Why you need killer ad copy

Good copywriting will grab your customers' attention and compel them to take action. To be successful in business you need a copywriting strategy.

Jun 3, 2019 • 4 minute read

Updated on Jan 21, 2020 by Adam S.

Adam S.

@HomebrandAdam

Content Manager at Freelancer.com

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What your advertising says is as important as how it looks

Since the dawn of time advertising has been critical to compete for the attention of consumers to sell your goods and services. It does not matter what you're selling, you can't rely on word of mouth to get your message to the world. You need a strong commitment to advertising to boost your business.

Killer ad copy increases sales conversions by engaging your target audience. It compels them to take action. Bad ad copy can mean lower sales conversion rates, and can even alienate potential customers.

Good versus bad ad copy

Considering you spend big money on advertising, it's vital your ad copy is great.

So, what makes ad copy good or bad?

Good ad copy

Good ad copy is compelling and interesting, and engages consumers to increase sales. It's powerful and effective so potential customers take notice.

What makes ad copy good? Good ad copy:

has a headline that grabs people’s attention and stop them in their tracks

evokes emotions

inspires people to act

uses strong imagery people can relate to and remember

grabs the attention of audiences using short sentences and simple words without being cliché

defines the product or service upfront

relates to its target audience

is powerful and effective.

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Bad ad copy

Bad ad copy can get your business noticed for all the wrong reasons. Some people subscribe to the old belief “there is no such thing as bad advertising”. But this can put your business reputation on the line. So what makes ad copy bad? Bad ad copy:

lacks authenticity

contains misleading or false information

may not capture consumers’ attention

is not believable

contains profanity or violence and is offensive to many consumers

is prejudiced or sexist and turns potential customers away.

Hire a freelance copywriter to write killer ads

Freelance copywriters know how to write compelling ad copy to enhance your business. They know the importance of writing copy that converts. Their lives depend on it. Writing engaging copy for all types of businesses is what they do every day.

Freelance copywriters perfectly capture your essence

A freelance copywriter will perfectly capture the essence of your business and services. The ad copy they write excites and engages your audience no matter the industry. Copywriters work across all industries and are master researchers. They write ad copy that influences consumers and converts into sales.

Freelance copywriters tailor calls to action

Every ad needs a call to action. Freelance copywriters quickly understand your target audience and write calls to action to suit your desired outcome. They write ad copy that attracts the right people to interact with your brand.

Forget grammar issues by hiring a freelance copywriter

Freelance copywriters are masters of grammar issues. Everything needs to be perfect to attract the

attention of search engines

. Their ad copy is perfect. No spelling, grammar or punctuation issues to make your ads look unprofessional.

Freelance copywriters can make anything sound exciting

Freelance copywriters make even the most boring subject sound exciting. They will find something interesting about your subject and turn it around to write ad copy that engages and compels people to act.

Freelance copywriters do not have to be industry experts

You may think a copywriter needs to be an expert in your industry. This is not necessarily true. Sometimes it is better to work with someone who isn't close to your industry. They are objective and find unique ways to engage potential customers. A good copywriter speaks directly to potential customers to entice them to pay attention. Their work does not use industry jargon that can confuse.

Freelancers cost less than an ad agency

There is no need to pay huge money for an agency writer when you can hire a freelance copywriter.

But, beware, freelance writers charge different prices so if one is too cheap, there is usually a good reason. Make sure you ask for copies of their work and ask the right questions.

Work one-on-one with a freelance copywriter

Working with an agency, you usually work with an account manager. You never get to talk directly to the person doing the work. When you hire a freelancer copywriter, you collaborate with them one-on-one so your thoughts and feedback don't get lost in translation. You communicate with the person doing the work.

Freelance copywriters only work with a few people at a time

When you hire a freelance copywriter, they only work with a select few clients. Agencies have many clients so their copywriters juggle many projects and deadlines at a time. They also only work business hours where a freelance copywriter works all hours to get the job done. Freelance copywriters do not have a boss so they have complete control of their time.

Freelance copywriters are word wizards who know the industry inside out. They only work with clients and on projects that interest them. A freelancer knows the importance of writing killer ad copy that works for you.