How Lyst 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

Countless copywriters aspire to develop the ideal ad copy that goes viral, earns accolades, or sparks intense discussions reminiscent of a Mad Men boardroom. Yet, the most effective copy is straightforward, concise, and vivid. To help your client reach their sales objectives and satisfy customer expectations, it’s vital to see things from the perspective of the target audience.

Focus on Benefits, Not Features

Customers aren’t concerned with how impressive your company appears; they care about the ways your product enriches their lives. Far too many businesses fall into the trap of listing features instead of emphasizing the benefits that truly resonate with their audience.

Consider Booking.com's campaign for Paris hotels, which does more than simply announce room availability—it spotlights convenience, savings, and hassle-free 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 can falter if it’s hidden within a cluttered or poorly organized ad. The presentation of your copy is just as crucial as the words you choose.

Lead with Your Strongest Copy

Most people don’t read ads from beginning to end—they simply skim. Research from the Nielsen Norman Group shows that 79% of users scan 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 pattern underscores the need to showcase your most persuasive message upfront. If your key selling point is tucked away in the middle or at the end, it’s likely to be overlooked. Whether it’s a strong benefit, a problem-solving statement, or a boost in credibility, front-loading your best copy optimizes both engagement and impact.

3. The Power of Word Choice

The words you select can make your ad feel personal, urgent, and engaging. Nailing the right tone often makes the difference between an ad that drives conversions and one that gets ignored.

Start with action verbs

Powerful action verbs can turn an ad from bland to attention-grabbing. Using dynamic words like 'discover', 'explore', or 'get' instills a sense of 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 advertisement leverages forceful action phrases such as 'Hire Experts' and 'Hire Someone for Work Today' to highlight the speed and efficiency of finding freelancers. Instead of passively listing features, it actively inspires action, rendering the hiring process seamless. The repeated emphasis on 'Hire' reinforces the central message—Upwork helps businesses rapidly secure top talent. By leading with these energetic words, the ad builds momentum and clearly directs users toward 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.

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

1. Writing for the Audience, Not Yourself

The ad copy effectively targets high-end fashion consumers by highlighting an exclusive discount, aligning with the tip 'Write for Your Audience, Not Yourself'. It stresses direct benefits such as quality and significant savings—attributes that matter most to these buyers, mirroring Lyst’s commitment to connecting shoppers with premium, trusted brands. Rather than dwelling on features, it focuses on the impact these benefits have on their lifestyle.

2. Content Matters, but So Does Structure

The structure of the ad is optimized by leading with the impressive 'Up To 70% Off' discount, which immediately grabs attention, adhering to the tip of 'Content Matters, but So Does Structure'. The strong hook is placed right at the beginning, ensuring maximum visibility. Additionally, the clear, concise progression from the discount offer to the invitation to 'Start Your Fashion Search' reinforces its call-to-action, while the closing statement leaves a reassuring, problem-solving impact on the audience.

3. The Power of Word Choice

The use of dynamic and action-oriented language such as 'Shop' and 'Start Your Fashion Search Today' exemplifies the power of the right word choice. This approach not only captures attention but also creates urgency and excitement, tying directly to the tip to 'Start with action verbs'. The incorporation of superlatives like 'Best Brands And Stores' further elevates the perception of premium quality and exclusivity, resonating with the target audience's aspirations and Lyst’s mission of offering a personalized, AI-driven shopping experience.

1. Writing for the Audience, Not Yourself

The ad copy effectively centers on the benefits that matter to its audience, in line with the sub tip 'Write for Your Audience, Not Yourself.' By emphasizing staying updated with the latest sale alerts and offering savings up to 70% off, it speaks directly to fashion-savvy consumers who desire value and variety. This approach swaps a feature-heavy narrative for one that highlights how Lyst’s personalized shopping experience enhances their lives, reflecting the emphasis on benefits over features.

2. Content Matters, but So Does Structure

The structure of the ad copy follows the advice to 'Lead with Your Strongest Copy' by opening with a compelling discount offer that immediately grabs attention. This critical information is presented upfront with a clear call to action, ensuring that even skim-readers capture the key benefit. Additionally, the closing statement serves to reassure potential customers by clearly directing them to join or download the app, which aligns well with the sub tip to end with a strong, reassuring closing statement.

3. The Power of Word Choice

The ad copy uses dynamic and action-oriented language, incorporating strong verbs such as 'Join' and 'Discover.' This choice of words creates immediacy and encourages the audience to take action without delay. The phrasing is personal and engaging, ensuring that the message resonates on a direct level with users. By favoring an inviting and motivational tone, the copy reflects the sub tip 'The Power of Word Choice' and supports Lyst’s mission of offering a tailored, AI-driven shopping experience.

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 Lyst 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 Lyst.