How Much is Weak Copywriting Costing Your Business?

Wendy Jones
Jun 7
6 min read

What's the real cost of weak copywriting to your business?

I confess, I’m a fan of DIY. Raised in a house no tradesman ever entered, it’s built into my DNA. I love working out how to do things myself, and there’s great satisfaction when I finally achieve something…

Can you feel a ‘but’ coming on? Me too.

But… there’s a different — and quicker — kind of satisfaction that comes with getting the job done right the first time.

Think, finally fixing that leaking tap after hours of watching YouTube videos and wrestling with unfamiliar tools. Then compare that with the 24-hour plumber arriving, finding the problem and fixing it in minutes, hmmm.

Often, when we start a business, our budget is low. We cut corners and tighten our belts where we can. We DIY in areas that we feel most qualified for, or least overwhelmed by {even if it robs us of time to concentrate on other, more fruitful tasks}. And of course, for a while, that’s fine.

Earlier today, I was flicking through some of my old branding. It made me smile. I’ve come a long way. When I started in business, I wanted to help. I knew I had talent. What I didn’t necessarily know was who I could help, or exactly what value I was bringing to the table.

Four years on, there’s a bigger picture. I know my value. I understand the problems I solve… and, more importantly, those I can’t. Some tasks are a great use of my time, and others are not.

I love and hate the phrase ‘zone of genius’ in equal measure. It sounds pretentious, but it describes perfectly where you, the business owner, need to focus most of your time to succeed.

So let’s flip the spotlight from me to you…

If you’re ready to take your business to the next level — is your copy really up to the job?

Putting every waking hour {or at least those after you’ve washed, dressed and fed your family} into growing your business takes a toll. But it’s worth it, right?

Of course! Providing you’re getting the sales, that is.

But what if you’re not?

Shine a spotlight on the copy that supports your offer

Shining a spotlight on these areas might give you a clue to where the problem lies:

Your offer
Your pricing
Your funnel
Your sales pitch

Here’s the thing… unless you’re selling door-to-door, all of these elements can be impacted by poor copy!

Okay, I’ll admit that if your offer is fatally flawed, there’s not much point in optimising your copy.

And, if your pricing is way off the mark, you may still be fighting a losing battle.

But, if you know you’re definitely onto something

and you’re just not getting the results…

your copy could be the culprit!

If your copy is weak, it could be costing you business. Let’s take a look at some reasons why your copy may not be working as hard as it should.

7 Common Reasons Why Your Copy Doesn’t Convert

Personality, What Personality?

Computers are useful, but people are fascinating.

You and your business have personalities all of your own.

No other person or other business does the things you do the way you do them. But if you write like everyone else… there’s no reason for your audience to assume you’re not exactly the same as your competition. You won’t stand out, and there’s a great chance you’re missing out on sales because of it.

TOP TIP: There’s someone for everyone, so be brave — and vulnerable — and find your tribe!

Making an emotional connection with your reader is much more important than you think

Don’t Miss Your Connection!

When you’re solving a problem, no matter how technical or clinical it may be, there’s an emotional connection to be made. Decisions are made more often than not by that beating blob of jelly in the centre of your chest.

Just think for a second. How many times have you said, “Ah, go on then,” when someone you have a soft spot for presents you with a request?

No connection, no soft spot! Are you making a connection with those you really want to serve?

TOP TIP: Know who you’re talking to and appreciate how they tick… before you put a single word on the page.

Complicating Matters

The language you use is as important as what you say.

If your reader finds it hard to follow your words… they won’t follow your words. Too complex, and they’ll zone out. Not complex enough, and they may assume, three lines in, that you have nothing new to say.

What if they’re a stickler for spelling or grammar? Those typos and errors can be a real turn-off. They may even lead your prospect to doubt your credibility or the credibility of your offer. Are you paying enough attention to the details?

TOP TIP: Always write with your client in mind and proofread like your livelihood depends on it.

The Long and the Short

This is a subtle one, but pertinent nonetheless.

How much is too much? And how much is not enough?

That depends on

the readers you’re trying to connect with
what you’re selling
where they are on their buying journey
and how you’re talking to them

Giving too much information can create frustration. Imagine all your reader wants is the essentials, but you’re obliging them to wade through pages of text to find what they want.

Or, maybe they’re craving the details, but you’re being too brief. They can’t find what they want, so they give up. Are you getting the balance right?

TOP TIP: Respect the journey. What does your reader need to know right now?

There’s No Flow

Your copy doesn’t have a logical progression that keeps readers engaged. Sure, a funnel is designed to weed out readers that your product or service won’t work for, or those who aren’t ready to buy… but what if it’s haemorrhaging interested prospects too?

Keeping your reader engaged until they get to that all-important call to action takes skill and knowledge of your craft.

Put yourself in their shoes. If you’re nodding off halfway through, chances are, they are too! Be critical, where could you improve and fine-tune?

TOP TIP: Read and re-read. If you’re writing multiple pieces, ensure there’s a logical progression.

What’s Your Strategy

Your copy should have a natural, but planned flow that follows your strategy

In the age of AI, where anyone can ask a machine to generate ‘copy’ at the push of a button, strategy is more important than ever.

What are you trying to achieve with your copy? Who is your target audience? How will you reach them? Which pieces of copy do you need? Where do they fit into your funnel? How often should you reach out to your reader? When should you pitch your offer?

These questions, and many more, can be answered by building a solid copy strategy.

Without a strategy, you could very well be wasting your breath. Do you know what yours is?

TOP TIP: Always look at the bigger picture!

No Direction

Perhaps the most common copywriting error isn’t a copywriting error at all. It’s simply the difference between writing and copywriting — the call to action.

If folks are reading your emails, visiting your website, and clicking on your opt-ins, but you’re still not selling, it could be for the most basic reason of them all:

You’re not asking for the sale!

Or you’re asking in a way that turns them off.

Are you too salesy? Do you sound desperate? Are you too meek and mild? Are you afraid to ask people to buy? Be sure that any of these will shine through in your copy like a beacon!

TOP TIP: Always be clear. Ask for what you want, knowing that your copy has guided your reader to feel ready to make a decision.

If you think weak copywriting is costing you business... address these 7 copy pitfalls and you’ll be well on your way to building strong copywriting muscles!

Wendy x