🧠 The Ad Copy Cheat Code for Higher Conversions

Welcome back to the 78th edition of Nord Media

Before we get started, is there anything specific you want to learn about? Let me know, as always, I appreciate all of you who reply each week and share feedback with me.

You ever ask a waiter what’s good, and they just list half the menu?

“The burger’s great. The pasta’s amazing. People love the steak. Oh, and the fish is super fresh.”

Cool… but now you’re overwhelmed, and you still have no idea what to order.

That’s how most brands write ads. They throw out a bunch of features, try to sound clever, and hope something sticks. 

But converting ads do one thing really well, they sell you before you even realize it.

By the time you’re done reading, clicking feels like the natural next step. 

Like when a great waiter says, “The ribeye’s what we’re known for. Perfect medium-rare, buttery melt-in-your-mouth goodness. Can’t go wrong.”

Now you’re sold. No hesitation.

After managing over $100M in ad spend, I’ve learned that the best-performing ads follow a clear, repeatable strategy that makes buying feel effortless before the click.

And it all starts with the right ad copy.

Today, I’m breaking down the exact step-by-step framework to craft ad copy that grabs attention, builds desire, and turns clicks into conversions.

Let’s dive in.

The Structure of High-Converting Ad Copy (And Why Most Brands Get It Wrong)

There’s no need to overcomplicate ad copy. Clear will always beat clever. Simple, structured messaging sells better than fancy words every time.

Here’s how to do it:

Hook

• Stop the scroll. 

• Call out a pain point, make a bold claim, or spark curiosity. 

• If you don’t grab attention, nothing else matters.

Problem 

• Make them feel the issue. 

• Why does it matter? What happens if they ignore it? 

• Paint the picture.

Solution 

• Show how your product solves that problem. 

• Not with a list of features but with results. 

• What changes for them?

Proof

• Why should they believe you? 

• Use testimonials, data, or a no-brainer offer to erase doubt.

CTA 

• Be direct. 

• No weak “Learn More” buttons. 

• Tell them exactly what to do next.

Where most brands mess this up:

• Leading with features instead of what matters to the customer

• Writing vague, generic copy that sounds like everyone else

• Trying to sound impressive instead of making the product obvious

When you master this your ad essentially pre-sells before they even land on the page.

How to Write Ads That Sell Themselves

​​You must have the ability to guide the customer’s thinking when writing ad copy.

Here’s how:

1. Start With a Mental Shortcut

People don’t read ads. They recognize patterns. The best ads use familiar mental shortcuts to make decisions feel easy.

Compare to something well-known → “This skincare routine is like a personal trainer for your face”)

Use contrast → “Why spend $200 on a gym membership when this $50 tool gets better results?”

2. Trigger an Immediate Emotional Response

People don’t buy with logic, they buy with emotion and justify it later.

• Use tension (“Every day you wait, you’re losing sales”)

• Lean into identity (“Serious lifters don’t skip recovery”)

• Create FOMO (“Over 10,000 marketers are using this tactic… are you?”)

3. Flip the Reader’s Perspective

Make people see something they already know in a new way.

• Challenge common assumptions (“More traffic won’t fix your sales problem”)

• Show them they’ve been doing it wrong (“Stop wasting ad spend on cold audiences”)

• Ask a question that forces a rethink (“What if your ad creative isn’t the real problem?”)

4. Use the Power of Micro-Stories

People remember stories, not features.

• Tell a quick transformation story (“We spent $50K testing different ad copy… This version crushed everything”)

• Use customer wins as proof (“Amy’s sales doubled in 30 days after switching to this approach”)

• Keep it short, a few sentences max

5. Make the CTA a No-Brainer

Most brands treat the CTA as an afterthought. But a weak CTA kills conversions.

Instead of “Learn More” → “Steal the exact strategy we used”

Instead of “Shop Now” → “Try it risk-free for 30 days”

Instead of “Sign Up” → “Get free access today. No credit card needed”

High-performing ad copy makes people feel like clicking was their idea. That’s how you sell before the landing page even loads.

Closing Thoughts

You don’t need fancier words. You don’t need to overthink it. 

You just need to understand how people think and meet them where they are.

Write with clarity. Sell with confidence. Test relentlessly. The results will follow.

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Thank you for reading! I appreciate you.

Sincerely,
Kody