High Converting Copy Tip #1: Don't give your prospects a job!

Here’s What I Mean:

When we communicate our product, brand, or offer in complicated ways, we unintentionally create work for our prospects. Think about it. Every time you use jargon, overly complex sentences, or unclear messaging, your audience has to put in effort just to understand what you’re saying.

What Happens When Your Copy Feels Like Work?

Let me paint the picture: Your prospect lands on your website or social post. They're intrigued, but as they start reading, they realize they have to "decrypt" what you mean.

They think:

• "Wait, what does that even mean?"

• "Why does this sound so complicated?"

• "Ugh, I don’t have time for this."

And then, they’re gone. They’ll close the tab, scroll past your ad, or delete your email—because you’ve asked them to do something they don’t want to do: work.

Why Prospects Won’t Put in the Effort

Here’s the brutal truth: Your prospects are busy. They’re scrolling, multitasking, and overwhelmed by a sea of content. If your message isn’t immediately clear, they won’t stick around to figure it out.

Why? Because:

• They don’t have the time.

• They don’t want to risk getting it wrong.

• And frankly, they don’t care enough—yet.

Your Job: Make It Effortless

It’s not your prospect’s job to understand what you’re selling. It’s your job to make it simple, clear, and engaging from the start.

Your messaging should feel like a conversation, not a riddle. Your copy should guide them effortlessly, not leave them guessing.

When your copy removes all friction, here’s what happens:

• They stay engaged because it’s easy to follow.

• They trust you because you’ve made things clear.

• They convert because they don’t feel confused or hesitant.

How to Write Copy That Doesn’t Give Prospects a Job

Here’s how to make sure your copy works for your audience, not against them:

1. Use Simple Language. Avoid jargon and fancy words. Write like you’re talking to a friend.

2. Focus on One Message. Don’t overwhelm them with too much information. Stick to one idea per post or page.

3. Break It Down. Use short sentences, bullet points, and clear formatting to make your message easy to digest.

4. Test for Clarity. Show your copy to someone unfamiliar with your offer. If they get confused, simplify it. Tools like the Hemingway editor are another great way to measure your copy’s readability. And there’s always ChatGPT. 😉

5. Start With the Benefit. Lead with what your prospect cares about—what’s in it for them.

The Rule: Don’t Give Your Prospects a Job!

When you prioritize simplicity and clarity, you’re making it easy for your prospects to say “yes” to you. Because the easier you make it for them to understand and engage, the more likely they are to take action.

So next time you sit down to write copy, ask yourself: Am I making this effortless for my audience? If the answer is yes, congratulations—you’ve just unlocked higher engagement, more trust, and better conversions.

Remember: Don’t give your prospects a job. It’s the fastest way to lose them. Now, go write copy that makes their lives easier—and watch your results soar. 🚀

P.S. If everything I’ve shared resonates with you, but you don’t have the time (or the desire) to tackle your own copy, let’s talk. Reach out, and I’ll take it off your plate so you can focus on what you do best.