3 Ways to Turn Weak Messaging Into a Highly Profitable Offer
When an offer doesn’t convert many business owners think their offer is the problem… But oftentimes, it’s actually their messaging that’s the issue.
I get it… It’s easy to assume that if the offer isn’t selling, it’s probably because the offer isn’t very good or isn’t what people want. Our gut instinct is to go and change the offer to something that more people want.
And sometimes it really is the offer.
But more likely than not, it’s probably an issue with your copy. And if it is, it’s probably an easier fix than scrapping your offer and creating a brand new product.
But talking about your own work and your own products can be hard, especially for quiet introverts or heart-centred entrepreneurs. We aren’t sure what to say, what to emphasize, how much is too enthusiastic, but how much is not enough.
We live in a time when AI is supposedly doing all of the work for us. But at the end of the day, it’s not always doing a good job. Everything is starting to sound the same, and the copy it’s producing really isn’t all that good. We think that if we rely solely on ChatGPT, then our copy will be based on the best data and therefore be the best. But we forget that people still want real humans speaking to them. They want entertainment, they want stories, they want connection, they want uniqueness.
For quiet introverts, AI-generated copy feels like a great option because we often think our voices are too passive or too quiet to drive conversions. But high conversions and high profits aren’t about being louder or pushier. They’re about clarity, connection and confidence.
You can bring life back to your copy and create solid and stand-out messaging without compromising who you are or relying on AI. At the end of the day, it’s easier to make adjustments to your copy than you might think without taking your voice out of the mix.
Instead of redoing your entire offer, try some simple messaging tweaks.
Here’s the real problem – Safe copy sounds like everyone else.
Templates, AI, and focusing on being super “professional” in your copy leave your sales page feeling vague and flat. It’s just not that interesting.
We think that these are sure-fire ways to get our offers flying off the shelf, and while they’re great tools to help us get started, we run the risk of ending up with bland copy like:
“I help you achieve your goals” or
”High-quality service tailored to your needs.”
Can we say… booooooring.
Your offer might be great, once someone actually opts in and starts working through it, but neither of those is going to get people even giving it a second thought. You probably aren’t even going to get them anywhere near your offer. If they’re not even looking at it, how can you know if your offer is good or not?
There are a few reasons why your copy might end up like this.
First of all, AI-generated copy shouldn’t be a copy and paste endevour. It’s boring and not your actual voice. You can use it as a starting point, but sometimes it takes a lot more editing than it’s worth. Be careful you don’t rely too heavily on it. It can lead to cookie-cutter sales pages that are forgettable. An immediate swipe away for potential customers.
But it really just comes down to we want to play things safe. We want to do things in a way that we know has worked in the past. Taking risks when we are desperate to make sales feels like too much to handle.
We are afraid of being too specific. It feels too risky to make our sales page super specific because we are afraid that we won’t make enough sales. What if only 3 people are interested in it? Can it be too niched down? The answer is, your fear of being too specific is making you not specific enough. If people don’t see it and think “that’s me” (which they won’t if it’s super vague), then they’ll scroll on by until they do.
You might also be trying to appeal to everyone. Hold onto your hats because the cliqué-est cliqué is coming, but if you try to appeal to everyone, you end up appealing to no one. Yes, I know, it’s painful, but ultimately true. You will never appeal to everyone, so copy on a sales page that tries to do that will end up leaving people feeling the ick, almost more than Eloise Bridgerton anytime a potential suitor tries to say hello.
Finally, you’re likely trying so hard to play things safe with your copy that you end up writing like a business instead of a human. No one likes a salesy sales pitch, no one wants to be sold to. So show up like a real human. If a friend asked about this offer, what would you say to them? How would you describe it? Just because you are running a business does not mean you have to talk like a hoity-toity business owner. They want to feel like they’re supporting a real human and that a real human will support them in return.
3 Ways to Bring Energy Back into Your Copy
First, let me just say, if you’re not sure if your copy or your offer is the problem, here’s what you need to consider.
Your copy might be the problem if:
Your offer sounds clear in your head, but confusing on your website. Get a friend to read it over. If they can’t figure it out on the first read, it’s your copy, and you need to make it clearer.
People ask, “What exactly do you do?” Especially if they’re people you have talked to about your services or they have definitely seen your sales page. It should be super clear on the page.
You rely heavily on buzzwords. Buzzwords certainly have a place, but if your whole page is full of them, it’s probably distracting and driving your potential customers away.
Your descriptions feel stiff or overly formal. I don’t care what kind of business you run… if it feels like a sales pitch or a job interview, your sales page will work against you. Remember, we are going for human messaging.
You struggle to explain the transformation your product or service gives. This is so so important. If you’re unsure if it’s a messaging problem, find the section on the results/transformation. If you can’t figure out what they get out of it (and the sales page doesn’t make it clear), your copy needs a big update.
So, how do you fix this?
1. Get specific about the result
At the end of the day, people go to your sales page or checkout page looking for what they’re going to get out of it. Believe it or not, the result is often the most forgotten part of the page (and the most critical). They’re either not included or just full of vague promises. Switch out the vague promises or broad statements to more clear outcomes and concrete results.
If you aren’t sure what concrete results your product or services offer, it’s time to get serious about this. I know there are some niches that make this easier (typically, digital marketing is really easy to figure out your results), and others, such as spirituality niches, that more commonly have vague results. But if you’re not selling, even if your program is more woo-woo, you need to figure out your clear outcomes.
People will generally scroll down specifically to find this section on the page. They want to know exactly what’s in it for them. What makes this worth their money? Will this actually be able to solve their problem or be the solution they’ve been looking for? We want clear over clever here. It’s okay to have clever copy in other sections, but you need to be super clear and specific with your results or it won’t really matter what your offer is… No one will buy it.
2. Write like you actually talk (but clearer)
You can be clear while still writing like a human. Your sales page, checkout page or offer page might be about finding clients/customers, but you don’t need it to be stiff. Following templates are great, or even using AI, as long as you are able to adapt things. You want to write like you actually talk. Make it informational, clear, yet engaging and interesting. If it’s too stodgy, people won’t even get to your meat and potatoes and give your offer a chance. Honestly… they probably won’t even get to the part where you say what your offer is.
This is where people often get stuck. In this world of AI everything, we are losing our voices. You need to be able to adapt what AI gives you (or write from scratch) to make it conversational. Let’s be real, if it’s not conversational, then it’s boring. People aren’t going to stick around if it’s boring.
Get really good at being clear about your own voice. How would you describe something to a friend? Are those the words you would actually choose to describe that thing? Do you know how to take a sentence and rewrite it so it actually sounds like something you would say? Focus on making your sales page sound like you’re just chatting with someone at a coffee shop.
Trust me when I say, warmth builds trust far more than polished corporate language (unless stiff corporate people/businesses are actually who you’re target audience is… And even then…).
3. Focus on the emotions and transformation
Why do people buy? At the end of the day, they want to feel different or be different. For the most part. Sometimes people buy things because they genuinely just think something is pretty. (Currently, I have an obsession with bows. I just really like bows, so I keep buying them.) While an end result is great and incredibly important, you also have to convince someone that they, in fact, can get that result.
Emotional appeal is an incredibly powerful copywriting tool. When you can make someone feel something, that’s when they instantly trust you (because they feel like you get it), and you get their buy-in. Using emotional language within your transformation statements will make that transformation far more impactful. Highlight before and after states. Even better if you can use a real client’s transformation.
Make your sales page a little like a journey from start to finish. Get their emotional buy-in and help them see the transformation they’ll receive by taking them through it on your sales page.
You don’t need to be loud to be compelling.
If you’re a quiet, introverted entrepreneur then let me tell you… There are definitely others like you.
If you're an introvert, your strength and greatest suggestion is to speak directly to quieter entrepreneurs. Show up as yourself, let your actual voice be heard. You don’t need to be outgoing and loud to be heard.
Remember, we are looking for clarity over hype. Be real. Trends will fade, but authenticity never will. Trust me, your authenticity will convert far better than any aggressive marketing ploy.
Your offer isn’t boring and doesn’t need to be changed. It just needs clearer, more human copy. But don’t rush off to change the entire page. Look at small tweaks first to save yourself a lot of work.
If writing about your own work feels heavy…
That’s totally normal. If you’re not sure how to tweak or rewrite your copy… or really, where to even start, it might be time to think about getting a ghostwriter/copywriter or simply getting a quick audit.
If you’re ready to get started and learn more about my copy audits, send me a quick DM on Instagram!
