There’s a big difference between being able to write an email to a friend or coworker and being able to write copy for marketing purposes. Not only will ad copy be seen by hundreds if not thousands or even millions of people, but those people all have to have some kind of emotion or idea initiated from that copy. Therefore, this type of writing takes a skill like no other type of writing you’ve experienced. So to help you become a better ad writer, whether you’re selling engineering services or shaved ice, here are three tips that will help you create marketing copy that sells.

What’s the Point?

The first thing you have to figure out before writing successful ad copy is what the point of your marketing piece is—the single, solitary point. If you can’t pinpoint one, single point that your ad is trying to convey, your audience won’t be able to either. Gail Goodman, a contributor to, suggests asking yourself what action you’re trying to get the reader to take after viewing your ad. If you can’t state what this action is in just a few words, clarify and simplify until you can.

By finding the point of the ad you’re writing, it will be much easier for you to convey quality thoughts and ideas to your reader in just a few words or short sentences.

Showcasing Your Main Idea

While this may sound similar to the point above, there are differences between knowing the point of your ad and knowing the main idea of your ad. Henneke Duistermaat, a contributor to, explains that the main idea of your ad usually revolves around one of the biggest benefits or features of the thing you’re trying to sell. While the point is what you want your audience to be persuaded to do, the main idea is what you want your audience to be persuaded by. This main idea should be the primary focus of your ad both visually and intellectually. Most implement the main idea in the form of the headline for your ad, requiring you to really put some thought into the messaging as well as the text of this part of your ad copy.

Characteristics That Sell

Once you know what your point and your main idea are, it’s now time to craft your copy. Eddie Shleyner, a contributor to, writes that the two writing characteristics you should always keep at the forefront of your mind when drafting ad copy are clarity and brevity. Try to think of the clearest, shortest way you can convey to your audience both the point and the main idea of your ad. If you’re able to do this, you’ve got yourself an ad that’s ready to start swimming in success.

If you want to have a successful business, especially in the online arena, you’ve got to know how to write good ad copy. Use the tips mentioned above to learn this skill today.

By Kar

Dr. Kar works in the interface of digital transformation and data science. Professionally a professor in one of the top B-Schools of Asia and an alumni of XLRI, he has extensive experience in teaching, training, consultancy and research in reputed institutes. He is a regular contributor of Business Fundas and a frequent author in research platforms. He is widely cited as a researcher. Note: The articles authored in this blog are his personal views and does not reflect that of his affiliations.