Ultimate Ad Copy Cheat Sheet

This cheat sheet gives you 12 proven hacks (plus a bonus) to write ads that grab attention, build trust, and drive action. Use it for emails, video scripts, web pages, or any ad copy. Keep it simple, clear, and bold!

1. Write Killer Headlines First

• Why: Headlines are 80% of your ad’s success. Most people only read the headline.
• What: Create curiosity, be different, or make it sexy. A great headline can triple clicks (e.g., from 1% to 3% click-through rate).
• How:
• Ask questions: “Want to double your sales without spending more?”
• Use “How to [Good Thing] Without [Bad Thing] Even If [Fear]”: “How to speak confidently without practicing, even if you’re shy.”
• Steal ideas from other industries’ ads (e.g., travel ads for business).
• Tip: Test headlines by checking what grabs attention in the first 3 seconds of viral videos or ads.

2. Say What Only You Can Say

• Why: Your unique proof builds trust. Competitors can copy offers, but not your story.
• What: Share your real achievements or experiences.
• How:
• Mention specific results: “We spent $10M on ads last year to grow our companies.”
• Highlight unique traits: “I’m the only vegan powerlifting coach for moms over 35.”
• Tip: Your story is your superpower. AI can’t replicate your real-world wins.

3. Call Out Your Audience (And Who It’s Not For)

• Why: Specific targeting makes people feel “This is for me!” Saying who it’s not for is even stronger.
• What: Define your ideal customer clearly. Polarize to attract the right people.
• How:
• Positive call-out: “For business owners making over $1M a year.”
• Negative call-out: “Not for startups under $250K—try our free content instead.”
• Example: “Only for people aiming to lose 30+ pounds. If you want to lose less, this isn’t for you.”
• Tip: Speak to one person, not the masses. Make them feel you know their secrets.

4. Always Give a Reason Why

• Why: People act when you explain why. Any reason is better than none.
• What: Use “because” to justify your offer or action.
• How:
• Simple reason: “Join now because our sale ends tonight.”
• Tie to urgency/scarcity: “Grab this deal because we only have 100 spots.”
• Fun reason: “Get this course because it’s our dog’s birthday month!”
• Tip: Think like a party planner—any excuse works if it’s clear.

5. Use Damaging Admissions

• Why: Admitting flaws builds trust. Truth is more persuasive than promises.
• What: Own your weaknesses, then highlight strengths with “but.”
• How:
• Structure: “[Flaw], but [Strength].”
• Example: “Our gym’s parking is terrible, but our classes are the most fun you’ll ever have.”
• Example: “These markers smell bad, but they last four times longer.”
• Tip: List your product’s flaws and turn them into trust-building statements. Add humor for extra points.

6. Show, Don’t Tell

• Why: Descriptive moments make people feel the result, not just hear it.
• What: Paint a vivid picture of the experience, not just the outcome.
• How:
• Instead of “Get more sales,” say: “Your phone rings so much, you run out of order forms.”
• Instead of “Get more leads,” say: “Your gym is so full, you need to rearrange for more space.”
• Example: “Imagine your friends asking how you cook gourmet meals while staying fit.”
• Tip: Describe specific moments your customer will feel when they succeed.

7. Tie Benefits to Status

• Why: People want status among peers, family, or rivals.
• What: Show how your product boosts their social standing.
• How:
• Example: “Cook meals so fast, your friends will envy your time management.”
• Example: “Grow your business so big, your competitors will wonder how you did it.”
• Use the “What, Who, When” framework:
• What: The benefit (e.g., faster cooking).
• Who: Who gives status (e.g., friends, rivals).
• When: Past, present, or future (e.g., “Your kids will brag about you years from now”).
• Tip: Match status to your audience (e.g., Lamborghinis for young hustlers, thriving kids for moms).

8. Add Urgency and Scarcity

• Why: Urgency (time) and scarcity (quantity) push people to act fast.
• What: Limit time or spots to lower the action threshold.
• How:
• Urgency: “Sale ends at midnight.”
• Scarcity: “Only 100 spots available.”
• Example: “Join our workshop by Friday—only 50 seats left!”
• Tip: Make it real. Say no to late buyers to build trust for next time.

9. Use Implied Authority

• Why: People trust experts with proof of success.
• What: Highlight credentials, results, or longevity.
• How:
• Example: “We’ve helped 5,000 gyms grow over 7 years.”
• Example: “Voted Best Boot Camp in Vegas 2024.”
• Example: “Our team has 20+ years of ad experience.”
• Tip: Small awards or testimonials add big authority. Document everything.

10. Always Include a PS Statement

• Why: The PS is the second-most-read part after the headline.
• What: Use it to summarize, exclude, or excite.
• How:
• Exclusion: “P.S. Not for beginners—only for businesses over $1M.”
• Summary: “P.S. We’ve helped 1,000 black belts. Click to join them.”
• Fun: “P.S. Stick around for a joke at the end of my emails!”
• Add a PPS for extra impact: “P.P.S. Only 10 spots left!”
• Tip: Train readers to check the PS with fun or value so they click when it’s a call to action.

11. Make Calls to Action (CTAs) Stupid Simple

• Why: A confused mind doesn’t act. Clear CTAs drive action.
• What: Tell people exactly what to do and what happens next.
• How:
• Example: “Click the button, fill out your info, and pick a time to visit.”
• Tip: Build trust by making promises and keeping them (e.g., “Follow these steps, get a cake”).

12. Write at a Third-Grade Reading Level

• Why: Simple copy converts. Complex words create friction.
• What: Use short sentences, small words, and big promises.
• How:
• Short sentences: “Want more sales? Click here.”
• Small words: Use “run” or “sprint” instead of “quickly ran.”
• Avoid adverbs; use strong verbs: “He sprinted” vs. “He ran fast.”
• Test with a free reading level tool to hit third-grade level.
• Tip: Simplicity beats concision. Remove anything hard to read.

Bonus: Use Humor (When Possible)

• Why: Humor entertains, making your ad memorable and shareable.
• What: Add light, relatable humor to educate and entertain.
• How:
• Example: “Our gym’s AC is spotty, but you’ll sweat with a smile!”
• Example: “Missed our sale? Don’t worry, our dog’s birthday is next month too.”
• Test humor like comedians: Try it, keep what works, ditch what doesn’t.
• Tip: Humor is extra sauce. The other 12 hacks work without it, but humor boosts impact.

Example Ad Using All Hacks

Headline: How to Triple Your Gym’s Clients Without Doubling Your Ad Spend, Even If You’re New to Marketing!

Body:

We’ve grown 5,000 gyms over 7 years (#9). This plan is for gym owners making $250K+ a year, not beginners (#3). Our ads aren’t pretty, but they pack a punch (#5). Imagine a line around your gym, forcing you to add more classes (#6). Your rivals will wonder how you did it (#7).

Why act now? Only 50 spots for our free roadmap, and the offer ends Friday (#8). Here’s why it works: We spent $10M on ads last year to prove it (#2, #4).

P.S. Not for small gyms—only for those ready to scale big (#10).

P.P.S. Click now to feel like the king of your market (#7, #10).

CTA: Click here, enter your info, and get our free roadmap instantly (#11). Written so anyone can read it (#12).

Bonus Humor: Missed the deadline? Don’t worry, our mascot’s birthday is next month (#13)!

How to Use This Cheat Sheet

1. Before Writing: Review the hacks. Pick 2-3 to focus on for each ad.
2. While Writing: Keep sentences short, words simple, and promises big.
3. After Writing: Check reading level, test headlines, and add humor if it fits.
4. Test and Tweak: Like a comedian, keep what works, ditch what doesn’t.