How do you fix bad copy?
Your copy isn’t working because it’s bad.
People are visiting your website, and reading the text on your landing pages, but they aren’t taking meaningful action.
If you ruled out other possibilities (like a weak product that people don’t really want), bad copy is likely the answer. But what exactly makes your copy bad? And how can you fix it?
Copywriting is a nuanced art, so it’s hard to distill down into a short-form article. But these are the most likely culprits behind your underperforming copy:
It’s Unoriginal
One possibility is that your copy is totally unoriginal. Keep in mind that most people in the modern era have seen thousands, if not millions of advertisements, so if your ad copy blends into the others like white noise, it’s not going to appear very moving. You need to do something unique if you want to stand out and grab attention.
It Doesn’t Evoke Emotion
Simply listing bullet points of all the ways your product is awesome probably isn’t going to move people to purchase it. If you want your copy to be truly successful, it needs to evoke some kind of emotion. Give people fear of missing out. Make people excited to try your product. Stir feelings of nostalgia to connect with your audience. Without emotion, your copy won’t work.
It’s Misaligned With Your Target Audience
It’s also highly likely that your copy is misaligned with your target audience in some way. You might be speaking too generally, attempting to reach everyone when you should be reaching a niche target audience. You might be saying something that’s resolutely unappealing to your target audience. Better market research can help you track down the problem and fix it.
You Haven’t Tested It
Overall, most copywriting issues are at least partially attributable to a lack of testing. It’s not always possible to predict which copy will perform best, but if you utilize AB testing, you can gather objective evidence and use the data to improve.
if you need help writing more persuasive copy, or if you need to generate more traffic to your adequately performing landing pages, Quez Media can help. Contact us for a free consultation today!
