Writing For Digital Marketing

I've been in the copywriting space for 10 years and have generated $100’s of millions of dollars for clients.  Here are the 9 most profitable copywriting lessons I've learned along the way: 1. Most Copy Follows the Same Pattern: Headline → Lead → Body → Offer → CTA. Use this structure for every piece of copy: sales pages, emails, ads—everything. Try this today: Take an existing sales page and rearrange it to follow this flow. Notice how it improves clarity. 2. Stop Selling to Everyone: A hungry niche is far more valuable than a big, lukewarm audience. Identify your top 2–3 customer personas and speak directly to them. Try this today: Rewrite one of your marketing emails to address a single, specific persona’s biggest pain point. 3. Your Headline is King: 80% of your effort should go into writing a headline that stops the scroll. Without a powerful headline, no one reads the rest. Try this today: Write 10 variations of a headline for the same offer. Pick the strongest one (or split-test them). 4. Write First, Edit Later: Separate the creative process (writing freely) from the critical process (editing). More words during writing; fewer words after editing. Try this today: Draft an email or ad in one sitting without stopping yourself, then cut it down by 30%. 5. Make it a Slippery Slope: Headline sells the subheadline → subheadline sells the lead → lead sells the body → body sells the CTA → CTA sells the click. Each section teases the next. Try this today: Structure each element on your landing page to create curiosity for the next. 6. People Care About Themselves: They want to know: “What’s in it for me?” Focus your copy on how your product solves their problems or satisfies their desires. Try this today: Count how many times you say “you” versus “I/we” in your copy. Aim for at least a 2:1 ratio. 7. Embrace the Rule of One: One product, one big idea, one CTA per piece of copy. Avoid confusing your reader with multiple offers. Try this today: If you have multiple CTAs in an email or ad, eliminate all but one to see if conversions improve. 8. Be a Friend, Not a Salesman: Show your personality: use relatable language, humor, empathy. Give value first, then ask for the sale. Try this today: Add a personal anecdote or inside joke in your next email to build rapport and trust. 9. Never Start from Scratch: Use proven frameworks (PAS, AIDA, FAB, etc.) to save time and improve results. Frameworks guide your thinking and help you hit the emotional triggers your audience needs. Try this today: Pick one framework (e.g., PAS) and outline your next sales email before filling it in with copy.

The rejection of 4 out of 5 scripts made no sense to me. To give you a little context - I wrote 5 scripts for Instagram reels out of which only 1 was approved by the client. So, I did what any writer obsessed with improvement would do. I reverse-engineered the 1 which got approved. And that’s when I saw it. Most short-form content today follows a linear structure: Hook → Message → CTA. But the best-performing ones follow a story arc, which keeps viewers engaged from start to finish with - → The Setup: Introduce a relatable situation or challenge. Make your audience see themselves in it. →The Conflict: Highlight the struggle or problem. Build curiosity to the peak. → The Turning Point: Introduce an insight, realization, or a sudden twist that changes the perspective. → The Resolution: Deliver the solution, takeaway, or transformation in a way that feels rewarding. After scrolling 1000s of reels, I know they aren’t just about algorithms. They’re about emotions with a connection. And on Instagram too, storytelling is the difference between forgettable content and viral content. P.S. Who is your favourite Instagram creator?

I've written 50+ UGC-style video ad scripts for D2C brands. And while I cannot say it there's an EXACT formula, I can point out the 5 elements that builds a winning script. Here they are: 1. Problem/story: The best scripts tell an authentic story that sparks interests. Think of a situation around your product that triggers a problem. 2. Solution: Since you opened a loop, you'll now close it by positioning your product as a solution. These two parts are pretty straightforward. 3. Benefits: Features is what your product has and benefits are what it does for your customer. A jeans could be ultra-stretchy. But the fact that you can wear them anywhere, anytime is the ultimate flex for the customer. 4. Outcome: The before-problem subject was a different person. The after-problem subject will be a totally new one. Your product helps cross that bridge. Make sure to state the amazing transformation. 5. Objections: Not every product solves a problem and it doesn't need to. But even if it did, you'd need more than problem/solution messaging to stand out. Why? The market might be too saturated. A good script fights objections by highlighting how your product does it different and better than the competition. Bonus: Social Proof: While UGC ads look like a testimonial, it's not obvious. The market is becoming more sophisticated now. People know that brands pay for most of this stuff and real actors are hired to do the job. But if you can highlight amazing reviews in your video, that gives a vote of confidence. People will feel more compelled to check out your product if any other person than the one being paid to make a video says something positive. This might feel like a more video editor's job but it's up to you as a creative strategist/copywriter to select amazing reviews. What do you think makes a great ad script? Let me know in the comments! P.S. While these are some elements, remember that a good script, even though just words, shows more than it tells. Don't forget to include specific and descriptive language that targets core emotions. Hope this helps! Follow #OKCreative for more. #copywriting #scriptwriting #creativestrategy #advertising

Everyone keeps debating video length but they're completely missing the point. While brands waste time testing 7-second hooks, others are scaling 2-5 minute videos that convert like crazy. Look, it doesn't matter if your video is 10 seconds or 5 minutes long. If your script sucks, your ad will flop. I've made thousands of ad creatives and found that TOF ads need a script that: Educates on the problem Makes scrollers realise they have an issue they need solved Educates on the solution Shows them there's a way out of their pain Educates on your product Positions your offer as the obvious choice This formula works whether your ad is 30 seconds or 5 minutes long. The brands winning in 2025 aren't just pumping out endless variations of the same tired ad concept. They're taking winning scripts and: ✅ Repurposing them across multiple formats (UGC, VSL, podcasts)  ✅ Testing with different creators  ✅ Stacking multiple winning angles into narrative-driven sequences The best part is that you can scale your winning ideas without reinventing the wheel every time. Instead of endlessly testing new hooks, take your best-performing script elements and remix them into fresh formats that feel new to the algorithm and your audience. The question isn't "How long should my ads be?" It's "Is my script good enough to hold attention, no matter the length?" Get the script right first, then worry about everything else.

We've produced 700+ video ads and I've broken down 50+ of the best. Here's the structure cheat sheet I wish existed when I started 👇 If this chart feels a little overwhelming at first glance…that's normal. Most teams don't struggle because they aren't making videos. They struggle because every video kind of blends together. Same pacing. Same flow. Same "we'll figure it out in editing" approach. But structure is the difference between an ad that gets watched and one that actually helps someone understand your product. Different video lengths = different jobs. Each one needs a different sequence to work. 𝟭 - 𝟲-𝘀𝗲𝗰𝗼𝗻𝗱 𝗮𝗱𝘀 = 𝗾𝘂𝗶𝗰𝗸 𝗺𝗲𝘀𝘀𝗮𝗴𝗲 Usually unskippable pre-roll. Lead with something that sparks curiosity: pain, use case, value prop. You've got room for ~6-8 words. That's it. 𝟮 - 𝟭𝟱-𝘀𝗲𝗰𝗼𝗻𝗱 𝗮𝗱𝘀 = 𝘁𝗲𝗹𝗹 𝗮 𝘁𝗶𝗴𝗵𝘁 𝘀𝘁𝗼𝗿𝘆 Now you've got just enough time to create a flow. Hook → pain → product → outcome → CTA. A lot of the best performance ads live here. 𝟯 - 𝟯𝟬-𝘀𝗲𝗰𝗼𝗻𝗱 𝗮𝗱𝘀 = 𝘀𝗵𝗼𝘄 𝗮 𝘂𝘀𝗲 𝗰𝗮𝘀𝗲 More time for a joke or character building. But get the brand name in early just in case they skip. If the hook is weak, the rest doesn't get seen. 𝟰 - 𝟲𝟬-𝘀𝗲𝗰𝗼𝗻𝗱 𝗹𝗮𝘂𝗻𝗰𝗵 𝘃𝗶𝗱𝗲𝗼𝘀 = 𝗺𝗮𝗸𝗲 𝘁𝗵𝗲𝗺 𝘀𝗮𝘆 "𝘄𝗼𝘄" For bigger moments like product launches or announcements. Clarity and pacing matter as much as creativity. (FWIW, 60s ads often outperform on LinkedIn vs. YouTube.) 𝟱 - 𝗧𝗲𝘀𝘁𝗶𝗺𝗼𝗻𝗶𝗮𝗹𝘀 = 𝗹𝗲𝘁 𝘆𝗼𝘂𝗿 𝗰𝘂𝘀𝘁𝗼𝗺𝗲𝗿𝘀 𝘀𝗲𝗹𝗹 Turns out trust is real important these days. Start with a real outcome or pain, then layer in proof and context. Keep it grounded in a real use case. That's the whole point. --- Timing matters as much as the message itself. Hook not there? You lose them. Product too early? You confuse them. CTA too flimsy? You waste the attention you earned. If your videos feel ineffective, check the structure before you blame the creative. Once you start matching structure to length and purpose, things get a lot more predictable. --- Gut check: Are your video ads intentionally structured for the job they're doing, or are you mostly hoping a good idea carries the whole thing?

Ads that sell aren’t born, they’re built. Here’s how top copywriters do it. 💡 Great copywriting isn’t luck—it’s structure. Here are 7 timeless copywriting formulas to transform your ads into conversion machines: 1️⃣ AIDA: Attention → Interest → Desire → Action 🔑 Start strong to grab attention, build curiosity, create emotional desire, and finish with a compelling call-to-action (CTA). 💬 Example: "Struggling with slow mornings? Our coffee gives you 20 minutes back each day. That’s time for your kids, your workout, or just you. Start your day smarter—try it today!" 2️⃣ PAS: Problem → Agitation → Solution 🔑 Spotlight your customer’s pain point, intensify the discomfort, then swoop in with your solution. 💬 Example: "Can’t sleep through the night? Tossing and turning drains your energy and focus. Our mattress is clinically proven to help you sleep better—starting tonight." 3️⃣ 4Cs: Clear → Concise → Compelling → Credible 🔑 Deliver a simple, emotionally engaging, and evidence-backed message. 💬 Example: "Fast delivery. Free next-day shipping. Shop today, get it tomorrow. Rated 5 stars by 1M+ happy customers." 4️⃣ FAB: Features → Advantages → Benefits 🔑 Show what your product does, why it’s superior, and how it changes your customer’s life. 💬 Example: "Noise-canceling headphones → Blocks 95% of background noise → Enjoy focus like never before, even in the busiest spaces." 5️⃣ Before-After-Bridge 🔑 Paint the "before" struggle, highlight the "after" transformation, and position your product as the bridge to success. 💬 Example: "Before: Hours wasted planning social media content. After: Daily posts driving consistent engagement and leads. Bridge: With our AI-powered scheduler, posting is stress-free." 6️⃣ Problem-Solution Formula 🔑 Keep it ultra-simple—present the problem, then solve it. 💬 Example: "Finding healthy snacks is hard. Our organic snack box delivers guilt-free treats right to your door." 7️⃣ The “So What?” Test 🔑 Answer "Why does this matter?" until your copy resonates deeply with your audience. 💬 Example: "Feature: Waterproof jacket. So what? You stay dry. So what? You can enjoy every outdoor adventure without worry." Don’t just write ads. Create impact. Start using these formulas today. 🚀 Take Action Now: 1️⃣ Save this post to master these frameworks whenever you need. 2️⃣ Share it with your team to elevate your marketing game together. 3️⃣ Follow Tom Wanek for more strategies that turn words into results.

The 10 Commandments of SaaS Copywriting Most SaaS copy? - Generic. - Forgettable. - Fluffy. Here’s how I write copy that actually sells: 1. Write like a human, not like a homepage CMS Nobody talks like “synergistic cloud-first integration solutions.” Cut the buzzwords. 2. Speak to one person Not "users" or "companies." One person. One problem. One clear message. 3. Lead with pain, not product Your features don’t matter until I believe you understand my struggle. 4. Put the value first “Reduce churn by 37%” deserves to be above the fold, not buried in paragraph seven. 5. Make the CTA stupidly obvious I shouldn’t have to scroll or squint to know what to do next. 6. Use proof Back up your claims with metrics, testimonials, and case studies. No empty promises. 7. Stop the “we” worship “We’re passionate about...” is noise. Show me how you solve my problem. 8. Write for scanners People skim. Use: - Short paragraphs. - Bullet points. - Clear headlines. - People skim. 9. Test everything Great copy isn’t written once. It’s rewritten, tested, and optimised over time. 10. Prioritise clarity over cleverness If they’re confused, they won’t convert. Clear always beats clever. Copy that converts is focused, reader-obsessed, and brutally relevant. No fluff. Just results. What SaaS copy sin do you see the most?

I watched a client burn $45K on ads that converted at 0.8%. One video script change pushed it to 3.2%. His ads looked professional. Clean copy. Clear CTA. Problem, solution, offer. The format was textbook. The results were brutal. I pulled the analytics. 82% of viewers dropped off in the first 5 seconds. They recognized the ad format instantly and scrolled past. The psychology nobody talks about: Your viewer's brain is fighting your ad before it starts. The moment someone recognizes they're being sold to, their mind activates counterarguing. Skepticism floods in. Objections multiply. Defenses go up. Traditional ads trigger this instantly. The format screams "advertisement" and the brain responds accordingly. Stories work differently. When someone gets absorbed in a narrative, they experience what psychologists call narrative transportation. They stop analyzing. They start feeling. Their brain syncs with the story instead of fighting it. Transported viewers generate fewer counterarguments. Their skepticism quiets. The message lands without resistance. Where this breaks down: Opening with "Are you struggling with X?" Leading with claims that trigger skepticism. Asking for action before earning emotional buy-in. Treating attention as a transaction instead of an experience. Each one feels efficient. Each one activates resistance. The one change that 4x'd conversions: We replaced the opening pitch with a 5-second scene. A real person in a recognizable struggle. No voiceover. No logo. No product mention. Just a frustrated founder staring at a laptop showing declining metrics. The viewer didn't recognize it as an ad. They recognized themselves. Same offer. Same audience. Same budget. 0.8% became 3.2%. The filter: Pull up your best-performing ad right now. Watch the first 5 seconds. Does it look like an ad or does it look like a moment someone would actually experience? If it announces itself as an advertisement, you're triggering defenses before you deliver your message. Stop selling at people. Start telling stories they want to finish. Full frameworks in my newsletter. Grab it free here: https://lnkd.in/gy_VqXEb

We’ve helped an 8-figure beauty brand cut CPA by 43% in 60 days. Here’s how we did it, and how you can too: 1) Research & Strategy Dig deep into reviews, survey data, forums and organic social. Get a clear picture of your ICP's fears, desires, objections and motivators. 2) Analyze the ad account and evaluate past winners. Spot trends and identify opportunities, to ensure you’re starting with some winning elements. Always want to analyse to ensure your next creative round is better than the previous. 3) Angle creation Build a quote bank to categorise all the findings and customer reviews. Understand their language and come up with a bunch of hypotheses and angles. 4) Scripting Write scripts in a customer-centric language using the quote bank. Find a balance between storytelling and Direct Response copy. 5) Creators and production Shortlist creators that fit your customer persona and brand. Ensure you have at least 1-2 creators good with B rolls and 2-3 great at talking to the camera. 6) Editing & Launch Edit the creators' raw clips into final ads. Include fonts, cuts and transitions. Organise and name all the assets properly. 7) Testing Set up your creative testing campaign and set the budget at 3-5x CPA. Keep it running for 5-7 minimum, unless CPC and CPA are way off. That’s it, hope this post was insightful. If it was, please drop a reaction and leave a comment. And let me know your thoughts in the comments.

Here's what we've learned after producing 500+ videos for leading tech companies: 1. Start with the pain point, not the feature → Your first 7 seconds must resonate with your viewer's challenges → Hook them with relatable scenarios, not technical specs 2. Break complex concepts into digestible chunks → Use the "one idea per scene" rule → Layer information progressively to avoid cognitive overload 3. Visual hierarchy matters more than fancy animations → Clear typography & consistent colors > flashy effects → Use motion to guide attention, not distract 4. Script structure that works: • Problem (15 seconds) • Solution introduction (20 seconds) • Key benefits (30-40 seconds) • Social proof + CTA (15 seconds) 5. Sound design is your secret weapon → Professional voiceover sets the tone → Strategic sound effects enhance retention → Background music should complement, not compete The best part? When done right, these videos become your hardest-working sales assets 🚀 Currently seeing 3-4x higher engagement rates compared to static content across our client base. What's your biggest challenge when creating product videos? #B2BMarketing #SaaS #VideoMarketing #ProductMarketing #ProductVideo