Short, Sharp & Selling It: How to Write Ad Copy That Hits the Mark

Shorter really can be sweeter. As attention spans shrink and scroll speeds soar, the best copy isn’t just clever. It’s concise, impactful, and sometimes just the right amount of cheeky.

Why Short Ad Copy Works

Think about how you consume content. You're skimming headlines, scrolling past posts, dodging pop-ups, and mentally filtering ads. In a world of TL;DR, your copy needs to be a hit in under a heartbeat.

Great short-form ad copy:

• Grabs attention fast
• Communicates benefits clearly
• Sparks curiosity or emotion
• Ends with a punch (not a paragraph)

In short: if your copy needs an intro and conclusion, it’s too long.

The Anatomy of Impactful Copy

So, what makes a few words sell a product or service?

Start with a hook:
Lead with something unexpected, bold, or benefit-driven. Make the first line irresistible.
Example: “Coffee that beats your alarm.”

Focus on the benefit, not the feature:
You’re not selling a product. You’re selling what that product does for someone.
Example: “Priority-smasher of hot drinks.”

End with a CTA that earns the click:
Don’t be the “learn more” person. Tempt them to take action.
Example: “Taste test the hype.”

A Little Humour Goes a Long Way

Injecting humour into ad copy isn’t about being a stand-up comic. It’s about being relatable. A witty line can break the ice, lower resistance, and make your brand more memorable.

Here’s how humour helps:

• Makes your message stick (People remember what made them smile)
• Humanises your brand (Robots write essays. Humans crack jokes.)
• Turns ads into shareable content (If your copy is funny enough, it will travel.)

Good Copy is Ruthless About Space

Don’t fall in love with your words. Fall in love with what they do. A headline should earn its space like a banner in Times Square. If it doesn’t spark a reaction, be it curiosity, laughter, or urgency — cut it.

Pro tip: Write the long version first, then shave it down. Think of it as carving a statue: the art is in the editing.

SEO and Short Copy: Friends, Not Foes

Yes, SEO and short copy can get along. Your headlines, subheads, and meta descriptions are prime SEO real estate. Make them count. Pepper in relevant keywords naturally, your audience (and Google) will thank you.

Final Thought

If your copy doesn’t say it fast, someone else’s will. And if your copy can’t make them feel something, then it won’t move them to click, buy, or care.

So, write less. Say more. And if in doubt, throw in a well-placed pun.