How to write copy for your ad creatives

Every business wants to attract customers who value their products and keep coming back. Yet, many brands struggle because their ads bring in the wrong crowd—those who buy once during a sale and never return. The problem often lies not in the product but in the message and visuals used in advertising. Your ad creative is not just about selling; it’s about choosing who your customers will be.

You Throw Peanuts, You Get Monkeys

Every word and image in your ad acts like a filter. They decide who clicks and who stays. For example, using “50% OFF” in your headline invites bargain hunters. These customers rush in but leave as soon as the sale ends. On the other hand, phrases like “Exclusively Available” attract buyers who care about quality and are willing to pay more. These customers tend to stay loyal.

This is not a trick or magic. It’s simple human psychology. People respond to what your ad says about them, not just about the product.

Your Message Is a Mirror

Most brands miss a key point: people don’t buy products just because they like them. They buy products that reflect their identity. Someone who sees themselves as sophisticated will avoid ads shouting “CRAZY DISCOUNT!!!” because that message tells them they don’t belong.

Your ad creative acts like a mirror. It shows potential customers who fits in and who doesn’t. If your message doesn’t match their self-image, they won’t engage, no matter how good your product is.

The Language Test: What Are You Actually Saying?

Discount Language Sends a Clear Message

When your ad focuses on discounts and urgency, it says, “We need you more than you need us.” This language triggers fear of missing out and trains customers to wait for sales. These buyers are price-sensitive and will leave when a better deal appears elsewhere.

Premium Language Sends a Different Message

Using words like “exclusive,” “limited edition,” or “crafted for you” tells customers they need to qualify to be part of your brand. This language appeals to aspiration and long-term thinking. Customers who respond to this message see your brand as part of their identity and values. They are less likely to shop around for a cheaper option.

Neither approach is wrong. They just attract different types of businesses and customers.

Before You Write Anything: Know What Business You Are Building

Your ad creative should follow your business model, not the other way around. Look at your numbers and ask:

• Are you building a high-volume, quick-turnover operation?

• Do you want a community of repeat buyers who don’t price-shop?

• Are you creating a brand people aspire to own?

• Or are you offering a solution for budget-conscious shoppers?

  
  

Your answers will guide your creative strategy. For example, if you want repeat buyers who value your brand, your ads should focus on quality, exclusivity, and values, not discounts.

Ad creative showing a sophisticated product display

Visual Psychology: What Your Images Actually Say

Before anyone reads your words, your images speak loudly. Visuals set the tone and attract certain customers instantly.

• Cluttered layouts with bright red badges scream urgency and discounts. They attract bargain hunters.

• Simple, clean designs with muted colors suggest quality and exclusivity. They appeal to customers who value sophistication.

• Images showing lifestyle and aspiration invite customers who want to see themselves reflected in the brand.

  
  

Choosing the right visuals is as important as choosing the right words. Together, they create a consistent message that filters the right customers.

Practical Tips to Align Your Ad Creative with Your Ideal Customer

• Use language that matches your brand’s values. If you want loyal customers, avoid constant discount talk.

• Choose images that reflect your target audience’s lifestyle and aspirations. For example, a luxury skincare brand should use clean, elegant visuals rather than busy, flashy ones.

• Test your ads with different messages and visuals. See which ones attract the customers you want.

• Be consistent across all channels. Your website, social media, and ads should tell the same story.

• Avoid mixed messages. Don’t combine “50% OFF” with “Exclusive” in the same ad. It confuses customers about who you are.

  
  

Real-World Example: Two Shoe Brands

Brand A runs ads with “Buy One Get One Free” and bright, busy images. They get many clicks but low repeat purchases. Most buyers are bargain hunters.

Brand B uses ads with “Handcrafted for the Discerning Customer” and shows elegant, minimalist photos. They get fewer clicks but higher customer loyalty and repeat sales.

Both brands succeed, but they attract very different customers because their ad creatives reflect different messages.

Summary

Your ad creative is more than just a sales tool. It’s a filter that decides who your customers will be. Words and images send signals about your brand’s identity and values. If your message doesn’t match the customers you want, you will attract the wrong ones.

Start by understanding what kind of business you want to build. Then craft your ads to reflect that vision clearly. Use language and visuals that speak to your ideal customer’s identity. This approach will bring in customers who stay, buy more, and become loyal advocates.