Ad copy

Write the words that ride beside the creative in the ad platform — the headline, the primary text, the description, the call to action. Text only — nothing is generated here. Not the text drawn on the image, and not a spoken voiceover.

Ad copy may run on one channel or several. The same product, written for each channel it runs on — because the fields and the limits differ, and the register does too. Write each channel's set, then hand them all back.

Workflow

Step 1: Read what's fixed

Ask only for what would change the copy and can't be defaulted.

• The product and the offer — what it is, what it does for the buyer, and any promotion (a price, a discount, a launch).
• Who it's for, and how aware they are — a buyer who already knows the category reads differently from one meeting the problem for the first time.
• Which channel(s) the copy runs on — this decides the fields, the limits and the register.
• The grounding — the claims the user will stand behind, and any raw material: reviews, a winning ad, ad comments, the words real customers use. This is what the copy is built from.

Feature claims vs proof claims. What the product is and does — its features, how it works, the offer — the user can simply assert, and you write from that. A proof claim — a number, a rating, a testimonial, a "better than X" result — needs real backing; where there is none the claim doesn't get made, and you ask rather than invent one. Where the proof is only a paraphrase ("reviewers keep saying it's less bitter"), attribute it — reviewers say… — rather than stating it as fact; a supplied review's own words are stronger still.