1) Killer: Muffled Value Proposition
Symptom: Visitors can’t answer “Why you over every other option?” in 5 seconds.
If your headline doesn’t slap a wallet-out reason on the table immediately, you’re paying to send strangers to a shrug.
Fast Fix:
- Lead with a money claim or hard outcome anchored in a believable mechanism.
- Structure: Outcome + Mechanism + Timeframe + Risk Reversal Example: “Double your qualified demos in 21 days—using ‘Intent-Lift’ pages that pre-sell before the call. Try it risk-free for 30 days.”
2) Killer: Cognitive Friction (a.k.a. Brain Fog Copy)
Symptom: Long sentences, stacked clauses, corporate soup.
Confused minds don’t buy—ever.
Fast Fix:
- Replace abstractions with action verbs and specifics.
- Use the “Screen Test”: can a distracted prospect get the gist while half-scanning on a phone? If not, cut 30% of your words.
3) Killer: Proof Poverty
Symptom: Big promises, thin receipts.
In a skeptical market, claims without evidence are just expensive fantasies.
Fast Fix:
- Stack proof like cordwood: metrics, named logos, time-stamped screenshots, process visuals, third-party validations.
- Sequence: Claim → Micro-Case → Data Snapshot → Mechanism Diagram → Risk Reversal.
- Add quantified before/after (“from 2.1% to 4.7% in 18 days”).
4) Killer: Mechanism Mystery
Symptom: “We’re better” with no “why.”
The prospect must believe your mechanism (how it works) before they’ll believe your promise.
Fast Fix:
- Name your mechanism (“Intent-Lift,” “Hot-Start Email Ladder,” “5-Touch Profit Arc”).
- Explain it with a simple diagram (even a 3-step visual).
- Tie each step to a measurable bottleneck you remove.
5) Killer: Offer Anemia
Symptom: Soft CTAs, generic bonuses, tepid guarantees.
Weak offers force the copy to do push-ups it can’t finish.
Fast Fix:
- Build a value-dense offer: core deliverable + conversion accelerators + risk reversal + speed incentive.
- Example structure:
1. Core: “Conversion Lift Sprint (30 days)”
2. Accelerator: “5 Friction-Fix Wireframes”
3. Proof Pack: “Benchmark Dashboard Setup”
4. Risk Reversal: “If CVR doesn’t lift 30%+, you don’t pay the fee.”
5. Speed Incentive: “Start by Friday → add 2 done-for-you email revives.”
6) Killer: Traffic-Message Mismatch
Symptom: Ads promise apples; the page serves oranges.
Message mismatch is a conversion tax you pay forever until you align the scent trail.
Fast Fix:
- Mirror headline, hook, and visual from the ad on the landing fold.
- Segment intent by entry: cold → education first, warm → offer first, hot → proof + checkout.
- Use UTM-based dynamic blocks to keep scent tight.
7) Killer: Follow-Up Failure
- Deploy a 9-touch Profit Arc (Days 0–14): Welcome + Payoff Preview Mechanism Mini-Demo Proof Stack (3 wins in 3 lines) Objection 1 (money) cure Objection 2 (time) cure Risk-Reversal Spotlight Case Study: before/after metrics Offer Restack + bonus Takeaway w/ deadline + graceful exit
Contact me now, and we’ll put those killers to rest!
