It’s no secret that killer marketing copy is key to a successful business. But what happens when your once-great marketing copy suddenly stops converting? In this blog post, we’ll look at eight common reasons why your marketing copy might not perform as well as it used to and how you can fix it.
Why Your Marketing Copy Isn’t Converting and How You Can Fix It
When it comes to marketing, the written word is vital. Suppose it’s an article for an ad campaign, a social media post, or even the text on your website’s homepage. In that case, the right words can make all the difference in driving conversions if your marketing copy isn’t getting the desired results.
Common reasons why your marketing copy might not be performing as well as it used to
1. Your headlines aren’t catchy enough
2. You’re not addressing your target audience directly
3. Your copy is too long and/or technical
4. You’re not making a firm enough offer
5. Your copy doesn’t include any testimonials or social proof
6. You do not include a clear call to action for your readers
7. You’re not delivering on your promises, causing your readers to feel let down
8. Your copy has terrible spelling and/or grammar
These are just a few of the most common mistakes that people make with their copies. I’ll discuss these common mistakes and how you can ensure you don’t make them. And if you make them, how can you correct them as quickly as possible?
How can you Fix Poor Performance in your Marketing Copy?
It’s frustrating when you’ve put in the effort to create marketing copy, but it’s not resulting in conversions. Thankfully, there are some things you can do to troubleshoot why your marketing copy isn’t performing. One possibility is that your headlines aren’t attention-grabbing enough. A dull headline will kill even the most well-crafted copy, so make sure yours are exciting and use strong verbs. Another issue could be that you’re not honing in on a specific audience with your messaging.
Make sure your copy is written for a specific type of person. Also, ensure you’re offering your customers a particular incentive to buy your product. You should be able to sum up your product or service in one or two sentences and make your offer crystal clear. Some tools can help you identify the most effective messaging if you’re unsure. Read on for more advice on writing compelling marketing copy.
Best Plagiarism Checker & Proofreader
Source: marketingprofs.
If you’re trying to appeal to too broad of an audience, your message won’t be compelling. Suppose you’re targeting a specific segment of customers, and your message is broad and general. In that case, you will have an easier time creating persuasive marketing copy. Your content may also be too wordy. Try to make your copy as concise as possible. You can accomplish this by reducing unnecessary words and the number of bullets you use in lists.
Consider your audience and the keywords they will likely use when searching for your product. Or think about other elements of your product you could use to help illustrate its value to your audience. If you don’t have the answers to these questions, your landing page or PPC ads may be to blame. Try editing the messaging on these pages to fix the problem.
Many marketers may be tempted to overhaul their copy when trouble arises, but this is rarely necessary. Look at your analytics for the websites where your ads are showing. – you should be able to identify trends among your traffic based on location, keywords, and other behaviors. You can then craft your message to appeal specifically to these audiences. Have trouble figuring out what to include in your messaging? Consider using marketing copy review services like GRAMMARLY and Copy Smith to get a second opinion.
These two affordable services check your marketing copy for spelling, grammar, and readability issues. If you want to get the most out of your marketing, your copy has to speak to the reader. You must be able to give your reader some idea of how your product or service improves their lives. To do this, you should read your copy aloud and note any awkward phrasing or sentences that don’t sound like a human being speaking them. Next, please read it to a friend. Do they understand what you’re saying? If not, what would they like you to change to enable them?
When writing the body of your copy, use the active voice. This writing rule should be applied to all manuscripts but is especially important with longer articles. Writing in the passive voice makes your copy wordier, while the active voice makes it more concise. Be concise and to the point. If they don’t get it, revise your document.
Get Feedback From Your Marketing Copy Campaign
Feedback is the best way to know whether your copy is a success. Once you’ve written your copy and it’s ready to go, get your friends, family, customers, and colleagues to read over it. You may also want to ask a professional copywriter to review your copy or a friend who’s mainly into writing. If not, go back and revise until they do.
Next, have someone else read it. You’ll get a much different impression of your copy than simply reading it yourself.
- Do they understand it?
- Do they like it?
- Does it interest them?
- Do they want to read more?
- If not, revise it until it does.
How will it be used?
This can be tricky. Next, try your copy on a non-responsive audience, like your spouse or a pet. If it doesn’t grab their attention, it will not grab customers’ attention either.
This is one of the most critical parts of your copy. You must be able to give your reader some idea of how your product or service improves their lives. Are you giving them crisp, clear information and examples of how your product will improve their lives? If not, go back and do it again.
Concise Marketing Copy
You are more likely to get your reader’s attention if you can pack a lot of information into a short space of time. You don’t have to write the most concise possible copy you can get away with. Nobody is ever going to accuse you of being too brief. However, you will be able to draw your reader into your sales letter if you can pack a lot of information into a short space of time. For example, you might write, “Can you imagine you have a proven, highly-producible program that will enable you to double your business within 12 months?
You could expand on this content in the following ways: Create your program to double your business. But if you can take a few pages of text and boil it down to a few sentences, you are much more likely to get action. The best way to do that is to present your argument very simply. Here are the elements of a short and straightforward copy. Leave out anything that does not directly support your idea. Cut the examples. Please don’t give them unless they are indispensable. But if you can make your copy do more work in less space, you’ll earn your pay.
Take, for example, a product with a three-year guarantee. You could explain the security in a short pre-copy that informs the reader about the length of the contract and how they can claim it. Or you could put together a complete explanation, using a list of the product’s benefits and explaining how the guarantee works. But don’t be tempted to overwrite the copy just because you can. People don’t read the article; they scan it. People will likely read your document very fast. If you try to cram too much information into your manuscript, you will lose readers immediately. You are more likely to get your reader’s attention if you can pack a lot of information into a short space of time.
Conclusion,
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Kevin
