Over the last 4 years, I’ve made more copywriting mistakes than I can count on foot.
Lucky for you…
25 copywriting mistakes have left permanent scars on my cerebellum.
I see copywriters make these same gosh darn mistakes over and over and over again.
And that’s a bad thing.
Because these common mistakes block copywriters from writing persuasive copy that gets results.
And if you can’t get desirable results for your clients, you will never earn a lot of money as a copywriter.
So…
In this post…
I’m going to reveal the 25 most common, yet deadly, copywriting mistakes.
Read them carefully.
Make sure you’re not making any of these mistakes
If you are, fix em FAST.
Because just one of these common copywriting mistakes can cost you an arm and a foot.
Are You Making Any of These Common Copywriting Mistakes? (Avoid these Copywriting Mistakes at ALL Costs)
1. Writing for everyone
This is a common copywriting mistake I see over and over again.
When writing copy, you want to write to a specific target audience.
And ONLY write for them.
By doing so, you will make your copy more persuasive and interesting to the people who matter most – your target audience.
2. Long sentences
You should strive to keep sentences no more than 15 words.
There are exceptions, however, the point is to make it easy to read.
Long sentences intimidate readers and can repel them.
Short sentences are welcoming and pleasant on our eyes.
3. Sounding sophisticated
Get off your high horse!
Believe it or not, you should strive to write so a 5th grader can understand you.
Do NOT try to impress readers with your pinky-up vocabulary.
Make your writing stupidly easy to read.
Do so by writing in a conversational tone, like you are talking to a buddy at the bar.
4. Using jargon
Unless you know that the vast majority of your readers use industry slang (jargon)… avoid using it at all costs.
Why?
Because, by using jargon you are isolating a large group of readers.
You are speaking foreign to them. If they don’t understand what you’re saying, they will simply stop reading.
5. Not solving problems
The main reason people buy is to solve their problems.
So, your job is to be a problem solver.
Find out what your target audience’s BIG problems are and demonstrate how they can relive and overcome their problems by using your client’s product/service.
6. Creating a dry slide
Joseph Sugarman once said your copy should act as a slippery slide.
Meaning:
You want your readers to read every word you write.
So many copywriters create dry slides by writing clever, boring, hard-to-read copy that is of no interest to their readers.
Instead…
Grease up your slide by keeping everything super relevant to your readers and adding stories, analogies, demonstrations, benefits, etc. to get them down the “slide” as quickly as possible.
7. No urgency
If you want to get readers to take some sort of action (which every piece of copy you write needs to do) you’ve got to give them a reason to ACT NOW.
Dan Kennedy said it best…
Picture your reader as a giant slob who procrastinates like no tomorrow. What would YOU say to this person to get them to buy now?
The best way to get your readers to respond ASAP is to add urgency.
For example, a limited-time discount.
8. Forgetting the flag in your headline
A killer mistake copywriters make when writing headlines is they do NOT flag down their target audience.
If you don’t grab your target audience’s attention, in the first few seconds, they will never read what you have to say.
So, one of the best ways to get their attention is to call them out…
For example:
For real estate agents who want to double their sales this month.
For copywriters who struggle with writer’s block.
Which brings me to the next common copywriting mistake…
9. Believing writer’s block is real
Hate to break it to you bud...
Writer’s block is NOT real.
Why?
Because you are NOT a writer.
You’re an assembler.
You see, your job is to assemble already existing claims, benefits, emotions, etc., and display them in the most persuasive and dramatic way.
The key to writer’s block is more research.
10. Spending more time writing, than researching.
This is one of the BIGGEST mistakes copywriters make.
Never forget this…
The answer to ALL of your copywriting problems lies within your market.
You should spend at least 80% of your time researching your market, product, company, etc. (but mainly your market) and only 20% of your time writing.
Then, when you sit down to write, it will be a LOT easier to write persuasive copy that sells.
11. Not using deadlines
The cure for turtle-speed copywriters is to set strict deadlines.
Because…
Work expands the time you give it.
I like to follow Eugene Schwartz’s method:
Whenever I sit down to write, I set a 33.33-minute timer and write until it goes off. Then, I take a 5-10 minute break. And repeat this until I finish whatever I’m working on.
12. Keeping the cat alive
Curiosity killed the cat.
And the lack of curiosity has killed off THOUSANDS of copywriters.
According to the GOAT himself, Gary Halbert, curiosity is the #1 reason people buy.
So...
Load up your copy with herbs & spices of curiosity
13. Letting your ego get in the way
A very deadly copywriting mistake is to let ego get in the way of your writing.
But not just your ego.
Your client’s ego, your peer’s ego, other copywriters ego, marketers, gurus, etc.
Because the ONLY opinion that matters is your customers.
Do not let your ego convince you otherwise.
14. Suffocating your subconscious
One of the beautiful things about our subconscious mind is its supernatural ability to create.
Did you know your subconscious mind can literally hand you million-dollar ideas?
It’s true.
However, in order for your subconscious to work its magic (literally), you need to give it breaks.
I recommend taking a 5-hour break in between drafts (days are ideal).
Doing so will let your subconscious go to work. And when you get back to your draft, your brain will feed you new ideas.
You’ll see your copy in a new light, with fresh eyes and a fresh mind.
15. Taking days off
I’m not a fan of Gary Vee’s hustle, grind, hustle, grind lifestyle.
No.
I’d much rather work 5 hours a day, and write copy every single day, then grind 14 hours and bang out 2x more work but then crash the next day and skip writing.
I don’t care what the gurus tell you…
The key to your success as a copywriter is to write consistently.
Write every day.
This is the answer to improving your skills & earning more money.
16. Forgetting the purpose of your headline
Joseph Sugarman said it best:
Your headline only has ONE job…
Get readers to read your first sentence (body copy).
That’s it.
Copy is a logical sequence, and the first giant step is to GET READ.
Whenever writing headlines, ask yourself…
“Will this grab my reader’s attention and get them to read my next sentence?”
If not…
Get back to work, Busta.
17. Writing logical copy
A big copywriting mistake is to write about the features, facts, statistics… BEFORE tapping into your reader’s psychology.
Emotions sell.
Logic justifies the sale.
So…
ALWAYS start your copy by tapping into your target audience’s core emotions, desires, problems, etc.
18. Not painting enough vision
The late great Jim Camp (the world’s most feared negotiator) taught how you MUST paint a vision of your reader’s problem, first, in order to get them to take action.
You paint vision by getting inside their world.
Talking about what THEY’RE interested in.
Talk about their problems, fears, anxieties, insecurities, and so on.
My favorite way to do this is to tell a story about someone in the market whom your reader can identify with, who’s gone through similar problems and challenges. Dramatize this and elicit emotions, then, tie in how your product/service can help relieve their problems.
19. Using superlatives
We’re the best.
We’re number one.
We’re the greatest company that ever lived.
YUCK!
Stop that.
Cut those superlatives out.
Easy fix…
Use specifics.
Instead of saying “Our company is number #1 in the region”.
Say: “We’ve sold 2,534 cars this year to happy drivers in 32 different towns in the Suffolk region”.
20. Big claims without proof
Gary Bencivenga, labeled the world’s greatest living copywriter, explained how one of the biggest reasons for his success has to do with proof.
For people to buy from you, they first have to believe what you say.
Nowadays, we are SWAMPED with outrageous claims.
Every guru and their grandmother are screaming “How to get rich in 3 days without a brain or talent”.
So…
Instead…
Make sure you add proof to whatever claims you make.
You should “sandwich” your claims between proof.
For example...
Instead of saying “How to get rich in 30 days”… say… “If you want to get rich quick, this billionaire serial entrepreneur will reveal his fool-proof method for getting rich in as quick as 30 days.”
21. Adjectives
Similar to superlatives, adjectives are weak sauce.
They convey more fluff than cotton candy.
Instead, do as John Carlton teaches…
Replace your adjectives with ACTION words.
For example:
Don’t say – this product works good.
Do say – this product kicks ass!
22. Not handling objections
Every human has a TON of objections rattling inside their brain when reading your copy.
Do not sweep them under the rug.
Instead, raise objections and handle them front and center in your ads.
How to find objections:
Find common objections by studying your market. Read product reviews, and comments on YouTube channels, blog posts, Reddit forums, etc.
Make a big list of common objections, and then, make sure you address them in your copy.
23. Creative copy
The worst thing someone can say about your copy is “Wow that was creative. You’re a really clever writer.”
NOOOOO.
You don’t even want readers to notice your writing.
You want them to BUY FROM YOU.
You know you gotta winner when someone says “Woah, this is cool, I’ve gotta get this.”
24. Lack of direct response knowledge
Probably the biggest reason why copywriters fail is because they are piss poor salespeople.
They don’t understand how to sell through words.
The answers are revealed by the top direct response copywriters.
When I started out, I read 10 direct response copywriting books.
These books will tell you everything you need to know about salesmanship in print.
If you haven’t read them already, do so NOW.
You MUST deeply understand direct response fundamentals and principles to make it in the big leagues.
25. Wreaking of need
Neediness is the death of all sales.
Remove all odor of need when writing copy and when negotiating with clients.
Conclusion
Avoid these 25 common copywriting mistakes like the plague.
If you are making even ONE mistake, fix em’ TODAY.
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