What do you do if your sales copy isn't persuading customers?

1 Assess Content

To understand why your sales copy isn't hitting the mark, start with a thorough assessment. Look at your content through the eyes of your target audience. Is it clear what you're offering and why it's valuable? Are you addressing the needs and desires of your potential customers? Sometimes, you're too close to your product or service and assume knowledge that your audience doesn't have. Ensure that your sales copy is benefit-focused, highlights your unique selling proposition (USP), and speaks directly to the pain points and aspirations of your audience.

2 Simplify Language

Your sales copy should be easy to read and understand. If it's filled with jargon, complex sentences, or it wanders without getting to the point, you'll lose your reader's attention. Use simple language and short sentences to keep the message clear and direct. Remember, the goal is to guide your reader through the sales process effortlessly. Complicated language can confuse and deter potential customers, so strip back the copy to its simplest, most persuasive form.

3 Engage Emotionally

People make purchasing decisions based on emotion and justify them with logic. Your sales copy needs to connect emotionally with your audience to be persuasive. Tell a story that resonates with their experiences or aspirations. Use emotive language to paint a picture of life with your product or service. By tapping into the emotional triggers of your audience, you can make your sales copy more relatable and persuasive.

4 Call to Action

Every piece of sales copy should have a clear call to action (CTA). This is the part where you tell your audience exactly what you want them to do next. If your CTA is weak, unclear, or missing altogether, your sales copy won't convert effectively. Make sure your CTA is prominent, uses action words, and creates a sense of urgency or benefit. It should be easy for customers to take the next step without any confusion.

5 Test Variations

If you're not sure what's working and what's not, testing different versions of your sales copy can provide valuable insights. Use A/B testing to compare different headlines, body copy, or calls to action to see which resonates more with your audience. Pay attention to the results and be willing to adapt your approach based on what you learn. Testing can be an ongoing process that continually refines and improves your sales copy.

6 Consult Experts

Sometimes you need an external perspective to see what you might be missing. If you've tried everything and your sales copy still isn't converting, consider consulting a professional copywriter or a marketing expert. They can provide insights and suggestions that you may not have considered. An expert can help you refine your messaging, identify areas of improvement, and craft copy that will better engage your audience.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?