“A person who never tried to make a mistake never tried anything new.”– Albert Einstein
Copywriters are humans and humans make mistakes.
As a copywriter, you are bound to make mistakes.
Mistakes may include grammatical errors, wrong spellings, and punctuation marks.
Can you avoid them? Yes.
The more mistakes you avoid, the better your copy.
But, you can avoid all these mistakes and still write an ineffective copy.
Why? Because there are other deadly mistakes that can make your copy ineffective.
What are they?
In this article, I have compiled a list of 7 deadly copywriting mistakes to avoid.
They are subtle but can render a huge blow to the effectiveness of any copy.
Let’s dive right in.
Mistake 1. Lecture rather than conversation
People, don’t like to be lectured. They often find it boring.
If you want results for a copy, you have to write it in a conversational manner.
You can begin with a question or a problem your readers can relate with.
Make them feel like they are having a conversation with their friends.
That way, they’ll read to the end of the copy where they’ll find the call to action.
A copy that appears like a lecture is a big turn off to readers.
Mistake 2. General rather than a personalized style of writing
Regardless of the channels used, the chance of more than one person reading your copy at a time is close to zero.
When people read, they like to imagine that the reader is talking to them.
Using phrases like “many people”, “everyone”, and “you all” as a second person point of view will sound generalized to readers.
They’ll feel it’s not personal.
Mistake 3. Generic rather than specifics
Generic statements can have a bad effect on your copy.
Facts, figure, stats, data have proven to improve the authenticity of any write-up.
When you create a copy, try to avoid words like “many”, “few”, “soon”, “handful” e.t.c
Use exact words or number where necessary in your copy.
This will make it believable and also present you as an expert.
Look at the 2 sentences below.
- Many Doctors use and recommend this skincare soap.
- 98% of Doctors use and recommend this skincare soap.
Which one them sound more believable?
You get the idea right? Great.
Mistake 4. Selling rather than helping
Never sell to your customers directly.
Always offer solutions to their problems.
Your product must solve a problem or at least offer advice on how to solve it.
Ensure you write from a point that positions your product as a solution – a must-have rather than a necessity.
This is why thorough research about your customers is very important.
Thorough research will help you understand your customer’s:
- Objections and so on.
Knowing this will improve the conversation in your copy.
Mistake 5. Promise rather than provide proof
A copy without proof is powerless.
If your copy will sell, it has to convince people that others had success using your product.
This removes the fear of being a victim of a bad product.
Social proof has proven to be a great influence on online purchases.
How many times have you checked reviews before something online?
You are not alone.
Don’t promise your readers that your product will work within a specific timeframe.
If it fails to work, they’ll hold you accountable for selling a fake product.
It’s better to include video, text or image testimonials in your copy.
Mistake 6. Random use of headline
No matter how great your sales copy is, it’s of no use if no one reads it.
In a world where internet users have a short attention span, you only get a chance to grab their attention.
And how do you do this?
By writing attention-grabbing headlines that compel people to read your copy.
Learning the craft of writing compelling headlines will make you a better copywriter.
Mistake 7. Not writing the Call To Action (CTA)
The is a major mistake many copywriters are guilty of.
No matter how great your sales letter is, leaving out the CTA is like going to a farm without a cutlass.
A CTA is a prompt on a website that tells the user to take some specified action like download, subscribe, buy, or call.
Never assume that your readers already know what to do.
You need to always include it in your sales copy. Without it, readers are less likely to take action.
To achieve the goal of a sales copy, you must learn how to write compelling CTAs.
Wrapping it up
“It’s not a mistake to make a mistake but it’s a mistake to reapeat the mistake.”
You’ve discovered 7 deadly copywriting mistakes to avoid.
As a recap, they are:
- Write like you are having a conversation with your readers rather than a lecture.
- Personalize your writing style. Don’t make it general.
- Add specifics like numbers and facts to make your copy more believable.
- Be more intentional about helping your readers.
- Use testimonials and social proof rather than a promise.
- Learn the craft of writing compelling headlines to grab your readers’ attention.
- And lastly, always use a Call To Action (CTA).
Avoiding these makes will improve your copy significantly. Now, go and make them no more.
Do you have any questions or comments? Feel free to leave a message below.