How ElevenLabs 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

While many copywriters aspire to create an ad that goes viral, wins awards, or sparks lively debates reminiscent of a Mad Men boardroom, the most successful copy is marked by clarity, directness, brevity, and vivid detail. To meet your client's sales targets and satisfy customer expectations, it’s essential to view the message from the audience’s perspective.

Focus on Benefits, Not Features

Customers aren’t interested in how impressive your company is—they care about how your product makes their life better. Too often, businesses err by listing features instead of spotlighting the benefits that resonate with their audience.

Take Booking.com's ad for hotels in Paris as an example: rather than merely announcing hotel availability, it emphasizes ease, savings, and convenience in 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 best message can miss its mark if it's lost in a cluttered or poorly organized ad; presenting your copy effectively is just as important as the words you choose.

Lead with Your Strongest Copy

Most people don’t read ads word-for-word—they skim. Research from the Nielsen Norman Group shows that 79% of users scan new pages, with only 16% reading them entirely.

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 makes it vital to feature your most compelling message right at the beginning. If your key selling point is hidden mid-way or at the end, it might be overlooked. Leading with a strong benefit, a solution statement, or a credibility booster can dramatically enhance engagement and impact.

3. The Power of Word Choice

Choosing the right words can infuse your ad with a personal, urgent, and engaging tone. The correct tone often distinguishes an ad that converts from one that gets ignored.

Start with action verbs

Using dynamic, action-oriented verbs can set your ad apart. Energetic words like 'discover', 'explore', or 'get' generate urgency and excitement, prompting your audience to act immediately.

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

Upwork’s ad masterfully leverages assertive phrases like 'Hire Experts' and 'Hire Someone for Work Today' to highlight the speed and efficiency of its freelancer search. Instead of merely listing features, it calls for action, making the hiring process seem seamless. The repeated emphasis on 'Hire' reinforces the core message that Upwork quickly connects businesses with top talent, creating a sense of momentum that directs 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.

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

1. Writing for the Audience, Not Yourself

The ad copy effectively speaks directly to content creators, addressing their specific need for a fast and reliable voice cloning solution. By concentrating on the benefits—such as transforming scripts into engaging and authentic spoken audio—the copy is highly relevant to the audience. This aligns with the tip to 'Write for Your Audience, Not Yourself' by showcasing how the product directly improves the user’s content creation process rather than merely listing technical features.

2. Content Matters, but So Does Structure

The structure of the ad copy adheres to best practices by leading with a strong benefit ('Realistic, high-quality AI voice cloning'), which grabs attention immediately. It then succinctly explains how the user’s content will resonate more effectively, followed by a clear call-to-action ('Try free today'). This flow—from benefit to solution to action—mirrors the tip to 'Lead with Your Strongest Copy' and also ensures that the key selling point isn’t missed even by those who skim the content.

3. The Power of Word Choice

The ad copy leverages dynamic and impactful language by using action verbs like 'clone your voice' and 'turn scripts into speech', which create a sense of urgency and enable direct engagement. Additionally, adjectives such as 'realistic' and 'high-quality' immediately build trust and authority. The call-to-action, 'Try free today', is both directive and benefits-focused, addressing the sub tip to start with action verbs while also ensuring the closing statement reassures the audience and encourages immediate action.

1. Writing for the Audience, Not Yourself

The ad copy excels at prioritizing benefits over features by highlighting the key advantage of high-quality, human-like voice output at minimal cost. This focus speaks directly to creators’ challenges and clearly articulates how ElevenLabs' AI Voice Generator enhances their audio content, perfectly aligning with the tip to write for the audience’s needs rather than simply listing company features.

2. Content Matters, but So Does Structure

By opening with a compelling benefit statement—“Premium Quality Voice AI”—and following with an invitation to ‘Experience AI-generated voices’ at zero cost, the ad adopts a structure that caters to fast-scanning readers. This clear, logical sequence mirrors the advice to lead with the strongest messaging and conclude with a reassuring, value-driven call to action that leaves no doubts in the audience’s mind.

3. The Power of Word Choice

The ad’s use of dynamic, benefit-driven words such as ‘premium’, ‘elevate’, and ‘human-like’ effectively communicates quality and innovation. Initiating the copy with the action verb ‘Experience’ creates immediacy and invites engagement, demonstrating adherence to best practices in choosing words that evoke urgency and resonate 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 ElevenLabs 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 ElevenLabs.