You’re not getting leads or sales, so your first instinct is, “I just need more people seeing my stuff.” Assuming the only answer is more ads, more content, more everything, without fixing the "leaks" in your existing process.

This is where you start tweaking things at random; changing button colors, rewriting a headline, moving sections around, all because you heard it worked for someone else or it just “feels right.”

You see what someone else in your niche is doing, and you think, “Well, if it’s working for them, I’ll just do the same thing” without understanding why it works (or doesn't work) for that competitor's specific audience and offer. What works for their audience, their offer, and their brand may not work for yours.