🦍 Bonobo Press

Writing engaging newsletter ad copy

I’d like to share some tips for writing an engaging copy for newsletter sponsorships across Bonobo Press publications. These are targeted to our niche audience of software developers, engineering managers, and tech executives. They are not hard rules but things that I’ve seen working well over the years.


Firstly, decide on the main goal of your campaign. That could be:

This decision should drive the ad copy content that generates the right engagement.

Blogs, case studies, e-books and how-to guides are perfect tool for increasing your brand awareness and boost your content strategy.

On the other hand, a landing pages or a niche webinar with supporting copy is a great way to generate qualified leads.


Good values when writing a copy for technical audience are:

Technical audience is extremely sensitive to false claims and sales-y pitches. You have a product that solves their giant pain point. Simply introduce it and explain how you are solving audience’s problem.


  1. Have a clear value proposition tailored to the audience. Use it in title and description.

  2. Don’t be vague and make sure you communicate outcomes.

  3. Exact numbers that back your value proposition draw attention.

  4. Use credibility elements and social proof.

  5. Use your brand name wisely. The best performing ads are the ones that don’t look like ads.

  6. Don’t be afraid of using technical language.

  7. If the copy works, run it again.


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