The study examines conventional linguistic and nonlinguistic characteristics of sponsored advertisements on Facebook to determine whether certain features can be considered hallmarks of a language whose primary function is persuasion. As a theoretical background, the paper used Henderson’s copywriting course and Suby’s self-help book for aspiring copywriters and marketers. Consequently, this also means that the study examined whether the techniques both marketers propagate were, in fact, used by expert advertisers. Two most prominent linguistic characteristics found were the use of active and conversational language in copies. The paper further discusses how such a language is achieved, and it found that there are several different factors that contribute to the final effect: brevity, contractions, questions, direct addressment of the reader, active voice, and the imperative mood. Nonlinguistic characteristics were not analysed as deeply, but two most relevant characteristics were discussed and exemplified. The first characteristic is a discontinuous structure where long paragraphs are broken into smaller ones or even single lines. The second characteristic is the use of emojis for the purposes of aesthetics or to denote feelings. Finally, it has been found that such nonlinguistic characteristics reflect the linguistic ones, as both are employed to establish a friendly and an informal relationship with a consumer. It has been noted that there are certain differences in the findings based on the type of service or product an advertisement advertises. Still, most advertisers did seem to try to appear reliable and trustworthy by relating to the reader and imitating a spoken dialogue between them.