Two gaps

Between a message leaving your organisation and a purchase happening there are two distinct gaps, and conflating them sends every fix to the wrong place.

The first is perception. What you said against what they can repeat back. This gap is closed by clarity, repetition and consistency, and it is the one most marketing effort is aimed at.

The second is intent. What they can repeat back against what they will actually do. This gap is not closed by clarity at all. A buyer can understand your offer perfectly, agree with every claim, and still do nothing, because doing nothing is free and change is not.

The diagnostic difference matters because the two look identical in the funnel. Both appear as people who engaged and did not buy.

You can tell them apart by asking. People with a perception gap describe you inaccurately when asked. People with an intent gap describe you accurately and then explain why now is not the moment.

If the second is your gap, more clarity will not help, and the operation should be working on the cost of switching, the risk of being wrong, and the size of the first step, none of which are message problems.