If you’ve ever googled something and immediately scrolled through anything with an “ad” tag without stopping, it probably means the copywriters need to up their game. Alternatively—and I do this constantly—if you’re walking down the street and see some posters and do a double-take? Bravo, copywriter.

The most recent stop-and-stare that made me do a double-take. Snaps for tubi. 

Copywriting is hard—take it from someone who is desperately trying to get better at it! It can make or break an advertising campaign. That’s why I compiled these 21 tips to help you write more compelling and successful marketing copy.

Let’s get started!

1. Define your target audience

First things first, decide who you’re selling to. Get specific. If the prospects for your offering run the gamut, choose a subsection to target an audience more specifically. College students will react differently to marketing copy than family-focused suburban residents, for instance.

2. Choose an objective

What do you want this marketing copy to compel someone to do? Do you want them to go to a website to make a purchase? Do you want them to sign up for more information? Or go into a physical location? Decide what you want out of your advertisement or marketing copy before you even start writing.

marketing copy example from Mailchimp

This Mailchimp copy encourages the visitor to choose their plan and sign up now.

3. Create urgency

When you’re writing compelling copy, an easy tactic is to

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