Ghosted by Your Leads? Why Your Copy Might Be the Culprit
Picture this: you’ve set up a beautiful nurture campaign, polished your landing pages, scheduled emails, and launched ads. The clicks roll in. The forms fill. You think you’re about to be buried in sweet conversions.
But then… nothing. Silence. Your leads vanish like a ghost in the night.
If you’ve ever felt like your prospects disappear before they commit, you’re not alone.
Many businesses experience this kind of marketing “ghosting.” While there are plenty of reasons it can happen (timing, budget, priorities), one of the most common culprits is surprisingly simple: your copy.
Why Leads Ghost in the First Place
Leads don’t usually ghost because they’re malicious poltergeists. They ghost because something in the experience breaks the connection.
Here are three copy-related reasons they slip away:
Your tone feels off. If your emails or landing pages sound too stiff, too salesy, or too generic, people tune out. They want to feel seen, not sold to.
Your value is unclear. If your copy doesn’t answer “Why should I care?” in seconds, your leads will vanish into the ether of their inbox.
Your timing is spooky. Sending the right words at the wrong time is like showing up to a costume party a week late. It just feels off.
The Curse of “Scary” Copywriting
Let’s be honest: bad copy is scarier than any haunted house.
Imagine receiving an email that starts with “Dear Valued Customer” or scrolling through a landing page filled with corporate jargon and buzzwords that don’t mean much.
That kind of copy doesn’t just fail to inspire action; it actively pushes people away.
Your leads don’t owe you their attention; you have to earn it. And when your words aren’t doing the work, your entire campaign suffers.
How to Write Copy That Keeps Leads Alive
The good news? Copy doesn’t have to be terrifying. In fact, it can be downright enchanting when you focus on clarity, connection, and conversion.
Here’s how to bring your nurture campaigns back from the dead:
1. Cast a Spell with Your Subject Lines
Your subject line is your first impression, and if it’s dull, your email goes straight to the graveyard (aka Trash). Make it:
Clear about the value inside.
Playful or intriguing enough to spark curiosity.
Short enough to survive mobile screens.
Example: Instead of “Don’t Miss This Webinar,” try “Is Your Marketing Haunting You? Let’s Fix That.”
2. Tell Stories, Not Scary Stories
Leads don’t want a horror show of features. They want to imagine themselves as the hero. Weave in storytelling that positions your product or service as the helpful guide, not the villain.
3. Remove the Cobwebs of Jargon
Words like “synergy,” “leverage,” and “best-in-class” make your copy sound like it was written by a marketing zombie. Use human, conversational language instead.
4. Add Calls-to-Action That Aren’t Creepy
“BUY NOW OR ELSE” isn’t the way. Your CTAs should feel like a natural next step, not a jump scare.
Swap “Submit” with “Get My Free Guide” or “Start My Trial.”
5. Stay Consistent Across the Haunted House
If your ad copy promises one thing but your landing page delivers another, that mismatch feels unsettling. Keep your messaging consistent across every channel.
The Psychology Behind the Disappearing Act
Underneath the Halloween fun, there’s a psychological truth: people ghost when they feel overwhelmed, underwhelmed, or misunderstood.
● Overwhelmed = Too much copy, too many CTAs, or too much pressure.
● Underwhelmed = Copy that doesn’t connect emotionally or demonstrate value.
● Misunderstood = Copy that doesn’t reflect their pain points, goals, or voice.
When you write with empathy and precision, you reduce the chances of ghosting.
It’s about showing your leads that you get them and making it easy for them to say “yes!”
Don’t Forget the Follow-Up
Even the best copy won’t work if your follow-up is nonexistent.
Ghosting often happens because businesses fail to re-engage at the right time.
A good nurture sequence uses:
● Reminder emails (gentle nudges that add value, not spam).
● Personalized touches (using their name, referencing past interactions).
● Fresh content (new offers, new insights, or different formats like video).
Think of it like inviting your lead back to the party. If they left early, it might just be because they needed another reason to come back.
Turning Ghosts Into Guests
Here’s the truth: no business has a 100% conversion rate. Some leads will always vanish, and that’s okay.
The goal isn’t to capture every single one; it’s to make sure your copy isn’t the reason they disappear.
Strong copy nurtures relationships. It builds trust. It shows leads that you understand their challenges and have real solutions to offer.
With the right words, you stop chasing shadows and start building long-term customer loyalty.
Ready to Banish the Ghosts?
At Descriptive, we know how to turn spooky silence into steady conversions.
Our team specializes in crafting copy and campaigns that actually connect, with personality, clarity, and strategy baked in.
If you’re ready to stop losing leads to the void and start building campaigns that deliver, let’s talk.