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Writing Ad Copy

By: Michael Duquet

Duration: 1h 8m

Released: May 23, 2016

Description:

Learn how to write ad copy that effectively conveys your brand and converts clicks into sales, traffic, and signups. Conversion and growth strategist Michael Duquet walks you through the rules for writing ads for different platforms. He goes over ways to hit your advertising goals (macro and micro and acquisition and retention), and shows how to craft copy for specific media types, including websites, email, direct mail, and social media. Because different audiences are receptive to different kinds of ads, Michael shows how to change your message and tone based on your target audience and customer persona. In the final chapters, he walks you through some common dos and don’ts and explains what the future of advertising holds for copywriters and creative strategists.

Topics include:

Writing relevant, eye-catching ads
Defining your goals and metrics for each campaign
Writing ad copy for different media types
Understanding your audience
Using personas in ad copywriting
Avoiding passive voice
Including a call to action

Author:

Mike Duquet is a conversion optimization and growth strategist at social media marketing platform Hootsuite.

Using a blend of psychology and deep data, Mike works to connect millions of customers to solutions that fit their needs. With over 11 years experience working with—and leading—marketing and website content teams, Mike has managed every facet of customer contact and is driven by the goal of making the internet work for clients and customers alike.

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