A client's 3 word critique fixed my ad copy overnight

I was running a campaign for a local bakery in Austin last month. My headlines were all about "artisan" and "handcrafted" and honestly I thought they were solid. But the client watched me scroll through the whole set and just said "too fancy sounding". At first I got defensive. But then I looked at my best performing ads from the past year and sure enough, the ones that won were plain spoken. "Fresh bread daily" beat "elevated grain artistry" every single time. I rewrote everything to sound like a text from a friend. Same product, same offer, just way simpler words. CTR went from 1.8% to 3.4% in a week. That feedback cost me nothing but a bruised ego. Anyone else get hit with a vague critique that turned out to be the best advice? What did they actually say?

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