Learn from the mistakes of other entrepreneurs and develop your copywriting skills.
If you have an online business, you know the importance of creating texts that are persuasive enough for your prospects to click on your ads and make a purchase.
Despite this certainty, many people still have doubts when writing text focused on sales.
Over time, we realized that some copywriting mistakes are quite common. To help you not to make the same mistakes that almost every entrepreneur has made, we made this post.
The Importance of Copywriting
Undoubtedly, copywriting has been gaining a greater space nowadays, due to the technological advancement and the development of marketing that have caused a great change in the behavior of our current client.
What most draws our attention to these changes is that the current customer wants to take a look at various product choices that belong to many companies before making their buying decision.
We can justify this behavior for the following reasons:
- The customer wants to get a high-quality product that meets the prospects he has created previously, or that exceeds his expectations (which is more common);
- The increased competition that causes the customer to think twice before buying. Today, he has many options, as I mentioned before, and then he thinks and waits until he finds the most cost-effective alternative;
You should then have a product that attracts attention in appearance, is of great quality and, even more, put a fair price for you to win the customer!
When you think about these three points, you realize how important it is to focus on copywriting because it is with your writing that you will be able to get the attention of your client in the situations we mentioned before.
In addition, more people are using e-commerce platforms and websites to sell their products online.
In other words, the product is not physically available to check and is not tangible.
That's why you need to write in a clever way, only this way you can convince the customer that your product or service meets their needs well and solves their problems.
What is copywriting?
Copywriting is a writing technique that aims to convince a customer to buy a certain product. For this, it focuses on the choice of words and phrases that can arouse people's interest, taking into account the psychological profile of clients.
One of the pillars of copywriting is the conscious and well-planned use of styles that can unconsciously encourage the customer, with this, he begins to want to buy the product or the service you offer!
Among the techniques that stimulate the reader are: include phrases that make the customer think that if he does not make the purchase right now, he will not have any other opportunity to buy in the future.
Another strategy that can be used is to cite some testimonials from customers who have had an experience with the product and have actually benefited from it!
Such techniques are known as mental triggers and are used to arouse emotions in your audience. How about knowing the mental triggers in more detail?
When are you about to make copywriting mistakes?
There are two quite common copywriting mistakes that most people make.
The first is not taking into consideration the 4 main challenges when writing your ads, which are:
1- Knowing how to conduct market research: studying the market helps you find the right arguments and the real pains of your customers;
2- Use the language that your target audience understands very well: you should talk to your customers with the tone with which they are accustomed. Only in this way can engagement be generated;
3- Make your product stand out from competitors;
4- Use the mental triggers that arouse interest in your prospects.
The second is to write what you find interesting, without focusing on what your audience needs and would like to read.
Another important point when creating a perfect copy is to value creativity and originality, rather than copying your competitors. Think about it, okay?
Now, it's time to know the main mistakes of copywriting to know how to avoid them. Come on?
Copywriting mistakes you should avoid at all costs
Find out now 15 copywriting mistakes that you can (and should) avoid while building your content.
1. The lack of clarity in the advertisement
Have you ever read an ad and understood nothing of what he meant? Have you ever encountered ads with complicated words?
Your ad should be clear, including whether you intend to disclose it to potential customers who do not know you. Clarity in the copy helps the prospect feel confident and trust what you are offering!
2. Write to the wrong audience
It's no use making a flawless copy if you're writing to an audience that does not care what you offer!
The golden tip is to study your target audience well and determine the ideal profile for the person who might be interested in your product / service.
To discover the trends of your ideal audience, you can rely on tools on the internet, such as Google Trends, that tells you what the audience is looking for, in the time and place you determine during your search.
3. Write an artificial and traditional ad
Copywriting is writing with intelligence and creativity!
One of the great mistakes of copywriting is writing what many people already write! If you do this, your ad may not catch the attention of your audience and your offer will be one of several that the lead receives every day. With this, the person can simply leave the ad before reading everything.
Creativity is one of the factors that determine how your brand stands out in the market.
4. Do not focus on the benefits that the product brings
No one thinks of buying if they do not realize the importance or necessity of that purchase, right?
When you do not make clear the benefits that the product offers, it is very likely that your potential customer does not feel like buying, since he sees no value in what is offered.
Therefore, you should focus on the true and exclusive benefits that your product delivers.
5. Highlight the benefits of the product exaggeratedly
The reverse may also occur! Exaggerating in describing the benefits of your product or highlighting something that it does not deliver is considered a very serious mistake in copywriting.
This behavior can detract from your relationship with your customers over time.
In addition to irritating and frustrating your prospect, it is likely that he will start talking badly and become a hater of his brand. Something you certainly do not want to happen, do you?
6. Not knowing how to use mental triggers
Mental triggers are a set of techniques used to influence the buying decision of your customers. With them, your sales pitch becomes more powerful and you get closer to turning your visitors into customers.
Not using these triggers means you are committing one of the errors of copywriting (and the chance to scale your sales).
So include phrases such as: "only 10 hours to go", "is the last chance", "unique opportunity", "limited offer", etc. to arouse an emotion in your audience.
7. Do not rely on your ad
The texts we write end up saying a lot about our feelings and desires. How many times have you heard someone saying, man, is this text true and honest?
For the opposite can happen too! If you write an ad that has a role in convincing a customer to buy your product and you are not convinced by your own ad, your customer is likely to feel the same and not buy.
Avoid phrases that show uncertainty about the effectiveness of the product are present in the flow of your copy and transmit insecurity to the ad reader!
8. Use exaggerated expressions in the ad
There are many entrepreneurs who make the mistake of exaggerating expressions such as: quickly, easily, without the slightest effort, magically, super fast effect ... And this exaggeration happens often without realizing it!
Be aware of every word you write because if you abuse the description, this may be understood as a sign that your ad is not honest and its sole purpose is to sell.
9. Use data or numbers that are not correct in the ad
Do not think that everything written on the ad goes unnoticed.
It is essential to speak of real numbers accompanied by the source that proves them.
If you think of using numbers just to impress, unfortunately, you are making one of the biggest mistakes in copywriting because there are people who, out of curiosity, like to check the source of some curious fact or number.
When these people do not find the source, they will doubt the honesty of your ad.
10. Write ads just because you want to sell
We know that you are writing ads because you want to leverage your business and have an ever-increasing return.
However, efficient copy is the one that charms your leads, which encourages them to know more by identifying with your brand. As a result, they buy!
Try to take your client on a journey by choosing the most appropriate words for them to understand on their own that they have pain that can be solved by your product.
Only after they have passed through the customer's journey can expressions such as "buy now", "do not stop buying" or "be the first and enjoy", for example, be efficient and lead the customer to buy!
11. Misspelled or grammatical ads
The ad that contains spelling or grammar errors usually catches the attention of readers (a pity that negatively).
Thus, the public loses focus on the message. To make matters worse, these types of mistakes often affect the credibility of whatever your brand is passing on to your customers.
12. Not knowing how to use the tone of your audience
You may be wondering: is there a speaking tone that is better than another? Is it better to keep an informal tone or use a formal tone in the ad?
In fact, there is no ideal tone to use in your copywriting, since what sets the tone is your person!
Watch how your audience converses, the expressions they love, and focus on them. Only then will you be able to hold your attention until the end of the ad and it will begin to interact with what you offer!
13. Do not structure your ideas well in the ad
One of the most common mistakes in copywriting is not setting a structure for your ad.
It is important that your ad takes the lead on a well-organized journey, starting with the pains it suffers, then presenting your product as a solution, highlighting its unique benefits, and ultimately suggesting that it perform the action that will solve your problems !
Study your prospects, know what funnel step they are in, and devise the most effective action to help them advance the buying journey!
14. Write huge paragraphs in the ad
If you need to write a long ad, do not put everything in a long, single paragraph.
With a longer ad, it becomes much harder for your customer to understand the most important points, and perhaps many things go unnoticed.
Remember that boring text may be one of the objections to buying!
Write short paragraphs so you can help the reader read your ad easily. Writing a text divided into paragraphs gives the impression that you are very organized in your ideas and your client can consider you a reference in your segment.
15. Do not focus on the exclusivity of your product in the ad
If you do not make the ad clear about the differentiation of your product and that it stands out from others like it, it's unlikely that it will not become attractive enough to your audience.
Nowadays, the customer does not want an extra product; he does not want to know one more brand. He wants a unique product that can meet your needs in the best way possible.
Do not forget this if you want to gain a competitive advantage in your market.
Bonus: Tips to help you in your copywriting
- Study deeply the needs and aches of your customers to define your sales pitch;
- Keep track of the social networks your customers use frequently and read everything people talk about. Creating this habit can give you great ideas for you to improve your marketing strategies and propose what pleases your fans;
- Take a course or training, either face-to-face or online, that teaches you more about mental triggers to use them in favor of your business;
- Be straightforward in the ad, structure your arguments well and make it clear to your client what you expect them to do;
- Always try to surprise your lead in your copywriting. Do not use traditional styles and count on your creativity!
A practical example
Let's say you're writing an ad for your sportswear store.
To get started, you can think of the following introduction:
"Nowadays, sportswear are much sought after by people. You should think of sportswear as a great alternative that brings you comfort and joy in your day to day life.
We note that this introduction is traditional and many entrepreneurs can use it in their ads! But if you think outside the box, you can write an introduction with a lot of creativity, like the following:
A formal attire is a sign of elegance and is important for you to stand out visually at events and occasions.
But do you agree that you would not be happy or comfortable if you were stuck in a suit all the time? In that case, you should think of sportswear as a great alternative that brings comfort and joy to your day to day '.
Did you see the difference?
As you may have guessed, the universe of copywriting is full of possibilities, with incredible powers when it comes to convincing customers by word!
Build your ads and keep an eye on the copywriting mistakes I shared with you!
If you like this text, or want to share your experience in copywriting with me, I'll be very happy. Use our comment area below.
Good luck in your business!
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