Writing Creative Ad Copy

✍️ Golden Rules For UX Writing. With practical guidelines on how to avoid confusion and help people understand better ↓ ✅ Always write with respect, for people as smart as you. ✅ Write mobile-first: short, plain language, bite-sized chunks. ✅ Decide what to say, then find the shortest way to say it. 🚫 Avoid long buttons: use 2–4 words, max. 25 characters. 🚫 Avoid long links: at least 8 chars, max. 8 words (55 chars). ✅ Use sentence case by default, Title Case only for headings. ✅ Use progress anchors for long forms: “Next: Payment details”. 🚫 Don’t use placeholders as replacement for labels or hints. 🚫 Don’t hide critical details or guidelines behind a tooltip. 🚫 Don’t hide frequently used filters/nav behind a button. ✅ Front-load keywords in headings and text summary. ✅ Make people hunt for destructive buttons to avoid mistakes. ✅ Leave room for translation. Expect your text to grow by 40%. 🚫 Avoid more than 20 words/sentence, 50 words/paragraph. 🚫 Never mix 2+ type treatments (color, bold, indents, italic). Good writing is an incredible opportunity. Not only to help people get work done faster and with confidence, but also to build a strong and lasting relationships. To be charming when users get started. To help without a fuss when things go wrong. To show respect and sincerity, but also understanding and care when it’s needed. One little technique that has helped me is to imagine a real person speaking to the customer before I choose words to communicate something to them. I think about how they speak — from voice and tone to speed and intonation. How casual or formal they are dressed. What their personality is. And, most importantly, what traits, values, beliefs and principles they uphold. A product then needs to match that personality, and adapt tone based on user’s context. Once we have it, we write down all the questions users might have. We re-arrange them in order of importance and severity. We decide what to say, and find the shortest way to say it. And then we test, by reading out a piece of content loud. And if it doesn’t sound right, it doesn’t read right either. ✤ Content Design in Design Systems Atlassian: https://lnkd.in/eGpzQqm4 Amplitude: https://lnkd.in/eaB85T7n 👍 DHL: https://lnkd.in/eF494fkT 👍 Duolingo: https://lnkd.in/egCSX9At Girlguiding: https://lnkd.in/eZ8zMyC3 👍 Gov.uk: https://lnkd.in/ekRadXad Intuit: https://lnkd.in/eGyBUrZ2 👍 JSTOR: https://lnkd.in/eAnyrtcu 👍 MetLife: https://lnkd.in/evVE8sqf Progressive’s: https://lnkd.in/evx_8bzY 👍 Shopify: https://lnkd.in/eAKgEHNW Skrill: https://lnkd.in/e2HGTq4q 👍 Zendesk: https://lnkd.in/euxijT5m 👍 Wise: https://lnkd.in/eWk-Mvf9 ✤ Books – Strategic Writing for UX, by Torrey Podmajersky – Content Design, by Sarah Winters – Nicely Said, by Nicole Fenton, Kate Kiefer Lee – Everybody Writes, by Ann Handley – Conversational Design by Erika Hall – Writing Is Designing, by Michael Metts, Andy Welfle ✏️ [continues in the comments ↓ ] #ux #writing

📌 10 ways to add a unique angle to your blog post (so it ranks)—outside of SME inputs (All of these are derived from my real-life editing experience) 🌻 Data, but make sure to contextualize the heck out of it. For example, absolute industry size may be irrelevant to me, but the trends—whether it's growing or shrinking—may help me make a business decision 🌻 Examples that support your POV, when you have a dry, theoretical topic (like leadership theories). I may not understand what laissez-faire leadership is via its definition alone, but I may aspire to be a laissez-faire leader when you tell me Steve Jobs was one 🌻 Niche examples that resonate with your audience. If writing for developers, reference debugging rather than general problem-solving (ClickUp is great at this) 🌻 Personal storytelling that transforms abstract concepts into visceral, memorable narratives. Instead of just explaining the Pomodoro rule, share how it helped you overcome a seemingly insurmountable professional challenge (A lot of writers on Medium use this approach) 🌻 Counterintuitive insights that challenge conventional wisdom, making readers pause and reconsider their existing assumptions about a topic. The more you can surprise and provoke thoughtful reflection, the more likely your content will stick (Check out Y Combinator founder, Paul Graham's blog)) 🌻 Visual breakdowns for complex ideas. Create infographics or diagrams to simplify dense concepts into digestible visuals—even a TL;DR block or a comparison table for tools counts (Finshots does it well) 🌻 Humor or personality to make it fun. A touch of lightheartedness can make even technical topics more engaging (Looking at you, Buffer) 🌻 Historical comparisons to provide depth. Show how past events or trends relate to your topic today. Conversely, predictive analysis that doesn't just describe the current state, but offers sophisticated forecasting about where trends, technologies, or professional practices are heading 🌻 Case studies to demonstrate real-world applications. Walk readers through a specific example to ground your ideas in reality (ClickUp does this well too) 🌻 FAQs that provide extra nuggets of knowledge and more than satisfy the exact search intent What else would you add to this list? Did I miss something obvious? Let me know in the comments! #mishkawrites #writing #editing #writer #editor #blogwriting

How we generate leads is changing because people are tired of endless forms. They want value upfront. So, how do we balance the pros and cons? The answer lies in a blended approach. Think about it this way. Gated content shouldn't be your only lead-generation tactic.  It should be part of a broader strategy that includes other, more engaging methods. For example, using interactive experiences. Consider using immersive content. This type of content attracts attention and generates interest before you ask for contact information. Interactive quizzes, calculators, and assessments offer value upfront. They engage prospects and provide personalized insights, which builds trust and makes them more likely to share their details later. Other types of immersive content, like virtual tours or interactive demos, showcase your product from another angle. They also create a memorable experience and show your expertise, which can be a powerful lead magnet. Remember that using interactive content for #leadgeneration isn't about replacing gated content entirely.  It's about offering a mix of options.  As Forrester suggests, "B2B marketers need to diversify their lead generation strategies beyond traditional gated content." What content strategies are you using to balance lead generation and audience engagement?  #b2bmarketing #demandgeneration #marketingstrategy

Decoding client collaboration 101 Do not just listen. Ask questions! Asking questions demonstrates your interest in the client’s expectations, setting the stage for a productive and collaborative partnership. So, before hopping to close the deal, ask, 🌀What are your particular goals and objectives for this project? ✅ To tailor the project approach and deliver results that align with your client’s vision. 🌀 What is your expected timeline for completion of this project? ✅ To plan resources effectively and set realistic expectations for both parties. 🌀 What are the key deliverables you expect from me? ✅ To minimize misunderstandings/surprises. 🌀 Are there any budgetary constraints? ✅ To tailor the project proposal within the client’s budget. 🌀 How do you envision measuring the project’s success? ✅ To align your efforts with the client’s evaluation criteria, ensuring your work is valued. 🌀 Have you worked on a similar project before? ✅ To identify potential challenges and leverage lessons learned to deliver an even better outcome. P.S. Did I miss a question? Tell me in the comments section! #personalbranding #projectsuccess #communicationskills

I’ve written 1,000+ posts over the past 4 years. Which turned into: → Signing dream clients without chasing leads → Building an audience that engages, trusts, and buys → Writing my way to a flexible, fun business And it all comes down to this: Don’t just write posts. Tell stories. It’s the easiest way to write better content. They flow better, are easier to read, and keep people hooked. I've used this approach for years. Because it works. Here’s my 3-step process to do it: — 1/ Start with an idea I never recommend starting without an idea of what you want to write about. I started this post with the idea of writing about how to write stories. Let yourself be inspired by: → Thoughts when you’re on a walk → Other content that sparks an idea → Things you’ve done/said over the week Capture ideas before you need them, and build a bank of ideas for later. (And never ever ever just copy another post) — 2/ Structure the idea I have a list of Content Flows that I use. It’s what helps me and my clients to write in a structured way without losing authenticity. One of my favourites: P-A-S Problem - What’s the problem we’re starting with? (E.g - People struggle to write stories) Agitate - Why is that a problem? (E.g - Without them, content isn’t as good) Solution - How do you fix it? (E.g - This 3-step process) — 3/ Let your creativity flow I often write content in coffee shops, or in new environments. Feels less like ‘work’, and more fun. Once you have the topic + the structure, you write however you want. There are no rules. Only what works for you. — Don’t tell. Show. I firmly believe stories are the best way to do that. Keep people engaged = keep people ‘in’. Try this for your next post: Pick an idea → Structure it → Let it flow. You’ll thank yourself later.

📝 The Art of Crafting Effective Ad Copy in SEM: Mastering the Language of Clicks In the fast-paced world of Search Engine Marketing (SEM), the art of crafting compelling ad copy is a game-changer. Your ad copy is the voice of your brand in the competitive digital arena, and mastering this art can significantly impact click-through rates and conversions. Let's delve into the key elements that make ad copy truly effective. **1. Know Your Audience: The foundation of impactful ad copy lies in understanding your target audience. What resonates with them? What pain points do they seek solutions for? Tailor your language to speak directly to their needs and aspirations. **2. Craft a Captivating Headline: The headline is your ad's first impression. Make it count. It should be concise, engaging, and immediately convey the value proposition. Spark curiosity, use power words, and align it with the searcher's intent. **3. Focus on Unique Selling Proposition (USP): What sets your product or service apart? Clearly articulate your Unique Selling Proposition (USP). Whether it's a special offer, unique features, or exceptional service, let your audience know why they should choose you. **4. Conciseness is Key: In the realm of SEM, brevity is a virtue. Craft your message with utmost clarity and conciseness. Every word should add value. Eliminate unnecessary details and ensure that your message is easily digestible. **5. Create a Compelling Call-to-Action (CTA): The CTA is the bridge between interest and action. Whether it's "Shop Now," "Learn More," or "Sign Up Today," your CTA should be compelling and instigate immediate action. Make it clear what you want your audience to do next. **6. Speak the Language of Benefits: Shift the focus from features to benefits. How does your product or service improve the lives of your customers? Highlight the positive outcomes they can expect, creating an emotional connection that resonates. **7. Utilize Ad Extensions Wisely: Leverage ad extensions to provide additional context and information. Site links, callouts, and structured snippets can enhance your ad, offering users more reasons to click through and explore. **8. A/B Testing for Optimization: The journey to the perfect ad copy involves experimentation. Conduct A/B tests with different variations of your ad copy to understand what resonates best with your audience. Continuously refine and optimize based on performance data. In the realm of SEM, effective ad copy is a potent tool that can elevate your campaigns to new heights. By understanding your audience, communicating your USP, and continually refining your approach through testing, you'll master the art of crafting ad copy that speaks the language of clicks. 🚀💬 #SEM #DigitalMarketing #AdCopyMastery

Unlocking Growth: Why Most Brands Miss the True Power of Digital Lead Generation Many of us are still treating digital lead generation as a numbers game? In the rapidly evolving landscape of brand marketing, the difference between sporadic growth and consistent business results is the quality of your leads, not just the quantity. Over last one year, summarizing top 3 learning of what has helped us: Tailored Content: The most effective campaigns are built not only on deep understanding of your audience’s job roles, seniority but also the industry needs. As brand marketers we tailored content to drive higher engagement and real conversations. Data-Driven Insights: Regularly analyze which content or landing pages garner the highest impressions, clicks and engagements. One powerful LinkedIn post can outperform several average ones, so it is important to optimize based on what resonates, not what’s routine. Action-Oriented & Snackable Content: Educational content, actionable tips, and case studies always outperformed generic brand messages. We kept it short and ensured we shared real impact. As marketers, our greatest opportunity lies in connecting authentically with our audience, building stronger narrative and continuously refining our tactics #LinkedinIndia

Don't just write to fill the page. Instead, write to inspire and motivate. Many writers focus on things like: - Perfect grammar - Complex vocabulary - Lengthy explanations When there are more impactful elements... That truly touch and inspire the reader. I've written hundreds of motivational pieces, and here are 9 key tips to craft inspiring content... 1. Share Personal Stories ↳ Make your experiences relatable. ↳ Show vulnerability and authenticity. ↳ Connect with readers on a personal level. 2. Use Powerful Quotes ↳ Choose quotes that resonate deeply. ↳ Use them to reinforce your message. ↳ Integrate quotes from influential figures. 3. Keep It Simple ↳ Avoid jargon and complex language. ↳ Ensure your content is easy to digest. ↳ Make your message clear and concise. 4. Focus on Positivity ↳ Highlight the positive outcomes. ↳ Emphasize hope and possibilities. ↳ Encourage a forward-thinking mindset. 5. Be Specific ↳ Provide actionable advice. ↳ Detail steps to achieve goals. ↳ Use concrete examples and scenarios. 6. Engage Emotions ↳ Tap into the reader's feelings. ↳ Use evocative language and imagery. ↳ Create a strong emotional connection. 7. Be Authentic ↳ Write from the heart. ↳ Authenticity resonates with readers. ↳ Be true to your voice and experiences. 8. Encourage Action ↳ Provide a clear call to action. ↳ Motivate readers to take steps. ↳ Inspire them to make a change. 9. Reflect and Revise ↳ Take time to review and refine your work. ↳ Make necessary adjustments to improve. ↳ Ensure your message is clear and impactful. Of course, style and technique matter. But I'll prioritize these tips any day of the week. P.S. Which tips will you use in your next piece?

The best messages are decided before they’re spoken. How many meetings sound busy but go nowhere? You’ve seen it. The presentation ends, and people glance at each other, unsure of what was decided. The issue isn’t delivery. It’s direction. The simplest way to create direction is with an Intent Statement. An Intent Statement forces you to decide what you want to achieve before you begin. The formula is simple: Verb + Person + Message + Outcome This is what that looks like in practice: - Coach David to delegate more effectively so he has the space to focus on the strategy that will shape next quarter. - Align the marketing and sales teams on the campaign strategy so they pull in the same direction. - Persuade the board to approve the new initiative so we can move quickly before competitors take the lead. What makes these examples effective isn’t polish—it’s the structure behind them. Here’s why it works: - One verb decides your action. - One person keeps your focus clear. - One message prevents dilution. - One outcome makes it matter. Wasting time erodes trust. Clarity builds it. An Intent Statement saves time and strengthens trust. That’s what makes it a leadership tool—not just a communication tool. Without intent, communication is noise. With it, it’s leadership. Before your next important meeting or conversation: Write one Intent Statement. Use: Verb + Person + Message + Outcome. Check for clarity. If it feels complicated, simplify it. Use it to guide the conversation.