Luckily, if you know what they are in advance, you will be able to avoid them!
1. Creating the design before the copy
The images are there to enhance the words (not the other way around). Writing can be edited to fit. removing design elements to fit the text will mess up the entire design. Write the copy first, then you’ll be able to use design to highlight your testimonials or your great guarantee.
2. Do-it-yourself copywriting
Thinking that you can write the copy yourself. Copywriting is a specific skill. There are books and blogs you can read (email me if you’d like some recommendations), but you have to convince people to do something and hand you their hard-earned money. Besides, is this the best use of your time? Read this before you hire someone.
3. Burying the lede
In the newspaper business, the lede is the sentence that sums up the story – and draws you in. In copywriting it’s the sentence that should tell readers why they should read the second sentence, and the third. Start with a bang – so readers will keep going. Try moving the paragraphs around. Often your best sentence is buried in the second or third paragraph.
4. Not stating the problem
If you want people to trust you and buy from you, you’ve got to establish trust and empathy. Point out a problem, a concern, or a desire.
5. Talking about yourself too much
Saying “me”, “my” and “our” will drive people away. They don’t want to hear about your background or your MFA, they want to know how your knowledge and skills will help solve their problems. Take the one-minute marketing test to find out how your site copy stacks up.
6. No solution
Years of experience or number of employees isn’t a solution. Instead, explain how your product or service solves their problem. Tell them what they’ll get, how it works, why it works. Explain how other people have benefited from it. Answer common questions (yes, this is why sales letters are long – to answer all the questions that people may have).
7. No call to action
Don’t forget to write a call to action. Make it absolutely clear what to do, and how to do it. The buttons should be big, easy to find, and clearly labeled. You don’t want people hunting around to find them.
Have you made any of these mistakes? Or, do you have another to add to the list?