Every dollar you spend on ads is either buying trust – or wasting time. And trust doesn’t come from clicks. It comes from clarity.
In 2022, I watched an ecommerce brand burn $12,000 on paid ads… and get almost nothing in return. They had beautiful creative. Click-through rates were high. Engagement looked promising. But conversions? Flatlined.
When they asked for help, the first thing I looked at wasn’t their targeting. It wasn’t the landing page. It was the copy in their ad.
Within two sentences, it was obvious:
They were writing for clicks. Not for conversions.
Most ecommerce ads don’t fail because the product is bad. They fail because the message doesn’t match what the customer needs to hear in the moment they’re ready to buy.
Nick Shackelford, one of the top media buyers in the DTC space, has seen this pattern play out across hundreds of brands. He says most ad problems aren’t media buying problems. They’re messaging problems.
If you’re an ecommerce founder, marketer, or operator, this article is a mirror: Here are 5 messaging mistakes that are quietly killing your conversions – and what successful brands do differently.
Mistake 1: You’re writing for clicks, not conversions.
A great ad doesn’t just stop the scroll. It starts the sale.
The problem is most brands optimize for curiosity instead of clarity. Clickbait headlines. Vague benefits. No clear connection between the ad and the landing page.
That might win you cheap clicks – but they’ll bounce fast. Nick Shackelford has seen brands 2x their ROAS simply by rewriting their headlines to match their offer. When the message feels consistent, the customer feels safe to buy.
Stop writing for attention. Start writing like they already have objections.
Mistake 2: You’re selling features instead of solving problems.
“12-hour hydration.”
“Clinically tested.”
“Built with 98% recyclable materials.”
That’s what most brands lead with. And it’s why most ads get ignored.
Think about your last ad. Did it speak to what the product is – or what it fixes? The brands that win are the ones who make the customer say:
“That’s exactly what I’ve been looking for.”
Nick Shackelford puts it simply: “Are you solving a problem, or listing specs?”
Features sound smart. But benefits make people buy.
Mistake 3: Your messaging speaks to everyone – so it resonates with no one.
“Perfect for all skin types.”
“Made for every lifestyle.”
“Something for everyone.”
Translation: nothing for anyone.
Vague ads don’t convert – they just waste money. Winning brands are obsessively specific.
“Designed for acne-prone skin in your 30s.”
“Built for remote workers who hate bulky backpacks.”
“A coffee alternative for people who hate the jitters.”
Nick Shackelford’s highest-performing ads always make the reader say:
“This is me.“
The tighter your focus, the louder your message lands.
Mistake 4: You lead with hype, not with proof.
“Best in class.”
“Top-rated.”
“#1 on the market.”
Cool. But says who?
In a world of inflated claims, people don’t want promises. They want evidence.
Nick Shackelford pushes for one thing in every campaign:
Proof over polish.
What works?
- 1,283 five-star reviews.
- A UGC video with someone saying, “This fixed my skin in 6 days.”
- A customer quote: “I’ve tried 20 brands. This is the only one that worked.”
Don’t say you’re the best. Show them why people believe you are.
Mistake 5: You don’t mirror your customer’s language – you mimic your competitors.
Look at your last three ads. Do they sound like your customer? Or do they sound like ChatGPT generated them after reading a few brand guides?
The best copy doesn’t “sound smart.” It sounds familiar. Nick Shackelford calls this mirror marketing – using your customer’s own words, pulled from:
- Reviews
- DM conversations
- Support tickets
- Post-purchase surveys
When you mirror their language, they instantly trust you.
Why? Because you’re not marketing at them. You’re speaking with them.
(Bonus) Mistake 6: Your offer isn’t clear, and your CTA is weak.
The biggest leak in your funnel? It’s probably your CTA.
Most ecommerce ads end with fluff:
“Learn More.”
“Discover the Difference.”
“Check It Out.”
That’s not a call to action. That’s a shoulder shrug.
What works?
- “Get 25% off your first order – today only.”
- “Try it risk-free. Free shipping. Free returns.”
- “Claim your exclusive bundle – while it lasts.”
Nick Shackelford has fixed ad campaigns with just one line change to the CTA.
So ask yourself: Is your ad making the next step feel obvious, safe, and worth it?
If not – rewrite it today.
This is what 7-figure brands get right.
They don’t waste time tweaking colors or obsessing over CTR. They fix the message. Because messaging isn’t about sounding clever. It’s about speaking directly to the person who’s ready to buy – but still needs to believe it’s the right move.
Every dollar you spend is either buying trust – or wasting time.
And trust doesn’t come from clicks. It comes from clarity.
If this resonated, here’s what to do next:
→ If you’re tired of content that fills space instead of driving sales, let’s talk. Schedule a quick demo.
→ If you’re ready to turn product pages, email flows, landing copy, and more into silent salespeople for your brand, subscribe to either our Unlimited Standard Plan or Unlimited Professional Plan to get started.
Your story deserves better than generic copy.
We make it unforgettable.