So, you are a copywriter or marketer working for a brand/business casually scrolling through your social media feed in the midst of a “not-so-busy” work day. (Well, yeah, creative people never really “switch off” and chill! 😉 )
As you doom scroll looking for ad copy inspo (subconsciously), suddenly, an ad catches your eye.
It’s fun, zingy, fresh, and appeals to your emotions (could be wanderlust, stationery love, or simply food cravings on a boring Thursday afternoon.)
You don’t just skim past it. You read it. You click it. Before you know it, you’re at checkout, card in hand.
What just happened?
Was it magic? Nope. It was the power of psychology at play.
So, how can you use these same psychological principles to skyrocket your ad conversions?
With over thirteen years of experience in meeting the paid ad needs of clients worldwide, we at Mavlers will help you dive into 10 proven psychology-backed persuasive ad copywriting tactics that make ads impossible to ignore—and even harder to resist.
Let’s hit the gas, shall we?! 🚀
PS: We suggest tanking up on that coffee! 😉
1. Capitalize on the emotion: Speak to the heart, not just the mind!
Honestly speaking, people buy based on emotion first and then justify it with logic later.
The best ads make us feel something—joy, excitement, urgency, or even fear. The best (crafty, if I may dare to say!) amongst us capitalize on the hidden sentiment in the ad copy.
For instance,
🔹 Happiness → Positive emotions are known to increase engagement.
Example: “Start your mornings with the perfect cup of coffee—because you deserve it!” ☕✨
🔹 Fear → Fear of missing out (FOMO) or risk avoidance can drive the action you seek.
Example: “Did you know 60% of homeowners don’t have proper insurance? Don’t risk it—protect your home today.”
🔹 Excitement → Builds anticipation and eagerness amongst those already seeking a dopamine rush.
Example: “The future of smartphones is here! Pre-order now before stocks run out.” 📱
When your copy evokes emotion, your audience feels connected, making them more likely to take action.
2. Create a sense of scarcity & urgency: FOMO in action
Ever rushed to buy something because it was “almost sold out”? That’s scarcity psychology at work. When something is limited, it instantly feels more valuable.
🔥 Urgency (Time-based) → “Hurry! Offer ends in 2 hours!”
🔥 Scarcity (Quantity-based) → “Only 5 left in stock—order now!”
This taps into the fear of missing out, pushing people to act now, not later (because, hey! No one wants to miss out on a great deal!).
3. Social proof: The “she has one, so I gotta have one” effect
People trust what others already love. That’s why testimonials, reviews, and statistics boost credibility.
✅ “Join 100,000+ happy customers who love our product.”
✅ “9 out of 10 users say this changed their life. Try it today!”
The more people see others vouching for you, the less risky it feels to buy (you wouldn’t want to end up buying a lemon!).
4. Clarity over cleverness: Keep it simple
Contrary to popular belief, flowery language won’t get you that cash in the bag.
A confused mind doesn’t buy. Overcomplicated copy loses attention fast. Keep your message clear, simple, and direct.
Here’s an example of the top of our thinking racks;
🚫 Too complex: “Our AI-powered algorithm enhances personalization for optimized user experiences.”
✅ Better: “Get personalized recommendations—instantly.”
The simpler your copy, the faster your audience understands and takes action.
5. The power of “you”: Make it about them
People don’t care about your product—they care about what’s in it for them. Instead of “we” and “our,” focus on “you” and “your.”
For instance;
🚫 Not so good: “Our software helps businesses grow.”
✅ On point: “Grow your business with your new favorite tool.”
When your audience feels the ad speaks directly to them, they engage more.
6. Anchoring: Make prices feel like a steal
Ever seen $299 slashed to $99 and thought, “Wow, that’s an unmissable deal!”? That’s the anchoring effect—showing a higher “before” price to make the current price seem irresistible.
💰 “Originally $249, now only $99 for a limited time!”
💰 “3-month membership: Was $59 → Now $29!”
Positioning a price like this makes the offer feel too good to pass up. So “they” end up loosening their purse strings, and you laugh your way to the bank!
7. Storytelling: Make your product come to life
People enjoy and remember stories more than facts. Instead of listing features, tell a story that paints a picture of how your product changes lives.
Take a look at the following copy,
📖 “Sarah was tired of wasting money on bad skincare. Then she found GlowPro. Now, her skin looks better than ever. Ready for your transformation?”
Stories create emotional connections that facts alone can’t achieve.
8. Curiosity: The power of open loops
Curiosity keeps people engaged. When you start a sentence but don’t finish it right away, people feel compelled to keep reading.
You may try open-ended hooks like;
🤔 “The secret to doubling your sales? You’re missing just one simple trick…”
🤔 “You won’t believe what happened when we tested this new strategy.”
By leaving an open loop, you encourage clicks, engagement, and curiosity-driven action.
9. Color psychology: How colors influence action
Interestingly, color isn’t just for aesthetics—it affects how people feel and behave when they see your ad.
For instance;
🎨 Red indicates a sense of urgency, excitement, and passion (best for sales & discounts).
🔥 Example: “FLASH SALE! 50% off—ends tonight!”
🎨 Blue is reflective of trust, calmness, and professionalism (best for banks, SaaS, and healthcare).
📘 Example: “Your security is our priority. Bank with confidence.”
🎨 Green reflects growth, health, and eco-friendliness (best for wellness & finance).
🌱 Example: “Switch to eco-friendly living—your planet will thank you.”
🎨 Orange stimulates enthusiasm, energy, and fun (best for action-driven CTAs).
🚀 Example: “Sign up now and boost your productivity!”
🎨 Black exudes luxury, exclusivity, and sophistication (best for high-end brands).
🖤 Example: “Experience the elegance of limited-edition craftsmanship.”
Using the right color in your ads makes them instantly more persuasive, eye-catching and evokes the intended emotion associated with your brand.
10. Personalization: Make ads feel tailor-made
Let’s face it: nobody likes to be served a la carte offerings. People expect personalized experiences. The more specific your ad feels to them, the more likely they are to take action.
You may try dabbling with location, preference-based ads such as,
📍 Location-based ads: “Hey, New York! Get exclusive discounts near you.”
🛒 Behavior-based ads: “Still thinking about these shoes? They’re almost gone!”
A generic ad is easy to ignore—a personalized one feels custom-made for them.
The road ahead
So the next time you set out to write persuasive ad copy that convert, remember to slip into your “audience’s shoes” (quite literally, if you sell shoes and want to get to their soles 😉 )
In case you are looking for more relevant and profitable platforms to run your paid ad campaigns on other than Google, you might want to read ~ Microsoft Ads, Quora, and More: The Ultimate Guide to Alternative PPC Platforms.
Pooja Ghariwala
Pooja Ghariwala is an experienced SEM Analyst with over five years of expertise in digital marketing. In her current role, she manages and optimizes campaigns across platforms like Google Ads, Meta Ads, and LinkedIn Ads, ensuring her clients' marketing goals are met. She directly interacts with clients to address their queries and provide strategic guidance.
Naina Sandhir - Content Writer
A content writer at Mavlers, Naina pens quirky, inimitable, and damn relatable content after an in-depth and critical dissection of the topic in question. When not hiking across the Himalayas, she can be found buried in a book with spectacles dangling off her nose!
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