Marketing

Mastering Digital Copy: Applying Classic Advertising Techniques Online

The Boys CS   •   July 5, 2024

Much has been said about the difference between traditional (print, TV, radio) and digital media (websites, social media, email marketing) and how you’re supposed to write for them. That you’re supposed to use different techniques for writing online content and copy because when people are online, they skim and scan and scroll by when they don’t find what they need.

But a lot of techniques and principles used in traditional media are also applicable and useful for digital copy. That’s what I realised when I took an advertising copywriting course that’s primarily designed for print campaigns. And a good thing too, since my first thought upon starting the course was “oops, this is not what I need.”

So now, let’s explore the ways we can use these traditional media techniques in communicating with your clients.

Bridging Traditional and Digital Copywriting

They may be different but both traditional and digital techniques share the same core purpose: to persuade the audience to take a specific action. Whether it’s clicking a link, signing up for a newsletter, or making a purchase, the goal remains the same. By understanding and leveraging the strengths of each medium, we can craft compelling messages that resonate across all platforms.

Focusing on benefits, not features

When you’ve got a great product or solution, it’s understandable that you want to list it all in your product page or PDF offer. After all, it sounds impressive, right? But that’s your ego talking – and not what your customers need. What they need to know is what’s in it for them. Which of the two statements below will convince you that you need this new app in your life?

  • Feature-focused. Our software has a user-friendly interface.
  • Benefit-centred. Complete your tasks in half the time with our intuitive dashboard.


The first is very matter-of-fact. But so what if your app has a user-friendly interface? By leading with the benefit, the second option answers this question.

Crafting a compelling proposition using a 3-step framework

No matter how much you want for your product to be one-of-a-kind, your competitors are likely also offering the same services and advantages. But what we can do is apply traditional media’s 3-step framework in writing about your product so that it stands out.

  • Identify the truths about your product. Let’s say your product is a cloud migration service. We can list all its features or what’s included in the service. 
  • Attach a benefit. We can then interrogate those features to find out the benefits that really matter to customers. (See first technique: Focusing on Benefits). Now, let’s say one of the features of the service is a complimentary assessment. So what if it’s free? It means cost and time savings since a customer can get the full picture of the project and what’s needed before it even starts.
  • Make it interesting. That’s a great feature and an even better benefit, but it’s also something your competitors are likely to offer. What we can do is package up and deliver that benefit into something interesting for customers to take notice. We can say it’s a “complimentary, no-obligation assessment” to make it more interesting while also addressing a key hurdle: a customer’s reluctance to commit. Aside from the text element, we can also present the benefit in an engaging format – be it a clever tweet, a striking image, or an engaging video.

Aligning visual and verbal elements

You know how in magazines there are often ads with very little text but the image completes the message? The same can be done for your digital assets for more impact. Even better, you don’t have to spend as much money on a print ad or a TV commercial to get the same reach with all the different platforms available online. We just need to align our carefully crafted message with a matching visual. Take a look at the following examples: 

  • Comparison charts. Visual charts are a great way to package information in a way that’s easily digestible. If you want to show how fast a project gets completed with an assessment compared to without, side-by-side bar graphs will show that beautifully. 
  • Videos, animations, reels. Visual text is not the only way to deliver your message. Processes and outcomes can be shown with videos or similar media for maximum effect.
  • Brand voice. Depending on how you present your brand, you might want a humorous take on text and imagery or a more serious, businessy one. The important thing is to align it so the message is cohesive and the thought behind it is coherent. 

Adapting Traditional Copywriting Techniques for Digital Success

The principles of traditional copywriting are not confined to the realms of print, TV, and radio. They can and should be adapted to fit the digital age, enhancing the way we communicate on websites, landing pages, and social media. By focusing on benefits, crafting compelling propositions, and aligning visuals with verbal elements, we can create digital content that not only captures attention but also drives action. Embracing these techniques will ensure that your copy stands out in the digital landscape, resonating with audiences and achieving your marketing goals.

Of course, crafting an effective message for digital content and copy also takes time and a lot of thinking even before you start writing. If you don’t have the time or resources to write and design as you grow your business, we can assist. Get in touch with us today to elevate your digital content and make your brand’s voice heard.