12 Powerful Copywriting Hacks for Irresistible Ads

As a business owner who has spent tens of millions on advertising, I've developed 12 internal copywriting hacks that we use for every piece of advertising or copy. These techniques have been refined over 14 years and are crucial for creating ads that sell. Let me share all of them with you.

1. Headlines Come First

Headlines are the most important element of your ad. As David Ogilvy famously said, "When you've written your headline, you've spent 80 cents of your advertising dollar." The vast majority of people will only see the headline, so it's crucial to get it right.

A great headline can triple or even quintuple your click-through rate. This is why experienced advertisers obsess over hooks and headlines - they know that's where the money is.

When crafting headlines:

• Make curiosity king
• Aim for something different
• Don't shy away from "sexy" if appropriate
• Never run an ad without a headline

Remember, all ads have headlines - there are just good ones and bad ones. If you don't write a headline, you still have one - it's just not very good.

To test potential headlines:

• Look at your organic content
• Analyze competitors' organic content and ads
• Focus on the first 3 seconds visually and verbally
• "Steal like an artist" from different industries

Use curiosity, quotes, questions, and emotional outcomes in your headlines. One of my favorite formulas is:

"How to [positive outcome] without [negative outcome] even if [biggest fear/obstacle]"

For example: "How to speak confidently in front of strangers without ever practicing, even if you're deathly afraid of public speaking."

2. Say What Only You Can Say

If you've done something remarkable or different, highlight it. Proof will always outperform promises. At the beginning of this article, I mentioned spending tens of millions on ads for my own companies - that's a powerful proof point.

Some examples:

• If you're the only triple black belt in your area, say so
• If you've helped a specific niche (e.g., vegan powerlifter moms over 35), emphasize it
• Highlight unique experiences or accomplishments

Competitors can copy your offer, but they cannot copy your proof. This is especially important in the age of AI - no AI avatar can claim real-world experiences. Your story and experiences are uniquely yours.

3. Call Out Your Ideal Customer (And Who You're Not For)

Always identify who you're looking for - and for bonus points, who you're not looking for. This polarizes your audience and attracts the right customers.

For example:

• "If you're below $250,000 a year in revenue, this isn't for you."
• "Only for people trying to lose over 30 lbs."

By saying no to some customers, you make your ideal customers feel more drawn to you. Don't try to be everything to everyone - that's how you end up being nothing to anyone.

When writing copy, imagine you're talking to one specific person. Be so specific that they think, "How does he know my secrets?"

Consider different levels of awareness:

• Unaware: Hook with curiosity
• Problem-aware: Address specific issues
• Solution-aware: Compare to other solutions
• Product-aware: Highlight unique features
• Most aware: Focus on offers and urgency

Use specific language and describe moments your audience will recognize. Instead of saying "Are you overweight?" try "Do you have trouble getting upstairs or going on a long walk without a rash forming between your legs?"

4. Always Have a Reason Why

The word "because" is one of the most influential in the English language. Always provide a reason for your offer or call-to-action, even if it seems trivial.

Think like a fraternity party planner - the bar for having a reason to party is quite low. It could be:

• A birthday (yours, your spouse's, your dog's)
• A business anniversary
• A made-up holiday

The specific reason matters less than having one. If possible, tie it to urgency or scarcity (more on that later).

Focus on giving reasons for the next immediate step, not the entire process. Every line of copy should sell reading the next line, then the click, then the opt-in, and so on.

5. Use Damaging Admissions

Damaging admissions are incredibly powerful because they're rooted in truth. Always own your flaws - your product isn't perfect, so say so. What you sacrifice in promise, you'll gain in trust.

Use the structure: "[Negative statement], but [positive outcome]."

Examples:

• "These markers smell terrible, but they write four times longer than others."
• "Our websites are ugly as hell, but they convert like crazy."
• "Our systems are incredibly boring, but they work."

By admitting flaws upfront, you disarm objections and build credibility. The prospect is already thinking about potential downsides - by acknowledging them yourself, you gain trust and make your positive claims more believable.

6. Show, Don't Tell

Instead of making vague claims, describe specific experiences and emotions. Don't just say "get more sales" - paint a picture of what that looks like:

"Imagine running out of order forms because customers are reading their credit cards to you over the phone too fast."

Describe the future problems they'd prefer to have:

• A gym so full they need to reorganize equipment
• Phones ringing off the hook with not enough salespeople to answer
• Having to create a waitlist for your services

By describing specific scenarios, you demonstrate expertise and make your claims more believable.

7. Tie Benefits to Status

Humans are competitive and desire status. Whenever possible, tie your benefits to how they'll be perceived by others:

"A cookbook so fast and easy that all your friends will wonder how you found the time to be fit and cook for your family."

Consider different sources of status:

• Family
• Friends
• Colleagues
• Rivals
• Competitors

Think about past, present, and future status gains. How will your product or service elevate their standing in various social circles?

8. Use Urgency and Scarcity

Urgency (time-based) and scarcity (quantity-based) are powerful motivators. However, they must be legitimate to be effective.

Urgency examples:

• Limited-time promotion ending at midnight
• Early-bird pricing for first 100 sign-ups

Scarcity examples:

• Only 100 spots available
• Limited edition product

The key is to actually follow through on your limits. If you say you're only selling 100 spots, stick to it. This builds trust for future offers and creates more demand in the long run.

9. Leverage Implied Authority

Highlight unique qualifications or achievements that imply authority:

• "The only double secret black belt in the area"
• "Transformed over 1,000 people to black belts"
• "Featured on [respected publication/show]"

Longevity can also imply authority:

• "In business for 40 years"
• "Over 20 years of combined experience in our team"

Even small awards or recognitions can be powerful hooks:

• "Voted Best Boot Camp in Vegas"
• "Featured on Oprah's Best Boot Camps list"

These implied authority markers make your claims more believable and give you conversation starters with prospects.

10. Always Include a P.S. Statement

The two most-read parts of any advertisement are the headline and the P.S. (postscript). Always include a P.S. and make it strong.

Strategies for effective P.S. statements:

1. In emails, use it for a light-hearted sign-off or joke to train readers to look there.
2. In ads, use it to disqualify non-ideal customers or recap your main points.
3. Consider adding a P.P.S. for an additional important point.

Example P.S.: "By the way, if you're just getting started, this isn't for you. This is only for people doing X, Y, and Z. Click here to learn more."

11. Have Clear Calls-to-Action (CTAs)

Always tell people exactly what to do next. Don't assume they know - spell it out clearly:

"If you want X, click the button. On the next page, fill in your information, then select a convenient time for you to come in."

By clearly outlining steps and what will happen next, you build trust. When you make a promise about what will happen and then deliver on it, you increase your influence over the prospect.

This is why I named my company Acquisition.com - the name itself is a call-to-action.

12. Write at a Third-Grade Reading Level

Most copy doesn't convert because people have to pause to understand it. Assume your prospect is in a rush, distracted, and has a below-average reading level.

Tips for simplifying your copy:

• Use short sentences and small words
• Make big promises backed by strong proof
• Use fewer adverbs and better verbs (e.g., "sprinted" instead of "ran quickly")
• Prioritize simplicity over concision

Run your copy through a free reading level tool and edit until it reaches a third-grade level.

Bonus: Use Humor When Possible

If you can entertain and educate simultaneously, you win. Entertainment helps your message spread, while education changes behavior.

However, humor is challenging to get right for a broad audience. Test your humorous content extensively, similar to how comedians refine their sets through multiple performances.

By implementing these 12 (plus one bonus) copywriting hacks, you'll create more compelling, persuasive ads that convert better. Remember, great copy makes the words fade into the background - readers should understand and be persuaded without consciously thinking about the writing itself.

Article created from: https://www.youtube.com/watch?v=JDR-R--4HhM