Tips & Advice

4 Ingredients Your Ad Copy Needs To Convert

Johnny McKenna

Before I even get into the meat of this topic, you need to be able to answer these four questions without hesitation:

  1. What does your company do?
  2. Who is your audience?
  3. What problems is your audience facing?
  4. How can you help them solve those problems?

If you’re unsure about any of these questions, you’re not ready to write ad copy that converts. Make sure you are crystal clear on these questions before you go any further.

Alight, now that we go that out of the way, let’s get into the 4 ingredients your ad copy needs in order to boost conversion rates.

1. Hook using the problem your audience is facing

You need to hit hard and fast at the beginning. Statistics can be a powerful way to start, but  make sure the stat hits your audience’s pain point dead on. You have to get their attention right away, and create curiosity so the reader continues.

2. Agitate the problem by detailing what’s at stake if the problem isn’t solved

This should make the problem even more real to your audience. They need to feel where their life is headed if the problem is left unsolved. While you should avoid scare tactics, the problem needs to be amplified to make it feel imminent and real.

3. Allude to how you can offer a solution

You don’t want to give your entire solution away at this point, as that would most likely take a lot more copy/content. You’re dealing with limited attention spans. Only offer up enough to get them to take the next step: the call to action.

4. Call the readers to action

Your call-to-action should be clear and concise. Don’t use “contact us” or other general call-to-actions that people see hundreds of times in a week. Stand out by being specific or consider overcoming potential objections within the call-to-action.

Try using call-to-actions like:

  • Get an estimate now
  • Am I a candidate?
  • Get started for just $1
  • Start Free, No CC required!
  • Show me my opportunities


Let’s say you’re a performance exhaust manufacturer called Fire Performance Exhaust. An ad you might be tempted to write could look like this:

“Does your car sound like every other car on the road? Boost your exhaust experience with a Fire Performance Exhaust System”

While it starts with a problem for potential customers, it doesn’t feel like the problem is critical. The problem also isn’t being agitated to make the reader want to take immediate action. I don’t feel the need to do anything right away. 

Here’s what I would suggest instead:

You’ve spent thousands of dollars making your car stand out from the crowd, but it sounds more like a kitten’s meow than a lion’s roar. 

With car shows right around the corner, your ride is going to be left in the dust without the power and performance sound you crave.

Get a custom-fit Fire Performance Exhaust for your car in minutes to get the performance sound and added power you’ve been missing.

Last updated April 13, 2021.