Six easily actionable missed opportunities in copywriting that are holding your conversion rate back. Some overlap between these.
1. Adjective soup and hyperbole
The more adjectives you pile on, the less valuable each one becomes. Be deliberate. Save them for when they’ll have the most impact.
- Our scalable and secure platform… → Our platform…
- The innovative, groundbreaking product… → The product…
- The exciting and engaging event… → The event…
2. Lacking specificity
Specifics build trust, set clear expectations, and make claims seem more credible. The more precise you can be, the better.
- Groceries delivered fast → Groceries delivered in 59 minutes
- Top brands work with us → 30% of Fortune 500 companies work with us
- Book a call → Book a 20-minute intro
3. Unverifiable or unsubstantiated statements
Say things that can be verified, ideally from an external source. Empty statements don’t inspire confidence.
- We’re a leader in AI software → Gartner ranked us #1 in AI solutions for 2024
- Our highly qualified trainers → Our industry-accredited trainers
- Top-rated cleaning service → Rated 4.9/5 by 2,000+ customers on Yelp
4. Telling, not showing
Let visuals speak when they can convey more meaning in less time.
- Intuitive UX → a GIF of the simple interface
- Award-winning → an image of awards shelf or badges
- Cheaper than [competitor] → a side-by-side price comparison graphic
5. Lacking emotive reference points
When done well, emotion triggers action. Use visceral, relatable comparisons. Use sparingly.
- …without breaking the bank → …for less than a Starbucks
- …at lightning speed → …faster than a Domino’s delivery
- …perfectly secure → …uses the same encryption standards as the CIA
6. Generic or overused adjectives
Replace adjectives you use in day-to-day parlance with something more memorable. Throw in some alliteration or assonance if you can. Again, use sparingly.
- Our amazing brownies → Our mouth-watering brownies
- Fantastic service → Stellar service
- Exceptional growth → Gangbuster growth
These are the most common missed opportunities I’ve seen. Anything I’ve missed?