When Marketing Doesn’t Work: How to Diagnose and Fix a Broken Message
Jun 06, 2025
When Marketing Doesn’t Work: How to Diagnose and Fix a Broken Message
❝If your marketing isn’t converting, it’s not a volume issue—it’s a clarity issue.❞
— Darlene M. Ziebell
When Marketing Doesn’t Work: How to Diagnose and Fix a Broken Message
I’ve worked with plenty of business owners who thought they had a marketing problem—when what they really had was a messaging problem. They were spending money, posting content, running ads… but the results just weren’t there.
Here’s the truth: most marketing doesn’t fail because of the platform or the tactic—it fails because the message is wrong.
Let’s break down how to spot a broken message, and how to fix it before it costs you even more.
First: What Does “Broken Marketing” Look Like?
It’s not just about low sales. Broken marketing often shows up like this:
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People “like” your content but don’t buy
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You get traffic, but conversions are low
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Your offers get ignored or feel confusing to your audience
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You’re constantly switching strategies, hoping something finally works
This isn’t a sign that you need more marketing. It’s a sign that something isn’t connecting.
How Messages Get Off Track
Most marketing messages fail for a few key reasons:
1. You’re saying what everyone else says.
Generic language like “we care,” “we deliver results,” or “we’re the best” is meaningless—because anyone can say it. If your competitors can use the same sentence, it’s not your differentiator.
2. You’re talking about yourself—not your customer.
If your messaging starts with “we,” “our process,” or “our team,” it’s already off track. Customers want to know what’s in it for them.
3. You’ve outgrown your original message.
Businesses evolve. But many owners keep using the same copy or pitch they created years ago—even when the business has changed.
4. You’re using fluff instead of facts.
Words like “game-changing” and “revolutionary” don’t mean much unless you back them up with proof. Most buyers are skeptical—and they should be.
How I Help Clients Find Their True Message
When I step into a business that’s struggling to attract customers, I don’t start by rewriting taglines. I start by asking:
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Who is your ideal customer right now?
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What specific problem are you solving?
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How are you different from everyone else?
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What proof can you show that your solution works?
From there, we strip out the fluff and get down to what actually matters: a message that reflects your true value and speaks directly to the people you serve.
Real-World Fix: A Case in Point
One of my clients had a great product and years of success. But her website copy focused on features, not benefits. Once we rewrote the message to focus on the pain her audience was feeling—and the real-world results her service delivered—her conversions nearly doubled.
That’s not magic. That’s clarity.
What a Strong Marketing Message Sounds Like
A strong message does a few things right away:
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It makes the reader feel understood.
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It speaks directly to a specific need or problem.
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It’s different from what competitors are saying.
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It’s easy to understand—and remember.
If it takes three paragraphs to explain what you do, your message isn’t ready yet.
What to Do if Your Message Isn’t Working
Here’s how to start fixing your marketing:
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Ask your best customers what stood out to them.
Their words are better than anything AI or a copywriter will give you. -
Do a side-by-side comparison with your top competitor.
If your website or ad sounds similar, that’s a problem. -
Simplify. Then simplify again.
If a 5th grader can’t explain what you do, it’s too complicated. -
Test everything.
Marketing is about action. Test different angles and track what actually moves the needle.
You don’t need louder marketing. You need clearer marketing.
Once your message hits the right nerve, everything else starts working:
Your ads perform better. Your website converts. Your emails get opened. And your customers finally see the value that’s been there all along.
Darlene M. Ziebell
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