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Writing Ad Copy

via LinkedIn Learning

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Overview

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

Syllabus

Introduction

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)

Conclusion

Ad copywriting resources

Taught by

Michael Duquet

Reviews

4.7 rating at LinkedIn Learning based on 521 ratings

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