The #1 Reason Most Sales Copy Fails

The Mistake Most Copy Makes

It’s not bad design or a weak CTA…
Is not your hook or even your subject line.

It’s making your message too complex, too clever, or too vague.

Because if your reader doesn’t immediately understand what you’re saying, they’re gone.

People won’t slow down to figure out your message. They won’t try to “decode” what you meant.
They just bounce.

And the scary part?
This happens all the time… to smart, well-meaning marketers who think they’re “doing it right.”

Let’s change that, right now.

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Say What You Need to Say: Clearly and Simply

This is the single most important rule in copywriting.

Clear beats clever.
Simple beats smart.
Direct beats everything.

Your job isn’t to impress.
It’s to connect.

And that only happens when your message is:

• Easy to read

• Instantly understandable

• Focused on what matters most to the reader

That’s it.

So let’s break down how to get there.

✅ Step 1: Write at a 5th-Grade Reading Level

Yes, really.

This isn’t an insult to your audience. It’s a respect for their time and attention.

People are busy. Distracted. Overwhelmed.
They scan. They skim. They scroll.

So your message needs to hit fast and land clean.

Use short sentences.
Use everyday words.
Use formatting to make it look easy to read, bullet points, spacing, bolding for key phrases.

Use tools like Hemingway Editor or Grammarly to audit for complexity. Shoot for Grade 5–6 readability, every time.

✅ Step 2: Strip It Down to What You Really Mean

After writing your copy, ask this brutally honest question:

Then say that.
In fewer words.

So many sales messages are buried under fluff:
“We help businesses unlock transformational potential…”
Translation: We help you get more customers.

See the difference?

Don’t write for your peers. Write for the person who’s reading, skimming, and trying to decide in 7 seconds if this matters to them.

✅ Step 3: Ruthlessly Cut the Fluff

This part’s not fun. But it’s where the magic happens.

Every extra word is a barrier. Every soft phrase is a speed bump.
Every sentence that doesn’t pull its weight is weakening your pitch.

So trim the fat.

Replace “in order to” with “to.”
Replace “the reason why is because” with “because.”
Replace “We’re proud to announce” with… nothing. Just announce it.

Lean. Sharp. Direct.

That’s the voice that converts.

The Copywriter’s Accountability Rule

Here’s a rule I live by:

And the same goes for you.

Before you publish, hit send, or launch, do the gut check:

• Is this clear?

• Is this simple?

• Is this easy to act on?

If the answer isn’t an immediate, confident yes…
You’re not done.

Because clarity creates confidence, and confident readers become buyers.

Why This Works (Psychology 101)

Let’s take a quick detour into brain science.

Your reader’s brain is constantly asking one question:

When your message is foggy, complicated, or hard to follow, it triggers resistance.
Uncertainty. Doubt.

But when it’s clear?
The brain relaxes.
It nods.
It moves forward.

This is why the clearest message almost always wins, even if it’s not the most clever.

What You Can Do Next

Here’s your 3-part action plan for better, clearer, higher-converting copy:

1. Take one piece of copy you’ve already written, an email, landing page, or ad.

2. Run it through Hemingway. Aim for Grade 5–6. Trim everything unnecessary.

3. Ask: “What am I really saying here?” Then rewrite it using the fewest, simplest words possible.

Do this, and watch how your engagement and conversions jump.

Cheers
The InBoXer Team

From The Swipe File: Steal These Subject Lines

1. Did you ever think [you’d get some good result]?
   Example: Did you ever think you’d be living in your dream home?

2. [Number] things [type of person] needs to know...
   Example: 10 things every elementary teacher needs to know...

3. Here’s a little [type of] magic...
   Example: Here’s a little copywriting magic...