Copywriting flaws obscure information behind a cloud of poor delivery. When mistakes happen, it doesn’t matter how much the reader could benefit from the subject at hand; they’ll never get past the weak writing. For every written ad, radio commercial, movie product placement, or targeted email, the copywriting must connect with the recipient to drive action.
Crafting quality copy takes experience and skill. It’s much the same as learning a musical instrument, with time and practice honing instincts and reinforcing muscle memory. Still, even seasoned copywriters can find themselves making rookie mistakes such as these common examples.
1. Not Proofreading
No matter how skilled a copywriter you may be, you can still misspell words, forget words entirely, make a grammatical error, or present misinformation. Installing programs such as Grammarly can catch most of the grievous errors, but solid writing is more than the sum of its parts.
Even a piece with impeccable grammar can still fail to resonate with readers. Perhaps you missed a call to action or left out crucial information. Whatever the case, some simple proofreading will usually catch such mistakes.
2. Not Answering, “What’s In It for Me?”
All copy must focus on the recipient and their interests, needs, or problems. In other words, potential customers always ponder, “What’s in it for me?” Your copy must connect with users’ needs, providing them with a solution.
For example, promoting “We’ve made record profits this year!” might excite shareholders, but the average customer will have no use for that information. Instead, advertising the results of those profits, such as discounted prices or new features, will attract more widespread attention.
3. Using Cliches
Copywriters use cliches for two reasons: either because they are the first phrases that pop into their heads or because they believe cliches allow them to connect with the audience through common language. The problem is that overuse has rendered cliches ineffective.
When a writer uses the phrase “deer in headlights,” audiences don’t picture a literal deer in headlights. Chances are that they picture nothing at all, and it would have been better to use an original phrase to get that meaning across.
4. Padding for Time
Readers can tell when writers are aiming for a word count. Extraneous lines that don’t add information or move the reader toward a clear call to action don’t belong, and they often feel amateurish.
Phrases such as “That’s such a great deal!” are unnecessary because the audience should already have a sense of whether the product or service is a great deal. If the ad has to outright tell them it’s a great deal, the ad is not doing its job. Instead, it’s better to remove these lines and let the audience come to that conclusion themselves.
5. Comparing the Competition
Market leaders don’t mention competitors in their ads. When copy features lines like “compare the features of our product with those of our main competitor,” several issues arise.
For one, it reminds the audience that the competitor exists as another option. For another, it reinforces the fact that the advertiser is playing catchup with them. It’s better to avoid these issues altogether by leaving out the names of competitors and instead focusing on core strengths that connect with potential customers.
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Crafting engaging messages is one of the core strengths of Net Profit Marketing. Our experienced team excels at crafting SEO-friendly copy, and we’re prepared to use that expertise for your business. Contact Net Profit Marketing to advance your messaging today.
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