Short answer

SMS ad copy should say in a few seconds who you are, what you want to say, and what the recipient should do now. There is no room for a long slogan in SMS. One action is enough: call, WhatsApp, or come to an address.

Good copy does not save a bad list—but bad copy ruins a good list. For campaign setup: targeted SMS.

Suggested structure

  • Who you are; business name or neighborhood
  • What you offer; one clear thing, not ten promises
  • Area or condition; for whom or until when
  • One action; number, WhatsApp, or address

These four pieces can fit in two or three sentences. If you are forced to write a paragraph, SMS is the wrong channel or your offer is still unclear.

Explanation

Recipients see SMS in the middle of a busy day. They do not have time to read a brand story. The first line should feel familiar or useful. If the business name is not well known, say the neighborhood or service type early so the message does not land in the spam pile.

Keep the offer small and doable. “All services with special terms” is vague. “Book a review this week” or “today’s lunch menu” is more specific. The more concrete the action, the easier the reply.

Avoid “100% sales” and made-up numbers. If you write a price, it must match what you say in person. A mismatch between copy and reality turns a call into a complaint.

Local business example

Clinic: name, service type, area, and booking number. Restaurant: name, day’s offer, hours, short address. Real estate: property area, one invite to call, without promising a sure sale.

Read the copy out loud. If you still do not know whether to call after hearing it, neither does the recipient. See send timing separately in best time to send SMS.

Common mistake

Several links, several discounts, and several numbers in one message. The recipient’s mind locks up and they do none of them. One contact path is enough.

Another error is copying a competitor’s text and only changing the name. If your area and offer differ, the copy should too. Other errors: common SMS advertising mistakes.

Next step

Write a draft, cut it in half, and ask a colleague what they would do after reading it. If the answer is vague, make the action clearer.

To review copy for your own business, request a free audit.

Common questions

How many parts should SMS ad copy have?

At least four: who you are, what you offer, a condition or area, and one clear action.

Should you put a price in the SMS?

Only if the price is real and stable. Fake numbers or “cheapest” without explanation damage trust.

Is a link in SMS good?

If a short, trustworthy link goes to a contact page or WhatsApp, it helps. Vague links get fewer clicks.

Which words should you avoid?

Guaranteed sales, made-up percentages, and lines that sound written for everyone everywhere.