The Copywriting Mistake That’s Costing Businesses Thousands…
Let’s get real for a second…
If you know deep down you have a killer product or service.
And you've been putting in the work:
…writing marketing emails?
…crafting & optimizing landing pages
…running ads
But despite all that, something between you and your audience just isn't clicking right?
Sales aren’t where you know they could be.
And you’re starting to wonder if your copy is the problem…
I am going to let you in on something:
Perhaps it’s not what you are saying but HOW you’re saying it and to whom.
What do I mean?
POSITIONING.
You can have the best product in the world, but if it’s not positioned correctly, it’s like shouting into the void.
I’m going to ask you to think for a sec so stay with me.
Imagine you’re selling luxury watches:
If your copy purely focuses on the practicality of having a watch and telling time, it is missing the mark.
As a LUXURY watch product, you should be thinking about your target audience.
In this case, the target audience isn’t just looking for a way to check the time; they’re buying a status symbol, a piece of craftsmanship, a statement.
So LEAD with that and you’ll get more leads. (I'm a funny guy I know)
Moving on…
There is one common pitfall people get sucked into which leads them to build their messaging around the WRONG position.
They identify the BROAD audience in their market and try to please everyone while resonating with no one as that usually results in boring, generic-sounding copy..
To avoid this, you need to dig deep into who your ideal customer is.
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Not just surface-level demographics, but their desires, pain points, and the emotional triggers that drive their PURCHASING decisions.
I probably sound like a broken record at this point but this is where your Ideal Client Profile (ICP) and Voice of Customer (VOC) come into play.
When you know exactly who you’re talking to, you can tailor your messaging to speak directly to them.
You can position your product in a way that makes them feel like it was made just for them.
And let me tell you this is powerful…
Let me give you a quick real-life example:
I once worked with a client who offered high-end consulting services.?
Their messaging was focused on the features of their service—detailed reports, in-depth analysis, etc.
But their audience wasn’t buying it…
After some research, we discovered that their ideal clients weren’t just looking for data; they wanted peace of mind.?
They wanted to trust that they were making the best decisions for their business.?
We shifted the positioning from features to outcomes—"Make confident decisions backed by expert analysis."?
That little simple shift in positioning turned their sales around, increasing their close rate by 30% in just a few months.
The bottom line is if your copy isn’t converting the way you want it to…
Don’t just tweak a headline or rewrite a paragraph.
Take a step back and look at the bigger picture!
Are you positioning your product or service in the right light? Are you speaking directly to the right audience?
Get your positioning right, and the rest will follow.
And if you need help with any of this, feel free to shoot a connection or a message.
That’s all for now
-Darius
#copywriting #business #marketing #product #funnel #advertising
Freelance Email Copy & Content Writer - self-employed
7 个月Very insightful narrative, yes indeed, positioning matters a lot. What one idea, that clicks, and stands above the rest. The message subjectivity is of pivotal importance,what you're selling and to whom you're selling. The Buyer persona, customer avatar, and deep down research, opens the doors for nurturing ideas. Obviously you resonate with your customer, but first client must also be on the same page. Here comes the art of framing. A most popular segment in communication. In my humble opinion, small and big projects act alike, as one has to do all the subjective elements as mentioned above, to get the desired results, and increases ROI.