6 Quick Reasons Why Your Sales Copy Isn't Converting
Sales copy that doesn’t convert is a common problem across the board. This problem affects all industries in some way, and you’re probably finding that you’re not immune to it either.
The good news? It’s fixable.
So, while I have your attention, let’s dive into the reasons why your sales copy may not be performing the way you want.
And, more importantly, how to fix it.
You’re Not Connecting With Your Target Audience
Meet Stella, your target audience.
She’s a real person.
Your product or service is what she’s looking for. But there’s a small problem.
Your tone, word choice, and story are too vague. You’re speaking to a broad, vague audience instead of making Stella feel like you’re talking directly to her. So, she moves on without finishing the page.
That’s a missed opportunity.
Maybe you’re wondering, “But… my target audience is a large group. How can I narrow that down to one person?”
That’s why you need a buyer persona.
A buyer persona is a detailed profile of your ideal customer.
It includes:
Interests
Pain points
Deepest desires
Occupation
Important demographics
But here’s the catch:
You can’t just guess these details. Building a buyer persona requires extensive research.
You’ll need to dig into:
Customer surveys
Social media insights
Reviews of similar products/services
Forums where your audience hangs out
And here’s a little industry secret—you might need more than one persona.
Once you’ve nailed down these personas, every piece of sales copy you write should speak to one of them. Instead of trying to appeal to everyone, tailor your message to the person you'd like to buy from you.
Bottom line? Quality sales copy isn’t a rush job. The small details set you apart. Do the research (or hire someone to do it) and watch your conversions grow.
Your Sales Copy is Not Readable
You might assume your audience is reading your sales copy… but what if they aren’t?
One major reason? It’s not readable.
Bob Bly, a legendary copywriter, says in The Copywriter’s Handbook¹ that you should never sacrifice clarity for cleverness.
Wise words, Bob.
So, while creativity is important, clarity always sells. Here’s how to balance the two.
Treat Headlines Like Prime Real Estate
Your H1s, H2s, and H3s should be strategically placed to emphasize key messages and improve readability. Plus, they should incorporate SEO-friendly keywords when possible.
Use Bullet Points
Whenever you list features, benefits, or key takeaways, use bullet points instead of long paragraphs.
Bullet points are:
Easier to skim
More visually appealing
More effective at holding attention
Use White Space
It’s okay to have empty space to work with. In fact, it should be intentional.
It helps:
Break up long text
Emphasize important points
Make the page more visually appealing
Use a Leveling Tool
Most high-converting sales copy falls within a grade 5 to grade 9 reading level. If it’s too complex, people won’t read it.
Run your copy through the Hemingway App or Grammarly to check its readability score.
Leave out confusing jargon and get to the point.
Your CTA Clarity & Placement is Off
A weak call to action (CTA) is a conversion killer. If your CTA is vague or buried, your audience won’t take action.
Quick Do’s & Don’ts
Don’t:
Be ambiguous (e.g. “Let’s chat”)
Be too vague (e.g. “Learn more”)
Take too long to get to the point
Do:
Provide clarity (e.g. “Book a 30-minute call today”)
Be specific (e.g. “Get instant access to the full guide”)
Make it easy to follow through
CTA Placement Matters
Your CTA is where you want your audience to gravitate. You’ve already ignited the interest, and the CTA leads to the desired action.
Your CTA should be:
Above the fold (visible without scrolling)
After a key value proposition
At the end of the page (for those who read everything)
And if there’s a link? Make sure it goes directly where it should. The fewer steps, the better.
Lack of Storytelling (or Telling the Right Story)
Writing sales copy without the story is like selling a pair of shoes without soles.
It falls flat.
Everyone loves a compelling story… and every brand has one.
So, if your sales copy is falling flat, ask yourself: Are you using storytelling effectively?
One way to do this is to provide imagery that leans into clarity.
For example:
Instead of: “Struggling with breastfeeding?”
Try: “Is every breastfeeding session a battle?”
Or...
Instead of: "Our car seat is easy to install."
Try: "Zero headache installation that only takes 60 seconds."
Use Emotional Techniques
There are 11 powerful emotional techniques that high-converting sales copy uses. I’ll provide my top 3 favorites. You can dive deeper into the remaining 11 in David Garfinkel's book, Breakthrough Copywriting² (linked below).
My top 3 emotional techniques:
Empathy through shared misery (“Want to become a better writer? Struggling to find the right words for your audience? You’re not alone.)
Doubt to confidence (Wondering if our sleep program actually works? Well, just ask the 10,000+ parents we’ve helped.)
Shared outrage (“Tired of the impossible sign-up process for summer camps? We are too.”)
I find that using emotional connection builds trust and drives conversions. Try them out and see if they make a difference in your sales copy.
Your Website Design & Sales Copy Aren’t in Sync
Your design team and copywriter should have each other’s contact information. That’s because your visual elements need to complement your sales copy and vice versa.
But, if you are the design team and the copywriter…
One, props to you. Two, do you need help?
Because that is not an easy task.
All I know is this:
94% of first impressions are based on design³. If your page looks cluttered, outdated, or unprofessional, your audience will bounce.
Copy complements design. Design complements copy. It’s a beautiful dance that is worth practicing.
So, here are a few quick fixes:
Make CTAs stand out with contrasting colors
Keep text blocks short and skimmable
Use images that enhance your message, not distract from it
Ensure mobile-friendliness (over 50% of web traffic is mobile!)
You Avoid Addressing Objections
Customer objections can be frustrating… but they’re also an opportunity.
In fact, 63% of consumers need to hear company claims 3-5 times before they believe them. So, addressing objections directly in your sales copy will help your audience trust you. And if you can prove it? Even better.
Common Objections & How to Overcome Them
“It’s too expensive.” Highlight long-term value (“One-time purchase vs. monthly replacements—this saves you money over time.”)
“Does this actually work?” Provide proof (“9 out of 10 parents reported their baby slept better within 3 nights.”)
“Is it easy to use or implement?” Show simplicity (“No tools required”)
“Is this right for me?” Offer a quiz or buying guide to eliminate their uncertainty.
There’s a Way to Stop Stressing Over Sales Copy
Let’s be real. Perfecting your sales copy takes time, and you have a business to run. So, if it's less than ideal to be the founder, web designer, copywriter, accountant, etc...
You can pass writing sales copy off to someone who knows how to make it work.
If you’re ready to outsource and stop stressing over this, we can talk anytime.
Sometimes, all you need is someone to translate your brain dump and turn it into high-converting copy. (Or beautiful content).
If that sounds like you, schedule a 30-minute strategy session today.
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