The hardest feedback I’ve had to give…

Each week, offer-owners join my coaching calls to tune their positioning and sharpen their copy.

We work on headlines, tease out their audience’s pain-points, and demonstrate how their courses and offers transform their customers’ lives with copy.

And most weeks, that feedback is enough to make a difference. One tweak and the sales start flowing.

But for the last few months, I’ve been helping one business owner rewrite their sales page over and over, and I could tell the frustration was mounting.

We’d spent countless calls coming up with new headlines and hooks to try, fresh positioning, clearer benefits, more testimonials, more proof points… but nothing helped.

On top of that, her ad spend was seriously draining her savings.

This week, she was back asking for something else to try.

Then she said something that set alarm bells ringing:

“It’s not just my ads — even my list isn’t buying. What can we do differently?”

That’s when I had to call it.

Because if your own audience of fans isn’t buying, a cold audience of ad clickers almost certainly won’t.

Yes, great copy can transform a great offer.

But no amount of copy can save an offer your audience doesn’t actually want to buy.

So I had to (gently… lovingly… ) suggest it was time to put down the defib and walk away from an offer that simply wasn’t converting.

And we spent the rest of our time together coming up with questions she could ask her audience to tease out what they need from her, so we can create an offer they actually want to buy.

That’s one of the biggest frustrations and incredible opportunities with marketing.

There are no “right” answers. Only a series of answers that might be right.

And the only people who know which is which…

… are your customers.