Don't have people converting like you would like or taking action? When understanding if someone is not buying or taking action - the remedy is simple. The answer is usually in all three of these simple components: 

Cognitive Biases - What are the modalities, the mental switches and biases in the human mind that I can check off and make sure I am influencing in this situation? 

Motivators - Have I gotten clear about what matters to this person? Why are they doing what they do and where do you want to go? What do they fear and desire?

Emotions - Im I speaking in their emotional language? How are they emotionally relating to my brand? What associations are they making? Are they in the right state? 

At the heart of this model is then who its for and the change that the model seeks to make.

Once we know these factors we are off to a good start.