6 Reasons Your Marketing Copy Isn’t Converting – and How to Fix Each One

One of the most frustrating things for marketers is not getting the desired conversions. Often the design, authenticity and even load time are blamed, but the most likely culprit is your copy, says CEO of Copywriting Titan, Svetoslav Dimitrov.

You don’t need to be an A-list copywriter to craft persuasive sales copy, but the more you know your audience, and what they resonate with, the better. It also helps if you can avoid making one of a few killer copy mistakes. Here are six, and ways to fix them.

You haven’t shown value

Having a unique one-of-a-kind product or service may work against you. If no one else is offering it, it could mean no one wants it. The presence of competition shows clients need – and want – your product.

To fix this, you can offer your audience something they want more. You can also create a bridge to connect something your customers want to something you offer. Translate their wants into benefits your product or service can provide.

You haven’t built enough trust

Your customer might want your product or service. They might understand what it can do for them. They might even know how to buy it. But they don’t because they hesitate. They hesitate because they don’t trust you and fear your offer won’t bring the promised outcome and will make them feel like fools. This is normal in today’s era of online lies and rip-offs

To fix this, earn trust by crafting value-driven content. Build content around your readers’ needs, wants and pains. When you share enough value and establish your authority, they will start trusting you and sales will follow. You won’t even need the best salesperson or copywriter to get good conversions.

Your copy is too fancy

Copy can get over-complicated with business jargon that nobody understands, assuming everyone has the background knowledge to understand what you’re saying. No one wants to feel dumb, and if they see such copy, they quickly close the page and move on.

To fix this, follow this rule of thumb: if a 3rd grader doesn’t understand what you’re saying, your audience likely won’t either. If you absolutely must use business terminology, explain what it means immediately after using it. There is a great tool, the Hemingway app that can help “dumb down” your copy. Top salespeople and highest converting sales pages don’t use business jargon or fancy language. They make everything as simple and clear as possible.

Your readers are confused

You did your homework. The audience wants your product or service. But they are still not buying. This could mean they are confused. A confused reader freezes and does nothing. They may have too many options to choose from; need to make a lot of unnecessary decisions; face information overload; browse through a messy website.

To fix this, when it comes to pricing, packages, or products, don’t include more than two or three options. If they have to choose between A, B, C or D, they often select nothing at all.

Your readers can’t see how your offer with help them

Your readers may not see themselves as customers who want or need your product or service. 

To fix this, paint a picture in their minds of how your offer will help them. Use concrete details including smell, colours, sounds, numbers, location, etc to make it more convincing. Strengthen your copy with solid reviews and testimonials that show how previous customers got all the amazing benefits from your offer. Use simple, conversational language to show how your product or service will improve their lives. While benefits are important, it’s even more important to show the transformation they will experience.

You didn’t ask for the sale

When you’re trying to sell something, you must ask them for the sale. Tell them or ask them to do something. If you clearly tell your prospects to click a link; book a call; download a PDF; or order how many items, they will much more likely do it. 

Your copy needs to have very clear call-to-action (CTA) buttons. The best performing CTA buttons include the benefits of your offer. Compare “Click here to get it” with “Click here to enjoy a life with stress, anxiety and depression”.

Svetoslav’s full article can be found at https://www.entrepreneur.com/article/425691

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