Why Your Sales Content Isn’t Converting & What You Can Do About It

If you have been struggling to figure out how to get your sales content to convert, you are definitely not alone. Many business owners face similar challenges when it comes to creating sales content that accurately describes their product while simultaneously getting their customers to convert. If your sales content is not converting and hasn’t been for some time, there are a number of reasons why it may not be working. First you need to identify the reasons why your sales content isn’t working, and then you can address what you can do to fix it.

Why Your Sales Content Isn’t Converting

1. Hard-Sell Tactics – If your sales content is driven by a “pitchy” tone, your readers and potential customers are going to see that and probably bounce right off your site. No one likes a hard sell, and shoving your product down their throats is not the way to gain your readers’ trust and business. How To Fix This: You need to be able to write compelling content that tells a story about your company, your brand, and your products  and a story that is relatable to your audience. Make sure that you are not only describing the features of your products or services, but also the benefits that your readers will get from purchasing them. Make them see the value in what you have to offer and your conversions should increase.
2. There are Too Many Things To Do – You may have an amazing website with email opt-ins, sale buttons, and social media profile icons and more, but did you ever stop to think that there may be too much going on? Are you asking your readers to join your email list, follow you on social media, or to rate your products or services — all at the same time? If so, you may be driving people away from your site. How to Fix This – You need to address what your first objective is when people come to your site. Is it to build your email list? Is it getting your customers to purchase something? Although we would love to, we cannot have everything as a priority when it comes to our sales content and website copy.
3. It’s All About You – If your content is all about why you have the best products in your niche or why you are the expert in your field, chances are you won’t convert many readers with this type of copy. Although you definitely want to write a bit about yourself and your company or brand, but you need to keep it to a minimum. In addition to not liking hard-sell tactics, most readers don’t want to hear why you think you are so amazing. How To Fix This – Do what an article writing service would do and describe what sets you and your brand, company, or product, apart from your competition in a genuine, humble and relatable way. People react to emotions, nostalgia and great stories behind companies and products. Use this technique in your sales copy and you should see higher conversion rates in no time.
4. You’re Targeting the Wrong Audience– This should be something that is obvious, but it can go unnoticed for months at a time. Depending on what product or service you’re offering, you absolutely have to know who and where your customers are. If you can’t readily identify your audience it will be impossible to create sales content that will speak to them. Even if your business isn’t in a super-specific niche, you can’t have copy that tries to speak to everyone. Remember: when you are trying to speak to everyone, you are really talking to no one.

How to Fix This – If you haven’t created a well-defined target audience, you need to do so right away. Develop your customer avatar to get an even more detailed snapshot of who your ideal client is. You can find step-by-step methods of how to create this avatar online. Once you have done this, you can then concentrate on tailoring your sales copy to speak to your ideal client. Your results should speak for themselves.