentences, so learn to formulate clear and concise phrases;

You’ll probably already have a paragraph or even a column in the newspaper format;

For a web page, the volume of text is becoming quite large, already several thousand printed characters.

In any case, any format involves clearly defined thoughts, specific information and a minimum of unnecessary words.

Step 2: Adapting to the target audience

Think about who will be your main customers. Of course, it would be ideal to write such a text so that after reading it anyone would immediately want to buy your product.

However, in real life, it is almost impossible to write a text that would equally attract the attention of, say, a teenager, an informal, as well as literary critic. Since these categories of people differ in their habits, behavior, manner, and style of communication, they will be attracted by absolutely different texts.

Choose styles of advertising text should be based on the purpose of your advertising, ie, for whom and for what you write this text.

Any text can be classified as one of five styles: scientific, business, journalistic, artistic and conversational. When writing an advertisement should not use the first two, because their effectiveness will be zero. Most texts are written in a conversational style.

For example, when creating advertising texts for intellectuals (scientists, artists, etc.) use literary language, elegant and correct speech.

And conversely, when writing a text for young people, it is worthwhile to use a more informal, understandable and pleasant conversation style for children and teenagers.

Step 3: Formulate a headline

This stage of the writing checklist can become the most difficult in writing an advertising text because the headline that attracts attention is already half the success. If the title of your promotional article will be unclear or uninteresting, the reader will simply pass by without being interested in the product.

Therefore, it is very important to formulate a short and at the same time capacious title. As marketing research shows, names with an emotionally negative coloring are more attractive. By using this little trick, you can create great titles and attract the attention of potential customers.

Avoid the obvious questions in the title like: “Want a new coat?…. There are millions of questions like that in the advertising world and they’re already boring the consumer. Try to come up with intriguing, emotional headlines that are difficult to pass by.

And for your shocking, mysterious headline not to look like a lie, it is immediately followed by a sentence-link to the main text, which will be the whole essence of your product or company. This link is needed to keep the buyer’s attention, so he would want to read the text to the end. 

Step 4: We invite the customer to buy a product.

At this step of the writing checklist you will have to manipulate the consumer to make them want to buy your product. Make the person think they will live a much better life by getting your product or using your service.

And here again, you can play on human emotions. Excellent tools will be feelings of nostalgia for childhood (“…pancakes like Grandma’s …”) or taking care of the client’s health (“…easy to quit smoking with our help …”), etc.

Step 5: Formulate small sentences and powerful phrases

This is how the quality of an advertising article is determined. By formulating small, easy to understand sentences, collecting them in small paragraphs and paragraphs, you create an effective, easy-to-read text. Try to avoid cumbersome, compound sentences. After all, if the client loses interest at the very beginning of the ad message, the effect of such text will be zero.

Step 6: Focus on benefit, not comparison

Many copywriters make a similar mistake: in their advertising texts, they compare a product or service to a competitor’s similar product. This is not quite effective. It will be much more useful to talk about the direct benefit that the customer gets when ordering a product from you.

Build your advertising text by focusing on the consumer rather than the product.

Step 7: Use feedback from other customers about your products or services.

Often a very powerful incentive to buy a product is someone’s positive feedback. Therefore, when writing promotional texts boldly use this tool to attract customers.

If your ad will consist of a third of customer reviews, it will increase its effectiveness in several times.

Step 8: Attract attention with a small bonus, limited in time.

“Free” bonuses are an integral part of any advertising that has a powerful psychological impact on the consumer. All of us are very pleased to receive gifts and bonuses.

So if your product costs more than 1000 rubles, try to accompany it with free bonuses or small gifts. But only these bonuses should be limited in time. The word “now” produces an effect similar to that of a sale, and stimulates the client to buy a product or service.

As a bonus, you can use something not too expensive for you, but useful for the client.

Step 9: Simplified ordering procedure

The sequence of actions should be extremely simple and clear: “Make a call right now…” or “Fill out a simple order form…”. For fast ordering, everything must be as clear and easy as possible.

Advertising text creation models

Now that we’re done with the writing checklist, let’s take a look at text creation models. There are many models of writing advertising texts, but let’s list the most basic ones below.

ODC model

It is popular and suitable for short selling ads for 3-4 offers.

If the text of your advertisement is limited and you can’t sign the entire offer, this model will be an effective alternative. This model is ideal for contextual advertising, banner text, on message boards, flyers, business cards and so on.

ODC stands for Offer, Deadline, Call to action.

Offer is a kind of profitable offer that is made to the client. Ideally, it should stand out among competitors’ advertisements, e.g. in terms of the properties of the product, its benefits to the client and the uniqueness of the trade offer.

Example: 53% off on selected products, 3 for 2 and so on.

These are the ad message that instantly create value for the customer.

Choose your offer, which will be the most attractive for customers, and also find an effective way to communicate it.

Here are some working examples: “first lesson free”; “editing free” and so on.

Deadline. If its goal is to attract attention, then the restriction motivates the client to buy right now. In other words, its goal is to make sure that the person does not postpone the purchase “for later”, and bought the product, used the service right now.

The 2-3 day time limit works very well.

Example: chairs for $0.99 each, sale ends tomorrow

It’s much easier to change deadlines online. For offline advertising it is a bit more complicated, so often the terms of shares are extended to several weeks.

Call to action is an explanation to the client what they need to do right now to get the result they need (buy your product).

Example: buy with a discount! 

Nowadays, due to the large flow of information, a person needs to explain step by step how to act. Perhaps you have noticed how effectively the orderly tone of communication works.

Ordering “come here”, “do something”, and you will see that people willingly obey because they do not need to clog their heads with a bunch of secondary things. They’ll gladly shift the responsibility of decision making to you.

Advertising is exactly the case when the client does not care. He needs a solution to some problem, and you have to provide it, explain what you need to do to get it. Make it easy for your clients, tell them how they will simply cooperate with you.

AIDA model

If you need to write a selling text or letter, then use this model. This is the way to write selling advertising text, based on some verification criteria that affect the potential client.

Attraction – attract attention, you should implement the first part of the text. Your goal is to “catch” the attention of the client. The best way would be a screaming headline, throwing an offer.

In the first paragraph, you motivated to continue reading the text, revealing some secrets, create a kind of “trailer” to the text. This is what many media do.

Interest. You need to generate a potential client’s interest in your products. Well, sign the prospects of using your products and the negative consequences in case he tries to do without them.

Share your own experience: a personal example that always bribes other people off.

Be sure to write down the benefits of buying your products in this part of the text. It is known that people do not buy for a drill, they need smooth holes. Sign the opportunities and prospects of the customer, if he will make holes in the wall it is your drills!

Deadline. We have already noted that this is a limitation. You artificially create a shortage of supply, a buying frenzy for your products. Most often it is a time or quantity limitation.

Since you can write a detailed text, please describe the reasons for the restrictions. Tell the customer why there is a shortage of goods, why the time is so limited, and so on.

Action. What does a person need to do to buy your product right now or get a result in the same minute?

Fine, if you give the customer a choice.

According to the AIDA model, your actions should be in the following sequence:

  • to draw attention to your product;
  • challenge interest, desire to buy your product;
  • setting limits at the peak of the desire for a person to want to buy now;
  • explaining to a potential customer what they must do to get the product now.


 This model will be effective for online stores, sites, etc..

GEVA model

It involves influencing the emotional component of a potential client. This model will work both on paper and orally.

According to this model, you will need to sell the right hemisphere of the potential buyer’s brain. This advertising is good because emotions are determined by the right brain hemisphere, which you will influence.

Let’s decode the acronym GEVA.

Goal. You choose which goal you pursue, what you will describe to the potential client, formulate the result to which you are trying to lead the client. Formulate a clear goal for yourself, what you want, what result you want to achieve, what the client should do, etc..

Emotion. You must define the emotion that will sell the product. Emotionally outline all the benefits that the client will receive, be sure to tell about the process of manufacturing and use of the goods.

It is necessary to understand that the number of basic emotions is extremely limited. Make an emphasis on fear, love, superiority, power, greed, pride.

After setting a goal, setting the right emotion and describing their benefits, you can move on to the next, practical, stage.

Visualization. At this stage, you need to draw a certain picture that will evoke the desired emotion and at its peak, you will only have to complete the deal.

In the picture that you create, the world to the potential client should be comfortable, warm from your offer (goods, services). Convince the person that he will receive all the benefits that the product provides.

Action. At the peak of emotions, you give the person-specific instructions, that is, his strategy for purchasing goods right now.

This model is similar to the AIDA model. It differs only in the inclination to emotions and the way they are addressed.

The sequence of your actions when using this model:

  • target setting (title and the first paragraph giving the setting on the target);
  • defining the right emotion (describing a key emotion);
  • visualization (describes the benefits of the product);
  • action (actions of the client on acquisition of the goods or services by it are described).


PPHS model

This model was known back in Socrates’ day. It is still relevant and effective today. This method of advertising is especially good when a potential client for a long time hesitating and can not make a decision. Specialists say that PPHS will be more understandable for start-up entrepreneurs who have decided to implement themselves in the area of buying and selling.

Let’s look at the features of using this model.

Pain. You will need to describe in all colors the trouble, the problem of the potential client, which will allow getting rid of your product.

Pain More. You reinforce the problem, that is, tell us what will happen if this problem is not eliminated right now.

Hope. At the peak of the problem, you need to give the potential client a solution – your product (service).

Solve. Now you have to sell the solution to the problem, in particular, to describe the benefits, advantages of the offer, as well as the way to purchase it.

This is what many sites do to sell stuff for weight loss. 

General tips for creating advertising texts

Writing advertising messages is an exciting, creative process in which you can endlessly improve. Creating a special reality, working with emotions and associations, motivation – all these are just some of the features of an advertising text that a skillful author uses to achieve a certain result.

Use only reliable information. Using untested or knowingly false information, you risk getting into an unpleasant situation, so each time carefully check your texts.

Be specific. Using common phrases in the text, you scare away a potential client because he does not have a sense of truthful information. It is best to use specific numbers and data – such a text will cause more confidence in the consumer.

Use personal information. Often, the consumer identifies with the hero of the advertisement. This technique has been used quite actively for a long time, which led to an oversaturation of the advertising sector with the same ads from the first person.

To keep your ads working, you need to find your own identity and use it for the benefit of your business.

Enrich texts with adjectives and adverbs. There is a fairly common opinion that when choosing a product consumer is guided only by logic. This is not the case. People are very emotional creatures. Emotions have an impact on our behavior and actions. And the success or failure of the advertising campaign will depend on what emotions a person experiences while reading your advertising text.

First, you can create a rational core text, and then breathe in the emotions and colorful descriptions of the buyer’s life with your beautiful product. Try to use vivid emotions to attract the buyer’s attention and make him buy your product. Use a live language, not just a dry text.

An indispensable guarantee of product quality. Any customer who doubts the purchase will be much more confident if he has at least a hypothetical opportunity to return the goods. Guaranteeing the quality of your product, you dispel fears and doubts of your client, thereby winning his trust.

All these rules of the advertising text are quite simple and logical and will help you create beautiful, effective texts.

How to automate the creation of ad message

You could also use copywriting software and online tools to automate and enhance bits of work. They mainly help with long-reads, not short ones like banner text. But make sure you check and proof-read everything. You don’t wanna release the materials with crappy text!


The advertisement text should be bright, clear, bold, full of emotions and attractive to the consumer;

It must contain no unnecessary information, let alone untruth;

It must have clear objectives (motivation to buy a product, use a service, watch a movie, etc.);

The text must be as informative as possible and beautiful and understandable to the target audience.

Examples of selling texts you can meet anywhere – just open several sites online stores or better single-page sites. What texts have attracted your attention and why? What is special about them? What did you like and what not? Having answered the questions and read this article, you will be a little closer to answering the question of how to write advertising texts that will help to promote the business.

In conclusion, I would like to say that these models of writing an advertising text are not a panacea, you can invent something of your own, add, mix, but the main thing is “not too much”. But the main thing to know that written above is already tested on many and shows good results! And one more last tip… Check your texts before you run them into masses. Let’s read them to our colleagues, friends, acquaintances, etc… If they are interested in your product or service after reading it, the text has a better chance of success. That’s how it is.

Ask your questions in comments, share your ideas and we will discuss them! And most importantly, provide your services qualitatively and sell only the necessary and quality products, then sell will be many times easier.


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