When people talk about copywriting mistakes, they often point out the fairly obvious ones -- like being too stuffy in your copy, never using the word "you", or not having a clear call-to-action.
I'm NOT going to talk about those kinds of mistakes here.
The mistakes I'm gonna discuss in this article are subtle ones -- and *full disclosure*, I've even made some of them myself in my day!
Not many people talk about them.
But they can still have a negative impact on your business.
And once you stop doing them...
... I think you'll be pleasantly surprised by the results.
Read on to find out what they are!
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COPYWRITING MISTAKE #1: YOU'RE ONLY GIVING YOUR AUDIENCE WHAT THEY NEED, NOT WHAT THEY WANT
Look, let's be honest.
You're the expert at what you do.
You've seen the same patterns repeat themselves again and again.
You've heard about the same client pain points, and the same client struggles.
And you know what needs to be done to resolve the situation and make it better.
Your readers AREN'T experts.
They feel what they feel.
And they often think they need something different to what you KNOW they need.
Which means that they often don't (yet) want what you're offering.
They want something else.
So it's your job to use your copy, content and messaging to take them from wanting something that won't really address the root of their problem...
... to wanting your tried-and-tested solution, that will genuinely resolve this for them.
But first, you have to give them what they actually WANT.
That way, they'll eventually listen to you when you go on to show them what they NEED.
To do this, step back from your expert perspective for a moment and consider the situation from their eyes:
- What does your audience want?
- What are they asking for in Facebook groups, consultation calls, and as they type questions into Google?
Research it, give it to them, and then nurture them so they realize that they actually need more than that.
COPYWRITING MISTAKE #2: YOU'RE NOT SHOWING ENOUGH EMPATHY
This is a mistake I see many entrepreneurs make.
And it's an understandable one.
It usually occurs when they're using case studies in their emails or blog articles.
And unfortunately, in the process of trying to emphasize the awesome transformation they pulled off with a client, they can end up coming off as a little condescending.
They highlight the mistakes the client used to make before they started working together, without demonstrating much compassion for why the client might have been making those errors.
Clearly, this isn't ideal.
After all, many of their current readers will be making the exact same mistakes as their former clients.
And they don't want to be made to feel embarrassed about it!
Now, this isn't to say that you can't tell it like it is or dish out some tough love from time to time.
But make sure that you also show empathy and understanding towards both your previous and potential clients.
That way, they'll feel like you're someone who actually cares about them and their struggles, and who isn't just in it for the money!
COPYWRITING MISTAKE #3: YOU'RE NOT MAKING YOUR AUDIENCE'S ACTIONS MEANINGFUL
What does it actually MEAN when someone subscribes to your opt-in offer?
What are they saying they've had enough of in their lives?
And what are they suggesting that they're ready for? That they want more of?
Your landing page and email welcome sequence copy should address those things.
Because when someone signs up to hear from you, YES, they're hopefully saying that they like and trust you, but REALLY, they're also saying that they want to make something positive happen for themselves.
It's your job to spell out what that "something positive" is in your copy.
Then, use your copy in subsequent emails to hold your readers to their initial intentions.
Because we all get distracted and we all tend to have shiny-object syndrome.
Try not to let your readers get away with that!
Instead, imbue the action of them opting in to your mailing list with meaning.
Be explicit about why it matters.
You worked hard on creating your lead magnet -- so get your subscribers excited to use it!!!
COPYWRITING MISTAKE #4: YOU'RE NOT BENEFITS-FOCUSED
This is one of the most common copywriting mistakes out there, and it comes from not projecting yourself far enough into your dream clients' future.
Of course, knowing how to talk about the PROCESS of working with you in a compelling way is super important.
But it's also important to look past the process of working or initially speaking with you.
What might your ideal customer's life look like a month after they work with you?
Then aim to paint a vivid picture of that life in your copy.
Even if you only do so in the space of a few words, this matters a lot.
For instance, compare these 2 calls-to-action:
1. If you're interested in learning more about my services, go ahead and book a free consultation call with me here.
2. If you're ready to up-level your business and be booked solid with clients within the next 3 months, schedule a free consultation call with me here.
Copy #2 is obviously more powerful, because it evokes the beneficial results that can come not only from the free consultation call, but from ultimately using this consultant's services.
It looks further ahead into the future -- and creates a more potent picture as a result.
Have you been making any of these mistakes? Which one(s) - and how do you intend to change things? Tell me in the comments!
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Loved this, thank you for sharing!!
You’re so welcome, Trish – glad you found it helpful!