Copywriting is a valuable skill for anyone who wants to be found online. Well crafted copy can make or break a business’s website, social media presence, ad campaign and newsletter. The whole point of being online is to sell your goods or services, and without effective descriptions this won’t happen. We have already reviewed some of the best practices for writing copy that sells, so now it’s time to visit some of the biggest mistakes you can make when writing copy.
Ten Things to Avoid when Writing Copy that Sells
- Using the Passive Voice. Language has a subtle effect on the reader so the details are important. Avoid using the passive voice in your copy as it can sound odd and disconnected. The active voice has more energy and gets your reader excited and interested in the solutions you offer.
- Stiff and Formal Writing. I’m sure, you’ve always been told that you need to make your writing grammatically perfect and follow the rules. But with copy that sells, this isn’t necessarily the case. The worst thing you can do is create copy that comes off all “fuddy-duddy”. This will bore your readers to death and they will click away to somewhere more interesting. Instead, write in a conversational tone as if you’re speaking to a good friend. The personal touch goes a long, long way!
- Talking about Yourself. Death by a thousand cuts! Don’t get caught in this trap. Yes, it is your product or service but people are reading your sales copy because they are looking for ways to solve their own problems. Talk about your story only if it directly relates to the solution you are offering. Otherwise, keep it focused on the reader and how you can help them. No one wants to talk to that guy that waxes on and on about themselves.
- Writing for Everybody. Don’t try to write copy that will appeal to “everybody”. This is just not possible! You know your audience and the problems they face so make sure you write directly to them. If you try to appeal to “everyone”, you won’t appeal to anyone in the end.
- Using the Wrong Tone. When researching your target audience, pay attention to the tone of voice and the words they use. Mirror it back to them and they will be more comfortable with what you are saying and will hear more of your message in the long run.
- Writing for Google. Did you read the last few points? Write for the people you serve, not the algorithms. Don’t try to stuff as many keywords in as possible for the benefit of the search engines. Algorithms have changed and the best tactic is to write for people. Use some keywords where appropriate, such as in the title and naturally through the text, but leave stuffing for Thanksgiving.
- Getting Too Clever. You may come up with a clever headline, but it’s clarity that’s important. Know your audience. If there’s a chance your audience might not understand the joke, don’t use it. Your headline should entice interest and tell people why they should read on. Do not leave them wondering what you are talking about.
- Being Inauthentic. People respond to authenticity, so be yourself! They’re bombarded with phony-sounding marketing all day long. Be yourself and show you can relate to them.
- Using Multiple Calls to Action. Keep it simple. Don’t use multiple calls to action in the same piece of copy – it’s confusing. Decide on one action you want the reader to take and then place this CTA throughout your copy at key points.
- Falling in Love with Your Work. Don’t fall in love with your copywriting! There’s only one measure of success – whether it motivates the audience to buy or not. Don’t get too attached to your own ideas so that you can remain flexible.
