3 Of The Big Messaging Mistakes That Are Costing You Sales

Written by: Holly MacCue • April 17, 2023

Image Source: https://unsplash.com/@windows

Incredible offers get passed over by ideal clients every day. Which is incredibly frustrating when you know you could help them get amazing results.

If your offer isn't selling as quickly or at as high of a volume as you thought it would, you're not alone.

Even though people you talk with can feel the value, power, and magic you can bring into their life….

…but you can’t seem to translate it onto a sales page.

Or maybe you are making great sales, but somehow you're attracting less-than-ideal clients into your programs.

If all the effort you put into marketing & sales don’t bring enough clients that you actually enjoy working with, it's easy to start wondering… 

Is this even worth it?

As a sales and messaging coach, I review hundreds of clients' sales pages and funnels each year. 

And one thing that stays the same year after year….

….an offer can only sell as well as its unique value can be communicated in a way that resonates with its intended market. 

The truth is that behind every sales issue often lies a messaging issue. 

Here are the 3 biggest messaging mistakes you should avoid if you're looking for more sales with “hell yes” clients.

(Pssttt… Need more proof? My client recently got 130 sign-ups for their brand new offer in just 48 hours after we revamped the messaging on their sales page!) 

Mistake #1: You're Only Highlighting Problems & Benefits

Now you’re probably thinking… 

“But that’s exactly what every coach and copywriter has told me to do — highlight the problem while describing the benefits of my solid-gold solution!”  

And while this is a good strategy, the truth is… it isn’t enough.  

People can ignore problems for a looong time before taking action (if ever). 

(we all have that junk drawer that desperately needs a declutter)

If you want your solution to be a must-have — not a nice-to-have — you need to go deeper. Focus on the emotional impact of the problems and benefits because people buy based on how something makes them feel.  

People tend to “put up with” problems — until they start impacting the things we care about the most.

So yes, continue highlighting the challenges your clients face and the positive benefits your offer offers… but don't stop there.  

For example, note the difference between: 

“Lose the 'dad bod' and increase your energy.”

versus 

“Lose the 'dad bod' and increase your energy in just 60 days so you never miss playing soccer with your kids again.”

In the first example, there’s a perceived problem (“dad bod”) and a desired outcome (“lose it and increase your energy”).  

But all too often, messaging like this feels “nice to have.” It's far more likely to get responses like, “Oh yeah, I’ve been meaning to…” or “maybe someday when I’m less busy…” 

Whereas the second example connects the dots between the current status quo and a consequence with an emotional impact (i.e not having the energy to play with your kids and missing out on both bonding and activities).  

Suddenly, this copy touches on something the ideal client truly cares about. 

Which means it’s more likely to trigger an emotional response and the motivation to take action (aka sign up for the sale).

Mistake #2: You're Being Too Damn Formal

(No no, you don't have to swear if that’s not your thing, but your copy should relate to your ideal client and be something they’d actually say). 

Too many online business owners create confusion (instead of connection) by using jargon that means nothing to their ideal clients.

So stop focusing on unpronounceable tools and frameworks that your audience has never heard of. Instead, try shifting your messaging from professional to conversational.

For example, instead of… 

“You’ll discover how to use emotional intelligence to stay calm during those dreaded toddler developmental milestones.”

Try something like… 

“Use these 3 little-known tricks to leave the house on time with your toddler (with BOTH of their shoes on) and your sanity intact.” 

Considering the first example, how many parents do you think lie awake at night thinking, “Man, I wish I had more emotional intelligence during these dreaded development milestones?!”  

I’m willing to bet… none!  

This isn’t how people talk or think, therefore it’s not as relatable.  

Whereas there are likely a lot of stressed-out, busy parents juggling kids and work for whom leaving the house on time is a daily struggle. 

(and who can definitely relate to the desire of maintaining their sanity in the process)  

Secondly, using language like “little-known tricks” makes the solution feel simple, digestible, and attainable. As opposed to mastering the entire philosophy of “emotional intelligence” just to get out your front door.  

The key is that we want to position our offers and solutions as something that feels custom-made for them. The most powerful way to do this is to speak their lingo in a way that shows we understand their current circumstances. 

Here’s another example…

Instead of… 

“Use this handy neuro-linguistic programming tool to guide your teen through the ups and downs of adolescence.”

Try something like… 

“How to help your teen open up for more honest conversations that don’t end with shouting, swearing, or slammed doors.”

Ask yourself what your ideal clients are actually saying, thinking, and feeling about their challenges and desires right now — then see if your copy reflects this.

Mistake #3: You're Not Being Specific Enough

The most powerful sales copy makes us feel like someone’s reading our minds.

(…to the point where we pick up our phone and say, “They must be listening, how did they know?!”)

And you simply can't achieve this if your messaging is too broad and generic.

This is why your copy needs to be contextually specific to your ideal client. So they instantly know they’re in the right place (and that what you’re sharing is relevant to them).

So instead of posting about “confidence tips” (which, let’s face it, will never create an “Omg drop everything, I have to watch this right now” response)...

Try getting into the specific details that could make someone immediately stop scrolling because they understand the instant value of your content.

For example, if you were targeting startup business owners who are nervous about getting visible online, you might instead say … 

“Here are 3 tips to confidently share your expertise on a Facebook live to create raving fans and clients in your brand new business (even if you’re terrified of public speaking).” 

The more detailed messaging is infinitely more compelling and impactful for the following reasons: 

1. The fact that we mention 3 tips (instead of just “tips”) feels digestible and attainable. Our brains also love patterns as they're easier to remember, and the pattern interrupt of using a number instead of text draws our attention.

2. The Facebook Live mention immediately creates a relevant context that makes our audience feel we understand them, their environment, and their specific challenges.

3. There's a reason why confidence tips are the answer (we have connected the dots to their desired outcome; i.e getting raving fans and clients)

4. Finally, we removed any doubt of their ability to have success by including, “even if you’re terrified of public speaking.” This creates curiosity to know more and a likely response of, “Ok, I’m listening, tell me how.”

Your Next Steps

So to recap…

1. Ensure your messaging goes a layer deeper than surface-level problems and benefits. Instead, tap into their impact that elicits an emotional response.

2. Don’t create confusion by using formal language or jargon that misses the mark. Instead, speak your client’s lingo by using their words and phrases

3. Remember that specificity sells. No one will bang down your door to hear how you can help them “achieve their goals.” Make sure you get into the contextually relevant details that makes them feel like your offer was custom-made — just for them.

And remember … your messaging is the deciding factor in attracting ideal clients which means you can't afford to overlook this.  

A confused mind always says no.

So review your online presence, your websites, and your sales pages, and ask yourself (truthfully)...

1. Am I being crystal clear as to how my service supports my clients in a way that’s relevant to their situation?

2. Is the copy I’m using reflective of the words and phrases my clients say?

3. Where do I have questions about what resonates the most that I could ask my audience today to clarify?

The great news is, you can use these tips to shift the messaging in your sales copy right away! So you can start closing more high-ticket sales in your business.

If you’re curious about how to create content that consistently converts, snag a spot in my live masterclass where I'm sharing exactly how to do just that - check it out here.

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