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One client's odd question about our ad copy stuck with me for months
I was wrapping up a call with a bakery owner in Columbus last spring, and she asked why I kept using the word 'fresh' in every headline. I had no real answer, just that it felt safe. She said her customers scroll past anything that sounds like every other bakery ad, and she wanted numbers or a story instead. That made me go back and test two versions, one with 'fresh' and one with a specific detail like 'baked at 5am', and the specific one doubled clicks. Has anyone else had a client point out something obvious that completely changed how you write?
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