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The common mistake even pro copywriters make (and how to avoid it)

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Welcome to today’s issue of Conversion Alchemy Journal. If you received this from a friend and enjoy it, subscribe here.​

As seasoned copywriters, we pride ourselves on crafting compelling value propositions. Yet, there's a common mistake many of us—myself included—often make (but luckily can correct before copy goes live) that can dilute our message's impact, particularly when addressing problem-aware audiences.

The pitfall: starting with the solution

When writing for problem-aware audiences, we know to start with the problem before presenting the solution.

Problem-aware audiences are already aware of their pain points. They need to feel understood before being we present them with a solution. Starting with the problem establishes empathy and relevance, making the following solution more impactful.

However, we often succumb to the urge to highlight the product right away, believing it will get attention. But without first acknowledging the audience's problem, this approach can come off as tone-deaf or overly salesy.

Why this happens

Many marketers, and even experienced copywriters fall into this trap. Here's why:

1. Eagerness to Impress: We want to hook the reader immediately with our product's value.

2. Habitual Patterns: Years of writing can create hard-to-break habits.

3. Stakeholders Pressure: Clients often push for their product to be front and center.

The impact on your message

When we succumb to the temptation of leading with our solution, we risk undermining the very message we're trying to convey. It's like trying to answer a question before it's been asked – no matter how brilliant the answer, it lacks context and relevance.

Starting with the solution can create a disconnect between you and your audience. Imagine walking into a doctor's office and before you've even sat down, they're prescribing medication. You'd likely feel confused, perhaps even weirded out. The same principle applies in copywriting.

Without first acknowledging the problem, your solution may seem superficial or out of touch, no matter how revolutionary it might be.

This approach can destroy engagement. Your readers are looking for someone who understands their struggles, their pain points. By diving straight into your product or service, you miss that opportunity to build rapport and empathy. It's in those first few sentences that you have the chance to say, "I see you, I understand what you're going through." Miss that, and you might lose your audience before you've even begun to explain how you can help.

Plus, leading with the solution can dilute your overall value proposition. The true value of what you're offering lies not just in its features or benefits, but in its ability to solve a specific problem. Without clearly establishing that problem first, you rob your solution of its context – and thus, much of its perceived value.

Crafting a more effective message

So how do we avoid this trap and craft messages that truly resonate?

It starts with a shift in perspective.

Instead of thinking about what we want to say about our product or service, we need to think about what our audience needs to hear.

First, identify the core problem your audience faces. This should be your opening gambit – the hook that grabs attention because it speaks directly to their experience. You're not just acknowledging their pain point; you're shining a light on it, bringing it into focus.

Once you've established the problem, take the time to expand on it. Show your audience that you truly understand the depth and nuance of their challenges. This isn't about dwelling on negativity; it's about building trust. When your readers see that you understand the intricacies of their situation, they're much more likely to believe that you have a viable solution.

Only after you've explored the problem in-depth, you should transition into presenting your solution.

By this point, you've primed your audience. They're engaged, they trust your understanding, and they're eager to hear how you can help. Now, when you introduce your product or service, it's not just a list of features – it's a tailored response to a clearly defined need.

As you detail your solution, don't be afraid to briefly revisit the problem. This reinforces the narrative you're creating, the story of problem and solution that you're weaving for your reader. It helps to solidify the connection in their mind, making your message more memorable and impactful.

A real-world example

Let's consider a real-world scenario to illustrate this approach. Imagine you're writing copy for a productivity software aimed at remote teams. The temptation might be to dive right in with something like:

"Streamlines project management and boost team collaboration with real-time chat, task automation, and performance analytics. Remote teams can now work more efficiently and stay connected."

It sounds good, doesn't it? But let's compare it to an approach that starts with the problem:

"In the world of remote work, teams often find themselves drowning in a sea of miscommunication.

But what if there was a way to create a virtual workspace where communication flows seamlessly, projects stay on track, and team members feel genuinely connected? That's exactly what XYZ tool does”

Feel the difference? The second version doesn't just tell; it shows. It paints a picture of the problem that resonates with the audience's experience before presenting the solution as the answer they've been searching for.

It’s not easy, but by resisting the temptation to lead with your solution and instead starting with a clear articulation of the problem, you create messages that truly connect.

You show empathy, build trust, and ultimately present your products or services not as mere options, but as vital solutions to real and pressing needs. And in doing so, you don't just sell – you serve, providing genuine value to your audience and forging stronger connections in the process.

Ever caught yourself falling into this trap?

📚 Copywriting nuggets in the wild

Content of the week: What new skills should you invest in to navigate the AI world successfully?

As I'm using AI day in and day out, I'm becoming more and more deliberate with my learning because I want to maximize it for the future that's coming. Should I dive more into copywriting training? Work on my copy-editing chops? Get into systems and productivity?

Likely non of these.

​This piece and video podcast go into detail on what I think will be the key skill moving forward if you're into any kind of knowledge-work: the ability to persuade AI.

Swipe file: Mirror what visitors are thinking when they land

A big misconception with value proposition is that you need to tell people what you do and why you're better.

A huge learning (from Joanna Wiebe at Copyhcakers) that I keep trying to pass on to my clients is that your value prop copy should match what visitors are thinking when they land on the page instead. It's about meeting them where they are.

Descript does it really well on their homepage.

✅ Don't miss it

Episode 21 of The Message-Market Fit podcast is out!

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I had an amazing chat with Sahil Patel, CEO at Spiralyze. Here's what you'll learn:

• How Sahil went from being a Spiralyze client to becoming its CEO
• The power of A/B testing and how to guarantee results
• Three proven A/B tests that boost conversions for B2B SaaS
• How to craft bold, quantitative headlines that grab attention
• Why easily skimmable content is crucial for conversion
• The "hook, mirror, ladder" framework for optimizing landing pages
• How to effectively use product screenshots, videos, and interactive demos
• The role of AI in A/B testing and copywriting
• And way way more.

Check it out here, wherever you listen to podcasts or on Youtube. And if you find it valuable, would you consider subscribing and leaving a rating? 🙏

🤔 Thought of the week

Don Miguel Ruiz, The Four Agreements

When was the last time you placed more importance on how others feel? Step outside and get over yourself. Selflessness is like a muscle, the more you exercise it the stronger it will become.

Have a great weekend!

​ Chris Silvestri Founder, Conversion Alchemy

🙌🏻 Let’s be friends (unless you’re a stalker)​

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