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Why Readers Delete Your Copy in 3 Seconds (Even When You Spent 3 Hours Writing It)

Savory

Author

Andy at Growth Catalyst Club
November 21, 2024

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❌ You’re writing “anything” for “anyone,” not focusing on 1 offer.
❌ You’re wasting hours on freelancer sites, not “creating” your own clients.
❌ You’re doing low-paying work (like blog posts), not delivering outcomes.

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Look, we need to talk about why your copy isn't working. 

You know what I mean. You spend hours crafting what you think is a killer sales letter, email, or ad. 

You pour your heart into it. Triple-check every word. Hit send... And nothing. 

No sales. No clicks. No replies. 

Just crickets. 

I get it. I've been there. In fact, for my first few years as a copywriter, I was ready to quit because NOTHING worked. 

My clients were getting angry. My bank account was empty. And I felt like a total fraud.

Then I discovered something so simple it made me mad.

Your copy is dying because you don't read.

Not books. Not courses. Not swipe files.

You don't read your MARKET.

Let me explain...

Yesterday, I joined a Facebook group about back pain. 

Just watched. Didn't say a word. Within 30 minutes, I saw:

"Tried everything but nothing works. Can't even pick up my kid anymore." "These doctors keep pushing pills but I want a real solution." "Anyone else feel like they're missing out on life?"

THIS is gold.

But most copywriters never see it. They're too busy:

  • Studying copywriting techniques

  • Reading marketing books

  • Watching guru videos

  • Polishing their pretty words

Meanwhile, their market is out there, literally telling them exactly what to write.

Look at this example: 

BAD COPY (Written in a cave): "Our revolutionary back pain system combines advanced techniques with proven methods..."

GOOD COPY (From real conversations): "Finally play with your kids again without worrying if your back will 'go out' halfway through..."

See the difference?

The first one is guessing. The second one is listening.

Here's what I do now before writing a single word:

  1. Find where my audience hangs out online

  2. Shut up and read for 30 minutes

  3. Copy and paste their exact words into a doc

  4. Use THEIR words in my copy

Another example: 

Before: "Our system provides lasting relief..." 

After: "Stop feeling like your body is betraying you every time you bend down..."

That second line? Straight from a real person's post.

Try this today:

  1. Find a forum/group where your audience hangs out (Reddit, Quora or Facebook Groups)

  2. Read for 30 minutes

  3. Write down the exact phrases they use

  4. Look at your current copy

  5. Spot the difference

Warning: You'll cringe when you see how "marketing-y" your old copy sounds compared to real human talk.

But here's what happens when you start writing with your market's ACTUAL words:

  • They stop scrolling

  • They feel understood

  • They trust you

  • They buy

Because you're not guessing anymore. You're reflecting their reality back to them.

Until next time,

Chao!

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