Dodging the Pitfalls: 5 Copywriting Mistakes to Avoid for Better Sales Conversion

Every copywriter, whether a seasoned veteran or a fresh-faced novice, has faced the crushing disappointment of a piece of copy falling flat.

You pour your heart and soul into crafting what you believe to be a masterpiece, only to be met with a lukewarm response.

But fear not, for every misstep is an opportunity to learn and grow. The best copywriters have written more terrible copy than anyone else, and that's why they're the best.

They've learned through experience and gauging results, time and time again. So, let's dive into the five most common copywriting mistakes that could be putting your sales on pause.

We'll not only identify these pitfalls but also provide a step-by-step guide on how to avoid them.

Mistake #1: Fear of Polarization

Many copywriters fall into the trap of trying to appeal to everyone. They believe their product or service can help anyone and everyone, and they don't want to alienate potential customers.

However, the truth is, you need to polarize your audience. Why? Because polarity equals popularity. If you try to help everyone, you will help no one.

So, don't be afraid to cause some controversy and conversation. Leaders have strong convictions and aren't afraid to voice them. Be authentically and unapologetically YOU.

To avoid this mistake, follow these steps:

1. Identify Your Target Audience: Understand who your product or service is designed for. This is the group of people who will benefit the most from what you're offering.
2. Understand Their Needs: Once you know who your target audience is, delve deeper into their needs, wants, and pain points. This will help you craft a message that resonates with them.
3. Be Bold: Don't shy away from making bold statements that will resonate with your target audience. Remember, it's better to strongly appeal to a smaller group than to weakly appeal to a larger one.

Mistake #2: Focusing on Features, Not Benefits

One of the most powerful things you can learn as a marketer and copywriter is the difference between features and benefits.

Features are factual statements about what your product or service is, and they are NOT what entice your customers to buy.

Benefits, on the other hand, are why someone is purchasing your product. They are RESULTS expressed through desired emotions and answer the question "What's in it for me?"

So, spend less time talking about WHAT your product is and more time talking about WHO and WHY it can help.

To avoid this mistake, follow these steps:

1. Identify Your Product's Features: Make a list of all the features your product or service has. These are the factual statements about what your product is or does.
2. Translate Features into Benefits: For each feature, identify the benefit it provides to the customer. This is the result or outcome that the customer will experience by using your product or service.
3. Highlight the Benefits in Your Copy: When writing your copy, focus on the benefits rather than the features. This will help your customers understand the value of your product or service.

Mistake #3: Neglecting Mobile Optimization

In this digital age, mobile optimization is crucial. With up to 80% of all web traffic coming from mobile devices, it's essential to ensure your copy is easy to read on a small screen.

Test shorter headlines, larger font, and use words like "tap" instead of "click". Make your copy easy to follow and flow on a small single column mobile device.

Always test to see how your copy looks on mobile first before you start sending traffic.

To avoid this mistake, follow these steps:

1. Test Your Copy on Mobile: Before you finalize your copy, make sure to test it on a mobile device. This will give you a sense of how your audience will experience your content.
2. Use Mobile-Friendly Language: Use words that are more appropriate for mobile users. For example, use "tap" instead of "click".
3. Keep It Short and Sweet: Mobile users typically have shorter attention spans, so keep your sentences short and your paragraphs concise.

Mistake #4: Overcomplicating Your Copy

While it might be tempting to show off your extensive vocabulary and wit, the truth is, the simpler your copy, the better.

The average American reads at the 7th-grade level, so if your copy is too complex, you risk losing your connection with your reader.

Our brains love cognitive fluency, meaning the easier something is to understand, the more likely we are to believe it.

So, keep it simple, and remember, the goal of every sentence is to get your prospect to read the next sentence.

To avoid this mistake, follow these steps:

1. Use Simple Language: Avoid using jargon or complex words that your audience may not understand. Instead, use simple, everyday language that your readers can easily comprehend.
2. Break It Down: If you need to explain a complex idea, break it down into smaller, manageable pieces. Use bullet points or numbered lists to make your content more digestible.
3. Read It Out Loud: Reading your copy out loud can help you identify areas that are too complex or confusing. If you stumble over a sentence, chances are your readers will too.

Mistake #5: Forgetting the Power of 'Because'

Never underestimate the power of giving a reason in your marketing, especially for things your audience might not like or understand.

Using the word 'because' in your copy can be incredibly effective in convincing customers to make a purchase.

It provides a reason for your actions or policies, no matter how simple or obvious the explanation may seem. Your copy will convert better, I promise.

To avoid this mistake, follow these steps:

1. Give a Reason: Whenever you make a statement in your copy, follow it up with a reason. This can be as simple as using the word 'because' and providing a brief explanation.
2. Be Transparent: Honesty and transparency go a long way in building trust with your audience. If there's a reason for a certain policy or action, be upfront about it.
3. Test Your Copy: Try testing different versions of your copy, one with a reason and one without. You'll likely find that the version with a reason performs better.

Conclusion

There you have it, the five biggest copywriting mistakes that could be cutting your conversions in half.

By avoiding these common pitfalls, you can improve your copywriting skills and see better results.

Remember, the best copywriters are those who learn from their mistakes and continuously strive to improve.

So, don't be disheartened if your copy doesn't hit the mark every time. Instead, see it as an opportunity to learn, grow, and become a better copywriter. And always remember, the right phrase pays!