The Difference Between Advertising and Ad Copy

How To Research For Articles – The Difference Between An Advertisement and An AdCopy

Today I’m going to talk a little about the difference between advertisements and ad copy.

There are three ways you can know if you are a great writer.

Can you make someone cry?Crier

Can you make someone laugh?

If you can do either of these you are a great writer.

Can you make someone take action to solve their problem?


 If you can do this in addition to making someone cry or making them laugh, then you have the formula for winning over your readers and making them customers for life.


Have you ever seen that advertisement on T.V. that shows a contestant waiting by the phone to see if he will be called to answer the question that will win him lots of money? He is sitting there eating a big piece of chocolate cake waiting for the phone to ring.

It rings, and as the MC says, “You are the lucky contestant to have been chosen among thousands to answer the following question. If you do answer it correctly you’ll win $10,000. The question is, “Who killed Alexander 120px-Hamilton-burr-duelHamilton?”

Our contestant’s excitement rises to a feverish pitch as he realizes that he just finished reading a Biography of the famed Revolutionary War hero, Founding Father and Secretary of the Treasury, Alexander Hamilton and he knows exactly who killed him. And so he speaks into the phone with all confidence and joy his little heart has mustered and says, ‘Awon Buwaa.’ The MC says, I’m sorry would you say that again?” He says again with his mouth full of chocolate cake, ‘Awon Buwa.’

The MC says, I’m sorry, I can’t be sure, but that sounds like a wrong answer, we’ll have to go to another contestant and hangs up. The camera moves in on a very shocked, frustrated and extremely disappointed contestant with chocolate frosting covering his mouth and chin and the announcer’s voice on the T.V says,

“got milk?”

Advertisements Make You Aware of A Product – They Inform You About What They Are Offering You

This story is an example of an advertisement. Its purpose is to make you aware, albeit in a very shocking and funny way, that you may or may not have any milk with you now and will you have any when next you may need it? It is making you wonder whether-or-not you are aware of whether-or-not you have any milk in your fridge. Nowhere in this ad does anyone ask you to go put your shoes on, get in the car, drive down to the store and buy a bottle of milk. Nowhere here is there a request for a direct response from the reader.

Ad Copy – Direct Response RequestedThey Laughed When I Sat Down

Now follow this link: They Laughed When I Sat Down To Play….

I have chosen this ad, though old, because it is considered the breakthrough Direct Response Ad for all of marketing. Marketing from the day this ad was released has never been the same. It set the tone for direct response advertising from day one, is considered an icon of the Direct Response Marketing community and its author John Caples is considered a guru of the genre.

Take your time and read through this ad and see if you can pick out those places in it, from the very Call to Action - Coupon Infobeginning that are engaging you as the reader. Whether or not you were interested at the moment you first saw the ad in learning to play an instrument, chances are once you started reading, you got hooked and sold into learning to play.

Where are those places that hooked you as a reader? Where were you engaged by them?

Your choices may be different from mine, but here are a few that I chose:

A. The story itself of impressing and surprising your friends and family is extremely engaging.

What Are You Connecting With In Your Customer?

Who doesn’t want to impress friends and family with our accomplishments? 

We deserve to have pride in ourselves and fun with our friends and family.

  1. You are telling them that they are capable of learning a new skill.
  2. You are telling them that they deserve to show off the fruits of their years of learning how to learn.
  3. You are telling them that they can finally show their friends and family with the gift of music how much they love them.

B. How I learned to play without a teacher.   

What are you connecting to in your customer?

Their accomplishments and capabilities.

  1. You are connecting with the busy-ness of your customer. The program is structured to require no time- consuming and laborious practice sessions.
    • You are telling them that they are being responsible to others in their lives and so they are very busy people.
  2. You are telling them that you see them as disciplined and organized enough to create and schedule what practice time will be required of them without a teacher.
    • You are telling them that they are being responsible to themselves in practicing the discipline and organization they need to get things done for themselves and those they are responsible for.
  3. You are telling them that your product is so complete, you will not need to pay a teacher week after week to tell you what you already can see for yourself. Or you are telling them that your product is so complete that it contains everything that you would need to know to play like a champ, even if it is instruction on how to find what you are looking for in your piano learning enterprise.
    • You are telling them that they are capable and talented enough to teach themselves

C. Play Any Instrument

What are you are connecting to in your customer?

That part of them that wants to be an artist.

The mystique around the playing of an instrument, any instrument is dispelled with the list of instruments that the reader can be taught to play. The reader is put into the same category as some of the greatest musicians and artists of the reader’s time. They don’t kid themselves that they will be as accomplished as the greats, or will they? What matters is that the reader is made of the same stuff as the great musical achievers of his day.

D. Send For Our Free Booklet and Demonstration Lesson

What are you connecting to in your customer?

That part of them that wants value for their money. 

Value = Quality + Cost

  1. The cost is minimal. At the very least it costs nothing or very little to try the program to see if you are happy with what you can learn. No further commitment or investment is necessary.
    • You see them as an individual with circumstances completely different from everyone else reading this ad and you are taking those circumstances into consideration by giving them a no to low cost, no further obligation trial of the program.
  2. Package arrived in a timely manner. So many trial run offers seem to be scams today as the trial run period begins the day you purchase the product instead of the day you receive it.  An unscrupulous seller can wait until the last few days of the trial period to even send the program or product out to you so that you have no time to try it out before you have to purchase the product full-price.
    • You are acknowledging and respecting their tendency to be skeptical of the quality of anything that they are putting their hard earned money out to buy.
  3. It was everything and more that it claimed to be.
    • You respect them enough that you don’t want them to be lied to. This isn’t just too good to be true. They can trust this company that they provide what they say they will.

E. Sign and Send the Convenient Coupon Now!

What are you connecting to in your customer? 

The ease of making that decision that could change their lives!

  1. Give the reader a command.
    • Tell them exactly what to do.
      1. Fill out the coupon completely and send it in.
      2. You’d give them a self-addressed, stamped envelope if you could.
  2. Make them act by saying that the offer is limited.
    • Oddly enough, this still works. Probably because even though most offers are not time sensitive, some are and the reader is never really certain which are and which aren’t and so it is an incentive for them to act in a timely manner.
  3. Everything supplied when needed cash or credit
    • Let them know the company has everything they need and will supply it for them when they need it.
    • Let them know when there will be an additional charge up front.
      1. That way they will know when something is really free.
  4. Name of School and Address
    • name of offer re-iterated, so they are sure at every step what they are purchasing.
      1. Eliminate as much confusion during the action step as possible.
      2. Spell it out like you were talking to children.
      3. Every detail is important because they are hearing this for the first time and they want to be sure they know what they are signing up for.
  5. What is requested of you?
    1. course and instrument you are interested in
    2. your name and address
    3. timely response

So, AdCopy or Direct Response Marketing, on the other hand, is intended to get your reader to take immediate action at your suggestion or recommendation.

  1. Draw your reader in with a favorite story that captivates. It doesn’t even have to be a story that you yourself experienced.
    • You can say that this is a story about, your product or info.
    • Just make sure that the story is relevant to what you are promoting.
  2. Tell all the good and bad things you can about your product or information, be honest.
  3. Give your customer as much free value as you can that explains more about the product, or free trial of the product, free instruction or tutorials concerning the product.
    • Make the information so easy to access that they don’t have any time or reason to refuse or back out of the offer.
    • Don’t make your offer complicated to access.
  4. Then give them an offer that is difficult for them to refuse in conjunction with this free value you are giving them.
  5. Direct them to send that free info as soon as possible.

Once you have their contact information, you are on your way to developing a life-long customer relationship with this person who trusted you enough to download or order your offer.

If you can keep this in mind as you write your ad copy you will soon be writing content that engages and gets a direct response from many who read it.

Please stay tuned and come back for more posts about story writing, ad copy writing and engaging content.

Please leave a comment below.

Learn more about writing quality content at my website

Join our COMMUNITY We give first-rate feedback and answers to any of your questions about setting up your website, building it and getting it ranked on google, bing, and yahoo.


See you soon,

Beth Haran


6 thoughts on “How To Research For Articles – The Difference Between An Advertisement and An AdCopy”

  1. Thanks for the quality content, about quality content!
    Really nice use of graphics too. Going to keep all of these tips in mind, they are certainly helpful. Do you believe that people find personal storeis and experiences relevant or just boring? I have a habit of using experiences as illustration and I don’t want to be a turn off to readers.

    Thanks in advance,


    1. I think as long as we are sincere and the story is relevant you’re not going to be boring. Just think of what you would like to hear about what you are promoting. I will be doing posts on ways to tell our stories that grab people’s attention. I hope to be doing that soon. So check back and the information might be helpful.

      Thanks for your comment. I’m looking forward to reading your stories in your posts.

      What is the name of your site? Just put your website name and spell out dot com so the comments section will accept it.

      All the best to you.


  2. Hi there,

    I just had a master lesson in ad copy. Thank you so much for sharing that invaluable, priceless brilliant article.

    I do content marketing via wordpress blogging platform. Usually, my monetised content is via products reviews (other people’s products). The rest o fmy site is helpful authoritative content. Is there an ad copy course that you can recommend for me? and how would I use what I learn into my site?

    Thanks you so much for that brilliant article.

    1. Hi Derek,

      Thank you so much for the warm kudos.

      I have been doing some research into writing ad copy that may help to engage your customers more. I have just finished a post answering a question from another WA affiliate wondering if her personal stories are boring people. Let me know what you think about the post.

      Go to my recent post and let me know what you think about how helpful the information is. You can just leave a comment on my site. That will be fine.

      How To Cure Writer’s Block For People Who Think Their Stories Are Boring

      There is a wonderful site that I got the information from, but as with most professional sites there is a lot of information there for beginners. I am trying to cut the information into bite sized pieces. It is good to try one thing at a time and see if it works. The site is called CopyHackers and I am hoping to become an affiliate of theirs soon.

      All the best.


  3. Hi I just stumbled upon your site and this is the first time I read something about advertisement and ad copy. I didn’t know that one has to go through some considerations on how to involve your target audience.

    But after reading this, it really helps in how I would structure my future blogs from now on. Thank you for the interesting information.


    1. Dear Raymond,

      I too am excited about using more sensory words in my ads. It is a fun way to better connect with our customers. Our content is our only way of communicating with and getting our customers and potential customers to trust us. Entertaining them with colorfully crafted words is one way.

      I hope to share more ways to get our customers and potential customers to trust us through our content.

      Stay tuned.

      All the best.


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