You’re sitting on a pile of copywriting templates, checklists and trainings, yet your copy is still not making the sales and getting the clients “as advertised.”
It doesn’t matter how much traffic you’re driving… if your copy doesn’t convert, you’re not getting the ROI.
The most frustrating thing is that sometimes those templates and checklists work, and sometimes they don’t. There seems to be no rhyme or reason. You put in the work then hope for the best.
But “hope” is not a sound business strategy…
So, what’s the real reason behind those patchy results?
It’s not that you aren’t following the templates with the 39 must-have persuasive elements. It’s not that you haven’t done the research to see what your market wants. It’s not that you haven’t gotten your social media posting all dialed in like clockwork.
Maybe it’s because you have ALL of these… but you’re not putting them together in a way that works for YOU.
Here are 3 reasons why your copy falls short, and how to fix them:
1. Lack of Cohesive Message
I work with many highly creative, multi-passionate, and multi-talented solo entrepreneurs. Their main challenge in figuring out how to communicate the “what they do and how they do it” in a way that sells stems from having too many ideas but lacking a cohesive message.
They talk about the various passions and talents they possess, or the different skills, tools and certifications they have under their belts. Instead of positioning themselves as expert with ONE focus, they end up sounding like “Jacks-of-all-trades.”
When you lack a laser focus for your message and are unable to articulate how it applies to your niche, you tend to go on and on when talking about what you do yet fail to capture the attention of your ideal clients by making it relevant and coherent.
To nail YOUR cohesive message, you need to find the golden thread that ties everything together—the theme that recurs in everything you’ve done, everything you’re passionate about, and everything you want to do.
(Be careful here, and dig into WHY you want to do certain things. We don’t want any shoulds here.)
Your golden thread transcends discrete skills, experiences, passions, and talents.
Instead, it taps into your conviction at the identity level to bring to light the big WHY that motivates you and drives your business.
Your golden thread is a narrative that positions your talents, skills and experiences so they’re relevant to you and your ideal clients.
2. Failure to Connect
The biggest problem encountered by many who use templates, blueprints, and checklists is that their copy sounds formulaic, lacks personality, and fails to distinguish them from a sea of competition.
Not only is the content not connecting with their ideal clients, but it also fails to connect them with their businesses.When you don’t feel excited about or fully committed to the content, your communications lack enthusiasm and conviction.Click To Tweet
They follow templates that led them to use generic words too superficial and broad-stroke to be relevant at the personal and emotional level.
They look around and copy their competitors, writing buzzwords, or jargon-filled content devoid of real meaning. As a result, they sound like everyone else.
When they don’t have the excitement, enthusiasm, and conviction behind their words, when all they worry about is whether they’re saying it correctly, their communication is not genuine or convincing.
The simple answer is to use your own words that resonates with YOU, in plain English (for the most part… there are places for industry-specific words and phrases, depending on the audience and your intention.)
It’s often easier said than done. Not because you don’t know how to write like yourself, but because there are fears behind “being ourselves” in our marketing copy and content.
Even though you need to sound like yourself and communicate your conviction, your copy is NOT about you.
Sure, we’ve heard that many times… talk about our ideal clients’ pains, challenges, and desires. We’re to focus on the outcomes and benefits.
But if you and your thousands of other competitors are using the same pain points and talking about the same outcomes, in the words of the same market… you will get lost in a sea of sameness.
To distinguish yourself from the competition, you need to map your process and superpowers to the symptoms your ideal clients are struggling with. You combine “what really makes you tick” with what your ideal clients want in order to communicate your relevance with confidence and conviction.
Resource: If you’re tired of having canned, regurgitated and formulaic copy on your website, grab this complimentary Website Copy Alchemy video training to discover how to create copy bursting with personality that connects, resonates and converts.
3. A Me-Too Marketing Plan
Yeah, you have a marketing plan all right.
But is it really working FOR you, or are you working for it?
It doesn’t matter if you’ve got really good copy on your website; if the copy is not read by the right audience under the right circumstances… you’re still not generating results.
Some people string together a bunch of strategies and tactics they learn from trainings and programs without considering how they come together holistically and synergistically.
The copy from one channel is not coherent with the next, and there’s no cohesive narrative to convey a point of view, or a personality.
Some take “marketing plan checklist” or “social media posts template” based on other’s strengths, personality, and tools of choice, and then try to squeeze themselves into that box.
Performing marketing tasks not aligned with your strength and using copy not aligned with your personality may do more harm than good.
You are doing a lot of busywork and wasting time, money, and energy on bright shiny objects. When you don’t feel connected to and aligned with how your message is communicated, the lack of enthusiasm and conviction makes you drag your feet, and your readers/audience can smell it from miles away.
For your marketing plan to work FOR you, make sure your promotional tactics are doing the following:
- Put you in the path of your ideal clients: Mastering Twitter ads may not be worth the ROI if your peeps are hanging out on Instagram.
- Be congruent with how YOU want to show up: If there’s a misalignment, and you’re dragging your feet to do the work, you may actually be pushing clients/customers away.
- Put your strengths and superpowers in the spotlight: Getting lost in a sea of mediocrity is not where your big bucks lie. To be effective and efficient, you’ve got to play to your strength.
- Give you ample opportunities to demonstrate your relevance to your ideal clients: You can be smart and sophisticated, but unless you’re relevant, your readers don’t care.
- Work synergistically with each other to present a coherent message and a holistic view of your brand: Stop stitching together a bunch of templates that make you sound like a schizo from one platform to the next.
- Meet you where you are at: Trying to pull off advanced tactics without a solid foundation can lead to a lot of work with few results. Make sure you’re not trying to run before you learn how to walk.
Your turn—what can you do to make your marketing copy more effective for you? Leave a comment below and share your insights: