Copywriting for Ads and Funnels

by Brennan Murphey

In the fast-paced world of digital marketing, crafting compelling copy is one of the most critical skills that can make or break a campaign. Whether you're writing for ads or creating a sales funnel, the right words can turn casual readers into loyal customers. But not all copy is created equal. To ensure your copy converts, you need to understand the psychology of your audience, apply proven copywriting principles, and continuously optimize for better results.

Here are the ten most important things to keep in mind when writing copy for ads and funnels to ensure maximum conversions.

1. Know Your Audience Inside and Out

Effective copy begins with a deep understanding of your target audience. You can’t write persuasive copy if you don’t know what your audience wants, needs, or fears. Take time to research and define your ideal customer profile (ICP), including their:

• Pain points and frustrations
• Desires and goals
• Demographics (age, gender, location, etc.)
• Psychographics (values, attitudes, lifestyle)

When you speak directly to these factors, your message will resonate more deeply, making your audience feel understood and more likely to convert.

Key takeaway: Tailor your messaging to your audience’s specific needs, emotions, and aspirations.

2. Focus on Benefits, Not Features

One of the biggest mistakes copywriters make is focusing too much on product features. While features describe what your product or service does, benefits explain why those features matter to the customer.

For example:

• Feature: “This mattress has memory foam.”
• Benefit: “Get a better night’s sleep with memory foam that conforms to your body, reducing pressure points and pain.”

When you emphasize benefits, you're showing the customer how your product will improve their life. This creates a stronger emotional connection and increases the likelihood of conversion.

Key takeaway: Highlight how your product or service solves problems or enhances your customer’s life.

3. Craft a Clear and Compelling Value Proposition

Your value proposition is the promise of value your product or service delivers. It’s the main reason someone should choose your offering over a competitor’s. A strong value proposition should be clear, specific, and immediately understandable.

It answers these essential questions:

• What does your product or service offer?
• How does it solve the customer’s problem?
• What sets it apart from the competition?

For example:

“Get fit in just 20 minutes a day with our workout plan, designed for busy professionals with no time for the gym.”

Key takeaway: Make your value proposition easy to grasp, and ensure it’s front and center in your ads and funnel copy.

4. Write Attention-Grabbing Headlines

Your headline is the first thing a reader will see, and it’s what determines whether they continue reading. In ads and sales funnels, a powerful headline can make all the difference. It should grab attention, spark curiosity, and encourage the reader to keep going.

A great headline often:

• Addresses a problem or pain point
• Provides a clear benefit
• Includes power words that evoke emotion (e.g., “Free,” “Easy,” “Proven,” “Exclusive”)

For example:

“Struggling to lose weight? Discover the secret to shedding pounds without starving yourself.”

Key takeaway: Spend time refining your headline—it’s the hook that pulls readers into your copy.

5. Use Clear, Concise, and Conversational Language

Your copy should be easy to understand. Avoid jargon, overly complex sentences, or unnecessary fluff that can confuse or bore your audience. Instead, use simple, clear language that flows naturally and feels like a conversation with a friend.

Remember that people scan rather than read in detail, especially when it comes to ads and landing pages. Keep your sentences and paragraphs short, and break up the text with bullet points or subheadings.

Key takeaway: Write like you’re speaking directly to your reader—be clear, concise, and approachable.

6. Include a Strong Call to Action (CTA)

Your Call to Action (CTA) is what turns interest into action. Every piece of copy you write—whether it’s for an ad or a landing page—should have a clear and persuasive CTA that guides your reader on what to do next.

Effective CTAs:

• Use action-oriented language (e.g., “Get started now,” “Claim your free trial”)
• Create a sense of urgency or scarcity (e.g., “Limited-time offer,” “Only 5 spots left”)
• Highlight the value or benefit of taking action (e.g., “Download your free guide”)

For example:

“Sign up today and save 20% on your first order—this offer won’t last long!”

Key takeaway: Make your CTA specific, action-driven, and aligned with the benefits of your offer.

7. Build Trust with Social Proof and Credibility

People are more likely to take action when they trust the brand or business behind an offer. Building trust is critical, and one of the most effective ways to do this is through social proof and credibility.

You can include:

• Customer reviews and testimonials
• Case studies or success stories
• Industry awards or certifications
• Trust badges (e.g., “Money-back guarantee,” “SSL Secure Checkout”)

For example:

“Over 10,000 satisfied customers have already transformed their lives using our proven system.”

Key takeaway: Use social proof to show that others have benefited from your product or service, reinforcing trust and credibility.

8. Address Objections and Fears

Every potential customer has doubts or concerns that could prevent them from making a purchase. It’s your job to anticipate these objections and address them proactively in your copy.

Common objections might include:

• Price: “Is it too expensive?”
• Value: “Will it really work for me?”
• Risk: “What if I’m not satisfied?”

Overcome objections by including:

• Guarantees or risk-free trials (e.g., “30-day money-back guarantee”)
• Clear explanations of the value and benefits
• Testimonials or case studies from people with similar concerns

For example:

“Still unsure? Try it risk-free for 30 days. If you’re not completely satisfied, we’ll give you a full refund, no questions asked.”

Key takeaway: Address common concerns and reassure your readers that they’re making a safe, valuable decision.

9. Leverage Emotional Triggers

People make buying decisions based on emotion and then justify those decisions with logic. By tapping into emotional triggers, you can create a deeper connection with your audience and increase conversions.

Some effective emotional triggers include:

• Fear of missing out (FOMO): “Don’t miss out on this limited-time offer.”
• Aspiration: “Achieve the life you’ve always dreamed of.”
• Urgency: “Order now before it’s too late.”
• Belonging: “Join thousands of others who are already seeing results.”

Use storytelling, evocative language, and imagery to make your copy resonate emotionally with your audience.

Key takeaway: Tap into emotions like fear, desire, and aspiration to create a compelling narrative that motivates action.

10. Test, Analyze, and Optimize

Even the best copy can be improved. The key to consistently high-converting copy is to test different elements, analyze the results, and optimize based on performance. A/B testing allows you to compare variations of your ads or funnel pages to see what resonates most with your audience.

Elements to test include:

• Headlines
• CTAs
• Ad copy and descriptions
• Landing page layouts
• Offers

By continuously testing and refining your copy, you can improve your conversion rates over time.

Key takeaway: Always test different copy variations and use data to optimize your ads and funnels for better performance.

Conclusion

Writing high-converting copy for ads and funnels requires a mix of art and science. By understanding your audience, focusing on benefits, crafting clear value propositions, and using emotional triggers, you can create copy that resonates and drives action. Remember to build trust, address objections, and always include a strong CTA to guide your audience toward the next step.

Lastly, never underestimate the power of testing and optimization—consistently refining your copy based on real data is the key to long-term success in digital marketing. By following these ten essential principles, you’ll be well on your way to writing copy that converts readers into customers and generates tangible results for your business.