Do You Know Too Much to Write a Good Ad?

You’ve been living and breathing your product.

You know what makes it special. You know how it works. You know what should make people click, buy, stay.

And that’s exactly why your ad is probably falling flat.

When you know too much, you forget what it’s like not to know.

The empathy gap is killing your conversion rate.

Here’s what happens:

• You write copy that assumes people care as much as you do.

• You pack in benefits they’re not ready to hear yet.

• You skip the part where you meet them at square one.

Your ad gets seen. Maybe it even gets clicks.

But conversions? Not so much.

It’s not because your product is bad.

It’s because your ad talks to people who don’t exist — people who already know what you know.

Let’s make it real.

👉 You wouldn’t walk up to someone at a party and start pitching feature #7 of your offer.

👉 You wouldn’t use internal lingo in a first date conversation.

But that’s what most ads do.

Here’s the move:

✅ Write for strangers, not superfans.
Imagine someone seeing your ad for the first time. What’s the one thing that makes them stop scrolling?

✅ Clarity beats cleverness.
Clever is for after they care.

✅ Test your copy on someone who knows nothing about your product.
If they can’t tell you what it’s about in 3 seconds — rewrite it.

✅ Mirror their words, not yours.
Your customer’s language = your best copy cheat code.

The truth is simple:

Your ad doesn’t need to sound smart.

It just needs to make them feel smart for wanting what you’re offering.

And that starts with remembering what it’s like to see it all for the first time.

Before you launch your next ad, ask:

Am I writing this for me? Or for them?

Best,
—Peter

P.S. Want a fresh pair of eyes on your copy?