Careers Business Ownership Ad Copy and How It Is Used in Marketing Share PINTEREST Email Print Reggie Casagrande/Stone/Getty Images Business Ownership Operations & Success Marketing Sustainable Businesses Supply Chain Management Operations & Technology Market Research Business Law & Taxes Business Insurance Business Finance Accounting Industries Becoming an Owner By Laura Lake Laura Lake Laura Lake is a marketing professional with experience working for agencies and as an independent consultant. Learn about our Editorial Process Updated on 06/25/19 When it comes to marketing and sales, it is vital to have a firm understanding of ad copy. Without understanding ad copy, your business will lose prospects and sales. You will experience much lower conversion rates, and your profits will suffer. In fact, not knowing how to use ad copy could cause your business to fail. However, if you learn to use ad copy effectively, you will increase the reach and potential of your business. You will be more successful, and you will get more customers. How Ad Copy Works Ad copy is a very specific type of content. It is designed to get the reader to respond or take action. In a standard sales setting, salespeople spend several minutes to several hours answering prospective customers' questions and addressing their concerns. Without this interaction, many of the customer’s objections would go unanswered. If a customer has unanswered objections, they will not buy the product or service. But by taking the time to walk the customer through the process and providing valuable insights, the salesperson can effectively communicate with the customer. It increases the odds of making a sale. However, when selling online, this type of interaction is rarely possible. This is where ad copy comes in. Ad copy is a sales letter that addresses the possible objections a customer might have. It also highlights the key features and benefits the customer will receive by making a purchase. The Purpose of Ad Copy The goal of ad copy is to increase conversion rates and profits. There are three ways to make a business more profitable. You can increase the traffic to the sales page, increase the value of the product or service, or you can increase the percentage of web traffic that converts to customers. Increasing the conversion rate is the most effective way to increase the profitability of a business. Ad copy achieves this by highlighting the key components of a product or service and communicating them to potential customers in a way they can relate to. When used properly, ad copy is very powerful and effective. Identifying Ad Copy Effective ad copy is easy to identify. Good ad copy will open with a powerful headline. The headline will do one of two things. It will either appeal to a fear or desire, or it will inspire curiosity. The goal of the headline is to stop readers in their tracks and inspire them to read the rest of the copy. Properly written ad copy will appeal to both the logical reasons and emotional reasons that a customer would want to buy the product or service. Therefore, it is vital to take the key motivating factors of the customer into consideration when writing ad copy. The Two Types of Ad Copy There are two main types of ad copy. There is written copy, which is the standard sales letter. But you also have video copy. Video copy is becoming increasingly popular. Effective video copy features an energetic individual verbalizing everything that would be covered in standard written copy.