Your copywriting is essentially a direct conversation with the consumer. As such, it’s crucial that you get it right. Sounds intimidating, right? But with a little know-how you can get it right the first time and every time. I’ve teamed up with John Miller, the copywriter at Big Assignments to show you exactly how it’s done. Here’s some common copywriting mistakes that are easily fixed.
Not following a process
Writing, historically, has been seen as a rather romantic thing. The writer has no process, they just let the words come out fully formed. Copywriting isn’t like that. Instead of seeing it as a creative process, look at it more pragmatically. What are you trying to do? Who are you speaking to? How will you get their attention?
Talking about features rather than benefits
You created the product, so it’s understandable that you’re excited about it. You want everyone to know about it and how much you’re looking forward to customers trying it out. However, that’s not what the customer wants to hear. Instead, focus on the benefits of your product. How will it improve your customers’ lives or make tasks easier for them?
Hiring a cheap copywriter
When hiring in a copywriter, you want to get your money’s worth. However, many people have been stung when they order from untested agencies. The writing they get is subpar and nowhere near good enough to put on their website.
Instead, hire from well-known writing agencies where writers are handpicked for their writing skills. That way, you know you’re getting good valueyou’re your money.
Poorly written headlines
Your headline is what draws readers in. It needs to appeal to them; give them the solution to a problem that they didn’t even know they had. If your headlines are poor, though, no one is going to click through. Use a tool such as the Headline Analyzer to see how well your headline will do. If the score isn’t good enough, tinker with it until it works.
Not having a goal
It doesn’t matter how excellent your writing is, if you don’t have a goal you can’t get anywhere with it. Define what it is you’re trying to achieve before you start writing.
Of course you don’t mean to pass off other people’s work as your own. However, sometimes you see something that’s so good that you want to include it in your own copy. If you don’t follow the correct procedures though, you can find yourself facing charges of plagiarism. To avoid this, check out Academized‘s in-depth guide on the subject. It’ll help you understand the procedures so it never happens again.
Not focusing on the customer
There’s a lot of copy out there that gets ignored because it’s not about what the customer wants. Take a moment and think about why a customer may end up on your site. You’re looking to give them what they want. Make sure your writing reflects that.
Many copywriters write overlong posts that outstay their welcome. This happens because there’s a school of thought that the more content you can offer, the better. In fact, a 400-word post can have a lot more value than a 1,000-word post, if the longer post isn’t offering something more. Use Easy Word Count to check if your post is getting too long.
There’s plenty of terminology in every industry that’s impenetrable to outsiders. You spend all day swimming in it, so it’s little wonder some of it ends up in your copy. If this happens to you, you need to scale it back. Use language that your customer understands. If you can, pull language directly from any customer research you’ve done. People will be much more likely to connect with your copy.
If you use content from other sources, you can come unstuck if you don’t cite them properly. That’s why citing your sources properly is so important. If you’re not too sure on how to do it, Cite It In can help you get it done right, first time.
Not focusing on how the customer feels
Emotion is an important driving factor in marketing. You need to be able to appeal to customers’ feelings, draw them in by appealing to their sense of justice, fairness, or happiness. If you’re running on a purely logical platform, you aren’t going to get far. Appeal to both emotions and logic, and you’ll get the sale.
Fix these mistakes in your copy, and you’ll be able to pull in the customers like no other. Watch them flood in once you use these tips.
Brenda Berg is a professional with more than 15 years experience in business management, marketing and entrepreneurship. A consultant and tutor for college students and entrepreneurs, she is a self-motivated, results-driven individual who is encouraged to travel and share gained experience in career, business and self-development.