Possible mistakes you could be making in your copy

Could I be making mistakes in my copy without knowing it?

I’ve been doing this a long time. Sometimes I joke that I can write in my sleep. But as I say, even editors need editors, and even the best copywriters still need inspiration, coaching, and improvement.

And even experienced copywriters can make mistakes.

Without knowing it, you could be making common marketing errors that can negatively impact your project or campaign. They could be hurting your sales! So here is a list of five common mistakes, and tips on how to avoid them.

Oops #1: Are you focusing too much on features, and not enough on benefits?

One common copywriting mistake is placing too much of a spotlight on the features of a product or service, and not enough on the benefits. While it's definitely important to highlight the unique features of your offering, it's even more critical to demonstrate how those features can benefit the customer. Your audience needs to understand how your product or service can solve their problems or meet their needs. For instance, instead of simply listing the features of a new software product, you can highlight how the product can streamline their workflow and save them time.

Oops #2: Are you writing copy that’s just too vague to picture?

Another mistake that you may make is writing copy that's too vague or generic. Vague copy can make it difficult for your audience to understand what your product or service is all about, and how it can benefit them. Instead, do your best to to be specific and concrete in your copy. Imagine yourself as a new customer, stepping into your world for the first time, and learning about your services for the first time. It’s best to use clear, easy-to-understand language that resonates with your target audience — which means you’re writing for a specific group of people, not the whole world. So instead of writing "our product is perfect for everyone," (and nothing is perfect for everyone), identify the specific pain points and needs of your ideal customer from all your research (you’ve done your research, haven’t you?) and write copy that speaks directly to them.

Oops #3: Are you failing to differentiate your product or service from your competitors?

There are so many products and services on the market (and I know, I know, there’s no one just like you out there — but we need to make sure your customers know that) so it's critical to differentiate yourself from competitors in your copy. Failing to do so can make your offering seem like just another option in a crowded market. Identify what makes your product or service unique. Highlight those differentiators in your copy. This could include features, benefits, or even your brand's mission or values.

Oops #4: Eww, are you getting too salesy?

Yes, of course the ultimate goal is sales! But if you’re clearly pushy, aggressive, in-your-face with “BUY ME RIGHT NOW!” messaging, that can actually turn off your audience. Instead, do your best to write copy that's authentic and compelling, and that speaks to the needs and desires of your audience. Avoid gimmicky language or aggressive sales tactics (I said aggressive, not assertive), and focus on building a relationship with your customers.

Oops #5: Are you forgetting something? Maybe a strong call-to-action?

The best for last, right? Definitely the most important! A common copywriting mistake is forgetting to include a strong call-to-action, or CTA, in your copy. Your CTA is the final step in your copywriting strategy and a hugely important part of your sales process. This is what drives your audience to take action, whether that's making a purchase, signing up for a newsletter, or downloading a free resource. Make sure your CTA is clear, concise, and compelling, and that it's aligned with the goals of your campaign.

So don’t make these (potentially) costly — and totally avoidable — copy oopsies. And hey, if you feel like you do need help or just don’t have time to do this on your own, I’m here.