How to Create Effective Ad Copy

The first step to producing a quality ad read is a good script or set of talking points! To produce an effective read, creators need a framework that balances clear brand guidelines with the creative freedom necessary to engage their specific audience. 

While there is no standard length of a script, the aim should be to provide creators with enough content to produce a 60 second ad. 

Ad Copy Formats

The first step is to determine the right ad copy format. In general, ad copy falls into three distinct format types: verbatim, open-ended, and flexible.

• Verbatim: Hosts read word-for-word exactly as written. This format is ideal for advertisers with strict legal or compliance requirements; however, personal endorsement is usually sacrificed at the expense of uniformity. 

• Open-Ended: Hosts receive a deck, brand summary, or list of bullet points instead of standard talking points. They will then write the ad copy from scratch. While this can work for niche campaigns, it is not recommended for most due to being high-effort and prone to errors. 

• Flexible: Hosts have pre-picked talking points to read from as a general guideline, but are also able to improvise and balance the brand’s message with authentic endorsement. This is recommended for most advertisers. 

Ad Copy Elements

After the ad copy format is locked in, the next step is to build out the script using five core elements as a framework. These should seamlessly connect, but do not necessarily have to be in this precise order. 

• The Intro: A catchy, attention-grabbing hook that distinguishes the ad from the regular show content. 

• The Bridge: One or two sentences that naturally pivot from the hook to the main talking points. 

• The Main Points: Essential details of the brand, product, or current promotion. 

• The Personal Endorsement: The host connection to the product being endorsed. This is arguably the most valuable element of the ad read.

• The CTA: A callback to the specific product or offer, along with a unique promo code and/or vanity URL. This is usually read verbatim. 

Ad Copy Expectations 

Hosts find it valuable to have a clear list of Do’s and Don’ts. Once the core script is completed, consider adding the following items. 

• Keywords and/or Phrases to Avoid: Are there competitors, sensitive topics, or specific terms that hosts should refrain from adding?

• Pronunciation Guides: How should hosts pronounce the brand or product being advertised?

• Desired Tone: Should hosts deliver the ad in a conversational manner? High-energy? Direct and precise?  

Takeaway 

Ultimately, by keeping these guidelines in mind when creating ad copy, you are giving hosts the structure needed to produce authentic and high-quality ad reads. From there, it’s up to them to take the guidance provided and produce the best read possible!