The 6 Signs Your Copy Is Weak
It's vague
Words like 'high-quality', 'innovative', 'best-in-class', and 'seamless' say nothing. Every competitor uses them. If you can't quantify it or prove it in a sentence, cut it.
It leads with you, not the reader
Copy that starts with 'We are...' or 'Our product...' is already losing. Readers don't care about you — they care about what you can do for them.
Features instead of benefits
'24/7 live chat support' is a feature. '24/7 live chat so you're never stuck waiting for help when a deadline hits' is a benefit. Lead with the outcome, follow with the mechanism.
No urgency or reason to act now
If there's no reason to act today, readers bookmark the page, forget about it, and never return. Urgency doesn't need to be fake scarcity — it can be 'the longer you wait, the more [cost] you're absorbing.'
Generic CTAs
'Click here', 'Submit', 'Learn more' — these are filler. Your CTA should describe the action and hint at the value: 'Get my free analysis', 'Start saving time today', 'See the live demo.'
No proof
Claims without evidence are just claims. Add specific numbers, customer names, before/after results, or third-party validation. Specificity is proof.
The Copy Rewrite Process (Step by Step)
- 1. Identify the one job this copy has.
Every piece of copy has one goal: get a click, get a reply, get a purchase, get a signup. Be explicit about it before rewriting. Copy that tries to do everything does nothing.
- 2. Find the most specific benefit and lead with it.
Ask: what is the actual best possible outcome for the customer? Make that your opening line, not your conclusion.
- 3. Replace every adjective with a number or a proof.
'Fast delivery' → 'Ships in 2 hours'. 'Powerful reporting' → 'See 30+ metrics in one dashboard'. If you can't replace it, delete it.
- 4. Cut the first paragraph.
Most copy takes too long to get to the point. Delete or compress the intro and see if the copy is stronger starting at paragraph 2. Often it is.
- 5. Read it from the customer's perspective.
Underline every sentence where you used 'we', 'our', or the company name. Rewrite each to start with 'you' or the customer benefit.
- 6. Sharpen the CTA last.
Once the body is solid, make the CTA the logical next step. It should feel like a natural conclusion to everything you just said, not an afterthought.
Before & After: 5 Real Copy Rewrites
Before
High-quality software solutions for your business needs
After
Cut invoice processing time by 60% — no IT team required
What changed
Replaced vague benefit ('high-quality') with a specific, measurable outcome. Named the audience's real pain point.
Before
Click here
After
Start my free trial
What changed
Switched from passive instruction to first-person ownership. 'My' creates psychological possession before the click.
Before
Our premium ergonomic chair is made with the finest materials.
After
Work pain-free all day. Our chair eliminates lower back strain with lumbar support that adjusts to your exact posture.
What changed
Replaced feature-listing ('fine materials') with the benefit readers care about. Led with the outcome, then explained how.
Before
We help businesses grow with our marketing services.
After
We've helped 400+ B2B companies grow from 0 to 50,000 monthly organic visitors in under 12 months.
What changed
Specificity destroys vagueness. The number, the type of customer, the metric, and the timeline all add credibility.
Before
I hope this email finds you well. I wanted to reach out about...
After
Noticed you're hiring three SDRs right now — that usually means your outbound pipeline isn't where you need it.
What changed
Killed the filler opener. Opened with a specific observation that signals research and creates immediate relevance.
Rewrite Your Copy With AI in Seconds
Paste in your existing copy and SwiftCopy's free Copy Rewriter will identify the weaknesses and produce a stronger version — with specific benefits, proof points, and a sharper CTA.
Works for ad copy, landing page sections, email subject lines and body copy, product descriptions, and social posts. Use it as a second opinion on any copy you're not sure about.