Boost Your Conversions By Avoiding These 10 Costly Copywriting Mistakes...
As you know, it can be frustrating to pour tons of time, effort, and energy into crafting your sales copy, only to discover - the only thing it's attracting is crickets!
Many times the poor conversions are due to one or more common copywriting mistakes, which I've listed below so you can learn exactly what to avoid.
Read on...
- Mistake # 1: Not Understanding the Audience
In order for your audience to really feel the copy in their bones, you need to know who you're writing to. That's why you have to research your market first, so your copy aligns with your prospects' needs, desires, and pain points. - Mistake # 2: Lack of Clarity
If you've created the product, then you may be a bit too close to the project to efficiently explain the offer to others. This lack of clarity will tank your sales. As such, you'll want to step back from your product and try and see it from your prospects perspective - and then explain the offer clearly and succinctly, with a focus on what your product will do for your audience. - Mistake # 3: Weak Headlines
As we've discussed before, your headline is the most important part of your sales letter, as it will determine whether someone reads the rest of your sales copy or not. Weak headlines will send users clicking the "back" button, while strong headlines draw readers in like a magnet!
Follow these tips...
1. Put your biggest benefits in the headline. This is a good place for your unique selling proposition to appear.
2. Arouse curiosity if possible. E.G., "Discover this little-known secret for _____..."
3. Use Social proof. E.G., "Who else wants to _____..."
4. Be specific. Don't round numbers - be precise, which boosts credibility. - Mistake # 4: Focusing on Features Only
Yes, your prospects want to know the features ("parts") of your product - but even more than that, they want to know the benefits (what the features do for them). In many cases, your prospects don't know the benefit of a particular feature, so just listing it, isn't very helpful. For example...
One feature of toothpaste might be that it contains carbamide peroxide.
But listing that feature ain't gonna bring the house down anytime soon. However, if you want to provide the benefit of said ingredient, like it whitens teeth to a radiant glow, attracting admiring glances from all around.
Now, that's sure to win the race! - Mistake # 5: No USP
Another common mistake is to NOT have a unique selling point. A USP provides the customer with the reason why they should buy this product rather than a competing offer. For example...
United Airlines used to use the USP, "Fly the friendly skies," which let customers know that they'll have a great experience with the company. (And this is a convincing benefit, as most people have experienced stressful flights). - Mistake # 6: Failing to Emotionally Engage the Audience
People tend to make their buying decisions based on emotion, which is why it's important to engage your audience on this level. For example...
You can get your audience to "imagine" how good it will "feel" to solve their problem or achieve their goal. - Mistake # 7: Not Providing a Logical Justification
While your customer is going to make the buying decision based largely on emotional reasons, they're going to need to justify that decision with logic. And as such, you need to give them rational reasons why they should purchase your product. For example...
Someone purchasing and expensive luxury car (such as a Mercedes Benz) may make the initial decision from an emotional place, like imagining how the car will reflect their wealth, power, and prestige. However they'll justify with logic, which is why a good car sales person will talk to them about the reliable German engineering and the safety features of the vehicle. - Mistake # 8: No Proof / Weak Proof
Your prospects are a skeptical bunch, and therefor need proof of your claims. You also want to be sure the proof is persuasive.
For example, a testimonial for a weight-loss guide that says, "This book was fun to read!" is weak since it doesn't actually talk about what's inside the book.
A better testimonial for this guide would be something like, "The recipes and meal plans are delicious and easy to follow - I've lost 25 pounds so far!" - Mistake # 9: No Urgency
If you don't stoke a sense of urgency in your prospects, they'll shut their browser window with the intention to purchase the product later. Except "later" never comes. As soon as they step away from the sales page, their enthusiasm for your offer fades. And once the enthusiasm starts fading, they'll likely forget about the product.
You can avoid all of this by creating a sense of genuine urgency, where possible. For example, you can offer a limited time discount, a limited quantity bonus, or even let prospects know there will be a delay if they don't order now. For example...
Amazon often has a notation saying something like, "Order soon, only two left in stock!" This creates urgency, as prospects know that if they don't buy now and stock runs out, they'll have to wait for the product to come back in stock.
Another common example is offering a special price. E.G., "Order now to save $25 - but hurry, this offer ends soon!" - Mistake # 10: Lack of Credibility
If you don't provide your audience with reasons why they should believe you and listen to you, they won't. That's why you need to build credibility within your sales copy. You can do this in the following ways...
1. Provide proof of claims
2. Let prospects know about relevant awards you've won.
3. Share your relevant work history or other experience.
4. Demonstrate your expertise such as by offering valuable advice.
For example, if you're selling a guide to interior design, you can build credibility by showing photos of what you've designed, listing your celebrity clients, and listing design awards you've won!
So, wrapping it all up...
If you want to craft more effective sales copy, then make sure to review the above list so you can avoid these common copywriting mistakes... and watch your conversions soar!
This article is a goldmine of insights for anyone in the world of copywriting. The points about creating clear headlines and building credibility really resonated with me.
I’d love to hear more about your personal experiences in crafting persuasive copy. Can you share a specific example where emotional engagement made a significant impact on conversion rates?
Hey Hanna!
Way to go…
Thanks from the bottom of my hearty heart, for giving such great feedback.
And guess what?
Just for you (for being such a diamond), I’m going to link you to a very popular emotional email I wrote for a client that set the house on fire.
And…
You can use the structure for your campaigns if you want (with my permission)
Anywho, here’s the link >>https://docs.google.com/docume…
Fantastic breakdown, D-R Copywriting! These are invaluable insights for anyone in the copywriting space. I particularly resonate with the point about understanding the audience and providing clarity. I’ve observed many pieces of content that miss the mark simply because they don’t align with the reader’s perspective.
My Question is, While these mistakes are well-illustrated, I’m curious to know if you have any recommended strategies or exercises to help writers internalize and practice avoiding these pitfalls in their work? Especially for those just starting out in the copywriting world.
Thank you,
Lou.
Hey Lou!
Fantastic to see your friendly face again, and a big shoutout for dropping such an intriguing comment! 🙌
Now, let’s jump right into the heart of it – tackling that fiery question: “How to Internalize and Master the Art of Dodging These Pitfalls in Your Work?”
Here’s the golden ticket, Lou…
Keep it real!
It might sound like a no-brainer, but trust me, it’s a game-changer.
The more you ditch the hard sell and focus on offering solutions that truly rock your prospects’ worlds, the smoother the business ride.
Think about it this way…
Imagine your best buddy’s in a tight spot, and you hold the key to their salvation.
You’d move mountains, right?
Well, that’s the spirit!
So here’s the game plan: Lock in your mindset (we’re talking business philosophy on steroids!), and then hit the pavement to find those folks who are dying for what you’ve got.
Lou, consider this your rally cry…
Go seize your market because we’ve always got your back!
Catch you on the flip side,
Dedo (Chief MEME Officer)
Your breakdown of each mistake and the corresponding solutions is clear and practical. One question I have is regarding the use of testimonials and proof (Mistake #8).
You’ve mentioned the importance of persuasive proof, but what strategies have you found most effective in eliciting strong testimonials from satisfied customers?
Additionally, do you have any advice for newcomers in the field of copywriting on establishing credibility when they may not have a long track record or celebrity clients?
Your expertise on this would be greatly appreciated.
Hey there, Ashley!
High-five for dropping in and not just giving a shoutout for the clarity of my article but also for throwing down some super-helpful questions!
You’re a rockstar!
Here’s the deal: Your questions aren’t just gonna help you, but they’re like golden nuggets for others trying to navigate the wild world of online business.
So, let’s dive right in…
Always remember this pro-tip: When your customers are over the moon with your offer, don’t be shy – ask ’em for testimonials!
You can even hand ’em a “testimonial template” or kindly request their permission to jazz up their original message without altering its heart and soul.
After all, Ashley, persuasive writing is a craft in itself, right?
Anyways, I’m hoping this little nugget of wisdom helps supercharge your journey.
And hey, wishing you all the success in the universe – we’ve got your back, Ashley!
Catch you on the flip side,
Dedo (Chief MEME Officer)
Hi Dedo, thank you for sharing this valuable and insightful post.
I learned a lot from your tips and examples on how to avoid and fix these 10 costly copywriting mistakes.
I’m sure we have all made some of these mistakes more than once. And I think this is a very useful and comprehensive guide that everyone should follow when creating a sales or landing page. I will use it for my next copywriting project and see how it improves my conversions.
Thanks again for this great article.
Hey there, Pablo!
Fantastic to see your familiar face again!
Huge applause for you on gobbling up the golden nuggets of wisdom in the article “Ten Costly Copywriting Mistakes To Avoid.”
We’re practically popping champagne corks over here because you’re not just a passive consumer – you’re a doer, a go-getter, a knowledge action-hero!
Most folks just read and forget, but not you, Pablo.
You’re taking these insights and turning them into pure gold!
So go out there and conquer, Pablo. Know that we’ve got your back every step of the way.
Cheers to your unstoppable success!
Dedo (Chief MEME Officer )