5 Copywriting Mistakes and How to Avoid Them

Copywriting is one of the most in-demand digital marketing skills and has gained massive attention in the past five years.

Everyone is talking about it.

The major point is about how copywriting can create massive results for businesses.

For this, everybody has something to say about the do’s and don’ts of copywriting.

If Mr. A is not saying that long-form copywriting doesn’t work anymore, Mr. B is cussing about how email copywriting is dead.

All of these conflicting opinions have led us to compile a list of 5 common copywriting mistakes and how to avoid them.

Ready? Let’s get started.

#1 Copywriting Mistake: Not Showing

Newbie Copywriters make this mistake a lot. They all think copywriting is not just about writing alone.

It is not about having the perfect length or style. If the content is not clear, forget about getting results.

Even though your copy is compelling, the easiest way to achieve that is by writing in a way that shows your reader the results they stand to get from reading (and taking action).

What message does your reader get when they read your copy?

From your headline, subheading, hook… and down to your call-to-action,

If your reader ever gets to the point where they are trying to figure out what you are saying, you have lost their attention.

For example, compare these two statements:

1. “Learn how to write better”
2. “5 Simple Steps to Improve Your Copywriting with Grammarly“.

The two statements are about improving your skill, but the second statement clearly outlines the strategy.

Anybody who sees the headline knows what they expect to get from the content.

Solution:

Clearly state the result, strategy, or solution that your copy provides in your headline and other strategic areas of your content.

#2 Copywriting Mistake: Writing For Yourself Vs Writing For a Prospect:

We understand that you are a ‘guru’.

You understand the A-Z of your craft and you are eager to impress your reader.

But the thing is, your reader doesn’t care about buzzwords and jargon.

All they need is the solution you promised!

You can litter your copy with statements like, “As a Digital Marketing and Copywriting Expert, I specialize in curating strategies that are congruent with the KPIs of budding brands and nascent businesses,”

“If you need to improve your SERP ranking, read more on effective SEO strategies using PPC, Keyword Research, and Link Building to escalate your SEM efforts.”

You might feel good after writing these, but I hope you still feel the same way when you analyze your conversion rate.

When writing for the public, you need to understand how they think, what they know about the problem, and their unique challenges.

This way, you will create content that they can relate to and keep them glued to your copy.

Now, let’s rewrite the examples we used earlier, this time, with the reader in view:

1. “I help small businesses achieve their marketing goals – increase brand awareness and revenue in 6 months – without breaking the bank.”

2. “I help brands appear higher on search engines for relevant keywords in their industry.”

Do you notice the difference?

Solution:

Write in a way that shows the reader that you understand their current position and can help them get to the point they desire.

#3 Copywriting Mistake: You Are Too Afraid To Be Specific:

This mistake could be the most costly of all.

Most newbie copywriters are always eager to appeal to everybody. They try to make their copy speak to a wide range of people.

For example,

“The best way to learn anything in 2022 is from books and online courses.

Master new skills from the comfort of your home or office.

Because of this, I have created an online course that shows you all about Digital Marketing.

If you want to learn about Digital Marketing, then you should grab this course now.”

This sounds good, right? It sounds compelling, too, right?

Wait until you read something specific.

“Master 5 Digital Marketing skills to boost your business in 3 months.

This course is for those who have tried their hands on different books and gurus without results.

You are interested in SEO, social media marketing, PPC, Email Marketing, and others

But everyone says you can’t be good at all of them.

Currently, you are beginning to understand keyword research and link building.

You now know how to use the Facebook Business Manager.

You are putting in the work to get better.

If only you could find someone to hold your hand and guide you through.

Now, I want to help you master all of these skills.

I developed a framework that has helped 347 people land High-Paying deals

Before I tell you about this framework, read what Azeez Ibrahim has to say about it…”

Do you notice any difference?

That’s the power of being specific.

A popular quote in the copywriting space says,

“A good copy will attract the right people for whom it was written and repel every other person.”

Can you now see how your attempt to get everybody to listen to you isn’t effective?

Now, here’s the solution.

Solution:

Write like you are writing to a particular person. The easiest way to do this is by conducting proper research.

Know EVERYTHING possible about your target audience before you even write a word.

#4 Copywriting Mistake: Nobody Cares About Things That Don’t Benefit Them:

An average product with great marketing will do better than a great product with terrible marketing.

Now, what do we mean by ‘marketing’ in this context?

If your prospect doesn’t understand how your product or offer can help them achieve their goals, it doesn’t matter how much you distribute the content.

Features are what makes a product unique but benefits are how those features can fulfill the prospect’s desires.

For example, nobody cares about whether the camera of a phone is 1 ‘GigaPixel’ or not.

All they want to know is if the phone can create a powerful picture and video content.

Ranting about how many pixels doesn’t matter, if the prospect isn’t convinced about the quality of pictures they can create with it.

Do you understand?

Make the copy about the prospect, not about you.

Every statement in your copy should take them through how they can benefit from the product.

People buy solutions, not just products.

If they can’t see how your product solves their need, forget about it.

Solution:

Instead of explaining how great your product is, spend the time explaining how it helps the prospect solve their problem.

#5 Copywriting Mistake: Sounding Too ‘Salesy’

This mistake isn’t limited to newbie copywriters alone.

Almost every digital marketer and copywriting expert have made this mistake at one point or the other.

Humans hate being sold to.

They detest it.

Once your copy sounds like you are trying to sell them something, they lose interest.

If your copy screams ‘sales’, ‘sales’, your reader’s suspicion is triggered and it screams, “Here comes another of them con artists.”

And they won’t bother to continue reading your copy.

Limit your use of words like ‘Buy’.

You are offering a solution.

You are helping them solve a problem.

Your copy has to make them believe that they have everything to lose by not getting your offer.

And you have to do that without sounding like that’s what you are doing.

Solution:

Use stories and case studies to sell.

Show your reader how your solution has helped others solve similar problems.

Summary

There are several other digital marketing and copywriting mistakes that cost copywriters a lot.

But, for the sake of this article, let’s go over the five mistakes we outlined.

1. Your copy must show the prospect the desire out one, right from the headline.

2. Your copy should be about the prospect, their problem, and the solution they need.

Reduce or avoid, as much as possible, the use of words like ‘I’, ‘My’, ‘Me’, and other personal pronouns.

Instead, use words like ‘You’ and ‘Your’ to show the prospect that you understand their plight.

3. Your copy should be written with a specific target audience in mind.

Don’t try to make everybody get your offer. It won’t work.

Focus on the people who need it the most, and your copy must show that you understand what they need.

Better still, write with one person in mind.

4. Nobody cares about features, and your copy shouldn’t, too.

Focus on showing them how your offer produces the desired outcome you promised.

Show them how the features solve their problem effectively, instead of bragging about how great your product is.

5. Your copy shouldn’t sound desperate. Don’t make it about what you stand to gain. It should be about your prospect.

Guide them through how your product works, instead of screaming ‘Buy from me’.

Use stories, testimonials, and case studies.

Which of these will you start implementing today? Let us know in the comments.