Counterintuitively, highly formatted and image-heavy emails can feel corporate and impersonal, decreasing engagement. Shifting to a simpler, plain-text style mimics a personal message from a friend, which increases perceived authenticity and encourages more replies and genuine connection.

Contrary to the belief that messaging should be universally simple, Hexagon discovered that using specific, technology-oriented terms led to higher user engagement, dwell time, and click-through rates. This suggests users prefer concrete language over vague, high-level concepts, even if not every term is relevant to them.

Stop trying to convert customers directly within an email. An email's primary function is to provide enough evidence and intrigue to earn a click through to a dedicated sales page. The sales page, not the email, is responsible for the final conversion. This shift makes copy more conversational and less pushy.

Rephrase call-to-action buttons from a brand command (e.g., "Donate Now") to a user's first-person statement (e.g., "Yes, I want to help"). This simple change in perspective makes the user an active participant, significantly increasing engagement and click-through rates on emails, landing pages, and social media posts.

Prospects have minimal attention spans. To capture their interest, marketing copy in emails or social posts must be 75 words or less and contained in a single paragraph. Reserve longer, more detailed content (100-150 words) for your existing customer base, as they are already invested and more willing to read.

Instead of asking an AI tool for creative ideas, instruct it to predict how 100,000 people would respond to your copy. This shifts the AI from a creative to a statistical mode, leveraging deeper analysis and resulting in marketing assets (like subject lines and CTAs) that perform significantly better in A/B tests.

Your promotional content must be immediately understandable to a distracted audience. If a 'drunk grandma' couldn't grasp your offer, it's too complex. Simplicity sells better than a superior product with confusing marketing because 'when you confuse, you lose.'

Replace generic praise like "we love this product" with testimonials that feature specific, quantifiable outcomes ("saved 12 hours a month"). This helps prospects visualize concrete benefits and can increase conversion rates by over 15%.

Extensive behavioral research on ad performance reveals a clear pattern: simplicity is superior. Creatives with multiple storylines, clutter, and excessive detail create cognitive load and reduce effectiveness. The best-performing ads feature a single, clear message that is easy for the human brain to process quickly.