Speaker identifies two main reasons copy fails to convert: (1) readers aren't clear on what they'll get (the benefits/end results), and (2) readers aren't clear why they should buy now (lack of urgency). The speaker advises making copy extremely clear about the outcome (not just listing features like "10 videos") and creating urgency so prospects will act.
Most people do not do their copy the right way, and so they don't get sales. There's two main reasons why people's copy doesn't sell well. People aren't clear on what they're going to get, and people aren't clear on why they should buy it now. So those are the two things. And when it comes to copy, make sure it's extremely clear what they're going to get and not just the features, like 10 videos and seven audio things. It's like what you're going to get in terms of the benefit and end results you're going to get when you're done with this product and then why you need to get it now. They don't have the urgency, they won't buy.
