Copywriting is a valuable skill for all business owners who wish to connect with their customers, especially online. Persuasive and emotive copy that engages is key to turning your audience into valuable buyers.
However, for those small business owners keen to cut costs and undertake their own copywriting, there are a few common mistakes that can work against what they are trying to do.
In this blog, I outline what these are and more importantly what to do to avoid them and create copy that is both compelling and professional.
1. Overcomplicating your message
Did you know that you should reduce complexity when you write? Why? It is a common misconception that using buzzwords, complex ideas, and long sentence structures will impress readers.
Research shows that using simple, clear, and concise language and short sentences, rather than jargon and complicated vocabulary allows readers to easily understand your message and stay engaged. A readability level of 9years/10years is what you should aim for.
2. Focusing too much on features, not the benefits
Customers are not interested simply in what a product or service does but instead how it will impact and improve their lives. Whether writing content for a product description or brochure, you need to drill down their pain points and demonstrate how you can solve their problems, this creates a more compelling message.
3. Dry emotionless language
Copy that lacks emotion fails to resonate with your audience. If they don’t feel something from it whether that be joy, interest, or excitement, they will simply look elsewhere for a more engaging business. So use storytelling and emotive language to appeal to their feelings and build a deeper connection.
4. Forgetting to proofread
If there is one thing that makes a business look unprofessional it is copy that has not been proofread and has spelling/grammar mistakes. Always make sure that you have a second pair of eyes to look over the finished copy or get a professional proofreader to review it and ensure it is polished and error-free.
5. Not including a call to action
You know what you want your audience to do when they read your newsletter, pick up your brochure, or visit your website, but do they? Forgetting to include a clear call to action (CTA) can lead to missed opportunities. Always include one to direct them clearly to the next step you want them to take whether that is subscribing to your newsletter or making an enquiry.
