How Typecast 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

Numerous copywriters aspire to develop flawless ads—ones that go viral, garner awards, or spark intense debates in a high-profile boardroom. However, the most effective copy is often straightforward, succinct, and vividly descriptive. To help your client hit their sales targets and satisfy customer expectations, it's crucial to adopt the perspective of the target audience.

Focus on Benefits, Not Features

People aren’t concerned with how outstanding your company is; they care about how your product can enhance their lives. Too often, businesses fall into the trap of listing features instead of showcasing the benefits that truly matter to their audience.

Consider Booking.com's ad for Paris hotels as a prime example of benefits-driven messaging—it doesn’t merely highlight hotel availability but emphasizes ease, savings, and the smooth process of 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 strongest messaging can be overlooked if it’s hidden within a cluttered or disorganized ad. The presentation of your copy is just as critical as the content itself.

Lead with Your Strongest Copy

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

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 necessity of leading with your most compelling message. If your key selling point is buried in the middle or at the end, many might miss it. Whether it’s a notable benefit, a problem-solving assertion, or a boost in credibility, placing your strongest copy upfront increases engagement and impact.

3. The Power of Word Choice

The precise choice of words can turn your ad into a piece that feels personal, urgent, and engaging. The right tone can be the key difference between an ad that drives conversions and one that goes unnoticed.

Use "You" and "Your" for Personalization

A key tenet of effective marketing is to address individuals rather than a generic audience. When your ad copy reads like a direct conversation instead of a generic announcement, it naturally encourages greater interaction.

Incorporating words like 'you' and 'your' personalizes your message, making potential customers feel acknowledged, valued, and directly spoken to rather than just another member of 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.

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

1. Writing for the Audience, Not Yourself

The ad copy immediately targets the audience's need by offering a customizable, high-quality voice-over service. It clearly emphasizes the benefit of being able to choose any emotion and tone, directly addressing users who want a personalized voice experience. This reflects the 'Write for Your Audience, Not Yourself' tip by keeping the message focused on improving the customer's experience and stresses benefits rather than just listing features.

2. Content Matters, but So Does Structure

The copy is organized in a streamlined manner, beginning with a strong, attention-grabbing title and benefit statement, followed by a clear, step-by-step process from script input to final output. By leading with its most compelling content, the ad adheres to the tip of 'Content Matters, but So Does Structure' and 'Lead with Your Strongest Copy', which ensures that critical points are immediately noticed by readers who typically skim content.

3. The Power of Word Choice

The ad employs a direct and conversational tone using personalized language such as 'your' and 'create'. This approach aligns with the tip of 'Use "You" and "Your" for Personalization', ensuring the text speaks directly to the customer's needs. Additionally, the use of dynamic action verbs emphasizes engagement and resonates with the audience, making the ad copy both relatable and persuasive through its choice of language.

1. Writing for the Audience, Not Yourself

The ad effectively speaks directly to the audience by emphasizing how Typecast allows them to create a voice-over in any emotion or tone they desire, thereby focusing on the benefit rather than just listing features. This aligns with the 'Write for Your Audience, Not Yourself' tip by addressing the audience's personal needs and demonstrating how the service can directly improve their projects.

2. Content Matters, but So Does Structure

The structure is concise and front-loads the most impactful information, capturing the readers’ attention quickly. However, while it outlines the service benefit clearly, it lacks a strong, reassuring closing statement or call-to-action. Adding a final line that reassures and guides the audience can build trust and further prompt engagement, following the tip on ending with a strong closing statement.

3. The Power of Word Choice

The ad uses personable language with active verbs such as 'create' and phrases like 'voice you want' which makes it direct and engaging. By using this personalized language, it resonates with the audience, mirroring their needs and enhancing engagement. However, incorporating a richer vocabulary and more direct use of 'you' and 'your' could further tailor the message to the individual reader, amplifying the connection 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 Typecast 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 Typecast.