Even as copywriters, we are only humans; so, every once in a while, we make mistakes compromising the end result of our work, to some extent.
When it comes to copywriting, there are no one-size-fits all solutions that we can apply over and over again, to come up with positive results in the long term.
Every creative process is based on a trial-and-error strategy, implemented until copywriters finally manage to write compelling copy with a real substance.
Copywriters Most Embarrassing Mistakes (So You Can Avoid)
One might be tempted to think: If it’s good, it’s on the lips of numerous potential buyers. If it’s bad, it’s considered experience. Is that how it really works? In fact, some copywriting slipups are perfectly understandable and pardonable, while other trigger significant consequences, impacting the copywriter’s reputation, affecting conversion rates and making several clients lose their competitive edge. Here are some of the most embarrassing and dangerous mistakes a copywriter can make, and do everything it takes to never repeat them.
1) A dull, uninspired headline with no impact on your audience
David Ogilvy acknowledged the crucial importance of a killer headline and always advised copywriters to settle for no less than magnetic, attention-grabbing titles. Ogilvy stated that “on the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.” This is a valuable lesson showing marketers that not all that glitters is gold and not all titles are:
a) Short, clear and concise
b) Powerful, suggestive, persuasive and original enough to make Internet users want to read your entire article
c) Fully optimized, to guarantee higher rankings in search engine results
Stay away from dull, incredibly common headlines and try to write headline copy with your readers in mind. What would attract your attention in a matter of seconds?
2) Action-centered marketing messages
Believe it or not, everybody gets it: copywriting is not storytelling. Copywriters should always come up with beautiful content pieces with a powerful call to action. While trying to focus on this aspect, numerous web content writers make one major mistakes impacting conversion rates: they use numerous action verbs, trying to trick the readers into doing something (visiting a webpage, buying a product, taking a survey and so on).
Revealing your goal way too soon and highlighting it over and over again is not a subtle technique. The key is to focus on the promised benefits of an action, rather than on the action itself. Never write “buy”, “get”, “invest in” your luxury bedding sets for X reasons. Instead, try to highlighting the fact that your luxury products guarantee a flawless wellness experience, a superior level of comfort and guaranteed satisfaction. This way, you will make more readers want to order your product in the blink of an eye, tempted by its numerous advantages.
3) A negative visual impact
Writing compelling copy is not enough. You also need to comply with the basic formatting guidelines, increasing the level of readability of your web material. Make sure your text contains:
a) H1, H2, H3 headers
b) Short paragraphs numerated using letters, numbers or bullet points
c) Multimedia elements (high-resolution images, videos, charts, maps, infographics), favoring a better interaction with your readers
d) Sections with bold text, highlighting the main ideas of your text
A content piece based on heavy text will visually intimidate your visitors and will never manage to capture the attention of readers with a short attention span, who usually skim and scan the text in a matter of seconds. Try to make your copy as user-friendly as possible by opting for a simple structure.
4) Opting for random stock photos that fail to deliver a clear message
A real expert with excellent copywriting skills will immediately tell you that images are just as important as the clever, well-organized words of a content piece. In fact, we have been told countless times that a great picture is worth a thousand words. Paul Cheney from Marketing Experiments Blog reveals the fact that, somehow, numerous business owners and inexperienced, uninspired copywriters neglect this fact and choose to associate their web content with some of the most random pictures failing to send a clear message to the audience.
For instance, one could easily find the same picture, illustrating two hands popping out of two computer screens. What does that tell visitors who are in a hurry to find info on a webpage? It says absolutely nothing about the company and the main product or service. The website owner could be offering quick loans, marketing services or free dating advice. Some of us may never find out, simply because the copywriter chose the dullest images available on the Internet.
5) Not testing your copy strategy
Who doesn’t dream about writing incredibly effective, catchy sales copy? There are numerous novices who are afraid to embrace a trial-and-error strategy and prefer to rely on copywriting templates guaranteeing their success. Even if you choose to walk into the footsteps of world-class copywriters, this doesn’t mean that you should skip the testing phase. A certain approach might fail to influence your audience in a positive manner; not because it’s wrong, but because it’s not entirely compatible with the desires, needs and expectations of your public.
Analyze these 5 major mistakes and do everything in your power to avoid them at all times. If your content strategy is not brining you the desirable results, think about opting for professional content writing services, tailored to your budget, necessities and business objectives.