Why Isn’t Your Marketing Working? It’s Not the Ads… It’s Your Message
Most businesses believe their marketing struggles come down to needing better ad designs or bigger budgets. And while those can help, they’re rarely the root of the problem. In today’s fast-paced, AI-driven world, standing out isn’t just about being seen. It’s about how your message resonates with your audience on a deeper level.
The truth is, good copy doesn’t just inform - it connects, builds trust, and drives conversions. If you’re struggling with your marketing, it’s time to rethink how you're speaking to your audience.
Resonating goes beyond just grabbing attention. It means connecting with your audience’s emotions, values, and desires. It’s the feeling someone gets when they read or hear your message and think, “This is exactly what I need.” Resonating is about speaking their language - not just in words, but in meaning. It's when your message aligns so closely with their thoughts and feelings that it feels personal.
If your marketing isn’t working, it’s not because people don’t care. It might just be because they don’t see themselves in your message.
But that’s why you’re here. Let’s get to the strategies to help you use the right words that connect and convert.
We’re Not Logical
You might think that your customers are making decisions based on logic - comparing prices, evaluating features, and picking the best deal based on their budget. But the truth is, people (including you and me!) are not as logical as we believe.
In reality, we all make decisions based on how something makes us feel. We then justify those decisions later with logic.
For example, have you ever splurged on an upgraded phone when your current one worked just fine? You didn’t need it, but something about the experience - whether it was the sleek design, the excitement of something new, or the feeling of treating yourself - made it feel like the right choice. You rationalized it afterward by thinking, “It was worth the extra features,” or “I’ll use it every day, so it’s a good investment.”That’s your emotional brain taking charge.
So, if your marketing isn’t tapping into those emotional drivers, you’re losing potential customers before they even get to the logical part of their decision-making process.
How The Brain Processes Your Message
To truly connect with your audience, you need to understand how the brain works.
You might think that people take in words and messages logically, but that’s not the case. The human brain actually processes information in three layers: the fear brain, the emotional brain, and finally, the logical brain. And the key to effective marketing is knowing how to speak to each part of the brain in the right order.
1. The Fear Brain (The Croc Brain)
When someone first sees your marketing, their brain doesn’t immediately think, “Oh, this is a great product!” Instead, their amygdala - otherwise known as the fear brain - kicks in. This part of the brain is wired for survival, constantly scanning for threats.
This fear brain is always asking: “Can I trust this? Is this worth my time? What’s the catch?”
If your message doesn’t quickly reassure the fear brain and make them feel safe or curious, your audience will mentally check out. This is where storytelling starts to work its magic. A well-told story pulls people in, easing their defenses and creating a sense of comfort. It helps you bypass the croc brain and gets your audience to pay attention.
2. The Emotional Brain (The Limbic System)
Once you’ve captured their attention, the information moves to the emotional brain, also known as the limbic system. This is where real decisions are made. While we like to believe that logic is in control, it’s actually emotions that drive our choices.
The emotional brain asks: “How will this make me feel? What does this mean for me?”
This is why your copy needs to go beyond facts and figures. It has to speak to desires, fears, and aspirations. A great story taps into these emotions, making your audience feel understood. When people feel like your product or service will solve a problem they care about or bring them closer to something they desire, they’re already sold - whether they realize it or not.
3. The Logical Brain (The Neocortex)
Finally, the message reaches the logical brain, the part that analyzes and justifies the decision already made by the emotional brain. At this point, your audience is looking for reasons to back up the emotional choice they’ve already made.
The logical brain asks “Does this make sense? Is this a smart decision?”
This is where you bring in the facts, features, and data. You’ve already won their heart; now it’s time to convince their mind. You do this with social proof, testimonials, product details, or guarantees - anything that will help them rationalize the decision they’ve emotionally committed to.
How To Get Your Message Heard
Now that you understand how your customer’s brains work, now you need to know what needs to be in your messaging to get your message her.
There are three different types of thoughts your audience is having as they process your message, and your copy needs to address all 3 types of thoughts. Each part of the brain is asking different questions, and your copy needs to speak to all three.
The Thoughts They Know They’re Thinking
This is surface-level. They’re consciously asking, “Is this product worth it?” or “How will this benefit me?” Your copy should clearly address these questions by laying out the features, pricing, and benefits.The Thoughts They’re Thinking But Don’t Say Out Loud
These are deeper concerns, like “Will this make me look good?” or “Can I really trust this brand?” This is where you need to build trust and empathy through social proof, testimonials, or a story that reflects their experience. Show them you understand their unspoken worries and that you’ve got their back.The Thoughts They Don’t Even Know They’re Thinking
This is where the emotional and subconscious drivers come in. They’re not just buying a product - they’re buying the feeling that comes with it. Whether it’s a sense of confidence, security, or belonging, your copy needs to tap into these underlying emotions, painting a picture of how their life will improve with your product.
Writing Copy That Connects And Converts
Now that you understand how the brain processes your message, it’s time to put that knowledge into practice. Let’s break down how you can create copy that speaks to all three layers of the brain: fear, emotion, and logic.
1. Hook Their Attention
The fear brain’s job is to protect and assess risks. This is where your hook comes in. Your goal is to get past the audience’s initial defenses by grabbing their attention with something that feels safe, important, or too intriguing to ignore.
A good way to do that is to use hooks that instantly engage and draw readers in. Here are some types of hooks that work well:
Pain/Benefit Hook: This type of hook directly addresses a problem your audience has and offers a solution. It’s effective because it immediately taps into something they want to avoid or overcome.
Example: Tired of constant fatigue? Here’s a natural way to boost your energy levels and feel like yourself again.
Curiosity Hook: This approach uses mystery to grab attention. By raising a question or suggesting a secret, you encourage your audience to keep reading to satisfy their curiosity.
Example: Did you know one simple change in your diet could improve your energy levels?
FOMO (Fear of Missing Out) Hook: Creating urgency can be a powerful motivator. This type of hook works by making readers feel like they’ll miss out on something valuable if they don’t take action quickly.
Example: There are only a few hours left to save big on your purchase!
Empathy Hook: Show your audience that you understand their struggles and frustrations. By making them feel seen and heard, you build trust right from the start.
Example: Bleeding gums is both painful and embarrassing. We get it. But did you know just changing what you brush with can help you stop struggling with your mouth health?
Logical Hook: For those who respond better to facts, a logical hook appeals to reason by presenting a true and impactful statement. This type of hook builds credibility and can convince even skeptical readers to pay attention.
Example: Over 60% of people struggle to get quality sleep. Are you one of them?
Each of these hooks serves a different purpose, but they all aim to make the reader feel like they must keep reading..
2. Speak to the Emotional Brain
Once you have their attention, you need to engage their emotional brain. This is where the storytelling comes in. Your copy needs to show that you understand their struggles, desires, and aspirations.
Ways to Connect Emotionally:
Use stories to demonstrate how your product or service solves their problems.
Highlight benefits over features. Don’t just tell them what your product does - tell them how it will make their life better.
Use empathy to show you understand their pain points.
3. Speak to the Logical Brain
Finally, the logical brain kicks in to justify the emotional decision. This is where you provide the data, facts, and evidence they need to feel confident about their choice.
How to Support the Logical Brain:
Testimonials or case studies to show that others have benefited.
Social proof such as “Over 10,000 satisfied customers.”
Specifics like money-back guarantees, product details, and pricing that makes the decision feel smart.
4. Create a Clear Call to Action
Once you’ve spoken to all three layers of the brain, your audience will be ready to take action. But don’t leave it up to chance - guide them with a clear, direct call to action (CTA). Whether it’s signing up for a newsletter, purchasing a product, or booking a consultation, your CTA should make the next step obvious and enticing.
Examples of Strong CTAs:
“Start your transformation today.”
“Get started for just $19.”
“Book your free consultation now.”
Writing Copy That Works
By understanding how the brain processes messages and knowing the essentials of crafting compelling copy, you’re on your way to building deeper connections with your audience. This approach helps them make decisions that feel right and encourages them to take action, whether that’s buying your product, signing up for your service, or engaging with your brand on a deeper level. Need help refining your copy? Let's talk!