Crafting Irresistible Ad Copy & Value Propositions

Chapter 1: Awareness & Acquisition Channels Working Together

Key Concepts:

  • Message alignment across ad, landing page, and user journey
  • Funnel stages: TOFU (cold), MOFU (warm), BOFU (hot)
  • Consistency in CTA, value promise, and tone

Example:

A BOFU retargeting ad promoting “Get 25% Off Today Only” must lead to a discount page, not a general homepage.

Workflow:

  • Identify funnel stage
  • Craft message that reflects user intent
  • Match ad headline + CTA with landing page
  • Test for alignment using feedback loops

SOP: Message Match SOP

  1. Define campaign objective & funnel stage
  2. Write ad headline that reflects that intent
  3. Ensure CTA and landing page mirror the offer
  4. Review user journey from ad to action

Chapter 2: Writing High-Converting Ad Copy

Key Concepts:

  • Use benefits over features
  • Strong hooks, social proof, and one CTA
  • Use emotional triggers and active voice
  • Avoid jargon, write conversationally

Example:

Bad: “We offer SEO Services.”
Good: “Rank #1 on Google and get leads daily — no tech experience needed!”

Workflow:

  • Start with user pain or desire
  • Add a solution (benefit-driven)
  • Insert proof or credibility element
  • Add a clear CTA (e.g., “Try it free”)

SOP: Ad Copy Creation SOP

  • Choose a framework (AIDA, PAS, 4Ps)
  • Draft 3 variations per ad set
  • Include a headline, body, and CTA
  • A/B test 2 versions, analyze CTR

Chapter 3: Designing Creatives That Drive Action

Key Concepts:

  • Visuals must support the message
  • Use high-contrast CTAs and product imagery
  • Align image format to platform (story vs. feed vs. display)
  • Add urgency, social proof, or emotion

Example:

E-commerce brand uses UGC video with caption: “I got this bag in 2 days — love it!” with a “Shop Now” CTA.

Workflow:

  • Define ad goal
  • Choose format (image, carousel, video)
  • Use real product or people visuals
  • Add branded elements + CTA
  • Test across devices

SOP: Creative Production SOP

  • Create design brief (goal, copy, format)
  • Use Canva/Figma to create visuals
  • Add text overlays sparingly (keep mobile-friendly)
  • Review for CTA clarity and alignment
  • Run A/B test with at least 2 variants

Chapter 4: Using Ad Copy Frameworks & VOC Research

Key Concepts:

  • Frameworks: PAS (Problem-Agitate-Solve), AIDA, 4Ps
  • VOC (Voice of Customer): Reviews, comments, surveys
  • Use real customer language to boost relatability

Example:

Framework: PAS
Problem: “Still stuck with low website traffic?”
Agitate: “You’re missing out on thousands of leads.”
Solve: “Try our SEO course — 10,000 students enrolled!”

Workflow:

  • Gather reviews or testimonials
  • Highlight repeated phrases/complaints
  • Plug insights into copywriting frameworks
  • Refine using tone of your brand

SOP: Framework + VOC SOP

  • Choose copywriting framework
  • Research 10–20 customer reviews
  • Extract pain points, desires, words used
  • Write 3 ad versions using real language
  • Split-test ads based on emotional triggers

Chapter 5: Audience Stages & Funnel Mapping

Key Concepts:

  • Cold = unaware, Warm = aware, Hot = ready to convert
  • Tailor offers, creatives, and CTAs to stage
  • Use funnel maps to guide content flow

Example:


Cold: “Free Guide – How to Start Your Ecom Store”
Warm: “Join Our Free Workshop (with client case studies)”
Hot: “Start Your Store Today – Get 50% Off”

Workflow:

  • Segment audience by stage using pixel or behavior
  • Map funnel touchpoints: TOFU → MOFU → BOFU
  • Assign message + ad + landing for each
  • Measure drop-off rates at each step

SOP: Funnel Mapping SOP

  • Define customer journey steps
  • Build message hierarchy: Awareness → Consideration → Decision
  • Align ad type and CTA with each step
  • Set up retargeting for MOFU and BOFU
  • Monitor performance by stage

Chapter 6: Hands-On Projects & Implementation

Projects for Students:

  • Write 3 versions of ad copy using PAS, AIDA, and 4Ps
  • Create 2 ad creatives (static + video) for a cold and hot audience
  • Build a value proposition worksheet (headline + support points)
  • Design a simple funnel map with TOFU, MOFU, BOFU touchpoints
  • Conduct VOC research using Amazon/Reddit reviews and turn it into ad copy

Final Deliverables (for students):

  • Ad Copy Portfolio – At least 3 ad variants using different frameworks
  • Creative Pack – Two mock ad creatives with CTA + brand message
  • Funnel Messaging Board – Diagram showing TOFU → BOFU with ad/copy alignment
  • VOC Swipe File – Real phrases collected and turned into hooks or headlines
  • Value Proposition Statement – 1-liner for your business/client