Updated: May 4, 2021
There are SO many reasons why your copy may be falling on deaf ears (so to speak) — it's a widely discussed topic on the interwebs.
One thing that has been scientifically proven though is that mistakes in your copy decrease sales. Fact.
Hiring a professional will only help your business grow. The best of the best use proofreaders and copyeditors. Why? Because they understand the importance of getting it right.
Here are a few other reasons you're not reaching your dream clients:
+ You're talking to a wide audience and nobody specific can relate to why they NEED you/your product
+ You aren't confident in your copy and it shows
+ You're bombarding your readers with technical information instead of talking to them on a personal level
+ You don't have enough time to dedicate to perfecting your copy so you just make do with what you've mustered up
+ Your content doesn't solve any problems your ideal client has
All of the above are issues that can be solved with a bit of planning and strategy.
Here are a few quick solutions to help you:
1. Narrow down your audience. If you're trying to appeal to women running their own business, then speak directly to them. Imagine one specific woman (your ideal client), think about the reasons she would be looking at your website/ad/Insta; speak directly to her in your copy so she feels like you understand her specific problems. If you’re trying to speak to too many people your message will get lost in the sea of competition.
If you feel like you’re speaking to a specific person there’s a much higher chance that that person will hear you and will want to connect with you.
2. Do everything you can to feel confident and happy with your copy. If that means outsourcing your writing to a copywriter, then do it! If you don't want to outsource the writing itself you can work through your copy meticulously yourself to make sure you're absolutely confident it's great— OR, you can hire someone who's specifically trained to find mistakes and improve writing.
Not everybody is confident when it comes to writing (my husband, for example, is dyslexic and the thought of writing anything more than a post-it brings him out in hives). If that person is you, then you’re in the right place. I work with content creators and marketing strategists who are amazing at working social media magic but aren’t as confident with the physical writing side that comes along with it.
3. Even though you're the expert at what you do, your ideal client highly likely won't be. They won't necessarily understand the jargon and technical talk, so keep it simple. If you use technical terms, then explain them clearly so your dream client reads it and understands the exact point you're trying to make. If you throw in lots of technical terms without explaining their meaning your reader will lose interest, FAST.
I could talk about subject-verb agreements, syntax, and widows and orphans but not everybody would understand what I’m talking about without an explanation. The only time I would discuss technical terms like the above is when I’m explaining them in a simplified way to help solve a problem for my dream client.
4. We're all busy business owners (I totally get it, trust me). Finding the time to do everything on your to-do list can feel like you're climbing a mountain. But, making do with what you have time for isn't going to do you any favours. You need to dedicate some time to writing and editing your copy so that it gives clarity and does the job it's supposed to do. Otherwise, what's the point? You've wasted your time and the reader's too (it might sound harsh, but it's the truth).
If you prefer the other side of business (the non-writing/editing part) then you’re best delegating. A copywriter will learn your brand, learn your tone of voice, and will delve deep into what your dream clients need from you; then they put that all down onto the page and work SEO magic bringing those dream clients to your feet. I work in collaboration with numerous copywriters (even professional writers need a proofreader) and check their content before it’s sent back to their client. Dream team much?
5. If you get to 8pm and think..."Crap, I need to post something to Insta/Facebook/LinkedIn/the blog" and you just wing it, that's going to show. Content without a purpose isn't helping anybody. Birdsong Copywriting wrote a guest blog post on this exact thing: check it out here. When you're creating content, think to yourself: "Does this solve a problem my ideal client has?" 9 times out of 10 the answer needs to be "HELL YES IT DOES". If it doesn't, you need to rethink your content strategy. Your potential clients need to know that you can help them and they need to trust that you know your stuff. Posting random unrelated things won't help you — it'll just be useless fluff.
And there you have it, some easy-to-implement steps to improve your copy and bring the clients rolling in. If your copy isn't doing what you need it to, it's time to review and edit. If that still doesn't work, then you know where I am!