How Dollar Shave Club 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

Many copywriters aspire to create ad copy that goes viral, wins accolades, or sparks engaging debates reminiscent of a classic Mad Men boardroom, yet the most effective copy remains straightforward, succinct, and vivid. To hit your client’s sales targets and satisfy customer expectations, it's crucial to see things from your target audience's perspective.

Focus on Benefits, Not Features

Customers aren’t interested in your company’s reputation—they care about how your product can enhance their lives. Too many companies fall into the trap of enumerating features rather than showcasing the benefits that truly resonate.

A prime illustration of benefit-focused copy is Booking.com's Paris hotel ad, which transcends merely promoting room availability by emphasizing convenience, savings, and an effortless booking experience.

• "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 within a chaotic or poorly organized ad. The way you structure your copy is just as vital as the message itself.

Lead with Your Strongest Copy

Most people skim through ads instead of reading them thoroughly; research from the Nielsen Norman Group notes that 79% of users scan new pages while only 16% read them fully.

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 underlines the importance of front-loading your most persuasive message. If your main selling point is tucked away in the middle or at the end, it might be overlooked—whether it’s a clear benefit, a problem-solving claim, or a trust enhancer, putting it upfront drives engagement and impact.

3. The Power of Word Choice

Choosing the right words can transform your ad into something personal, urgent, and captivating. The tone you set can be the decisive factor between an ad that converts and one that’s ignored.

Start with action verbs

Using powerful action verbs can mean the difference between an ad that blends in and one that commands attention. Dynamic terms like 'discover', 'explore', or 'get' inject a sense of urgency and excitement that prompts immediate action.

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

Upwork’s ad illustrates this by deploying forceful phrases such as 'Hire Experts' and 'Hire Someone for Work Today' to stress speed and efficiency in finding freelancers. Rather than simply listing features, it calls for action, streamlining the hiring process. The repeated use of 'Hire' reinforces the message that Upwork helps businesses quickly secure top talent, creating momentum that clearly guides users to their next step.

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.

Dollar Shave Club'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 Dollar Shave Club to see how these tips are applied in actual Google paid ads.

1. Writing for the Audience, Not Yourself

The ad copy zeroes in on benefits that directly speak to cost-conscious consumers, clearly advocating the practical value of affordability and convenience. By emphasizing a low price and a subscription-based model, it pivots from typical feature-laden descriptions to address real grooming challenges. This aligns perfectly with the 'Write for Your Audience, Not Yourself' and 'Focus on Benefits, Not Features' tips, by showcasing how the product will improve the customer’s everyday life—a key commitment of Dollar Shave Club.

2. Content Matters, but So Does Structure

The structure of the ad is methodically crafted to attract attention immediately. It starts with a headline that features an unmistakable benefit ('$5') which grabs the reader’s eye, thus adhering to the tip of 'Lead with Your Strongest Copy.' The logical sequencing that follows—listing additional benefits such as quality and ease of use—caters to skimmers by making the core value propositions immediately clear. Furthermore, the ad wraps up with a reassuring closure that mitigates any hesitation, resonating with the advice to have a strong closing statement that cements customer trust.

3. The Power of Word Choice

The language used in the ad is informal, humorous, and action-oriented, exemplified by phrases like 'easier than dodging your ex.' Such word choices powerfully capture the reader’s interest while fostering a personal connection. This approach not only employs dynamic verbs to create urgency but also maintains clarity without overwhelming the reader with features. This balance highlights Dollar Shave Club’s emphasis on a relatable and benefit-driven narrative, precisely as recommended in the 'Power of Word Choice' sub tip.

1. Writing for the Audience, Not Yourself

The ad copy successfully writes for the audience by highlighting the real-life benefits that resonate with the customer—namely, a smooth, comfortable shave and a playful seasonal feel. Rather than simply listing features, it emphasizes how Dollar Shave Club's grooming products improve daily life, aligning with the tip to focus on benefits rather than internal company strengths.

2. Content Matters, but So Does Structure

The structure follows best practices by leading with a strong, clear call to action ('Shop All Shave Products') that grabs attention immediately. It then seamlessly transitions into describing key benefits and fun imagery, ensuring that the most important message is seen first and the narrative maintains momentum. The closing invitation to 'join the club' reassures potential customers, which is in line with the advice to end with a strong, trust-building statement.

3. The Power of Word Choice

The ad uses vivid, playful language that mirrors the engaging tone of Dollar Shave Club. Action verbs and imaginative phrases like 'tame the beast within' not only create urgency but also personalize the experience for the reader. This dynamic word choice directly supports the sub tip of starting with action verbs and emphasizes benefits that speak directly to the customer's desire for quality, affordability, and a bit of fun.

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 Dollar Shave Club 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 Dollar Shave Club.