The science of brevity: How to write digital ad copy that converts in under 10 words

Digital ad copy is the ultimate exercise in less-is-more. With limited space and even less time to grab a user’s attention, every single word matters. The difference between an ad that converts and one that’s ignored often comes down to brevity—and the ability to say more with less. But brevity isn’t just about cutting words; it’s about crafting the right words that drive action.

Here’s how to master the art of digital ad copy under 10 words, backed by behavioral psychology and tested strategies.

Why brevity matters in digital ads

Attention spans are shorter than ever. Studies have discovered that each day, on average, “100 million hours of video are watched on Facebook,” which underscores the vast amount of content vying for user attention ​(Facebook). This highlights the necessity for advertisers to create compelling content that immediately engages viewers. Brevity ensures your message gets across in that fleeting moment. Here’s why it works:

• Clarity cuts through clutter: Simple, focused messages stand out in crowded feeds.
• Emotional impact lands faster: Short phrases hit harder, triggering immediate reactions.
• Easier to remember: Snappy copy sticks in the mind longer, improving brand recall.

Principles of effective short-form ad copy

1. Focus on one clear message

Trying to cram multiple ideas into a single ad dilutes its impact. Instead, identify your primary goal and build your copy around it. For example:

• Goal: Drive urgency
  
  • Copy: “Sale ends tonight.”
• Goal: Highlight benefits
  
  • Copy: “Faster Wi-Fi, guaranteed.”

When you zero in on one message, you give your audience a clear reason to act.

2. Use power words that evoke emotion

Emotions drive decisions, and the right words can tap into those feelings instantly. Words like “free,” “now,” “new,” and “because” are proven conversion drivers. Consider these examples:

• “New arrivals, just for you.”
• “Free shipping, at no catch.”

Power words are particularly effective when paired with strong visuals, amplifying their impact.

3. Make the user the hero

Shift the focus from what you offer to what the user gains. Ads that center the user’s perspective are far more engaging. Consider these examples:

• Feature-focused: “Our app tracks your workouts.”
• User-focused: “Crush your fitness goals.”

The second example speaks directly to the user’s aspirations, making it more compelling.

4. Add urgency and exclusivity

Short-form ad copy thrives on urgency. When users feel they might miss out, they’re more likely to take action. Examples include:

• “Limited spots left.”
• “Offer ends today.”

This taps into the scarcity effect, a psychological principle that makes people place higher value on limited opportunities.

Examples of 10-word (or fewer) high-performing ad copy

1. E-commerce

• “Flash sale: 50% off everything. Ends at midnight.”
• “Shop the new collection before it’s gone.”

2. SaaS

• “Get organized in seconds. Try our app free today.”
• “Your productivity, supercharged. Start now.”

3. Health and fitness

• “Stronger, faster, healthier. Join our program today.”
• “Your transformation starts here. Sign up now.”

Testing and optimizing short-form copy

Even the best copy benefits from refinement. Here’s how to ensure your words are working:

• A/B testing: Run two versions of an ad with slight variations (e.g., “Sign up free” vs. “Try it free”) to see which performs better.
• Analyze metrics: Track CTR (click-through rates), conversions, and time-on-page to gauge effectiveness.
• Iterate quickly: Use data insights to tweak and improve copy in real time.

Less is more—when done right

Brevity in digital ad copy isn’t about stripping words away, it’s about choosing the most impactful ones. By focusing on clarity, emotion, and user-centric messaging, you can craft short-form copy that grabs attention, drives action, and delivers results. In a world where every second counts, the science of brevity is your competitive edge.