How Notion 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 long to create that flawless ad—one that captures viral attention, garners awards, or fuels lively debates reminiscent of a Mad Men boardroom. Yet, truly effective copy is characteristically clear, straightforward, and succinct. To drive your client’s sales and fulfill customer expectations, it’s vital to adopt the perspective of your target audience.

Focus on Benefits, Not Features

Customers aren’t focused on your company’s reputation—they care about how your product can enhance their lives. Too many businesses fall into the trap of listing features rather than spotlighting the benefits that resonate with their audience.

Consider Booking.com’s ad for Paris hotels: it doesn’t merely announce room availability, but stresses the advantages of convenience, savings, and seamless 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 miss its mark if it’s lost in a cluttered or disorganized ad. The way you present your copy is just as crucial as the message itself.

Lead with Your Strongest Copy

Most people don’t read an ad cover-to-cover—they skim. Research from the Nielsen Norman Group shows that 79% of users scan new pages, while only 16% read every word.

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 underscores the importance of leading with your most striking message. If your primary selling point is tucked away in the middle or at the end, it may go unnoticed. Front-loading your strongest benefit, solution, or credibility booster ensures better engagement and impact.

3. The Power of Word Choice

The right choice of words can make your ad feel personal, urgent, and engaging. Adopting an appropriate tone can be the critical factor between an ad that converts and one that gets overlooked.

Use "You" and "Your" for Personalization

A foundational principle in effective marketing is to speak directly to an individual rather than addressing a vague crowd. When your ad reads like a personal conversation rather than a generic announcement, it naturally draws more engagement.

Using terms like 'you' and 'your' personalizes the message, ensuring potential customers feel recognized, valued, and addressed directly instead of blending into a faceless audience.

Take a look at this Digital PR ad from Digital Third Coast:

This ad is a great example of how to effectively use "you" and "your" to make the message feel more personal and engaging. Notice how just by switching one word, the copy sounds more personal.

Notion'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 Notion 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 the benefits that business owners seek by offering a unified workspace, a direct nod to the sub tip 'Write for Your Audience, Not Yourself.' It doesn't simply list features; it underscores how consolidating multiple tools into one platform can simplify operations and improve efficiency – clearly reflecting 'Focus on Benefits, Not Features.'

2. Content Matters, but So Does Structure

The copy is structured to grab attention from the start by leading with a strong benefit. This aligns with the advice to 'Lead with Your Strongest Copy,' ensuring that the primary promise is immediately visible. Additionally, the clear and direct layout makes it easy for skimmers to pick up the key message, fulfilling the need for an organized structure that keeps user engagement high until the reassuring closing statement.

3. The Power of Word Choice

The language is personal, using terms like 'your whole business' to speak directly to the reader, perfectly matching the sub tip to 'Use "You" and "Your" for Personalization.' Such word choices resonate with the audience's desire for simplicity and integration, mirroring the authentic language used by potential users and thus enhancing relatability and engagement.

1. Writing for the Audience, Not Yourself

The ad copy clearly prioritizes the audience's needs by emphasizing a personalized workspace that adapts to individual work styles. This approach aligns with the sub tip of writing for your audience rather than yourself, ensuring that potential users immediately see how Notion can solve common challenges like juggling multiple tools.

2. Content Matters, but So Does Structure

The copy begins with a benefit-focused hook that captures attention, adhering to the best practice of leading with your strongest message. It then logically expands on specific benefits — improvements in project management, communication, and client relationships — before concluding with a reassuring note, which is crucial for reinforcing trust and prompting action.

3. The Power of Word Choice

By using personalized language such as 'adapts to you' and 'unify your projects,' the ad copy directly engages the reader. This choice of words reflects the sub tip to use 'you' and 'your,' ensuring the message resonates on a personal level while avoiding generic descriptions. The dynamic language also mirrors the target audience's needs, making the benefits of Notion's unified workspace immediately clear.

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 Notion 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 Notion.