{"id":10613,"date":"2025-12-04T18:40:21","date_gmt":"2025-12-05T00:40:21","guid":{"rendered":"https:\/\/attentionmedia.io\/?p=10613"},"modified":"2025-12-04T18:40:21","modified_gmt":"2025-12-05T00:40:21","slug":"how-to-write-great-copy-for-every-channel","status":"publish","type":"post","link":"https:\/\/attentionmedia.io\/?p=10613","title":{"rendered":"How to write great copy for every channel"},"content":{"rendered":"<div><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"450\" src=\"https:\/\/martech.org\/wp-content\/uploads\/2025\/04\/Creative-brainstorming-and-writing-concept-800x450.png\" class=\"attachment-large size-large wp-post-image\" alt=\"Creative brainstorming and writing concept\" loading=\"lazy\" \/><\/div>\n<p>Words are a quiet kind of magic. However, they\u2019re often treated like commodities rather than recognized for the power they hold.\u00a0<\/p>\n<p>Words are a vehicle for connection, for understanding and for inspiration. A single change in phrasing can turn flat marketing speak into something that grabs attention, shifts perspectives and drives action.<\/p>\n<p>Below are the essentials of compelling copywriting across marketing channels and how to craft messages that spark interest in readers.<\/p>\n<h2 class=\"wp-block-heading\">Writing that works everywhere: copywriting basics for all channels<\/h2>\n<p>There are several enduring best practices in copywriting. They are channel-agnostic and should be considered by any brand, writer or marketer getting their start in copywriting.<\/p>\n<h3 class=\"wp-block-heading\">Understand your audience<\/h3>\n<p>Before you write a word, you need to identify who you\u2019re talking to and what you want them to do. Without that, at best, you are guessing what your readers want. At worst, you\u2019ll completely miss the mark or even deter customers.<\/p>\n<p>Knowing your audience starts by researching your audience\u2019s pain points. This can be as simple as talking to past or prospective customers or sending out surveys. A few questions I like to ask include:<\/p>\n<ul class=\"wp-block-list\">\n<li>What is your No. 1 struggle when it comes to [subject]?<\/li>\n<li>What methods have you tried to solve this problem?<\/li>\n<li>What issues did you encounter with those solutions?<\/li>\n<li>What is the No. 1 outcome you desire when it comes to [subject]?<\/li>\n<li>How would you define a \u201cgreat\u201d [product\/service] in your eyes?<\/li>\n<\/ul>\n<p>Speak with or survey at least 10 people, ideally more. Once you have some consensus on what your audience cares about and needs, your copy should speak to those goals.<\/p>\n<h3 class=\"wp-block-heading\">Write with momentum<\/h3>\n<p>Write each line of copy to lead toward the next. Sentences should pull a reader forward. Ask yourself, \u201cDoes this make them want to read the next line?\u201d If not, rework it.<\/p>\n<p><strong>Bad example:\u00a0<\/strong><\/p>\n<ul class=\"wp-block-list\">\n<li>\u201cOur software is easy to use. It has many features. Businesses can benefit from it. You should sign up today.\u201d<\/li>\n<\/ul>\n<p>Here, there\u2019s no flow and no reason for the reader to keep reading. The copy lists facts instead of creating curiosity or momentum. Readers can stop at any point because nothing is pulling them forward.<\/p>\n<p><strong>Good example:<\/strong><\/p>\n<ul class=\"wp-block-list\">\n<li>\u201cYou\u2019ve tried many tools that promised \u2018simplicity\u2019\u2026 but ultimately left you frustrated. That\u2019s why we built one that actually works with you, not against you. In just five minutes, you\u2019ll be managing your workflow without the usual chaos.\u201d<\/li>\n<\/ul>\n<p>That is an excellent example because each line sets up the next. There\u2019s curiosity (\u201ctools that promised simplicity\u201d), intrigue (\u201cone that actually works with you\u201d) and payoff (\u201cin just five minutes\u201d). It gently guides the reader from problem \u2192 solution \u2192 benefit \u2192 action.<\/p>\n<p>Tension, curiosity or a promise can help build and maintain that momentum in your copy.<\/p>\n<h3 class=\"wp-block-heading\">Focus on their benefit, not yours<\/h3>\n<p>Writing about <a target=\"_blank\" href=\"https:\/\/martech.org\/how-to-craft-a-strong-brand-story-with-strategic-copywriting\/\" rel=\"noopener\">how great your brand<\/a> is will only get you so far. Prospective customers only care if you solve their problem. If your copy isn\u2019t focused primarily on what the reader wants and needs, you will lose them in the features and overly promotional details.\u00a0<\/p>\n<p><strong>Bad example:<\/strong><\/p>\n<ul class=\"wp-block-list\">\n<li>\u201cWe\u2019re the industry leader in business automation. Our award-winning platform uses cutting-edge technology to streamline operations. With over 20 years of experience, we pride ourselves on delivering excellence to our valued clients.\u201d<\/li>\n<\/ul>\n<p>This copy is too brand-centered. It talks way too much about the company rather than the customer. There\u2019s no mention of what the reader actually gains or how their life improves as a result of the product.<\/p>\n<p><strong>Good example:<\/strong><\/p>\n<ul class=\"wp-block-list\">\n<li>\u201cTired of wasting hours on repetitive admin work? [tool] automates the busywork so you can focus on growing your business, not managing it! In minutes, you\u2019ll have a smoother workflow and more time for the work that actually matters.\u201d<\/li>\n<\/ul>\n<p>This copy is clearly reader-centered. It starts with the customer\u2019s pain (\u201cwasting hours\u201d), offers a direct benefit (\u201cautomates the busywork\u201d) and ends with a clear emotional payoff. It speaks about the reader, not at them.<\/p>\n<h3 class=\"wp-block-heading\">Clarity over complexity<\/h3>\n<p>Don\u2019t lose prospective customers in the details. While you want to accurately describe your offer, you don\u2019t need to be overly verbose. Communicating your point in fewer words is a win.<\/p>\n<p>Clarity always beats clutter. Your tone should be straightforward and conversational, rather than stiff or stuffed with jargon. The goal is to make your message crystal clear to your readers.<\/p>\n<p>Which one would you rather read?<\/p>\n<ul class=\"wp-block-list\">\n<li>\u201cOur cutting-edge, all-in-one marketing solution is designed to empower businesses of every size to seamlessly integrate data-driven strategies that maximize engagement and boost ROI\u2026\u201d<\/li>\n<\/ul>\n<p>Or<\/p>\n<ul class=\"wp-block-list\">\n<li>\u201cOur marketing platform helps you attract more customers and save time by managing all your campaigns in one place.\u201d<\/li>\n<\/ul>\n<p>The latter uses clear, everyday language to make the point. It\u2019s easier to understand and, as a result, more actionable. It centers the reader\u2019s benefit and says what the previous example did \u2014 only in fewer words.<\/p>\n<h3 class=\"wp-block-heading\">Show don\u2019t tell<\/h3>\n<p>When you have the opportunity to show readers what you can do for them, seize it. Words have limits. Skip redundancy and self-promotion and let social proof reveal what your brand is about.<\/p>\n<p>Customer data, case studies and testimonials supply the credibility people want before they buy. A customer vouching for your product is far more convincing than a brand saying, \u201cWe\u2019re great.\u201d Use social proof in place of lengthy copy to build trust and tap into the emotional triggers that drive decisions.<\/p>\n<h3 class=\"wp-block-heading\">Know the platform<\/h3>\n<p>Although these best practices apply to all copywriting, the format will vary by platform. Some types of copy \u2014 such as long-form, short-form, video and ads \u2014 perform better in specific channels.<\/p>\n<p>Learn the tone, format and layout that work best on the platform you\u2019re using. For instance:<\/p>\n<ul class=\"wp-block-list\">\n<li>Website copy follows a clear hierarchy and is structured for quick scanning.\u00a0<\/li>\n<li>Social posts perform best with a sharp hook, short sentences and emojis.\u00a0<\/li>\n<li>Ads use minimal copy, rely on a clear CTA and lean more promotional.<\/li>\n<\/ul>\n<p>Do a quick scan of each channel to see what performs, what competitors are doing and how you can position your content to stand out.<\/p>\n<h2 class=\"wp-block-heading\">Copywriting tips for your marketing channels<\/h2>\n<p>Your copy needs to adapt to each platform\u2019s purpose and the specific behavior of your target audience. Here\u2019s how to craft compelling copy for today\u2019s most important marketing channels.<\/p>\n<h3 class=\"wp-block-heading\">Sales pages: Hook fast, build value<\/h3>\n<p>A sales page is usually where people land at the end of your funnel \u2014 whether they arrive through an ad, email or social campaign. Its only job is to sell one product, service or offer. It shouldn\u2019t be a copy-and-paste version of your product or service page. Prospective customers expect a different experience here.<\/p>\n<p>A sales page is built to sell, so open with a sharp, relevant hook. Then build value by highlighting clear benefits. Write to spark curiosity and create a link between what you offer and what your customer needs.<\/p>\n<p>There\u2019s no perfect template, but this general progression works well:<\/p>\n<ul class=\"wp-block-list\">\n<li>Problem statement (\u201cAre you [experiencing challenge] but not [seeing desired outcome]?\u201d).<\/li>\n<li>Solution statement (\u201cWhat if you could accomplish X and Y, without Z?\u201d).<\/li>\n<li>Initial CTA.<\/li>\n<li>Detailed solution (explain the offer).<\/li>\n<li>Benefits (what\u2019s in it for them?).<\/li>\n<li>Features (what\u2019s actually included).<\/li>\n<li>Social proof (testimonials and results).<\/li>\n<li>Pricing (if applicable).<\/li>\n<li>Guarantee (if applicable).<\/li>\n<li>Final CTA.<\/li>\n<\/ul>\n<p>For example, if I were writing a sales page for a course on SEO for small business owners, the copy might follow a structure like this \u2014 without drafting the full page:<\/p>\n<p>\u201cAre you spending a bunch of time on SEO but not seeing any results?<\/p>\n<p>What if you could attract new customers every month without burning out or wasting money?<\/p>\n<p>In Small Biz SEO Academy, I teach small business owners like you how to build a fully automated \u201cSEO funnel\u201d in a weekend \u2014 with no monthly SEO fee or hours spent optimizing your website.<\/p>\n<p>No fancy tools needed.<\/p>\n<p>No prior SEO knowledge needed.<\/p>\n<p>Excited customers every month.<\/p>\n<p>Check It Out.<\/p>\n<p>Benefits:<\/p>\n<p>\u2013 My Tried and Tested Method for Generating Tons of Customers Every Month, Used by Businesses of All Sizes<\/p>\n<p>\u2013 A No-Brainer Approach to SEO \u2014 No Fancy Skills or Coding Needed<\/p>\n<p>\u2013 Minimize Time Spent on Marketing Down to Less Than 5 Hours Per Month!<\/p>\n<p>\u2013 Generate $3,000-$10,000 in Revenue Per Month, All with Organic<\/p>\n<p>The Small Biz SEO Academy Includes:<\/p>\n<p>\u2013 5 Ready-to-Use Templates (Just Edit and Publish!)<\/p>\n<p>\u2013 6 Straightforward Videos on How to Build Your Own SEO Funnel<\/p>\n<p>\u2013 Pre-Written SEO Sales Funnel Copy<\/p>\n<p>\u2013 Bonus: 1 Hour Coaching Session!<\/p>\n<p>See how Sarah and Todd increased their monthly revenue after implementing Small Biz SEO Academy! [ testimonials ]<\/p>\n<p>Usually $1,500, now only $1,200!<\/p>\n<p>Ready to Level Up Your Business? Join the Academy today!\u201d<\/p>\n<p>If you\u2019re looking for some good sales page examples, check out swiped.co, where you can reverse engineer other marketers\u2019 funnels and sales pages.\u00a0<\/p>\n<h3 class=\"wp-block-heading\">Emails: Open and close the loop<\/h3>\n<p>The purpose of email marketing campaigns is to build relationships, warm up a cold or lukewarm audience and ultimately drive conversions. And by email campaigns, I mean sales emails \u2014 not your monthly newsletter.<\/p>\n<p>Start by defining the purpose and cadence of the campaign.\u00a0<\/p>\n<ul class=\"wp-block-list\">\n<li>What are you selling?\u00a0<\/li>\n<li>How many emails will you send?\u00a0<\/li>\n<li>Who is the audience?<\/li>\n<\/ul>\n<p>Then outline your sequence. A simple, effective progression might look like this:<\/p>\n<ul class=\"wp-block-list\">\n<li><strong>Email 1 (Problem awareness, open the loop):<\/strong> Make readers feel \u201cyou get me\u201d and spark curiosity. Mention how you understand their struggle, then hint at a solution without fully revealing it yet (i.e., open the loop).<\/li>\n<li><strong>Email 2 (Story): <\/strong>Tell a story (true or made up) that demonstrates your audience\u2019s struggle and then how a solution was reached. This enables readers to envision a more favorable outcome to their current challenges.\u00a0<\/li>\n<li><strong>Email 3 (Close the loop):<\/strong> This is where you reveal the true solution you are selling, whether it\u2019s a product, service, course, or something else. Explain how your offer helped either hypothetical character (from previous Story) solve a problem or how it will help the reader.\u00a0<\/li>\n<li><strong>Email 4 (Social proof): <\/strong>Show readers how your offer has helped previous customers reach their desired outcomes. Include screenshots, links to case studies, videos or all of the above. This builds trust, showing readers that other people have purchased from you.<\/li>\n<li><strong>Email 5 (Ask for the sale): <\/strong>If you haven\u2019t done so already, ask the reader to take action, such as signing up or making a purchase. Use additional copy to strengthen their desire to buy from you and to answer any lingering questions. Include at least one, if not several, clear CTAs.\u00a0<\/li>\n<li><strong>Email 6 (Act soon): <\/strong>Follow up later to capture stragglers who haven\u2019t acted yet. Try to build a sense of urgency (\u201cX days left until doors close!\u201d) Close the campaign with a final push.<\/li>\n<\/ul>\n<p>Try not to overthink your subject lines. Test them and see what resonates \u2014 every audience responds differently. Use a conversational tone and \u201cyou\u201d language, avoiding jargon and salesy \u201cwe\u201d phrasing.<\/p>\n<p>Also resist sending readers in several directions. One clear idea and one clear CTA per email works best. For strong examples, search for email swipe files. Many marketers share templates you can study or adapt and Ben Settle\u2019s swipe files are a solid place to start.<\/p>\n<h3 class=\"wp-block-heading\">Digital ads: Sell the click<\/h3>\n<p>Digital ads demand speed. You have only a moment to earn someone\u2019s attention before they scroll past. Your copy must get to the point fast and create enough intrigue for the reader to want more. The best ad copy doesn\u2019t try to say everything. It says the one thing your audience needs to hear most \u2014 right now.\u00a0<\/p>\n<p>For example, imagine you\u2019re running a Facebook ad for your content marketing software. Rather than saying:<\/p>\n<ul class=\"wp-block-list\">\n<li>\u201c[Brand] Content Marketing software helps businesses everywhere with content planning, posting, analytics and tracking. With built-in AI features, you have more ways to generate content ideas\u2026\u201d<\/li>\n<\/ul>\n<p>You could say something like:\u00a0<\/p>\n<ul class=\"wp-block-list\">\n<li>\u201cStop stressing about content. Let us do the heavy lifting.\u201d<\/li>\n<\/ul>\n<p>This copy is short and to the point and says precisely what it needs to say. It also speaks directly to an emotional pain point (\u201cstress\u201d), which is often more powerful than listing features or technical details.<\/p>\n<p>You have limited time and space in digital ads. Instead of listing features, paint a picture of what life is like after someone uses your product. Lead with the emotional payoff \u2014 more time, more clarity, more revenue, less frustration \u2014 and then land the benefit.<\/p>\n<p>Ads come in many formats, from text to carousels to video, so your structure will need to adapt accordingly. But every ad needs a scroll-stopping hook, a clear promise that speaks to the user and a strong CTA.<\/p>\n<p>From there, send users to a sales page that does the heavy lifting. An ad isn\u2019t meant to close the sale but to start the journey. Your job is to earn the click and spark curiosity. Do that well and the next step feels natural.<\/p>\n<p>For strong examples, browse Facebook, Instagram and YouTube. Study how brands hook you, how their sales pages flow and how often they use CTAs. Once you start noticing sales funnels, you\u2019ll see them everywhere. Funnel hacking is excellent practice for any marketer or copywriter wanting to sharpen their craft.<\/p>\n<p><strong><em>Dig deeper: <a target=\"_blank\" href=\"https:\/\/martech.org\/a-3-step-copywriting-formula-that-makes-buyers-take-action\/\" rel=\"noopener\">A 3-step copywriting formula that makes buyers take action<\/a><\/em><\/strong><\/p>\n<h3 class=\"wp-block-heading\">Website copy: Build trust and drive conversions<\/h3>\n<p>Some brands write their web pages like sales pages, but that approach misfires. People land on your site from all stages of the buying journey and hitting them with hard sales copy right away feels too aggressive.<\/p>\n<p>Your website is your digital storefront \u2014 the place where visitors decide whether they trust you enough to buy, work with you or look elsewhere. Your copy should build trust, share clear information and highlight your credibility.<\/p>\n<p>Think of your homepage as a handshake: simple, welcoming and informative. As visitors move deeper into your site, your copy should expand your value, answer their unspoken questions and reduce friction at every step.<\/p>\n<p>Every page should make it obvious what you do, who you help and how you stand apart. Readers shouldn\u2019t have to decode sales language or hunt for basic information.<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" loading=\"lazy\" width=\"800\" height=\"578\" src=\"https:\/\/martech.org\/wp-content\/uploads\/2025\/12\/image-2-800x578.png\" alt=\"The author's homepage\" class=\"wp-image-404723\" \/><figcaption class=\"wp-element-caption\"><em>The author\u2019s homepage<\/em><\/figcaption><\/figure>\n<\/div>\n<p>Every page should make clear what you do, who you help and how you\u2019re different. Readers shouldn\u2019t have to decode sales language oEvery page should make clear what you do, who you help and how you\u2019re different. Readers shouldn\u2019t have to decipher sales language or search for the basics. That\u2019s why your website needs a structure very different from a sales page.<\/p>\n<p>People don\u2019t read websites the way they read emails or ads \u2014 they skim. Your job is to guide them through a clear hierarchy, with useful subheadings and a logical flow that leads them exactly where they need to go.<\/p>\n<p>Example outline for a web page:<\/p>\n<ul class=\"wp-block-list\">\n<li><strong>Heading 1: Clear value proposition<\/strong> \u2014 (Above the fold)A single sentence that explains what you do and who it\u2019s for.\u00a0<\/li>\n<li>Example: \u201cSimple marketing tools that help small businesses attract more customers, without the overwhelm.\u201d<\/li>\n<li><strong>Heading 2: Short supporting statement \u2014 <\/strong>A quick line that reinforces the benefit.\u00a0<\/li>\n<li>Example: \u201cSave time, stay organized and grow consistently with tools designed for busy owners.\u201d<\/li>\n<li><strong>Core benefits section \u2014 <\/strong>Short, scannable blurbs that highlight outcomes, not features.\n<ul class=\"wp-block-list\">\n<li>Example: \u201cAttract more qualified leads.\u201d<\/li>\n<li>\u201cAutomate repetitive tasks.\u201d<\/li>\n<li>\u201cManage everything in one place.\u201d<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<ul class=\"wp-block-list\">\n<li><strong>Social Proof: A testimonial, review, rating, etc.<\/strong>\n<ul class=\"wp-block-list\">\n<li><strong>CTA  \u2014  <\/strong>Example: \u201cStart your free trial\u201d or \u201cBook a demo.\u201d<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>Again, your web page copy exists to build trust. You still want to highlight benefits and encourage action, but it doesn\u2019t need to be as tight as an ad or as sales-forward as a sales page. Aim for a balance: tap into emotional triggers while giving readers detailed, accurate information they can rely on.<\/p>\n<h3 class=\"wp-block-heading\">Social media copy: Quick and conversational<\/h3>\n<p>There\u2019s a key difference between social media content (posts, Reels, Stories, etc.) and social media ad copy. The first is for organic engagement and audience connection. The second is to sell. Here, I\u2019m talking about copy for social ads.<\/p>\n<p>Social platforms \u2014 Instagram, Facebook, X, Reddit and others \u2014 are places where brands show personality and build connection. Your copy shouldn\u2019t be stiff or overly polished. The best social copy feels conversational.<\/p>\n<p>Think about how these platforms began: spaces for people to share updates, connect with friends and join communities. User-generated content has always set the tone. Your job as an advertiser is to blend into that environment with a natural, friendly voice while still stopping the scroll.<\/p>\n<p>Your first line matters most. This is your hook. Lead with a sharp question, a hint of a story, an unexpected stat or an inside joke. Your visuals should also help create that scroll-stopping moment.<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" loading=\"lazy\" width=\"1262\" height=\"1600\" src=\"https:\/\/martech.org\/wp-content\/uploads\/2025\/12\/image-3.png\" alt=\"Source: Facebook.com; details redacted\" class=\"wp-image-404724\" \/><figcaption class=\"wp-element-caption\"><em>Source: Facebook.com; details redacted<\/em><\/figcaption><\/figure>\n<\/div>\n<p>Next, paint a picture of the transformation your product or service delivers. How do you take someone from A to B? If you can convey this with a quick story, even better.<\/p>\n<p>Then, close with a clear CTA. This is not the place for vague or quirky lines like \u201cDiscover your adventure.\u201d Clearly state what users will receive when they click.<\/p>\n<p>For example, if I were writing an Instagram ad for a luxury shoe brand ahead of Thanksgiving, I might say:<\/p>\n<ul class=\"wp-block-list\">\n<li>\u201cQuality and Shine Meet Quality Time. Step Out in Style This Thanksgiving with 10% off [Brand] Shoes. Exclusive Deals on our Shine Series. Grab Deal\u201d<\/li>\n<li>\u201cStyle that sparkles. Moments that matter. Celebrate Thanksgiving with 10% off [Brand] Shoes, featuring exclusive deals on our Shine Series. Shop now!\u201d<\/li>\n<\/ul>\n<p>Each platform leans a bit differently \u2014 LinkedIn feels more authoritative, Instagram more emotional, Facebook more community-driven, X more punchy \u2014 but all reward clarity and relatability. When your copy sounds like it was written by a real person, engagement rises naturally.<\/p>\n<p>Spend time studying ads on Instagram, Facebook, LinkedIn and other platforms. Notice how brands hook attention and drive action.<\/p>\n<h3 class=\"wp-block-heading\">Search ads: Keyword-focused, intentional<\/h3>\n<p>Search ads \u2014 such as Google Ads and Bing Ads \u2014 target customers who are actively seeking a product or service. As a result, your copy should be keyword-focused and direct.<\/p>\n<p>Say you\u2019re a restoration company offering mold remediation services in NYC. A prospective customer might search terms like \u201cmold remediation NYC,\u201d \u201cmold removal service near me,\u201d \u201cprofessional mold remediation,\u201d or \u201cmold cleanup services.\u201d<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" loading=\"lazy\" width=\"1600\" height=\"326\" src=\"https:\/\/martech.org\/wp-content\/uploads\/2025\/12\/image-1.png\" alt=\"Source: Google.com, sponsored search results\" class=\"wp-image-404722\" \/><figcaption class=\"wp-element-caption\"><em>Source: Google.com, sponsored search results<\/em><\/figcaption><\/figure>\n<\/div>\n<p>With those keywords driving intent, your ad copy should use them clearly and naturally. And to do that well, you need to understand how each part of a search ad works:<\/p>\n<ul class=\"wp-block-list\">\n<li><strong>Headlines (up to 3): <\/strong>These are the bold, clickable headlines. They should use your primary keyword, a value proposition and a call to action. Example: \u201cMold Remediation NYC \u2014 Certified and Fast Mold Removal. Free Inspection Today\u201d<\/li>\n<li><strong>Descriptions (up to 2): <\/strong>Descriptions provide more space to include additional details and relevant keywords. Keep them clear and service-forward. Example: \u201cNeed mold remediation in NYC? Our certified specialists remove mold safely and quickly. Get a free inspection today.\u201d<\/li>\n<li><strong>Display path: <\/strong>The URL to be displayed on the ad. This is optional, but can reinforce relevance. Example: yourwebsite.com\/mold-remediation\/\n<ul class=\"wp-block-list\">\n<li><strong>Ad assets:<\/strong> These are additional features that help increase your ad\u2019s visibility and relevance. Some examples include: Call assets.<\/li>\n<li>Location assets.<\/li>\n<li>Sitelinks.<\/li>\n<li>Callouts (e.g., \u201c24\/7 Emergency Response,\u201d \u201cLicensed and Insured,\u201d \u201cFree Estimates\u201d, etc.)<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>Assuming we use all of the features available to us and write a fully optimized ad, it might look something like this:<\/p>\n<p><strong>Headline: <\/strong>New York Mold Removal Service \u2014 NY Certified Mold Inspectors<\/p>\n<p><strong>Description: <\/strong>[Brand] Mold Removal is a NY Top-Rated Mold Company. Let Our Techs Clean The Mold For You!<\/p>\n<p>Asset 1: 24\/7 Emergency Response<\/p>\n<p>Asset 2: Locations<\/p>\n<p>Since this structure is more formulaic, many marketers and business owners find it easier than creative copywriting. The example above illustrates how search ads can closely align with a user\u2019s intent and enhance relevance through the strategic use of clear keywords.<\/p>\n<p>Write several ads within the same ad group and test different headlines, descriptions and extensions to see what performs best.<\/p>\n<h2 class=\"wp-block-heading\">Write copy like the pros<\/h2>\n<p>As you\u2019ve likely noticed, copywriting isn\u2019t as simple as following a template. What works for one brand may fall flat for another. Studying other brands helps, but the only real way to get good is to practice and test what your audience responds to.<\/p>\n<p>Start by understanding what your audience wants and the challenges they face. Market research is essential \u2014 don\u2019t skip it. Let your audience tell you what they want to read and what will inspire them to take action.<\/p>\n<p>Next, learn how copy is formatted on different platforms and how users interact with each one. A style that thrives on LinkedIn may flop on Instagram and vice versa. There\u2019s no one-size-fits-all approach.<\/p>\n<p>The best copywriters research their audience, learn the platform, refine their copy across formats and then test. The truth of your efforts shows up in the data. Don\u2019t overthink it \u2014 let performance guide your decisions.<\/p>\n<p><!-- START INLINE FORM --><\/p>\n<div class=\"nl-inline-form border py-2 px-1 my-2\">\n<div class=\"row align-items-center justify-content-center nl-inline-container\">\n<div class=\"col-12 pb-1\">\n<p class=\"inline-form-text text-center mb-0\">Fuel up with free marketing insights.<\/p>\n<\/div>\n<div class=\"col-12 col-lg-auto pb-2 pb-lg-0\">\n<p class=\"inline-form-text text-center mb-0\">Email:<\/p>\n<\/div>\n<div class=\"col-12 col-lg-8 pe-lg-0\">\n<div class=\"form-nl-inline\"><\/div>\n<\/div>\n<div class=\"col-12 col-lg-auto\">\n<p class=\"text-center mb-0\"><a class=\"nl-terms\" href=\"https:\/\/martech.org\/terms-of-service\/\" target=\"_blank\" aria-label=\"opens in a new tab\">See terms.<\/a><\/p>\n<\/div>\n<\/div>\n<\/div>\n<p><!-- END INLINE FORM --><\/p>\n<p>The post <a href=\"https:\/\/martech.org\/how-to-write-great-copy-for-every-channel\/\">How to write great copy for every channel<\/a> appeared first on <a href=\"https:\/\/martech.org\/\">MarTech<\/a>.<\/p>","protected":false},"excerpt":{"rendered":"<p>Words are a quiet kind of magic. However, they\u2019re often treated like commodities rather than recognized for the power they hold.\u00a0 Words are a vehicle for connection, for understanding and for inspiration. A single change in phrasing can turn flat marketing speak into something that grabs attention, shifts perspectives and drives action. Below are the &hellip; <\/p>\n<p class=\"link-more\"><a href=\"https:\/\/attentionmedia.io\/?p=10613\" class=\"more-link\">Read more<span class=\"screen-reader-text\"> &#8220;How to write great copy for every channel&#8221;<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-10613","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"featured_media_urls":{"thumbnail":["https:\/\/martech.org\/wp-content\/uploads\/2025\/12\/image-2.png",0,0,false],"medium":["https:\/\/martech.org\/wp-content\/uploads\/2025\/12\/image-2.png",0,0,false],"medium_large":["https:\/\/martech.org\/wp-content\/uploads\/2025\/12\/image-2.png",0,0,false],"large":["https:\/\/martech.org\/wp-content\/uploads\/2025\/12\/image-2.png",0,0,false],"1536x1536":["https:\/\/martech.org\/wp-content\/uploads\/2025\/12\/image-2.png",0,0,false],"2048x2048":["https:\/\/martech.org\/wp-content\/uploads\/2025\/12\/image-2.png",0,0,false],"inspiro-featured-image":["https:\/\/martech.org\/wp-content\/uploads\/2025\/12\/image-2.png",0,0,false],"inspiro-loop":["https:\/\/martech.org\/wp-content\/uploads\/2025\/12\/image-2.png",0,0,false],"inspiro-loop@2x":["https:\/\/martech.org\/wp-content\/uploads\/2025\/12\/image-2.png",0,0,false],"portfolio_item-thumbnail":["https:\/\/martech.org\/wp-content\/uploads\/2025\/12\/image-2.png",0,0,false],"portfolio_item-thumbnail@2x":["https:\/\/martech.org\/wp-content\/uploads\/2025\/12\/image-2.png",0,0,false],"portfolio_item-masonry":["https:\/\/martech.org\/wp-content\/uploads\/2025\/12\/image-2.png",0,0,false],"portfolio_item-masonry@2x":["https:\/\/martech.org\/wp-content\/uploads\/2025\/12\/image-2.png",0,0,false],"portfolio_item-thumbnail_cinema":["https:\/\/martech.org\/wp-content\/uploads\/2025\/12\/image-2.png",0,0,false],"portfolio_item-thumbnail_portrait":["https:\/\/martech.org\/wp-content\/uploads\/2025\/12\/image-2.png",0,0,false],"portfolio_item-thumbnail_portrait@2x":["https:\/\/martech.org\/wp-content\/uploads\/2025\/12\/image-2.png",0,0,false],"portfolio_item-thumbnail_square":["https:\/\/martech.org\/wp-content\/uploads\/2025\/12\/image-2.png",0,0,false]},"_links":{"self":[{"href":"https:\/\/attentionmedia.io\/index.php?rest_route=\/wp\/v2\/posts\/10613","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/attentionmedia.io\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/attentionmedia.io\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/attentionmedia.io\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/attentionmedia.io\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=10613"}],"version-history":[{"count":0,"href":"https:\/\/attentionmedia.io\/index.php?rest_route=\/wp\/v2\/posts\/10613\/revisions"}],"wp:attachment":[{"href":"https:\/\/attentionmedia.io\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=10613"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/attentionmedia.io\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=10613"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/attentionmedia.io\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=10613"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}