One way to make your ad copy jump off the screen is to use words that are “hot” in the period in which your campaign is running. You might even consider building a campaign around what is hot at the moment.
Of course, what’s red hot now can be stone cold in a few months, but by then, you’ll probably have moved on to the next bevy of ads which use offers and words that are emblematic for that point in time.
Try it. When done right, your copy has a newsy immediacy to it and can dramatically boost response rates. LC