How Demio improves Ad Copywriting: 3 Proven Tips With Examples

How to Write Great Copy: 3 Copywriting Tips

Many copywriters dream of creating viral or award-winning ads, but the most successful copy isn't about creativity for creativity's sake—it's about clarity, directness, and impact. The best ad copy puts the audience's needs first, speaking directly to their challenges and guiding them toward a solution.

1. Write for Your Audience, Not Yourself

Aspirational copywriters often envision creating that flawless ad copy which goes viral, wins awards, or sparks lively debates in a Mad Men-esque boardroom. Yet, the most impactful ads are those that are clear, direct, succinct, and vividly descriptive. To help your client hit their sales KPIs and satisfy customer expectations, it’s crucial to see things from their target audience’s perspective.

Focus on Benefits, Not Features

Consumers aren’t interested in how impressive your brand is—they want to know how your product can enhance their lives. Too many companies mistakenly list features instead of spotlighting the benefits that truly matter to their audience.

A prime illustration of benefit-driven copy is Booking.com’s ad for Paris hotels, which goes beyond merely noting availability by emphasizing convenience, cost savings, and a hassle-free booking process.

• "Quick, Easy Booking. No Reservation Costs." →Emphasizes convenience and cost savings.
• "Save 10% with Genius." →Offers a tangible financial incentive.
• "24/7 Customer Service. We speak your language." →Builds trust and reduces barriers.
• "Read Real Guest Reviews." →Helps users make informed decisions.

By focusing on ease of booking, affordability, and customer support, Booking.com ensures its ad aligns with what travelers care about most—a hassle-free, reliable experience.

In contrast, David Yurman's ad for men's jewelry prioritizes features over benefits, failing to connect with the audience on an emotional level:

• Lists product types but doesn't explain why they're unique or valuable.
• Fails to highlight customer benefits like craftsmanship, exclusivity, or personalization.
• Misses emotional connection—jewelry purchases are often tied to special occasions, yet the ad doesn't evoke sentiment.

2. Content Matters, but So Does Structure

Even the most compelling message can be lost if it’s hidden in a chaotic or poorly structured ad; how you layout your copy is just as important as the content itself.

Lead with Your Strongest Copy

Readers tend to skim ads rather than reading them thoroughly. Research from the Nielsen Norman Group indicates that 79% of users scan through new pages with only 16% reading them completely.

Similarly, Penn State research found that over 75% of people share links on social media without even clicking on them. (Source: Penn State Study)

This tendency underscores the need to front-load your most persuasive message. If your key selling point is buried in the middle or at the end, chances are it will be overlooked. Whether it’s a distinct benefit, a solution to a problem, or an appeal to credibility, leading with your strongest copy boosts engagement and impact.

3. The Power of Word Choice

Choosing the right words can infuse your ad with a personal, urgent, and captivating feel. The proper tone can mean the difference between an ad that converts and one that gets ignored.

Start with action verbs

Using powerful action verbs can transform an ad from blending into the background to grabbing attention immediately. Verbs like 'discover', 'explore', or 'get' inject urgency and excitement, compelling your audience to act without delay.

Take a look at this Upwork ad, which effectively uses action verbs to drive engagement:

Upwork’s ad exemplifies this by employing vigorous phrases such as 'Hire Experts' and 'Hire Someone for Work Today' to highlight the rapid, efficient process of finding freelancers. Rather than simply enumerating features, it actively calls for immediate action, making the hiring process seem seamless. The repeated emphasis on 'Hire' reinforces that Upwork quickly connects businesses with top talent, setting the stage for user engagement and clarity in its value proposition.

If you want your ad copy to feel more compelling, start by replacing passive phrasing with action-driven alternatives. Instead of "We provide expert freelancers for your project", use "Find expert freelancers to bring your project to life". Instead of "Upwork connects businesses with professionals", use "Connect with top professionals and get your job done faster". By leading with clear, action-driven language, your ad instantly feels more engaging and encourages higher conversion rates.

Demio's Ad Copy: Tips in Action

We've covered key tips to keep in mind. Now, let's take a look at real examples from Demio to see how these tips are applied in actual Google paid ads.

1. Writing for the Audience, Not Yourself

The ad copy is laser-targeted for event managers and marketers, addressing their immediate needs by emphasizing how Demio can transform their virtual events. By focusing on benefits rather than features, the ad speaks directly to improvements in conversion metrics and event automation, resonating with the 'Write for Your Audience, Not Yourself' and 'Focus on Benefits, Not Features' sub tips. This alignment with the audience’s primary challenges makes the message both personal and compelling.

2. Content Matters, but So Does Structure

The ad copy employs an effective structure that front-loads the most impactful information—highlighting benefits like event automation and a free trial without the need for credit card details. The clear presentation of benefits like 'triple conversions' and 'boosted attendance' allows for easy scanning in line with research on user behavior. The copy also concludes with a strong closing statement that reinforces trust and encourages immediate action, which aligns perfectly with the sub tip on ending with a strong, reassuring closing statement.

3. The Power of Word Choice

Dynamic, action-oriented words such as 'Experience', 'Triple', and 'Boost' are used to elicit a sense of urgency and immediate benefit. This approach not only captures attention but also fulfills the sub tip on using strong action verbs that catalyze engagement. The language is direct and benefit-driven, ensuring that the copy remains aligned with the audience’s desire for measurable improvements, while also reinforcing Demio's reputation as a platform for impactful webinars and virtual events.

1. Writing for the Audience, Not Yourself

The ad copy analysis effectively addresses the sub tip 'Write for Your Audience, Not Yourself' by focusing on the benefits that matter to creative and tech-savvy users rather than just listing features. It emphasizes the solution's advantages such as a no-risk free trial, analytics, and creative control, directly aligning with Demio’s mission to empower marketers in the virtual space, thereby appealing to the target audience's needs.

2. Content Matters, but So Does Structure

Following the 'Content Matters, but So Does Structure' sub tip, the ad is strategically structured to front-load its strongest message with a clear call to action ('Try for Free: No Card Needed'). Moreover, the use of a segmented list to highlight diverse benefits ensures that users scanning the copy immediately recognize key selling points, consistent with research findings on user engagement. The playful closing line, 'Ready to Go?', reinforces trust and drives action, which is crucial for converting interest into engagement.

3. The Power of Word Choice

Incorporating 'The Power of Word Choice' sub tip, the ad copy employs strong action verbs and personalized language ('Your Inbox', 'Flex Your Creativity', 'Analyze like a Boss') to energize the message. This active, dynamic language not only creates urgency but also resonates with a creative audience, making the content feel relatable and immediate. The modern, informal tone fits both Demio's brand persona and the expectations of its tech-savvy users.

Conclusion

Great ad copy isn't just about being clever—it's about understanding your audience, structuring your message effectively, and using the right words to drive action. The examples from Demio demonstrate how well-crafted copy can make an ad more engaging, easy to understand, and conversion-focused.

Key Takeaways:

• ✅Write for Your Audience

  Focus on their needs, not features. Align with their goals and search intent.

• ✅Structure Matters

  Lead with your strongest copy. Keep it short, scannable, and benefit-focused.

• ✅Use the Right Words

  Start with action verbs, personalize with "you", and keep language simple.

By applying these principles, you can craft ad copy that grabs attention, builds trust, and drives higher conversions—just like Demio.