How Docusign 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

Numerous copywriters aspire to craft that flawless ad copy—one that becomes viral, garners awards, or sparks passionate discussions in a high-stakes boardroom environment. Yet, the most impactful copy is clear, direct, succinct, and vivid. To drive your client’s sales and fulfill customer expectations, it’s vital to view the message through the eyes of their target audience.

Focus on Benefits, Not Features

Consumers aren’t concerned with how impressive your company is—they care about how your product can enhance their lives. Too many businesses make the mistake of listing features rather than emphasizing the benefits that truly resonate with their audience.

Booking.com's Paris hotel ad is a prime example of benefit-centered copy; it doesn’t just announce room availability but highlights the advantages of convenience, savings, and effortless booking.

• "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 will fall short if it’s hidden in a cluttered or disorganized ad layout. The presentation of your copy is just as critical as the content itself.

Lead with Your Strongest Copy

Most people don’t read an ad word-for-word—they simply skim. Research by the Nielsen Norman Group shows that 79% of users scan new pages, with only 16% reading them in full.

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

3. The Power of Word Choice

The right choice of words can make your ad seem personal, urgent, and engaging. Striking the appropriate tone can be the key difference between an ad that converts and one that goes unnoticed.

Start with action verbs

Using strong action verbs can turn an ad from blending into the background into one that demands attention. Dynamic terms like 'discover', 'explore', or 'get' inject urgency and excitement, prompting immediate action from your audience.

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

Upwork’s advertisement makes effective use of forceful verbs such as 'Hire Experts' and 'Hire Someone for Work Today' to underscore rapidity and efficiency in finding freelancers. Rather than passively listing features, it actively calls users to action, streamlining the hiring process. The repeated emphasis on 'Hire' reinforces the core message—that Upwork enables businesses to quickly secure top talent. Starting with these action-oriented words builds momentum, guiding users toward their next step and clearly communicating the platform’s value.

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.

Docusign'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 Docusign to see how these tips are applied in actual Google paid ads.

1. Writing for the Audience, Not Yourself

The ad copy directly speaks to the audience by emphasizing the benefit of saving around $36 per document. It avoids overly technical language, instead highlighting how Docusign addresses everyday challenges with cumbersome paper documentation. This aligns with the sub tip of 'Write for Your Audience, Not Yourself' and 'Focus on Benefits, Not Features' by ensuring that the message is centered around the user's needs and the value they receive.

2. Content Matters, but So Does Structure

The structure of the ad is well-organized, starting with a bold free trial offer that immediately captures attention. It then clearly outlines the key benefits such as compatibility and ease-of-use, reinforcing the main selling points up front. By following a sequential, benefit-driven explanation and concluding with a reassuring final statement, the ad addresses the sub tip 'Content Matters, but So Does Structure' and 'End with a Strong, Reassuring Closing Statement'.

3. The Power of Word Choice

The language is straightforward and dynamic, utilizing action verbs and benefit-focused terminology like 'Gratis', 'Firma en cualquier lugar', and 'Ahorra' to engage the audience immediately. This reflects the sub tip to 'Start with Action Verbs', as it replaces any passive or technical phrasing with words that generate urgency and excitement, while reinforcing Docusign’s innovative and practical approach.

1. Writing for the Audience, Not Yourself

The ad copy directly addresses the audience by speaking in French and focusing on the pain points they experience with paper processes. It emphasizes clear benefits—saving time and money (specifically, $36 per document)—which aligns perfectly with the tip to write for your audience rather than boasting about company features. This benefit-focused approach highlights how Docusign’s trusted digital solution can improve their daily operations.

2. Content Matters, but So Does Structure

The ad starts with a strong, attention-grabbing benefit statement ('Gagnez du temps et de l'argent') and immediately follows with a problem-solving angle ('dites adieu au papier'). This structure mirrors the advice to lead with your strongest copy. Additionally, the ad concludes with trust-enhancing descriptors and references to a large user base, providing a strong, reassuring closing statement that guides the reader to take action.

3. The Power of Word Choice

The language used is active and direct, employing clear action verbs like 'Gagnez' and phrases such as 'dites adieu' that create immediacy. The word choices are both persuasive and reassuring, using adjectives like 'Simple, Légal, Sécurisé' to convey reliability and ease-of-use. This matches the sub tip to use dynamic, action-oriented language to stimulate engagement and connection with the audience.

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 Docusign 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 Docusign.