Here you are, set up and ready to launch your brand’s latest and greatest product. You sit down and map out all the amazing things your product does and the incredible skill and labor it took for you to create it. You write it up, and off it goes!
You check back, and your heart sinks. Your copy isn’t converting. You try again, and still, nothing. Now what?
You’re proud of your product, and you should be! But it takes a different approach and nuance to reach your target customer and have them bask in that same pride.
We’re here to point out the most common copywriting mistakes and offer solutions, so you don’t have to figure it out yourself. Let’s check them out.
Mistake #1 – Selling Features Instead of Benefits
When creating marketing copy, it’s essential to focus on the benefits of your product or service instead of the features. People don’t care about the features of your product; they care about how your offer will improve their life.
The Fix
Make sure to nail the right kind of benefits. Here’s what we mean: Let’s say you’re selling software to school leaders. If you take the “feature approach,” you may say, “This software supports student assessment testing.”
Or you can state a benefit, such as “Assess your students so you can pinpoint areas for improvement to help them succeed.”
What do you think the leadership team will connect with most?
Mistake #2 – Making It About You
We’ve all been there; you’re so excited about your new product or service that you can’t help but gush about it in your marketing copy. But when you center yourself, your target audience can’t see themselves as customers.
The Fix
If you want people to buy what you’re selling, make it about them.
Create a mental picture of how your offer will benefit them by using concrete details and imagery that elicits an internal response. Show how your products and services will make your audience’s lives easier by using simple, conversational language. What matters most is the transformative journey your customer will experience, thanks to what you have to offer.
You can also integrate testimonials to solidify your product or service’s benefits.
Mistake #3 – Saying Too Much
Have you ever clicked onto a website and felt bombarded with text? Did you immediately exit the page? Your customers will, too, if your messaging is overwhelming.
It’s critical to be clear and concise in your copy, especially when you’re trying to make a sale. Prospects have short attention spans, and if you try to cram too much information into one ad or piece of content, they’re likely to tune out.
The Fix
Keep your message focused on one key message, and ensure every word supports that point. When driving your customer toward a sale, only offer two or three choices to streamline your sales funnel and make your customer’s purchasing experience effortless.
If you bog it down with too many options or words, your customer will give up and find an easier alternative. Simple and direct does the trick.
Mistake #4 – Overcomplicating Messaging
Speaking of simple, mistake number four brings us to the issue of an overcomplicated message. We know every detail of the product or service we provide, often trapping us in the “curse of knowledge.”
This curse causes us to assume everyone knows what we know. The reality? It alienates our customers and drives them away.
The Fix
The simpler you can make your marketing copy, the better. Stay focused on your customer’s pain points instead of trying to impress them with jargon.
A wild sentence full of jargon: “You should utilize our services to leverage our optimal thought leadership to facilitate results-driven, outside-the-box thinking.”
What does that even mean?
Instead, “Our services will help your team explore new ideas and deliver real results.”
If a ten-year-old can’t understand it, your audience probably won’t.
Mistake #5 – Your CTA Needs Work
Your call-to-action (CTA) may be the most important part of your marketing copy, so it must be clear, concise, and easy to follow. Unfortunately, many businesses write lackluster CTAs, resulting in fewer people taking action.
Your copy could be excellent, but if the reader doesn’t know what to do after reading it, you’ll never know it’s working. It’s impossible to track the success of a piece of copy if there is no trackable action.
The Fix
Be direct. If you want to sell something, ask your customer to buy it. Direct them to click a link to purchase, schedule an appointment, or whatever your offer is–when a customer receives clear instructions, they’re more likely to follow them.
Lastly, your CTA buttons should stand out on the page and include product benefits. Let’s quickly revisit the oven benefits we mentioned earlier.
Instead of writing a CTA saying, “click here to purchase, you could try “Click here to help your students succeed.” Those school leaders will be thinking, “yes, please!”
Set Forth & Write Killer Marketing Copy
If you’re struggling with your marketing copy, don’t despair. These five mistakes are common, but they’re also easy to fix.
Keep your customer in mind, focus on solving their problems, and be clear and concise in your language. With a little effort, you can turn your marketing copy into a powerful tool for driving conversions.
Still feeling uneasy? We can help.
Contact us to learn how we combine strategy, intelligent content, and digital innovations to deliver real results. Let us manage content development so you can focus on what matters most: running your business and leading your team.
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