The Art of Personal Ads: Timeless Copywriting That Still Converts

This quote hits like truth serum. It’s one of Sugarman’s foundational ideas—and it hasn’t aged a day.

In a world of TikToks, Threads, and AI-generated ad copy, the platforms may have changed—but people haven’t. We still respond to authenticity, clarity, and emotion. Especially when it feels like one human talking to another.

This is why Sugarman’s advice still applies in 2025—whether you’re writing Facebook ads, TikTok scripts, or email subject lines.

The art of personal ads hasn’t gone out of style. It’s just found new channels.

Let’s digest this, shall we? 👇

Why Great Ads Should Always Feel Personal

Ads are written for the masses but the best ones speak to just one person.

And there’s a reason for that.

Advertising is the only form of communication where the end goal is action.

Not entertainment, not education, not inspiration.

It’s to get someone to do something.

Usually? Pull out their credit card.

And nobody takes action because of cold logic. They buy because they feel something.

That’s why your ad needs to read like a personal message because personal gets emotional.

And emotional drives behavior.

The moment your ad sounds like it’s talking to “everyone,” it stops connecting with anyone.

Make it personal. Make it emotional. Make it matter.

If your marketing to everyone, you are marketing no one.

How to Make Ads Feel Personal

Most ads fall flat because they sound like announcements.

Want your ad to feel personal? Use personal language.

That means writing in the first and second person—"I," "you," "we," "me."

These words create intimacy.

They simulate a one-on-one conversation instead of a mass-market broadcast.

Let’s see an example with a raw honey ad:

“Premium honey made from the finest organic sources. Available now in select stores. Limited quantities.”

“If you’re like me, you want your breakfast to feel a little special. That’s why I keep a jar of this raw honey in my kitchen, harvested by people I know, from hives we actually visit. Want a spoonful?”

Which ad would you likely click?

Same product. Different emotional gravity.

Why Review and Testimonial Ads Feel Personal—and Convert

Want to instantly make your ad feel like a one-on-one conversation? Let your customer do the talking.

Review ads, testimonial clips, UGC voiceovers—they work because they create immediate personal connection.

It’s not you, the advertiser, making claims. It’s someone who’s already experienced the product, sharing their story.

The reader thinks, “This person is like me.” That unlocks trust. And trust leads to action.

Even in Meta Ads, this type of ad doesn’t feel like a sales pitch, it feels like a recommendation.

That’s why in DAS #45 – 10 Evergreen Ad Creatives, I listed review-based ads as one of the most reliable creative angles to run.

They work across industries. They require no big budget.

And best of all?

They feel genuinely personal, because they are.

From Me to You—That’s Copy That Works

Whether you’re running a Facebook Ad, writing a TikTok script, or building a landing page—if it reads like it’s me talking to you, it’ll hit harder.

It’ll feel more real. More trustworthy. More human.

Personal copy is what makes your ad stand out in a feed full of generic “look at me” noise.

It’s not about being clever. It’s about being clear, honest, and emotionally resonant.

Because people don’t buy features—they buy stories, connection, and belief.

Write like it’s one person talking to another.

🍩 Snackable Challenge

This week, audit the tone of your latest ad.

✅ Open your Meta Ads Manager. ✅ Pick one cold ad and read it out loud. ✅ Ask yourself: Does this sound like something I’d say to a real person over coffee?

If not, rewrite just the first sentence using “I,” “you,” or “we.”

Make it sound like it’s from you—to them.

Then hit reply and share the before & after.

I’d love to feature a few personal ads done right.