When your hero doesn't act very heroically.
When you're messaging without thinking about what you're saying and how you're saying it, people will cease to give you their absolute attention. And when you're saying too much, how do you expect a prospective user to discern what it is you really want them to do?
Reexamine your primary message. Reduce your calls-to-action, and think carefully about asking your user to pay for an upgrade before they've even downloaded your basic, always-free password management tool. Perhaps there is a happy medium. Perhaps not. But please, never ever ever issue two equally-weighted CTAs targeting everyday consumers and enterprise users in the same space.