The #1 Reason They’re Not Clicking “Buy Now”

8 Sept

Written By elizabeth mckenzie

Ever paused mid-scroll because a reel’s hook was so wild you had to know more?

Like: “tell me more about how you fell in love with your psychiatrist.”

That’s the power of a hook.

It grabs attention.

But here’s the problem: a hook doesn’t close a sale.

Sure, it might stop the scroll. It might get someone to open your email. But if the words that come after the hook don’t land? The sale is gone.

And it’s not just happening on TikToks or reels. The same thing is happening on your sales page, in your emails, even in your captions.

The hook got them in the room.

But the message didn’t get them to stay.

Why Sub-Par Doesn’t Sell Anymore

Here’s where most entrepreneurs miss it: they believe “pretty good” copy is enough.

A decent template. A half-hearted page. Maybe even something AI spat out in 30 seconds.

But sub-par doesn’t sell anymore. In fact, it’s invisible.

Because the internet is drowning in words. AI can crank out 10,000 “meh” sales pages before breakfast. Which means the bar has shifted. Average is no longer average — it’s background noise.

Even industry experts are noticing the shift. Business Insider recently reported that pre-AI content is being compared to “low-background steel”—a rare, uncontaminated resource in a world now flooded with AI-generated filler.

And that’s the point. If the “pure” stuff is being treated like treasure, then the only way forward isn’t more filler — it’s sharper, stronger, more deliberate words.

Why Every Word Matters

This is why every single word counts.

Why we can’t just obsess over the hook.

Why we have to look at the entire message.

Because it’s the only way to stand out.

Every word has to earn attention. Every line has to keep people moving deeper into your offer, all the way to the “Buy Now” button. If a single link in that chain breaks, the sale is gone.

That’s how you cut through in a world drowning in “meh.” That’s how you keep attention, build desire, and finally get the yes.

Every Word Has a Job

Here’s the hard truth: attention isn’t earned once. It’s earned line by line.

And the second you lose it? You’ve lost the sale.

That means every single word has to pull its weight.

Not just the headline. Not just the CTA.

It’s the words in between that make the difference.

Those middle lines are where you either build a case for yes… or lose the reader altogether. They’re the bridge between curiosity and commitment.

Think of it like a chain: if one link breaks, the whole thing falls apart.

That’s why a sales page is more than a landing pad for your “Buy Now” button. It’s a journey. Every sentence is a step that either moves the buyer forward or drops them off the path completely.

Your Words Are Your New Salesperson

If you’ve been relying on DMs, networking, or 1:1 calls to sell your offers, you already know how exhausting it is. It doesn’t scale.

Here’s the shift: once you move to selling one-to-many, your words become your new salesperson.

Every email, every headline, every story — they’re doing the job you’d normally do face-to-face. They anticipate objections, build trust, show proof, and guide someone toward the yes.

But here’s the thing: you wouldn’t hire a salesperson and not train them. Yet most entrepreneurs put untrained, half-baked words out there and wonder why no one’s buying.

If your words aren’t trained to sell for you, your offer can’t scale.

What This Means for You

So what do you actually do with this?

Start by reading your own sales message line by line. Ask yourself:

Does this sentence make me want to read the next one?

Am I building momentum toward a clear, irresistible yes?

Or do I lose steam halfway through?

You’ll be surprised how many times you catch yourself thinking, “meh, this line could go” — and if you’re thinking it, your reader definitely is.

This is the invisible sales-killer hiding in plain sight.

The Bottom Line

Getting the yes isn’t about the catchiest hook, the prettiest template, or even the best offer.

It’s about every single word.

Because words aren’t filler. They’re the salesperson for your offer.

And in a world where AI has flooded the internet with filler, the words that are deliberate, precise, and human are the ones that win.

If you want your offer to scale beyond DMs and calls—if you want more people hitting “Buy Now” instead of bouncing—then it’s time to stop treating your words like an afterthought and start training them to sell for you.

Want help doing this every week?

That’s exactly what we do inside The Writing Room—my coaching lab for founders who want their message (and their sales copy) to work on repeat.

Inside, you’ll:

Sharpen your Core Sales Messages and weave them through pages, emails, and launches.
Put your sales page through live critiques so every line pulls its weight.
Practice making offers 1-to-many (without relying on awkward sales calls).
Get accountability, feedback, and momentum—so your words keep getting better, and your “Buy Now” clicks keep climbing.

If you’re ready to have your words do the selling—and keep doing it—come join us.