You can have the best product or service on the market—one that crushes the competition but, like the tree that falls in the forest when nobody's around, it won't matter if no one knows about it.
Think of it this way... a superior product or service is the price of getting into the dance. It's what you do once you get inside that makes all the difference.
If your copy doesn’t connect, persuade, and guide your reader, sales will stall.
Many entrepreneurs don’t realize it’s their words holding them back.
They tweak their offer. Lower the price. Run more ads.
In reality… just fixing a few critical copy mistakes could unlock serious revenue.
Let’s break down the 5 most common sales-killing mistakes along with what to do instead:
1. Talking About Features Instead of Benefits
I see this one FAR too often:
❌ “Our app uses cutting-edge AI technology.” (cue yawn)
✅ “Get hours back in your day by automating time-sucking tasks.” (this gives your reader something to think about.)
People buy outcomes, not specs or buzz
words.
Translate EVERY feature into a clear, emotional benefit. Ask: “So what?” until it resonates.
2. Being Too Vague or Generic
❌ “We help businesses grow.” (oh boy...that's neat! What does it even mean?)
✅ “We help coaches land 5–10 new clients
each month using automated funnels.”
If your copy could apply to anyone, it will appeal to no one. Specificity builds trust and relevance.
Work hard to figure
out WHAT makes your offer special and what clients are actually buying.
A good place to start is to review your testimonials. LOTS of gold in their marketers never use to create compelling messages.
3. Writing Like a Business Instead of a Human
❌ “We leverage strategic solutions to deliver scalable outcomes.” (huh?)
✅ “We’ll help you grow without the overwhelm or tech headaches.”
People buy from people. Always have. Always will.
Use warm, simple, conversational language that makes your reader feel like you’re talking to them—not at them. Pretend you're sitting across the kitchen table from them explaining how you will change their lives.
4. Forgetting the Call to Action
This is the ULTIMATE
silent assassin.
❌ No CTA (call-to-action) or a vague “Contact us to learn more”)
✅ “Book your free 15-minute strategy call now”
A strong CTA tells your reader
exactly what to do next—and why they should do it now. Don’t leave them guessing.
I can assure you that, if you don't tell readers what to do next, most will just drift away.
5. Failing to Address Objections
❌ “Our coaching works!” (wowee, let me get my credit card!)
✅ “Worried you don’t have time? Our entire program is built around busy schedules.” (This gets the attention of most people who value their time. It makes an important promise.)
If you don’t overcome doubts, you’ll lose the sale. We
call this "making a damaging admission.
It seems counter-intuitive. Geez Gerry, why would proactively raise objections?
Here's why: They ain't going away. When you preempt the
top 2–3 objections your audience is already thinking with a response that helps them see them in a positive light, you have a much better chance of advancing the sale.
The Bottom Line
Good copy isn’t about being clever—it’s about being clear, specific, and focused on what your audience really wants.
Fix these 5 mistakes, and you’ll stand out, build trust, and move more readers to action.
Copywriting/Marketing Tip
