Writing Short Copy That Packs a Punch

“We 3X’d a campaign’s ROAS by ignoring what every ‘guru’ told us.” Everyone said: “Stick to best practices.” Test long-form copy. Always add testimonials. Use static images to control attention. But the results? Flat. We were working with a mid-sized DTC skincare brand spending $40K/month on Facebook ads. ROAS hovered around 1.4x and had plateaued for months. They’d hired 2 agencies before us. Same outcomes. So we did the opposite of what the ‘gurus’ preach. Here’s what we changed: → Cut the copy. Switched to short, punchy captions—5-7 words max. → Killed the testimonials. Replaced them with bold claims overlaid on video. → Used fast-cut UGC-style video (7 seconds or less) with a pattern interrupt in the first 2 seconds. → Instead of a "Buy Now" CTA, we used intrigue: “Why everyone’s switching to this.” Results? ✅ ROAS jumped from 1.4x to 4.2x in 21 days. ✅ Spend stayed flat. ✅ CPA dropped 38%. ✅ Click-through rate increased 2.3x. Why it worked: People don’t want to be sold. They want to be hooked. We stopped writing ads for algorithms and started creating for humans. Sometimes, the best strategy is to stop over-optimizing and start entertaining. Especially with creative. ↪ Want your ads to break the scroll and convert? ↪ I’m offering a free 15-minute creative audit to show you what to change in your current ads (link in comments to grab a spot).

I stumbled upon one of the most powerful copywriting techniques hiding in plain sight. It’s called: Finding the Opposite And it’s already in your brain — you just haven’t learned how to tap into it on demand yet. After sorting through thousands of headlines, I can confidently say this is one of the most popular (and effective) techniques in ad-land. Here’s how it works: 1. Start with two opposites.    Think of classic contrasts like:    → Old vs. new   → High vs. low   → Big vs. small  Your goal? Create tension between these opposites. 2. Use more interesting words. Don’t settle for generic language like “big” and “small.”  → Swap them for punchier options like “mega” and “mini.” Just like this Apple example:  Mega power. Mini sized. See the difference? It’s sharper and more memorable. 3. Create visual balance. Great headlines aren’t just about the words. It’s how they look on the page.  → “Mega” and “Mini” are both 4 characters.   → “Power” and “Sized” are both 5 characters. The result? A visually balanced, catchy line. 4. Add some wordplay. A little rhyme or alliteration can elevate your line:  → “High reward. Low risk.”   → “More turn. Less burn.” These small touches make the opposites pop even more. Here’s a line I whipped up in seconds using this method: Dial back the small talk. Dig into the good stuff. Notice the opposites: Back vs. Dig.  And the meaning? It’s not just clever. It’s an invitation to go deeper. TL;DR: 1. Find a pair of opposites.   2. Swap in more interesting language.   3. Check for visual balance.   4. Sprinkle in some wordplay if you can. Bonus Formula: If you’re stuck, try these: → Less [problem]. More [benefit].   → Goodbye [problem]. Hello [solution].   → High [benefit]. Low [problem]. Quick examples: → Less guesswork. More results. → Goodbye stress. Hello clarity. → High impact. Low effort. The best part?   You don’t have to be a wordsmith.   Just fill in the blanks, and let your creativity flow. P.S. If you found this helpful, ♻️ share it with your network. And give me a follow (Nick Maciag)

Here’s why your offers aren’t getting the attention they deserve. It’s not because your product isn’t good enough. It’s because your message isn’t landing. Most businesses focus too much on what they’re selling. But here’s the secret: It’s not about your product—it’s about your customer. What’s in it for them? How will it make their life easier, better, or more exciting? Your copy should be so clear, so compelling, that your audience feels like you just get them. Here’s how you make your offers irresistible: 1) Lead with emotions, close with logic. People buy with their feelings first. Then they justify it with facts. 2) Speak their language. Skip the jargon. Use the words your customers would use to describe their problems and dreams. 3) Highlight the transformation. Don’t just tell them what your product does—show them how it will change their life. 4) Create urgency. No one moves without a reason. Give them a reason to act now. 5) Remove the risk. Make saying “yes” feel easy. Offer guarantees or risk-free trials. And remember: Good copy isn’t about being clever. It’s about being clear. It’s about showing your audience why your offer is exactly what they need—and nothing less. What’s your biggest challenge when it comes to writing copy? Let’s chat in the comments 👇