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What if I told you that the reason your copy isn’t converting isn’t because you need better writing—but because something deeper is off? You might have the most beautifully crafted words, but if your message isn’t landing, no amount of fancy copy will fix that.
That’s exactly why I’m so excited for today’s guest—because when it comes to copy that actually works, there’s only one person I trust. Ashlyn Carter isn’t just an incredible copywriter; she’s the strategic mind behind so much of the messaging in my own business.
I’ve known her for nearly a decade, and she’s the ONLY person I send people to when they need copy that drives real results—not just sounds good on paper.
Ashlyn is the founder of Ashlyn Writes, a conversion copywriting agency for creative entrepreneurs, and she knows the real reason most business owners struggle to turn browsers into buyers—and it’s not what you think.
In today’s conversation, we’re unpacking why your words might not be working, the biggest messaging mistakes that could be costing you sales, and the secret behind copy that doesn’t just sound good but actually sells. Plus, we’ll break down her framework for balancing clarity with storytelling—so you can finally communicate what you do in a way that clicks with the right people.
If you’ve been struggling to explain what you do, why it matters, and why people should choose you—this episode is for you.
And if you’re ready to finally crack the code on copy that converts, Ashlyn is hosting a FREE webinar you need to check out!
It’s called The Copy Kit Clinic: Build Your Own Crush & Convert Set of Personality-Packed Sales Copy Snippets—where you’ll learn how to harness AI without losing your brand’s unique voice, master the 3 Pillars of Brand Voice to sound like YOU while connecting with dream clients, and turn bland messaging into a conversion powerhouse.
Save your spot for Ashlyn’s Copy Clinic here!
Is Your Copy Actually Converting?
We dove right into the deep end in this conversation: I asked Ashlyn right off the bat what the biggest messaging mistake she sees business owners making.
In response, Ashlyn shared that business owners rely too much on AI-generated content without first clarifying their positioning.
She goes on to say that copywriting isn’t just about filling space with words; it’s about positioning your brand in a way that makes people pay attention. If your brand doesn’t have a clear category in your audience’s mind, your messaging will always feel vague or forgettable.
Instead of focusing on adding more words, the real challenge is ensuring those words make an impact. People today are bombarded with information, but what they truly crave is insight—your unique perspective, experience, and the specific way you do what you do.
AI tools can be incredibly helpful, but they should never replace the human touch that makes your brand relatable. If you don’t bring your unique voice and positioning to the table, your copy will blend in rather than stand out. The best messaging is born from understanding your audience, refining your positioning, and then using AI to enhance, not replace, the process.
The Four Buyer Types You Need to Speak To
Ashlyn introduces her Four Buyer Types framework, which helps ensure your copy resonates with different decision-making styles. Each type has a unique approach to purchasing, and if you’re only speaking to one of them, you’re leaving sales on the table.
- The Sassy & Strategic buyer is analytical and data-driven. They want proof, details, and clear steps before making a purchase. They’ll be the ones reading the fine print, scanning for testimonials, and analyzing whether your offer is truly worth their investment.
- The Poised & Polished buyer is methodical and loves structure. They need to see the step-by-step breakdown of how your product or service works before they feel confident moving forward. They’re the ones who carefully comb through FAQs and seek reassurance before committing.
- The Winsome Charmer is relational and community-driven. This type of buyer wants to know who else is using your product and how it will impact their relationships. They value trust and connection, making customer success stories and social proof crucial to their decision-making process.
- Finally, the Whimsical Visionary is all about the big picture. They need to see how your product or service fits into their long-term goals and dreams. If you can paint a compelling vision of what’s possible with your offer, you’ll capture their attention and loyalty.
Most entrepreneurs naturally write for the type of buyer they are, but the key to increasing conversions is making sure your copy speaks to all four buyer types. Strong messaging balances logic, structure, emotion, and vision so that every potential customer finds what they need to confidently say “yes.”
The Key to Copy That Converts
If you want to make sure your messaging is landing, there are three essential steps Ashlyn recommends. First, start by listening. Pay attention to how your ideal clients describe their pain points and desires. Your best copy will come directly from them, using their exact language to ensure your messaging resonates deeply.
Next, clarify your positioning. Can you clearly articulate what you do, who you serve, and why your approach is different? If not, it’s time to refine your messaging. Positioning isn’t something you set once and forget—it evolves as your business grows and as market trends shift. Regularly revisiting how you describe your offers ensures they remain relevant and compelling.
Finally, refine your key phrases. Notice what phrases people repeat back to you and use them in your marketing. If someone tells you, “Wow, that really stuck with me,” that’s a phrase worth keeping. These sticky phrases become the soundbites that help your brand stand out, making it easier for people to remember and share what you do.
Your Copy Can Work Harder for You
You don’t need to constantly create new offers to grow your business. Instead, focus on refining and testing your messaging so that it actually resonates with the right people.
If your sales pages, emails, and website aren’t converting, it’s time to evaluate your copy and positioning—not just churn out more content.
And if you’re ready to finally crack the code on copy that converts, check out Ashlyn’s free webinar: The Copy Kit Clinic: Build Your Own Crush & Convert Set of Personality-Packed Sales Copy Snippets!
She’s covering everything from crafting a standout “Why Pick Me?” statement to the five essential copy staples—headlines, homepages, and emails—that every business needs.
Turn bland messaging into a conversion powerhouse. Save your spot now!
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