How Sprinto 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

Copywriters often fantasize about creating the flawless ad that goes viral, wins accolades, or ignites spirited boardroom debates. Yet, the most effective copy remains clear, concise, and informative. To drive your client's sales metrics and meet customer expectations, it's crucial to view things from the perspective of their target audience.

Solve Their Problem, Not Yours

While many brands tend to highlight product features, truly effective ad copy reverses that focus by emphasizing how it benefits customers. Instead of stating 'Here’s what we do,' it asks 'Here’s how we solve your problem.'

Take Monday.com's CRM ad as an example: targeting users who search for 'CRM for small-medium business,' the copy bypasses mere feature listing and promptly showcases how it streamlines lead tracking, deal management, and workflow automation.

The headline instantly signals that Shopify Plus is designed for enterprises, while the description acknowledges core business challenges:

• "CRM for Small-Medium Business - That's Actually Easy to Use" →Directly counters a major pain point: most CRMs are complex and difficult to use. This reassures SMBs looking for a simple solution.
• "An Intuitive CRM to Better Track & Manage Leads, and Close Deals Faster." →Focuses on solving efficiency problems: tracking leads and closing deals without frustration.
• "Try For Free. Get Started in Less Than 2 Minutes!" →Removes adoption barriers by making the decision risk-free and effortless.

Instead of simply showcasing features, this ad positions the CRM as a direct solution to the user's challenges, making it more relevant and compelling.

2. Content Matters, but So Does Structure

Even the most compelling message can fall short if it’s hidden in a cluttered or poorly organized ad. How you present your copy is just as important as the actual content.

Lead with Your Strongest Copy

Most people don’t read ads from start to finish—they simply scan. Research by the Nielsen Norman Group reveals that 79% of users skim through new pages, while only 16% read 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 behavior underscores the need to lead with your strongest message. If your key selling point is buried further down, it might go unnoticed. Bringing forward your most persuasive benefits or problem-solving points maximizes engagement and overall impact.

3. The Power of Word Choice

The right words can transform your ad into something personal, compelling, and urgent. Choosing the perfect tone often marks the difference between an ad that converts and one that is overlooked.

Use Words That Resonate with Your Audience

The best way to capture attention is by speaking the language of your audience. Mirroring their vocabulary and expressions directly addresses their needs and makes your copy more relatable.

One effective technique for this is keyword research. By analyzing the exact terms people search for, you can identify common language patterns and weave them naturally into your ads.

Here's how you can do it:

• Leverage Customer Data →Analyze customer reviews, feedback, and support inquiries to identify recurring phrases and concerns.
• Study Competitor Keywords →Find out what terms your competitors are using to attract traffic, and incorporate those insights into your own ad copy.

If you want to see what keywords your competitors are targeting, tools like Ahrefs, Similarweb, Inpages can help you analyze their traffic sources and identify high-performing keywords.

By using familiar words and phrases, you can make your message feel more authentic and relevant, increasing the chances of capturing your audience's attention and driving meaningful engagement.

Sprinto'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 Sprinto 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 audience’s specific compliance challenges rather than simply promoting Sprinto’s credentials. It speaks directly to businesses seeking SOC 2 compliance by emphasizing a clear, step-by-step certification path that benefits the customer by simplifying the compliance process and solving security concerns. This aligns with the tip to write for your audience and solve their problem, not yours, by focusing on tangible benefits and practical outcomes.

2. Content Matters, but So Does Structure

The ad is structured to capture attention immediately with a compelling credibility statement and then presents a succinct list of benefits that are easy to skim. This approach follows best practices by leading with the strongest copy, ensuring critical messages like expert guidance and efficient audits are front-loaded. The structure also sets the stage for a strong, reassuring closing statement, addressing readers' concerns and encouraging immediate action.

3. The Power of Word Choice

The language is deliberately precise and benefit-oriented, using dynamic action verbs and industry-specific phrases such as 'clear, step-by-step path', 'trust & security', and 'industry-leading compliance experts'. This mirror the target audience’s language and focuses on what matters most to them, aligning with the sub tip to use words that resonate with your customers. The chosen words not only create urgency but also build trust, reinforcing the message of efficient and reliable compliance solutions.

1. Writing for the Audience, Not Yourself

The ad copy effectively centers on the audience by asking a direct question about PCI DSS compliance challenges, which aligns with the 'Write for Your Audience, Not Yourself' tip. By emphasizing benefits like faster, error-free processes, it speaks directly to the reader’s need for a solution, adhering to 'Focus on Benefits, Not Features' and 'Solve Their Problem, Not Yours'. It shifts the emphasis from what Sprinto does to how it can directly improve customers’ compliance processes.

2. Content Matters, but So Does Structure

The structure of the ad copy is designed to capture attention immediately. It starts with a direct question that highlights customer pain points and follows up with a clear, bullet-like list of benefits. This approach mirrors the advice to 'Lead with Your Strongest Copy' by ensuring that the most compelling aspects are immediately visible to readers, which is critical for fast-skimming audiences. The clear segmentation helps in reinforcing key benefits and ensures that the value proposition for Sprinto’s automated compliance solution is unmistakable.

3. The Power of Word Choice

The language in the ad copy employs dynamic and action-oriented words such as 'automated', '10x faster', and 'error free', creating a sense of urgency and relevance. The use of a conversational tone directly addresses the reader, making the message more relatable. This aligns with the tip to 'Use Words That Resonate with Your Audience', ensuring that the precise, benefit-focused language strengthens trust and speaks clearly to companies seeking efficient compliance and automation.

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 Sprinto 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 Sprinto.