Copywriters are a unique breed. We bear the responsibility of writing words that affect human behavior. And as such, we have an opportunity to do good in this world (like increase brand awareness and drive sales). But there are certain things copywriters should stop doing if they want to achieve those goals. Let’s get into it!
| Takeaways |
|---|
| 1. Overusing clichés and buzzwords. |
| 2. Neglecting to proofread for errors. |
| 3. Focusing solely on features, not benefits. |
| 4. Ignoring the target audience’s needs. |
| 5. Using excessive jargon that confuses readers. |
| 6. Neglecting the importance of headlines. |
| 7. Failing to include a clear call-to-action. |
| 8. Writing without a consistent brand voice. |
| 9. Neglecting to research and understand the product. |
| 10. Overloading copy with unnecessary details. |
| 11. Underestimating the power of storytelling. |
| 12. Not optimizing for search engines (SEO). |
| 13. Ignoring data and analytics for improvement. |
| 14. Neglecting to test different copy variations. |
| 15. Forgetting to evoke emotions in the audience. |
Don’t Be Afraid To Be Off-Message
It’s sometimes hard to be wrong. Being wrong means you have to admit that your ego and illusions were shattered, which can be awful for anyone’s self-confidence. But it’s important to remind yourself (and others) that being wrong is a natural part of life it might even help you learn something new!
Sometimes we’re afraid of being creative because we’re worried about what other people will think if our ideas are too different from theirs. We also may feel afraid when we don’t have time to carefully plan and execute each step in the creative process; after all, this requires more work than just brainstorming alone.
But remember: being creative isn’t meant only for those who have endless supplies of time on their hands; some of the best ideas come from those who simply go with the flow and allow themselves to get lost in their thoughts without pressure or expectation
Building strong writing skills is crucial for success in legal writing. Explore our guide on becoming a better legal writer to discover the top strategies for enhancing your legal writing abilities.
Learn How To Say No
“No” is a powerful word. It has the power to save you from taking on projects that don’t work for you, and it can help you maintain a healthy work-life balance.
But learning how to say no isn’t an easy skill for many people, especially if they’re living in an environment where “yes” is the default answer. And copywriters are often surrounded by people who are eager to take on more work (and thus make more money).
So when someone asks them for help with their website or social media strategy or SEO needs, it’s tempting just to say yes even though that might not be the best fit for your skillset or experience level.
Be honest.
Are You Honest With Yourself?
Do you hold onto things for a long time and then get rid of them, or do you just buy new stuff all the time? Do you prefer to get in bed earlier and wake up later, or do you stay up late at night and sleep in on weekends?
Are your friends telling you they feel like they can’t trust what they hear from you anymore because so much of what comes out of your mouth is contradictory, unreliable, or just plain wrong?
The next question is: are there areas where others might expect more honesty than we’re delivering? If so, how can we rectify this situation with our own words? This goes back to being true to ourselves so if we truly believe that something needs changing (or doesn’t) then it’s better than being deceivingly honest.
Unveiling lesser-known facts can open new perspectives on copywriting. Delve into our article about things you might not know about copywriting to uncover intriguing insights about the craft.
Stop Trying To Be Funny All The Time
We all know that copywriters are the funniest people in the world. And by that, I mean we’re usually clever and occasionally funny.
When it comes to writing copy for a client or publication, it’s important to understand the difference between being clever and being funny.
You can be both, but it’s rare for someone to have both skillsets in equal measure.
And if you do have these two abilities at your disposal, chances are good that you know which one is stronger than the other which means you should probably lean on what works best for your style of communication rather than trying to force something into existence that just doesn’t work as well as another approach would (or could) do instead.
Don’t Try To Be Clever All The Time
This is a mistake that’s all too common among new copywriters. The idea is that you have to be clever in every sentence, and if you’re not, then no one will like what you’ve written.
The truth is: that being clever can only get you so far in life and writing. You don’t want to be known solely for your cleverness; rather, you want your work (and personality) to speak for itself.
Being “clever” all the time means that there’s almost no substance or depth to what you’re saying and it can make some people (myself included) feel alienated by your writing because they can’t relate with what they see as overly intellectual approach.
And even if some people do enjoy this particular brand of humor/writing style, chances are they won’t keep reading long enough for them even reach the point where their interest was piqued by jokes about spiders falling on peoples’ heads or other things equally bizarre.
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Stop Making People Feel Guilty For Not Knowing The Answer To Your Question Or Making A Mistake
You are a copywriter, not a mind-reader. If you want to understand what someone’s thinking or feeling, ask them!
When people make mistakes, they don’t need to be reprimanded for it. They need support and guidance so they can learn from the experience and do better next time.
Don’t assume that everyone has the same needs as you do; treat your target audience like individuals with their wants, needs, desires, and ambitions (and don’t forget about their circumstances).
Stop Asking For Permission Or Credit For Anything You’ve Done
It’s not a good idea to ask for permission, credit, or acknowledgment for anything you do as a copywriter. Let me explain:
You should not ask for permission to do anything before doing it. In other words, don’t fear rejection and don’t ask in advance if someone will let you do something before doing it. If you’re worried about getting rejected or told no by your client or boss, then don’t ask at all!
Your work should speak for itself don’t worry about whether or not people will like what it says; just write stuff that makes sense and is useful/interesting/funny/creative/etc., and go with your gut instinct about what will work better than anything else (even if that means taking risks).
For example: “I’m going to go out on a limb here and say this would be hilarious!” Or: “This seems like an interesting topic but I’m afraid no one will care.”
Don’t ask anyone else if they think your writing is any good either; their opinion might be biased anyway (and probably isn’t worth listening to), so just focus on the quality of the final product itself instead of worrying about others’ opinions too much (you’ll soon learn how important this becomes when you start working full time).
Persuasion is a powerful tool in the copywriter’s arsenal. Explore the concept of convincing others: the copywriter’s secret weapon and discover how mastering persuasion can elevate your copywriting game.
Stop Needing Constant Reassurance That You’re Doing A Good Job
The ability to recognize your strengths and weaknesses is an essential part of being a great copywriter. If you’re working for yourself or an agency, you should be able to tell when you’re doing a good job and when you aren’t. It’s not helpful or necessary for people around you whether they are clients, peers, or superiors to constantly tell you that everything is perfect.
You should be confident in your work and know how to critique it effectively on your terms. Don’t expect others’ input unless they have concrete suggestions that would improve things; otherwise, their praise might just make it more difficult for them to criticize the content effectively later on (if at all).
Stop asking people who don’t know something to hold their own opinion of it until they hear from someone they trust.
Asking people who don’t know something to hold their own opinion of it until they hear from someone they trust is a form of manipulation. It’s not a good idea to do this.
You should trust what you know and believe in, and be able to stand up for yourself. Don’t be afraid to share your opinion or ask questions if you’re not sure about something!
Stop just making things up and sticking them out there without having thought of questions or implications that could trip people up later.
It’s okay to take a few minutes and think through what you’re going to say before you say it. You know, just so you put yourself in the best light possible.
This is especially important when it comes to writing about people or organizations because some questions and implications could trip people up later. For example: if you are talking about how great your company is at something, don’t just make things up and stick them out there without having thought of questions or implications that could trip people up later.
You don’t want someone asking “but wait why did they do this? It doesn’t make sense!” or “what do you mean by that? How am I supposed to interpret your statement?” The only thing worse than being called out for lying is not being caught for lying because no one bothered to listen closely enough (or ask any questions) in the first place!
Don’t Ask The Same Question Over And Over Again
Don’t ask the same question over and over again. The more you ask the same thing, the more likely you are to get a boring answer. People can tell when they’re being interrogated or cross-examined (or both), so it’s better to switch things up and ask different questions that lead to new information.
When asking someone a question, be careful not to assume that they know what your question means or what answer will satisfy it. For example, an interviewer might ask “What do you enjoy doing?”
without first explaining what “enjoy” means within this context; as a result, their subject may respond with something like “eating ice cream” instead of something relevant for them like “teaching my son how to ride his bike.” If possible, provide context so that people don’t unintentionally offer irrelevant answers (and then have their answers rejected).
It’s okay to take a few minutes and think through what you’re going to say before you say it so you put yourself in the best light possible.
It’s okay to take a few minutes and think through what you’re going to say before you say it so you put yourself in the best light possible.
As a copywriter, your job is to paint an accurate picture of who you are and what you do. I get it you have a lot of things on your plate, but writing comes first!
Do you know when someone asks for “more”? Well, this is one of those times where “more” is exactly what they’re looking for when they ask that question.
Excellence in copywriting requires learning from the masters. Check out our guide on being a great copywriter with tips from the masters to gain valuable insights and practical advice from experienced professionals in the field.
Conclusion
It’s okay to take a few minutes and think through what you’re going to say before you say it so you put yourself in the best light possible. The better prepared you are, the more likely people will be impressed with your ability to communicate effectively.
Further Reading
Here are some additional resources to explore for further insights into common copywriting mistakes and how to avoid them:
Forbes – How to Avoid 15 All-Too-Common Copywriting Mistakes
Discover expert advice on steering clear of prevalent copywriting errors and enhancing your writing prowess.
HR Tech Copy – 15 Things Your Copywriter Hates
Gain insights into the things that can frustrate copywriters and learn how to collaborate effectively with them.
WordStream – Common Copywriting Mistakes and How to Fix Them
Explore a comprehensive guide to recognizing and rectifying common copywriting mistakes to improve your writing strategy.
FAQs
What are some key copywriting mistakes to avoid?
Copywriting mistakes to avoid include poor grammar, lack of clarity, excessive jargon, and failing to understand your target audience.
How can I enhance my copywriting skills?
To enhance your copywriting skills, practice regularly, study successful copy, seek feedback, and stay updated on industry trends.
Why is audience understanding important in copywriting?
Understanding your audience helps tailor your message to their needs, making it more relatable and persuasive.
What role does storytelling play in copywriting?
Storytelling in copywriting engages readers emotionally, making your message more memorable and compelling.
How can I create effective call-to-action (CTA) statements?
Effective CTAs should be clear, action-oriented, and convey value. They should guide readers on the desired next steps.
Costantine Edward is a digital marketing expert, freelance writer, and entrepreneur who helps people attain financial freedom. I’ve been working in marketing since I was 18 years old and have managed to build a successful career doing what I love.
