Writing text that persuades the reader to take action.

Fundamentals

What is Copywriting?

Writing text that persuades the reader to take action.

Definition

Copywriting is the craft of writing persuasive text for ads, landing pages, emails, and other marketing materials. Great ad copy follows proven frameworks: AIDA (Attention, Interest, Desire, Action), PAS (Problem, Agitate, Solution), or BAB (Before, After, Bridge). The best-performing copy leads with a specific benefit or pain point, uses the customer's own language, includes social proof, and ends with a clear CTA.

Example

Instead of "Our moisturizer is great," a brand writes: "Dermatologists said my acne scars were permanent. 6 weeks with this serum changed their mind." The specific, story-driven copy outperforms the generic version by 3x.

Related Terms

Ad Creative The visual and written content that makes up an advertisement. Call to Action (CTA) A prompt that tells the viewer what action to take next. Headline The primary text that captures attention in an ad or landing page.

Put this into practice

Access thousands of ready-to-use ad templates that implement copywriting best practices. Customize any template in seconds.

Start Your Free Trial