This BIG Copywriting Mistake Could Kill Your Marketing Funnel Conversions

Want to avoid killing conversions in your marketing funnel?

You can do everything right, but if you get this ONE critical thing wrong it can cause you major problems.

It’s an easy mistake to make.  So it really takes the eye of a high-level copywriter to spot the issue.

If you’re selling a big-ticket service, this misstep could be the one thing that stops you from closing a sale when it’s time for prospects to make a buying decision.

I’m sharing this information because I recently took on a project for a client in the financial niche, so the issue is fresh in my mind.

It was a 5 email autoresponder sequence for an existing marketing funnel.

The client actually designed the marketing funnel and even wrote all of the existing copy.

I went through each part of the funnel prior to writing the corresponding emails and I’ve got to admit that the guy has some serious copy chops.

But once I got to the end of the funnel, I noticed a major issue with the copy.  I couldn’t believe a copywriter with so much skill didn’t catch it.

But sometimes when you write copy for your own product or service, you’re just to close the work to see it from a 30,000-foot perspective.  And I believe that was the case in this scenario.

Fortunately, I noticed this deadly conversion killer.

His sales letter was written for the wrong part of the target market.  Written very well. But it still would’ve crippled his conversions.

Here’s why …

Each prospect that arrives at the end of his funnel, will have spent no less than 2 hours of time learning about his business.

By the time they arrive at the end of the funnel these people will be hot leads who are ready for an offer.

In fact, Gene Schwartz speaks to this powerful concept in Breakthrough Advertising.  It’s called the “Five Levels of Awareness”.

It’s an easy concept to overlook when your superpower is trading the stock market instead of writing copy.

By the way … that’s not a bad problem to have by any stretch of the imagination if you have that sort of superpower.  I’m sure he’s got deep pockets to ride out the storm. LOL!

But in most cases … we want the best chance for our funnel to convert right out of the gate.

With that in mind here are the full details in relation to Gene’s concept …

His sales copy at the end of the funnel was written for a problem-aware market.  So, the headline and lead were written as if these particular prospects were coming across his trading alert service for the first time.

But they’re not.

These are hot leads that are very familiar with my client and his service by this point.  So, they are already at the “Most Aware” level (see Market Awareness photo below).

This means that the correct copy to use should have been offer focused.  The headline and lead can get right into the service, even make an early offer.

If someone is ready to pull the trigger … there’s no reason to hold them back from doing so.

And copy that leads with the service and with offer button in the area above the fold is the best way to get prospects reaching for their credit card quickly.  If they want more information … then let them continue down sales page.

I know it sounds like a simple thing … but it’s easy to miss these types of technicalities when you’re writing your own copy.

Now, mind you I wasn’t even paid to audit the funnel.  But in good conscious, I still pointed out the issue.

Why?

Because my copy will be part of the sales funnel … and I want to get back awesome performance metrics from my email copy.  So, it only makes sense to show him where the issue exists since I spotted it.

The moral of the story ...

It’s always good to get a second set of eyes on your marketing funnel.

While it never hurts to write your own copy, make sure you reach out to a high-level copywriter for a conversion audit prior to launching a campaign.

When those bank deposits start stacking up, you’ll be glad that you made the investment.

Happy sales!