3 Reasons Your Copy Isn’t Converting (And How To Fix It)
In the world of marketing, compelling copy is the heart of successful campaigns. It’s the persuasive force that can turn casual visitors into paying, loyal customers.
However, all too often, business owners will spend hours crafting copy just to find that it doesn’t convert…
Talk about a frustrating feeling. 😞
If you’ve ever wondered why your sales pages, emails, or promotional posts aren’t delivering the results you expect, you’re not alone.
In this blog post, you’ll learn three common reasons your copy isn’t converting as well as ACTIONABLE (and simple) solutions to fix the issues.
Whether you’re a seasoned business owner that’s been writing copy for years or you’re fresh to the world of online business, understanding these key factors can make a world of difference in your conversion rates.
So, let’s dive in and uncover how to overcome these challenges and transform your words into powerful conversion tools.
- You don’t “get” your audience.
In the world of marketing, understanding and really knowing your audience is non negotiable.
Successful conversion relies on more than just choosing the right words – it’s about connecting with your audience on a much deeper level!
Before you write, whether it’s an email, sales page, or even social media post, you need to be clear on what space your potential customer is coming from and speak to their exact needs.
What are they currently experiencing or going through?
What are the specific problems they are facing?
What are their desires?
What are their motivations?
Without taking the time to consider all of these things, your copy may come across as generic and fail to address the specific needs and interests of your target demographic.
The fix? Spend time researching, conducting audience surveys, and listen to customer feedback to gain valuable insights.
When you truly understand your audience, you can craft copy that speaks directly to them, solving their problems and capturing their attention.
- Your offer isn’t clear.
If you’re not seeing interest in your offer, but you KNOW there is a market gap and a true need for what you’re selling, that’s a surefire sign your messaging is the problem.
On the flipside, your audience might actually be interested in what you’re selling, but if your offer is vague or convoluted, they won’t take the desired action.
Oftentimes, business owners will try to speak to allll of the amazing benefits that their offer will solve on the sales page or in one email alone.
But this doesn’t work because it overwhelms your audience!
When potential customers visit your website or read your sales emails, they should instantly understand what you’re offering and why it’s valuable to them.
If your offer lacks clarity, it creates confusion and hesitation – and remember: confused people take no action at all.
The fix for this is simple really… do LESS!
Instead of trying to hone in on every single possible problem your offer can solve, focus on one BIG problem and don’t overcomplicate it with too many details.
Simplify your message and highlight the unique value your product or service provides by using clear and concise language, focus on benefits (not the features) and provide a compelling call to action that leaves no room for ambiguity.
By ensuring your offer is crystal clear, you make it easy for your audience to make a decision and take the desired next step, ultimately improving your conversion rates.
- Your structure doesn’t make sense.
Effective copy isn’t only about WHAT you say, but also about HOW you say it.
If your copy lacks a logical and intuitive structure, it can leave your audience feeling lost and disengaged.
And just like the other things listed above, a funky structure is a real conversion killer.
When your audience is presented with disorganized or disjointed content, it becomes a barrier for them to understand what you’re trying to say and leads to inaction.
This is why I always tell people that just like a traditional story has a structure, all of your copy needs to as well.
It needs a beginning, middle, and end that walks your audience across a bridge to buy.
Always start with a clear introduction that grabs attention and sets the stage for what’s to come and then use a logical progression to guide your audience through the key points or benefits of your offer.
By doing so, you ensure that your audience can follow your narrative, absorb the information, and be more likely to convert because they understand the value and next steps you’re presenting.
Your Go-To For Copywriting and Marketing Resources
In my work, I help clients master all three of these:
✔️ a marketing message that says, “I get you!”
✔️ an offer that truly fills a gap in the market that people clearly understand
✔️ AND a tried and true structure for every piece of copy that they need to write.
And I don’t just teach these methods – I practice them in my own business, too.
If you’re in need of more copywriting and marketing resources to help you finetune your copy and create messages that people actually pay attention to (aka buy from), you’re in the right place.
The following resources were created with you in mind:
- The DW Copy Blog – here you’ll find new blog posts weekly about all things copy, launching, and email marketing
- Inbox Love Mini Course – the 14 day mini-course that helps you write irresistible emails that your clients love to open, read and buy
- 30+ Proven Subject Line Shortcuts – a free resource to help you ditch the generic subject lines and write words that people are excited to open the second it lands in their inbox
❗️OH and P.S. If you’re really ready to level up your marketing game BEFORE 2024, stay tuned for a crazy good Black Friday bundle coming your way on November 21st. ❗️