Good Copy Sells. Bad Copy Kills. Here's the Difference.

Last week, a founder showed me his product page.

The product? Amazing!

The copy? Put me to sleep.

He'd spent months building an incredible analytics tool. But his website read like a technical manual.

Conversion rate was below 1%.

This happens more often than you'd think. And it's not just websites.

Your LinkedIn posts, Twitter threads, email sequences, product descriptions - they're all secretly killing your growth if the copy isn't doing its job.

Where Most Businesses Leak Money

I see the same pattern everywhere:

Founders write social posts that nobody engages with. ("Just launched our new feature! Check it out!")

Startups send cold emails that get instantly deleted. ("Hope you're well! Wanted to connect about...")

Product pages that list features instead of selling outcomes. ("Our AI uses advanced neural networks...")

The worst part? Most don't even realize how much money they're leaving on the table.

The Only 3 Jobs Your Copy Has

Here's what I've learned after writing hundreds of posts and emails:

1. Grab attention

Your first line has one job - make them read the second line.

Look at this post opening:

vs.

The first one makes you want to keep reading. The second one? Not so much.

2. Keep attention

Once you have their attention, you need to maintain it.

Use short paragraphs. Like this one.

Add space between ideas.

And make every line push them to read the next one.

3. Drive action

Good copy leads to clear decisions. Buy. Sign up. Share.

Bad copy leads to "I'll think about it" (translation: never happening).

Start Here: 2 Dead Simple Ways to Write Better Copy

1. Read your copy out loud If you stumble while reading, your audience will stumble while reading. If it sounds unnatural, it will read unnatural.

2. The "So What?" Test After every sentence, ask yourself "So what?" If you can't answer why the reader should care, rewrite it or remove it.

One More Thing

Good copy isn't about being clever.

It's about being clear.

It's not about perfect grammar.

It's about perfect understanding.

And most importantly - it's about making your reader feel understood.

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