Copywriting is one of the most powerful aspects of your PR and marketing mix. When done well it captures an audience’s attention, encourages them to engage with you, and hopefully inspires them to buy from you. When that copy doesn’t hit the mark though, it can have catastrophic consequences for your brand. Here are some common copywriting mistakes that could hold your business back.
Mistake #1: Writing for you, not your customers
It is easier to write about the things you care about, but a far better starting point is to consider what your readers care about.
Think about concerns or problems your customers and prospects might have. What advice would help them? Do you have useful insights on diversification, new legislation, sales techniques, or lead generation? Being helpful is worth a lot.
Mistake #2 – Assuming previous knowledge
Sometimes people assume knowledge because of shared industry experience or because they have written an article on the topic before. Whatever the reason, it can be a turn-off for readers.
You don’t want to patronise your audience, but you also don’t want people to glaze over because they don’t know what you’re talking about. Starting from the beginning can help fill the sales pipeline.
Mistake #3 – Jargon overload
Overusing jargon, whether in the form of abbreviations, acronyms, or overly complicated technical concepts, can also leave readers feeling cold.
While it can help to use common industry terms, by overdoing it with the use of jargon you can end up alienating your audience and losing trust. If an audience walks away feeling confused or out of the loop, they are less likely to engage with you.
Mistake #4 – A lack of empathy
If your audience feels like you don’t understand their pain points and challenges, they will be less open to working with you.
If for example, your customers are struggling in a difficult market, it might not be pertinent to shout about your sales success. But if you talk about how that success will be used to support your customers in this difficult time, it will be a lot more impactful.
Mistake #5 – Going straight to sales
Most of the copy that comes out of a business, whether for social media, magazine articles or e-mail marketing, is there to sell. Some of it is just more direct.
Readers of trade press articles or blog posts are often looking for advice or something that will help them with their business. They might be interested in your new product as well, but you’re more likely to generate demand by offering help and advice to build trust.
Words have power
The power of good copy can be underestimated. Poor copywriting stops readers in their tracks and can put prospects off of dealing with you. Spending time and money on getting your copywriting right is worthwhile when it comes to engaging audiences and changing perceptions.
