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

6 Reasons Your Marketing Copy Isn't Converting — and How to Fix Each One thumbnail

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One of the most frustrating things when you’re running a business is not getting the conversions you want.

It’s easy to blame design or authenticity, or even load times. While all of these factors can influence conversions, your copy is most likely the culprit. If you find yourself stuck with no leads or a large number of people who are interested but not buying, you may be making one of these killer copy mistakes.

This article will show you six reasons your marketing copy has stopped converting. It also provides a solution.

Before we get started, a quick reminder. You don’t need to be an A-list copywriter to craft persuasive sales copy. The more you get to know your audience and what resonates with them, the better.

With that out of the way, let’s dive right into the first reason.

1. You haven’t shown value

As entrepreneurs, we strive to develop a unique product or service. We want to be different. A red flag .

Why is something that’s distinctive, or totally different from the rest of the market? If no one else offers what you are, it could also indicate that no one wants your product. You can see that competition is a positive thing. It shows your clients that they want what you have to offer.

“Want” always beats out “need.”

Now, if you have the same issue, there are two things you can do:

  • Offer your audience something they want more (the easy way).
  • Create a bridge between something your customers want and something you offer (the hard way). Here, your mission is to translate your audience’s wants into the benefits your product or services will provide to them.

2. You haven’t built enough trust

This might sound painful, but it’s true.

Your audience might be interested in your product or service. They might be able to understand what it can do. They might even know how it works. They hesitate because they don’t know how to buy it.

Why? There is a simple reason. They don’t trust your offer. They are afraid that your offer will not bring them the promised outcome and they would feel like an idiot.

Don’t take this personal. It’s a common reaction in today’s world of scams and online lies.

You must earn the trust of your audience before they buy from you. It’s not an easy task but it’s quite doable. You only need to create value-driven content. It is important to consider the needs, wants, and pains of your readers when creating content.

Related: 7 Ways to Build Consumer Trust Naturally

When you share enough value and establish your authority, your customers will start trusting you. Sales will then start to come in.

The great news is that if your relationship with your audience becomes strong enough, you won’t need to be the best salesperson or copywriter to get good conversions.

3. Your copy is too fancy

Entrepreneurs tend to overcomplicate their copy. We use business “jargon” that no one understands. We get caught in the “curse of Knowledge”, which assumes everyone has the necessary background knowledge to understand what our words are saying. This is a sure-fire way of driving your customers away.

No one wants to feel stupid. This can happen to customers if they read something they don’t understand. They quickly close the page and move on with their day when that happens.

What if you absolutely have to use business terminology? You must explain what it means right after you use it.

The rule of thumb is that 3rd graders won’t understand what your talking about, so it’s important to explain what it means. There’s a great tool that can be used to “dumbdown” your copy. It’s called the Hemingway app.

Related: 4 Smart Ways to Write Dynamic Sales Copy (Without Actually Writing a Single Word)

4. Your readers are confused

If you’ve done your research well, and you’re certain your audience wants your products or services. This is a great first step. If they are still not buying your offer this could indicate that they are confused.

A confused reader won’t buy. A confused reader won’t buy anything.

See, when your customers have too many options to choose from, need to make a lot of unnecessary decisions, face an information overload or have to browse through a website that’s too messy, they freeze. How can you fix this? When it comes to pricing, packages, or products, don’t include more than two or three options. Your audience won’t choose between A, C, D or B if they have to choose.

Don’t forget that the top salespeople and the highest converting sales pages don’t use business jargon or fancy language. They keep it as simple and clear as possible.

Related: The Psychological Trigger That’s Confusing Your Customers

5. Your readers can’t see how your offer will help them

Another reason your copy isn’t converting is the fact that your readers don’t see themselves as customers. There is a way to fix this.

Paint an image in their heads of how your offer will benefit them. Concrete details such as smell, colors, sounds and location will make your story more convincing. Add credibility to your copy by including testimonials and reviews that show how customers have experienced the incredible benefits of your product.

Related: 4 Better Ways to Showcase Testimonials for Your Business

Use simple, conversational language to show how the benefits of your products and services will make your audience’s lives better. The benefits are important, but even more important is the transformation your readers are going to experience, so focus on that.

6. You didn’t ask for the sale

The last conversion-killing reason is the easiest to fix.

When you want to sell something to someone, you must ask them for it. You must ask your audience to do something.

If you tell prospects to click a button, book a meeting, download a PDF, or order bottles, they are more likely to follow through. Your copy should have clear call-to action (CTA) buttons.

Related: 3 Critical Principles of Effective Calls to Action

Bear in mind that the best-performing CTA buttons include the benefits of your offer. A “Click here to get it” link won’t be as effective as a button that says, “Click here to enjoy a life without stress, anxiety and depression.”

The bottom line

Now that you know why your copy isn’t converting readers into buyers, and how to fix each of them, you can go back and improve your sales copy. Your conversions will increase if you are as clear and conversational and concise as possible.

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