5 Reasons Why Your Copy Isn’t Converting (and How to Fix Each One)

If you’ve put your best efforts in crafting great content and building a solid relationship with your prospects, but you’re not seeing the conversions you want, read this article until the very end because it has the solution to that.

Every single business is different. Despite that, some problems appear time and again. Today, you’ll learn how to get rid of them and begin making the sales you deserve.

Before we continue, just a quick reminder:

[su_note note_color=”#3D9363″ text_color=”#ffffff” radius=”0″]You don’t have to be an A-list copywriter to create convincing sales copy.[/su_note]

The more you practice, the better.

Regardless of your expertise, I’ve identified 5 reasons your copy isn’t converting. And how you can fix each of them.

1. Your Readers Don’t Want What You’re Offering

Let’s start with the most hurtful of the 5 reasons your copy isn’t converting.

Often, we become so obsessed with an idea that our audience is not nearly (or at all) obsessed with.

Usually, the case is the following: You’ve devoted so much time to your unique and amazing product/service that you become fanatical. However, no one else thinks it’s that interesting.

A unique product might be fine in some cases. Most of the time, though, it’s a red flag.

If nobody else is offering what you’re, this might very well mean that nobody else wants what you have. Competition is a great thing because it shows that your customers not only need but also want your offer.

[su_note note_color=”#3D9363″ text_color=”#ffffff” radius=”0″]“Want” always beats out “need”.[/su_note]

If you’re facing the same problem, you have two choices ahead of you:

  1. Offer something more people want (the easy way).
  2. Create a bridge between something your audience wants and something you’re offering (the hard way). The key here is to translate your reader’s wants into the benefits your product/service provides to them.

2. They Don’t Trust You.

Let’s get the second most painful reason out of the way, too.

Your readers might want what you’re offering. They might have a good mental picture of it. They might even know what to do next.

But they don’t proceed. They hesitate.

They’re doubting their decisions, and they’re scared of getting scammed and feeling like a fool.

In today’s age of rip-offs and betrayal everywhere, that’s not surprising. So, don’t take it personally.

They need to trust you first. How to build that trust in them, though?

[su_note note_color=”#3D9363″ text_color=”#ffffff” radius=”0″]Focus on their needs, their wants, and their most secret dreams and desires. Then, build your content around that.[/su_note]

Once you provide enough value and establish authority, your audience will start trusting you. Then, sales will start piling up.

If your relations with your audience are strong enough, you don’t have to be the best salesperson to do well.

And if you apply all the 5 fixes enlisted in this article, you’ll do more than well. ????

5 Reasons your copy isn't converting (and how to fix them)

Let’s move to Reason #3.

3. Your Audience Is Confused

If you’ve done your research and know that your audience actually wants your offer (you have successful competitors, too), but the readers still aren’t purchasing, there’s a good chance that they’re confused.

[su_note note_color=”#3D9363″ text_color=”#ffffff” radius=”0″]A confused person doesn’t buy.[/su_note]

In fact, a confused person doesn’t do anything. When your audience has too many choices and a lot of unnecessary decisions to make, faces an information overload, or has to explore a website that’s too messy, it freezes.

Think of it like having to fill out a new health insurance plan.

How to fix it?

Don’t prepare a lot of different options for your prospects to choose from. If they have to select anything more than A, B, or C, there’s a great chance they won’t make a choice at all.

4. They Can’t Imagine Themselves as a Customer

Another conversion-killing factor is the fact that your audience doesn’t see the pretty picture.

Here’s how to fix that:

  • Paint a dream picture in their heads of what your product/service will do for them. Use concrete details like color, smell, sound, and touch to do that.
  • Sprinkle your copy with solid testimonials from previous clients that show how people like the reader have been getting the wonderful benefits of your offer.
  • Use clear, simple language to describe how your offer’s benefits will make your reader’s life better. Use the benefits but focus on the transformation they’re going to get.

Bear in mind that the best sales people and the highest converting sales pages don’t use fancy language.

[su_note note_color=”#3D9363″ text_color=”#ffffff” radius=”0″]They make everything as simple as possible.[/su_note]

5. You Didn’t Ask for It

The last reason why your copy isn’t’ converting is the easiest one to fix.

It might seem counter-intuitive, but if you clearly ask your prospects to book a call, click on a link, or download a PDF, they’re much more likely to do so.

Your sales copy needs very clear call-to-action (CTA) buttons.

[su_note note_color=”#3D9363″ text_color=”#ffffff” radius=”0″]The strongest CTAs are usually the simplest ones.[/su_note]

A “click here” link often gets more clicks than anything else. Strange, I know, but true.

[su_divider divider_color=”#3D9363″ size=”6″]

Now, that you know the 5 reasons why your copy isn’t converting and how to fix each of them, you’re ready to sit down and write persuasive sales copy.

Just remember to be as clear and simple as possible, and you’ll see your conversions going up.

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