Writing Ad Copy

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01 Introduction

001 Shaping your message.mp4

00:51

02 Rules of Ad Copy Writing

001 Writing for web readers.mp4

03:18

002 Keep content fresh.mp4

02:14

003 Language and tone.mp4

02:30

03 Ad Copy Goals

001 Micro vs. macro goals.mp4

03:09

002 Acquisition goals.mp4

02:55

003 Retention goals.mp4

02:29

04 Writing Ad Copy for Different Media

001 Website ad copy.mp4

02:50

002 Email ad copy.mp4

03:13

003 Direct mail ad copy.mp4

03:13

004 Social media ad copy.mp4

02:48

05 Understanding Your Audience

001 How psychology affects ad copy.mp4

01:58

002 Psychological triggers Priming.mp4

02:19

003 Psychological triggers Social proof.mp4

03:21

004 Psychological triggers Price.mp4

03:52

005 Loss aversion and the endowment effect.mp4

02:13

06 Personas and Tone

001 Customer personas.mp4

03:36

002 Why tone matters.mp4

03:13

07 Dos and Donts

001 Eliminate the passive voice.mp4

02:09

002 Write effective headlines.mp4

03:27

003 Master the call to action (CTA).mp4

02:15

08 Conclusion

001 Ad copywriting resources.mp4

01:19

Description

Learn how to write ad copy that effectively conveys your brand and converts clicks into sales, traffic, and signups. Conversion and growth strategist Michael Duquet walks you through the rules for writing ads for different platforms. He goes over ways to hit your advertising goals (macro and micro and acquisition and retention), and shows how to craft copy for specific media types, including websites, email, direct mail, and social media. Because different audiences are receptive to different kinds of ads, Michael shows how to change your message and tone based on your target audience and customer persona. In the final chapters, he walks you through some common dos and don'ts and explains what the future of advertising holds for copywriters and creative strategists.

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