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LinkedIn Learning

Writing Ad Copy

via LinkedIn Learning


Learn how to write ad copy that effectively conveys your brand and converts clicks into sales, traffic, and signups.


  • Shaping your message
1. Rules of Ad Copy Writing
  • Writing for web readers
  • Keep content fresh
  • Language and tone
2. Ad Copy Goals
  • Micro vs. macro goals
  • Acquisition goals
  • Retention goals
3. Writing Ad Copy for Different Media
  • Website ad copy
  • Email ad copy
  • Direct mail ad copy
  • Social media ad copy
4. Understanding Your Audience
  • How psychology affects ad copy
  • Psychological triggers: Priming
  • Psychological triggers: Social proof
  • Psychological triggers: Price
  • Loss aversion and the endowment effect
5. Personas and Tone
  • Customer personas
  • Why tone matters
6. Dos and Don'ts
  • Eliminate the passive voice
  • Write effective headlines
  • Master the call to action (CTA)
  • Ad copywriting resources

Taught by

Michael Duquet


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