Writing Clear and Concise Ad Copy

Your prospect has a shorter attention span than a goldfish. Here’s how to write copy their brain actually wants to read. If your messaging is making it to the primary but doesn't make the prospect want to reply, it’s probably the spammy email structure your buyer’s brain is already wired to ignore. Most sales copy works against how people actually process information. That’s why I use these four brain-based principles to help reps write copy that earns attention, fast. 📌 Steal these: 1. Cognitive Overload When you share too much, your message gets ignored. The brain can’t hold it all, so it dumps what doesn’t feel urgent. This is why simplified, benefit-led copy outperforms long value dumps every time. If you want them to retain it, reduce it. 2. The Primacy Effect Buyers are more likely to remember the first thing they read. That’s why your first line matters more than anything (that & optimizing for preview text IYKYK). It needs to be clear, relevant, and benefit-driven. If your opener is weak, the rest doesn’t get read. 3. Decision Fatigue Your prospect is tired. They’ve already made dozens of decisions today. If your message is complicated, it’s easier to delete than decode. Use white space. Use short sentences. Make your CTA an easy yes. Write at a 3rd grade reading level. 4. Pattern Recognition The brain loves patterns ... and it also spots the bad ones. If your subject line screams “quick question” or your CTA feels forced, it triggers a mental spam filter. Your intent doesn’t matter. Their brain has already said no. When reps understand how the brain actually works, they stop trying to out-pitch the problem. And they start writing like they respect the reader’s brain. 📌 Which of these four do you see sellers breaking most often? ✨ Enjoyed this post? Make sure to hit FOLLOW for daily posts about B2B sales, leadership, entrepreneurship and mindset.

No one is waking up at 7am, sipping coffee, thinking, “Wow, I really hope someone explains holistic wealth architecture today.” People want clarity. They want content that feels like a conversation, not a lecture. They want to understand what you’re saying the first time they read it. Write like you're talking to a real person. Not trying to win a Pulitzer. - Use short sentences. - Cut the jargon. - Sound like someone they’d trust with their money, not someone who spends weekends writing whitepapers for fun. Confused clients don’t ask for clarification. They move on. Here’s how to make your content clearer: 1. Ask yourself: Would my mom understand this? If the answer is “probably not,” simplify it until she would. No shade to your mom, she’s just a great clarity filter. 2. Use the “friend test.” Read it out loud. If it sounds weird or overly stiff, imagine explaining it to a friend at lunch. Rewrite it like that. 3. Replace jargon with real words. Say “retirement income you won’t outlive” instead of “longevity risk mitigation strategy.” Your clients are not Googling your vocabulary. 4. Stick to one idea per sentence. If your sentence is doing cartwheels and dragging a comma parade behind it, break it up. 5. Format like you actually want them to read it. Use line breaks. Add white space. Make it skimmable. No one wants to read a block of text the size of a mortgage document. Writing clearly isn’t dumbing it down. It’s respecting your audience enough to make content easy to understand. What’s the worst jargon-filled phrase you’ve seen in the wild? Let’s roast it.

Copywriting Mistakes That Kill Your Brand (fourth in a series of four) Mistake #4: Keeping It High-Level Instead of Getting Specific 💀 The Problem: Vague = forgettable. The fastest way to lose your audience’s attention is to stay too broad. People remember specifics. The more concrete your messaging, the more impact it has. 📉 How It Kills Your Brand: Generic statements don’t stick in people’s minds. People don’t see themselves in your messaging. You don’t create urgency—because nothing feels real. 🔥 How to Fix It: Be clear, detailed, and specific. Show, don’t tell. ✅ Instead of this: “We help businesses scale.” 🚀 Say this: “We help service-based businesses go from $500K to $2M in revenue in 18 months—without burning out.” ✅ Instead of this: “Our product improves productivity.” 🚀 Say this: “Teams using our system save 12+ hours a week—so they can get more done in less time.” The more specific your copy, the more real it feels. But, many people didn’t get into business to write copy all day! If you want someone to take that chore off your plate, let’s chat.