How HeyGen 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 imagine producing the ideal ad copy—one that goes viral, wins accolades, or ignites lively debates in a boardroom reminiscent of Mad Men. Yet, the most powerful copy is straightforward, direct, succinct, and vivid, requiring you to see the world from your target audience’s perspective to help meet sales goals and customer expectations.

Focus on Benefits, Not Features

Consumers aren’t impressed by claims of company excellence—they care about how your product can enhance their daily lives. Too often, businesses fall into the trap of listing features rather than spotlighting the benefits that truly resonate with their audience.

Consider Booking.com’s hotel ad in Paris, which doesn’t merely showcase room availability. It underscores the ease of booking, affordability, and savings, delivering a benefit-focused message.

• "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 hidden within a cluttered or disorganized ad. The way your copy is presented carries as much weight as the message itself.

3. The Power of Word Choice

The right choice of words can transform your ad into a personal, urgent, and engaging call to action. The proper tone can mean the difference between an ad that compels and one that is overlooked.

Start with action verbs

Using assertive action verbs can distinguish an ad that fades into the background from one that grabs attention. Dynamic words like 'discover', 'explore', or 'get' instill immediate urgency and excitement, pushing your audience to act.

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

Upwork’s ad showcases this perfectly by employing phrases like 'Hire Experts' and 'Hire Someone for Work Today' to emphasize speed and efficiency. Instead of merely stating features, the ad energizes viewers to take action, clearly highlighting 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.

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

1. Writing for the Audience, Not Yourself

The ad copy is finely tuned to address the needs of its intended audience, specifically targeting agencies and marketers who require rapid, globally accessible video production. This aligns with the sub tip to write for your audience by focusing on benefits rather than the company’s own traits. By emphasizing the ability to create multilingual, high-quality videos swiftly, HeyGen positions itself as the solution to the pain point of scalability in video content, making the benefit clear and directly applicable to the reader’s challenge.

2. Content Matters, but So Does Structure

The ad employs a structured, clear format that meets the sub tip of keeping the message simple and effective. Starting with an attention-grabbing headline '10x Faster,' the structure progresses logically from introducing the primary benefit to detailed success statements and calls-to-action. This step-by-step breakdown makes the content effortless to understand and navigate, ensuring that users quickly grasp how HeyGen can transform their video content creation process.

3. The Power of Word Choice

The ad's language is deliberately action-oriented, starting with proactive verbs like 'Bring' and 'Produce' which encourage immediate engagement. This adheres to the sub tip on the power of word choice by avoiding passive phrasing and instead using dynamic, resonant words that evoke a sense of urgency and possibility. The inclusion of descriptive adjectives like 'fast,' 'accurate,' and 'visually engaging' reinforces HeyGen’s value proposition, ensuring that the benefits are as vivid as they are convincing.

1. Writing for the Audience, Not Yourself

The ad copy sharply targets its audience by emphasizing benefits that matter, rather than just listing features. It addresses creative professionals and educators by spotlighting the ease of creating personalized video content with HeyGen. This aligns with the sub tip of writing for your audience, ensuring that the message is about how the product (e.g., spokesperson or digital teacher videos) improves their lives, rather than focusing solely on the company's capabilities.

2. Content Matters, but So Does Structure

The structure is carefully designed to capture attention and guide the reader. It begins with a striking statistic ('100+ Real Human Avatars') and uses clear, simple language to outline the easy process likened to using PowerPoints. This effective structure matches the sub tip of keeping content simple and clear, ensuring that even complex ideas like AI-powered video generation are easy to understand, which builds trust and engagement with the audience.

3. The Power of Word Choice

The copy utilizes strong action verbs like 'Make' and 'Get Started', which immediately create a sense of urgency and engagement. By directly addressing users with terms such as 'your spokesperson' and 'Personalized Video', it stays true to the sub tip of using dynamic and engaging language. This careful word choice not only motivates immediate action but also reinforces the personalization and ease-of-use that are central to HeyGen's offering.

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 HeyGen 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 HeyGen.