Values-First Marketing

What I’d Fix First to Make Your Copywriting Convert (With Examples)

• Megan Kachigan • Season 2 • Episode 71

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If you’ve ever wondered, “I know I’m great at what I do… so why does my copy sound off?” — you are like most of my clients. After auditing hundreds of sales pages, websites, and emails, I can tell you this with complete confidence:

The first three fixes I make to 90% of the copy I audit are simple… and they make the biggest impact on the conversion rate.

This is for the heart-centered coach, strategist, or service provider who’s head is spinning while you’re overthinking everything…

Here’s the truth most business owners don’t realize:

You could be just one adjustment away from copy that actually connects.

Sometimes, it really can be that simple. 

You're not new to this. You have a solid offer. You care deeply. But your words aren't pulling their weight. Let’s fix that.

In this episode, I’m sharing the 3 fixes I look for first that make the biggest difference for your bottom line. I will unpack each of these so your message finally lands the way you intended.



➡️ SHOW NOTES: Grab all the links and resources mentioned in this episode on the blog here! https://www.megankachigan.com/conversion-copywriting-fixes-with-examples


LINKS MENTIONED:

Join Copy Clarity Club to get weekly support for ALL of your content. Feel confident knowing that what you’re creating is actually going to convert and bring real dollars to your business.

Join Copy Clarity Club to be confident your copy will convert with weekly feedback and support.

If you know that you are great at what you do, but you still wonder, Why does my copy sound off, or why is it not converting you are like most of my clients, and here is today, I want to share with you what I would fix first to make your copywriting convert, and I have tons of examples for you as well.
After auditing hundreds of sales pages, websites and emails, I can tell you this with complete confidence, the first three fixes I make on 90% of the copy that I audit are actually very simple. It almost feels like stupidly obvious, but truly they make the biggest impact on the conversion rate. So this is for the heart centered coach, the strategist, or the service provider, the speaker whose head is spinning while you're overthinking everything. We've all been there.
But the reality is that most business owners don't realize you could be just one adjustment away from copy that actually connects and then converts. Sometimes it really can be that simple, and that's what I want to get down to, because you're not new to this. You have a solid offer. You care deeply, but your words are not pulling their weight because they don't have the buyer psychology, the offer clarity, and all of these other things that I'm going to talk about today. Well, three main fixes that I'm going to share that these are the things I look for first, because they really do make the biggest difference for your bottom line. You don't have to rewrite anything like it could just be these five minute thing adjustments that you make that really make all the difference for you. So let's unpack these things. Before we get into that, I want to talk about why most conversion copywriting falls flat, because what I see again and again in my copy, clarity club reviews and audits that I do, as well as with my multi, six and seven figure done for you clients, is that strong offers are actually buried under unclear or bloated copy.
There's a lot of generic language that could come from anyone in your niche. Like it. There's no reason why, like, it's you. Why is it only you? What is so special about about you, and there is something special about you, and that's what I love to find out.
And then there's sales pages that are trying to speak to everyone because you feel, because you have a good heart, right? Like you want to help everybody, as many people as possible. But when you speak to everyone, it lands with no one. And I'm going to unpack that, because that is such a common pushback, I would say that I get of like but I don't want to niche down. I don't want to and I have thoughts about niching down. So again, I will unpack that later on in the episode.
But my point is that speaking to everyone speaks to no one, and I'll share more about that just in just a little bit. And the other problem I see is so simple, it's often the formatting. The formatting can overwhelm or bore the reader, and so no matter how good the copy is, they don't actually read that. Read it because it's not prepped for a skimmer. They're gonna skim it first before they go back and be like, Oh, hey, actually, this feels like it was for me.
And the fix is not usually writing better copy, quote, unquote. It's actually just making a few strategic adjustments that create clarity, connection and flow.
The goal of conversion copywriting is to get your dream client to say, oh my gosh, this is me. How did you know that? Like, this is it? You get it.
And that kind of reaction only happens when your message is clear, emotionally resonant and easy to engage with, and a lot of people overlook that one.
So let's talk about fix number one, stop hiding your message in paragraphs.
The problem is that you have a lot to say, which is, which is a good thing, but it comes off in long, dense paragraphs that make your copy feel overwhelming, especially on mobile, which statistically, is actually where most of your clients are reading your words. Depends on your demographic, but for the overwhelming majority, they are reading on mobile, their cell phone, right? Whether that's a social caption, whether that is an email, even a sales page, they're clicking over to, probably from an email or a social caption. And that's why we need to make your copywriting skimmable first, because even the most brilliant copy, it gets skimmed first, not studied. And so you are still writing like your English teacher taught you in school, but that was academic writing that is studied your email, I hate to break it to you, is not being studied,
right? Like it's just being read real quick on the go, while they're in line, maybe even while they're at a red light, while they're in the pickup line at school. Like it is not that it's just happening so quick, and we really have to format it so that they will read as much as possible. We have to make it super skimmer friendly. So that means break those blocks of text, which, like we're taught that like five sentences a paragraph in school and copywriting, no, it's one to two sentences. One sentence can be a full paragraph in copywriting, and then adding italics bold underlining to appropriately guide the reader's eye. I'm not saying overdo it like that would be a little bit overwhelming, but a lot of people I see don't use any sort of formatting in this way, and that those could be key things that help key phrases or ideas pop and catch the reader's eye that they might not actually look at as they're skimming through the page. So we want to catch their eye and keep pulling them down the page. And then I would say another solution would be using bullet points for key takeaways. Bullet pointed lists are often much easier to read than, you know, a full amount of text, so formatting is a part of your messaging strategy. A well structured page can build trust and improve readability, which are two things that directly impact conversions. And again, this guy's this one is so easy and so overlooked, and so I have an example of a realtor's website copy. Here it is, linked in the show notes and in the blog as well. And while this is being applied to a website, you can see me in real life like live auditing. Well, it's recorded, but auditing her website, giving her feedback. This is exactly what I do in copy clarity club.
And so while I'm applying this to a website, in particular, this tip is for any type of copy you can apply it to email marketing, social, post, captions, etc, all of the things wherever you are writing for your business. This applies.
Okay? So fix number one was, stop hiding your message in paragraphs. Fix number two is right, like you are talking, talking directly to your ideal client.
So like we said, before broad, generic messaging blends in, and I get it, you're afraid of excluding someone. No one wants that. So then you try to speak to everyone, but it's vague, it doesn't stand out, and it's what is making you sound the same as everyone else, and then you're not actually helping anybody, right? I know you don't want to exclude people that you could be helping, but you actually end up helping less people, because generic messaging is so easy to ignore, to scroll right past, and honestly, no one feels truly seen by that generic messaging either. You really need to speak to that one specific person speak to their emotions, that is what is going to cut through the noise, and you can still attract people outside of that niche or that specific audience who are still going to resonate with you. So for example, this podcast was originally called copywriting for coaches. I had niched down to coaches, but I had so many clients, even with that very specific title, who were not coaches, and who I was still able to serve very well and get results for even though they weren't in the specific group of people that I was talking to, or I remember one of the first business coaches that I had marketed to moms, and when I hired her, I was actually not a mom yet. I We knew we wanted to get pregnant soon, but we had no children. I was not a mom, and so she I did not necessarily fit her ideal client avatar, but she still took me on because we were actively trying and very quickly, Soon thereafter, got pregnant.
So my point is that writing to one specific person is really going to make your copy pop and feel so like, oh my gosh, I need this to your your ideal person. And it's not necessarily going to exclude other people who really are just going to resonate with you, your values, your style, your philosophy, the way you explain things, the way you still make them feel seen and things like that. So what I want you to try is to describe your ideal client in vivid detail, use her language. Go back through transcripts of coffee chats or sales calls or whatever, whatever that you have, and use that language back in your copywriting, instead of just using industry jargon, because your clients don't necessarily understand that they like. They are not you. They are not the expert. That's why they need you. And without dumbing it down, how can we translate your expertise in a way that they can understand and you want to speak directly to her, specific fears, desires, daily reality, what's possible, and get them to really imagine tangibly what the transformation looks like, feels like in their body, looks like on a daily basis, and things like that. So we know that people don't convert when they understand your offer. I mean, yes, they do need to understand your offer, obviously, but they also need to feel understood. It takes both. One or the other just isn't enough anymore, especially in 2025 going into 2026
so for example, so often when I ask who is your ideal client, it's some form of well, a female entrepreneur, or a female female entrepreneur in this age range, or a female entrepreneur making this much money. But what if you said she's an established business owner who is highly skilled at what she does, but is overwhelmed by the demands of content creation and marketing, she wants to stay in her zone of genius while partnering with a trusted expert who can turn her voice, values and vision into a strategic marketing system and copywriting that brings in aligned clients without burning out.
You feel the difference there. That is the difference in knowing exactly who you are talking to. So let's break it down in that description of my ideal client as it currently stands, I called out five different things here. One who she is. She is an established business owner who is highly skilled. I met her right where she is at with how she is feeling overwhelmed by the demands of content creation and marketing.
I called out her desires and values she wants to stay in her zone of genius while partnering with a trusted expert, not just any expert, but one that she can trust. Because I know likely statistics show she has been burned before by a marketer right who has not in this post covid age.
The next thing I did was I connected my work to her desired solution. So not just what I do, but what it does for her. So a trusted expert who can turn her voice, values and vision into strategic marketing system and copywriting.
And then I wrapped up what she really wants. She wants aligned clients without burning out. And that's one of those power words that I talked about back in season one. I'll link to that in the blog, in the show notes as well.
That is very, very powerful as well. And so when you do those five things as you talk and call out your ideal client, that shift in specificity builds trust fast. I mean, you noticed, you felt the difference when I shared that amount of specificity. There is a specific person that came to your mind, or maybe you're like, hey, that's me.
So if you want to go deeper and really do this for yourself, this is one of the exercises that I share in my free challenge called Why isn't this converting? And that is available for you in the show notes. It's a five day free challenge over email. Do it at your own pace. It is very powerful. The people who have done it have gotten results. Again, totally free.
Or if you're like, can you just like, show me this. How to do this for me, I don't know. I don't have time to figure it out myself. This is something that copy clarity club members refine every week with me real time with real time feedback.
Also in the show notes, I'm going to link a case study for copy clarity club where a holistic pediatric doctor's conversion copy finally clicked after she aligned her message to the right client that, oh my gosh, this is me. I need this moment.
Okay, so we talked about specificity in right in your writing, talking directly to that one very specific person. And fix number three I'm going to share with you today is show why you are the only choice. So one of the biggest problems I see, and it kind of stems from the problem I just talked about, is your copy. Could describe anyone in your industry, like, think about other people in your industry, like, could they say that truthfully too, there's nothing unique anchoring it, and this is one of the reasons why it is so helpful to have a copywriter in your back pocket, because so often you cannot see this for yourself.
So many of my clients tell me, like, wow, you make me sound so cool. Or like, oh wow, like, I did do that, or I can do that. Or like, Oh yeah, that is the power of my work, and it's so hard to see for yourself, like, you see yourself a certain way, but the way that other people see you, it's just like, Oh my gosh. Like, what you can do, do you know? And just when other people brag on you and pull out and articulate like, exactly what it is that you can't necessarily put words to because you're just like, This is my everyday. This is my normal. This is, you know, the analogy of what is it like a fish doesn't know it's in water, right? Because water is just its everyday normal. That's what it breathes. But from us on the outside, we're like, No, you're swimming in water, but the fish doesn't know that. So I think the same thing is true of your expertise. Your expertise is like the water that you and you are the fish. You don't know what you're what you're swimming in, and what what you can really do. So it's helpful to get that outside perspective, the whole you can't read the label from inside the jar. You can't see the forest from the trees, that whole thing. It's really helpful to have that outside perspective so that you're not spinning your wheels, you're not staying stuck in your own head, and you can just get the copy down on paper, publish it, get it out faster, and iterate faster, so that you can see success faster.
So how do you how do you even do this? How do you show that you are the only choice? So a couple, I have a ton of ways, actually, but I'm going to name three of the main ways here. One is to name what you stand for, or another way to think about that is the flip side of the coin. What do you stand against?
Think about what other people in your industry are saying, doing, spouting off on their platforms, and you're just kind of like about that, or like, Yeah, but there's some nuance to that.
Those are great things for you to talk about that makes you different, that makes you stand out, and that makes the right values aligned to people be like, Oh yeah, she's for me, and along those lines, share values that shape your business. And when I say value, so many people are like but I don't want to talk about religion and I don't want to talk about politics, and you don't have to. That is not what I mean by values. If you feel that you want to use your platform to share about those things and that's important to you, by all means, there is definitely a good right way. You can do that and flip side of that same coin. You don't have to share that. If that is not what you feel called to do, how you feel called to use your platform, you can still share your values in a way that is not political, not religious, not whatever thing you don't feel like is appropriate to talk about on your business platform. So, like, maybe your value is simplicity. How do you simplify marketing? How do you simplify that thing you do, health, whatever it is for you.
So think about the values that shape your business, and how do those actually play out? So, like, I'm not saying my value is integrity, my value is simplicity, but I am demonstrating how I am living those out in my business. And I would say, highlight a differentiator that actually matters to your client.
What is a piece of what you do, or part of your story where people are like, oh, actually that that really made me feel seen. And part of this just comes down to like, having those conversations with your clients, having those coffee chats with your ideal people. Because, as you know, people buy from people that they trust. And trust is built on this resonance, on these connection points. Trust is built on being like, hey, we share the same foundation because we share the same values. And with so much craziness going on in the world and so much craziness going on with the noise that is being spouted out, trust matters so much more. And it's not just about credentials anymore. Credentials were a big thing, you know, again, back in like 2020, era, but now I think they matter. I'm not saying they don't matter, but they matter a lot less, and that those personal connection points matter a lot more, and are going to make you stand out. So for example, I did not choose my family photographer for her fancy gear, for which lenses she uses, or even for her portfolio, though I did check that out and I do like her style.
I chose her like what made me choose her versus other photographers in the area who came recommended, who I like their portfolio too. The reason this particular photographer stood out to me is because she shared her parenting and privacy philosophy and that really matched mine. It spoke, it spoke to my fear of like I've got young kids, young boys. I want family photos.
You know, they are distracted by rocks and sticks and dirt and or, you know, a magnet for mud. And I want, if I'm going to invest in professional photos like I want to know that the photographer can handle the reality of this age that that we're dealing with. And I loved what she shared about how she handles situations that are bound to come up for that age range. And she also shared her privacy philosophy of why she doesn't share photos, facial photos of children. I was like, yes, thank you. I'm so glad, one, that you get it, and two, that you said it out loud, because, as you may or may not notice, I do not share photos of my children online, and that is a very intentional choice, and it mattered a lot to me that she was on board with that, and I didn't Have to even ask.
And so regardless of what your own philosophy is on that, my point is that value is what tipped me over the edge to choose her over other equally qualified photographers in my area.
So that is what builds loyalty to those shared values. We've gone back to her more than once for these photos because of that initially, and then obviously a positive experience after that.
So if you want to see how this works in context, because I am giving examples, but I feel like it's helpful to have, like, a tangible thing of like, what is this? I have a link to a sales page copy audit. So exactly what you can expect in copy clarity club. If you're like, What is a review like? How do you actually give feedback to people, to people? What does that look like? What does that feel like? What does that sound like? There's a link to another audit. So I have the website one and the sales page copy one, so you can get a feel for what it is like to dip your toe in my world, maybe join copy clarity club. We have a great deal going on right now if you're listening to this as it airs for the holidays. So check that out in the show notes if you are interested.
So let me wrap this up because conversion copywriting, it starts by getting out of your own head. And I know as a solopreneur or as a business owner with a small team, it is so easy to be spinning your wheels being stuck in the echo chamber of your own head. And that is part of the beauty of copy clarity club is because we do weekly audits that get you out of your own head and give you feedback on like, hey, no, this is actually great. Or, you know, this is specifically what I would change here. So you can stop guessing. You can stop endlessly tweaking it, wondering, like, is this going to be the thing I don't know, and I do audits or reviews critiques on sales pages, website copy, email sequences, social captions, marketing strategy questions and so much more. Basically, anything you are writing for your business, I can critique it based on my seven plus years of training and experience writing for some of your favorite brands. So copy clarity club members get strategic feedback. Copy structure, reduced price on templates and one on one, calls, messaging, insights, all that help you write faster, convert better, and finally, feel proud of your marketing, not have to wonder like you're confident in what you put out there, because your copy should sound good. And it also needs to sound like you and sell for you. It needs all of those things and copy. Clarity club is where we make sure that happens. It happens quickly so you don't have to, like, spend forever writing an email or writing a sales page or putting off writing updating your website that you know is so outdated and you cringe when people ask for it, but you're just like, it just never makes it to the top of your to do list, even though you know it needs to get done. Am I calling you out? I know so many people tell me that. Okay. So again, if you are listening to this the week it comes out, thank you. First of all, and also our annual members, if you join before December 31 get access to my video vault, which includes sales page, how to do a sales page, how to do website copy, how to do Facebook ads, how to do your welcome email sequence, and so much more. There's five videos in there. That is a bonus for you, completely free, and I love that for you, because that's like worth the cost of the membership itself, and it also is the full year in copy clarity club. So that means you're actually going to get support in using and applying and implementing those videos. They're not just going to collect dust. You're not going to watch them and then still feel confused. You can bring any questions that you have to me. You can write your first draft based on that instruction and then still get it reviewed. If anything's not converting for you, you can bring it to me and say, Hey, why is this not working? And we can work through it together.
So that whole video of all, I break down the psychology, the structure, the language of a high converting page, and again, that alone is worth the cost of the membership in itself. I've never offered this big of a bonus. So now for sure, is the best time to join. I would love to have you in there. I cannot wait for you to see what happens when your audience finally gets it and gets you definitely click over to the show notes for all the links that I mentioned in today's episode, and to just check out the details of copy clarity club. If this resonated with you, it's been such a powerful offer, one that totally lights me up and energizes me, and I would love to have you join us in there. It's an awesome group of business owners in there.