What do you do if your copy is falling flat?

The first step to solving any problem is assesing it. You're better positioned to solve any problem by leveraging the understanding of the problem from your assessment. If you find your copy to be falling flat, you have to honestly assess everything and if possible, get a copy editor to help you point out possible parts that might need to be adjusted

Use a tool like Hemingway writer that helps you simplify. You want your copy to be as simple as possible. The more time someone has to spend to understand it, the more the chance that they will tune out.

Understanding your audience goes beyond demographics. It's about truly knowing their desires, their anxieties (what keeps them up at night!), and what aspects of your product capture their attention. This deep grasp of their emotional landscape is crucial for crafting effective copy. As David Ogilvy famously said, 'I always try to consume the product I'm writing copy about.' This approach allows you to experience the product from the customer's perspective, a crucial step in understanding their sense of product consumption.

Knowing your audience is essential for impactful writing. Revisit your audience research to understand their pain points, desires, and objections. Tailoring your message to address their needs and emotions can turn bland content into compelling copy that resonates with your readers.

Take a break from your copy and come back to it with fresh eyes. Then, read your copy aloud from the perspective of your audience. Ruthlessly cut sentences that don't add value. Delete that sentence that sounds so good but doesn't make sense or help make your point. Don't try to be clever - be clear.

Use short sentences. Follow those with longer ones that flesh out the point. Don't be afraid to use contractions. They lend a conversational tone. Hunt for the best verbs; sometimes they're hiding in your nouns and adjectives. For example, instead of saying "customers find these features valuable," just convert that adjective into a verb and say "customers value these features."

If your copy is falling flat, then do this: 1. Assess your copy honestly and find out the weak points. 2. Have a meeting with your client to check if your understanding of the client is correct or not. 3. Based on your assessment and client understanding, re-write the copy. Lastly, do ask for feedback, preferably from someone who identifies with your target audience.