I’m not too sure on copywriting. However i would like to share some basic principles i learnt in public speaking
1)When we write any content, it’s not the quality of words used but simplicity. To create a connect, you need to make it simple that a high-school student would understand.
More so in ad writing, the tag line needs to stick in the minds of the readers. As a writer, I have greater liberty in usage of words cause my readers can get back and read again, that’s not the case with a speech or a ad’s.
2) The best of ads have the simplest of words put together. From what i infer, you maybe techincally right and sophisticated, but not effective. Relook at your old scripts and try simplifying it. You could do wonders.
3) I will soon post an article on usage of words. Remember the effective use of diads, triads metaphors and similies have a profound impact, since they are pleasing on the ear.

The most effective ads are the easiest to infer