Copywriting 101: 7 Ad Angles For Killer Copy That Convert

Whether you’re running Google, Facebook, Instagram or LinkedIn ads, these pay-per-click ad networks will always recommend running more than one ad. Having more than one ad will allow the ad networks to test and deliver the various ads to see which ad performs best for your target audience. These ad networks leverage machine learning to optimize delivery so your ads get the most results.

I understand that coming up with a few ad angles and messaging may be a headache, especially when you already have a lot on your plate. Here are my default copywriting ad angles that you can consider using.

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1. Arrest Attention: Fun Facts, Interesting Data & Statistics, Questions

One of the best ways to arrest attention is to mention something that people don’t know. This could be a not widely known fact, jaw-dropping statistics or a burning question.

Your target audience will stop scrolling to continue reading about this information that they didn’t know about. And this is your chance to encourage them to take your desired action.

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2. Leverage Psychological Triggers Of Urgency & Scarcity

If you’re driving signups for an upcoming event or promoting a year-end sale, I strongly recommend that you take advantage of the powerful psychological triggers to encourage purchase.

Influence your customers’ behavior and perception of value with urgency and scarcity. Trigger purchase by making your target audience feel the fear of missing out (FOMO). This motivates people to act quickly and avoid regret.

This copywriting angle works best for time-sensitive events or offers with limited availability.

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3. Stand Out From The Competition With Unique Selling Proposition

What makes your products or services different? What’s unique about your products or services?

Highlight this unique selling proposition (USP) in your ads. Communicate the essence of what makes your products or services better than competitors.

Let’s say you sell coffee, you could position your brand as the world’s strongest coffee. This will make your brand stand out and customers will also understand how your coffee is different from others.

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4. Elaborate On The Features & Benefits

What are the features of your products and services? What are the benefits of using your products and services?

Features show what your products and services do. Benefits show what your products and services do for people. Check out my blog article on features vs benefits~

If you’re promoting your products and services, this is a great copywriting angle because it lets your target audience know more about the products and services.

You can write a few ad copies with each ad copy emphasizing 1 feature or benefit. Or you can summarize these features and benefits as a bullet list in 1 ad copy. Or you may even run an A/B test to see whether features or benefits resonate more with your target audience.

Source: Ylistyle via Etsy

5. Build Credibility: Rankings, Certifications, Social Proof

Do you have decades of experience? Are you a certified trainer?

Are your products and services used by millions of customers? Did your products or services win an award or are ranked highly?

Shout these out!

Another way to boost trust is using social proof. This could be a raving review or testimonial from your customer or a case study of how your products and services improved a customer’s life. This will allow your target audience to imagine how their lives will change after using your products and services.

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6. Speak To Your Target Audience’s Aspirations

People like to feel good.

Consider highlighting positive things like meaningful careers or how they can make a real impact around the world.

Notice how they’re emotional rather than logical?

That’s right. This copywriting angle is about touching the hearts of your target audience. Your goal is to craft a compelling copy that connects.

Personally, I love this and feel that it works well. I mean, everyone probably has a dream, no matter how small or big it is. If you can make your target audience think about the dreams and aspirations that make them tick, you’re already building a bond with them on a deeper level!

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7. Visually Break Up Monotonous Text With Emojis

Break the monotony of chunky blocks of text with emojis.

Just by adding a few emojis to your ad copy, you’ll humanize your brand. It makes your brand more relatable and friendly (rather than cold and detached) since you’re using emojis like a real person does (instead of standard business jargon or professional tone).

Your target audience will thus regard your brand as real and authentic—a brand that they can connect with!

Let’s say you want to be serious, you can consider using emojis like ✅ or ➡️. You can use these for your list of bullet points and thus, break up long copy.

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Bonus Tip: Always A/B Test To See What Works For You

Just like how every product and service are different, what works for others may not work for you.

Even if emojis generally work well for most industries, you can always run an A/B test to see if ad copy with emojis and ad copy without emojis result in more conversions for you.

Mix and match the abovementioned angles and you should be able to have a few different ad angles to play with.

Now It’s Your Turn

What angles do you use when writing copies for your ads? How was the performance? Feel free to share your copywriting tips with fellow marketers~