Your Own Copy Might Be Making Your Competitors Rich

Here’s what I mean and what you can do about it:

Let’s imagine you’re selling a weight loss supplement.

Meet Anne. She’s a middle-aged woman struggling to lose weight.

She feels…

  • Uncomfortable in her own skin

  • Frustrated by clothes that no longer fit

  • Anxious in public because she thinks she’s unattractive

Now, she stumbles across your promo. Maybe a landing page, maybe an email… It doesn’t really matter.

It hits the right emotional notes. She’s hooked. She’s hopeful. She keeps on reading.

You talk about that pair of jeans she loves but can’t wear… the photos she shies away from… all that anxiety no one should have to deal with…

And you offer a solution — a little known secret that promises to change everything in a matter of weeks.

But then your copy loses emotional traction…

  • The ingredients section gets vague with multiple ideas that are hard to follow

  • Your proof feels weak and unconvincing

  • And your testimonials fall flat

And just like that, Anne bounces. She closes the tab, deletes your email, or puts down your mailed ad.

Without realizing, you just did one of the most dangerous things in advertising. If not THE most dangerous.

Stirring Up A Prospect Without Closing The Deal Is Easy Money For Your Competitors

Here’s a question:

What do you think Anne does after she stops reading your promo?

a) She shrugs it off and goes about her day.

b) She starts searching for a real solution to the problem you just reminded her she has.

 

Exactly. Let that sink in for a minute.

This is exactly what mediocre copy does for your business.

To you, it’s good enough, but in reality, it sends your prospects straight to your competitors.

Mediocre copy does something very well though. It stirs desire and builds interest. That’s why it looks good.

The problem comes when it fails to close the sale.

 

And what happens next?

Anne hits Google. She types in:

  • “How to lose 20lbs in a month”

  • “Simple fat-loss program”

  • “Easy workout plan”

 

She's 100% ready to buy because your copy just primed her up. And she will eventually end up buying…

Just not from you.