I try to keep it simple. If they're more aware of their issues/the business/the product, I tell them more directly about why they should buy, and I use appeals like discounts, deadlines, and bonus offers to push people over the edge. If they're less aware, I spend more time talking about their problems and where those problems come from, as well as ways to solve those problems. Then I offer the product I'm selling as a potential solution. For ppc ads going out to cold audiences: I keep the copy geared toward the less aware. For copy going to warm audiences, like retargeting campaigns, that's when I start offering people coupon codes. I used to do sophisticated targeting and extensive research on sub-segments of the markets I'm writing to, and so on. I don't anymore because a dummy simple approach simply works better--especially for testing more hooks and enticements at a greater volume. Answer from eolithic_frustum on reddit.com