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As entrepreneurs, one of the traps many of us fall into is thinking we have to do everything alone.
Maybe you (like me) escaped the corporate world seeking more autonomy. You relish the opportunity to make all those key decisions by yourself. But when it comes to your messaging, walking the road alone can be fraught with danger.
If you have a steady stream of referral clients it’s easy to feel complacent, but what if that dries up?
When you’re relying on the words you throw out into the world to attract your perfect customers, your efforts have much more riding on them. And, it pains me to ask, but do you have the luxury of time to waste?
No matter how accomplished a writer you are, there’s always room for improvement. Yet working alone, tweaks and changes can become a torturous cycle, if you let them.
In this blog, we take a look at 5 areas of your copy that can confuse your message and kill your conversions. Then I’ll throw you a lifeline by showing you some budget-friendly options to avoid going it alone.
6 Common Copywriting Mistakes to Avoid
Before we start to dig into these common errors, let’s give a nod to planning. Understanding exactly who you’re talking to and the outcome you want to achieve BEFORE you begin writing is non-negotiable. Sure, your first draft may only see the inside of your recycling bin, but starting on the right foot can save heaps of time and soul-searching in the long run.
With that in mind, let’s look at how to walk around the pits rather than falling into them headfirst…
1. Trying to talk to everyone
Trying to address and connect with everyone never works. It dilutes your language and makes you sound vague. Attempt to appeal to everyone, and you appeal to no one.
Of course, if you’ve been in business for a hot minute, you’ve heard the word ‘avatar’ bandied around. Some strategists advise you to choose a basic demographic to speak to. You’re asked to decide who your audience is based on criteria including age, sex, wealth level, lifestyle etc. Others may have you drawing a picture, deciding what perfume your ideal client wears or what car they drive.
How you do it is up to you. But one top tip I’ve learned is…
Give your person a name!
It may sound corny. But here’s the thing… it’s so much easier to get specific when talking to one person {even if they’ve walked right out of your imagination}. Give it a try!
2. Not understanding your audience
Not doing your research is the cardinal sin of copywriting. How can you know what or how to write to your audience if you don’t know them?
Would you write the same letter to your younger sister as your aunt?
Let’s think about that for a second. Take two individuals you know well, but who are very different. Think about what each likes and dislikes, the language they use, and what you need to do to get and keep their attention.
Imagine for example that you’re hosting a charity fundraiser and you need their help. Think of the different conversations you’d have with them. What would you say? How would you say it? See what I mean?
3. Forgetting emotional appeal
As humans, we love to think we make rational and informed decisions with our heads. But the truth is, that our hearts lead the way, every time!
Without a heartfelt connection, it’s difficult for your person to get excited about working with or buying from you.
Go back to your research. What motivates them? How do they tick? What do they love? What makes their blood boil?
Think about ways of building that emotional connection into your copy…
4. Making things too complicated {or not complicated enough}
We all do this {even copywriters}. Understanding your audience means knowing WHAT they understand and tailoring your language accordingly.
Imagine for a second that you’re a Spanish teacher. You teach students from around the world to speak Spanish. Your students range from beginners to advanced level.
Would you speak to them the same way? Of course you wouldn’t!
Throwing heaps of grammatical terms at new language learners will scare the heck out of them. So making sure you’re not using unnecessary jargon or abbreviations or assuming prior knowledge that isn’t there is essential.
But at the same time, speaking in the same way to someone who’s studied the language for years might seem patronising. It could raise doubts about whether you’re able to teach them something they don’t already know.
Where is your person on their journey? Tailor your language to them.
5. Not getting clear on your offer
This may seem obvious, but how many websites have you visited where, despite hunting around, you still don’t have a clue what the company does, never mind if they can help you?
What are you offering — EXACTLY!
Sure, if there’s a bespoke element to your service, you’ll need to say that upfront. But if you’re an accountant, say you’re an accountant. If you’re a life coach then make sure that’s obvious.
If you work only online or only in person, say that too. What problem or problems can you solve for your person? How long does it take? What do your processes look like?
Keeping essential details a secret may seem like a good idea to throw your competition off the scent. But if it’s confusing a prospective customer, you’ll need to decide where your priorities lie.
Never assume! If it’s not clear… then you could be losing valuable business.
6. Forgetting to ask for what you want
It’s easy to get caught up in explaining, SEO, not being too pitchy and wanting your audience to like you.
But at the end of the day, you’re here to do business, and without clear next steps there’s a good chance your reader will click away and on to the next thing.
Remember in the intro we talked about defining your desired outcome? This is where you need that information.
Meeting your prospect for the first time? Maybe you want to invite them to chat, or subscribe to your email list…
Been chatting for a while? Should they book a consultation call, or download your latest promo?
Decide what you want and then make it clear. Remember, if you don’t ask, you don’t get.
So how can you be sure your copy is ticking all the boxes? The simple answer is… you can’t!
I’ll bet you weren’t expecting that answer.
To be honest, the only way to find out if your copy resonates with your target audience is to put it out there and see.
But…
There’s one way to ensure your hard graft doesn’t go to waste, that helps you feel confident about pressing the publish button….
Getting A Helping Hand with Your Copy
Once you’ve had two or three passes at improving your copy, a second pair of eyes will highlight things you’ve missed much faster. And you’ll be surprised how much having someone to bounce ideas around with uplevels your copywriting game.
Whether you’re
Working on a tight budget
Curious about the value a copywriter can bring
Thinking of outsourcing for the first time
Looking for a new copywriter
Or something else…
Moving at your own pace is as important as finding the right help. And feeling comfortable with your choice is huge!
That’s why, after chatting with multiple business owners I’ve added a suite of services to my portfolio to help you kick your copy into shape on your terms. It’s aptly named Reviews, Audits and Strategy and there’s something for everyone {unless you're ready for me to go ahead and write your copy, that is 😉}
Ready to find out more? Hop over to my services page for details of what’s on offer!
Wendy Ann Jones is a voice of customer copywriter and customer experience advocate. Wendy’s passion is delivering authentic copy for coaches, guides and ethical businesses driven by a desire to help people and do good.