The 5 Biggest Copywriting Mistakes

Introduction

The speaker introduces the topic of copywriting and explains how it is important to learn from mistakes in order to become a great copywriter.

Learning from Mistakes

• The speaker emphasizes that even experienced copywriters make mistakes and that the market provides objective feedback.

• Copywriting allows for immediate feedback, making it easier to learn and grow as a writer.

• The best copywriters have written more terrible copy than anyone else, which has helped them gain experience and improve their skills.

Writing Good Copy

• To write good copy, one must start by writing bad copy and fixing it. This helps writers get basic ideas out of the way so they can focus on creating better content.

• Content writers can also benefit from this approach by gathering market feedback and quantifying results based on engagement, SEO rankings or virality.

5 Biggest Mistakes You Might Be Making as a Copywriter

The speaker shares five common mistakes that many copywriters make when writing sales copy.

Mistake #1: Being Afraid to Polarize

• Copywriters should not be afraid to polarize their audience because polarity equals popularity. Trying to help everyone will result in helping no one.

• Focusing less on what the product is and more on who it can help will lead to higher conversions. Creating polarity helps identify the ideal audience and builds trust with them.

Mistake #2: Talking About Features Instead of Benefits

• Understanding the difference between features and benefits is crucial for effective marketing. Features are what a product has or is, while benefits explain how it solves a problem for the customer.

Mistake #3: Not Understanding the Customer

• Copywriters must understand their target audience in order to create effective sales copy. This includes knowing their pain points, desires, and motivations.

• Creating buyer personas can help writers better understand their customers and tailor their messaging accordingly.

Mistake #4: Failing to Create Urgency

• Creating urgency is important for driving sales. Limited-time offers, scarcity tactics, and fear of missing out (FOMO) are all effective ways to create urgency in sales copy.

Mistake #5: Not Having a Clear Call-to-Action

• A clear call-to-action (CTA) is essential for guiding customers towards making a purchase. The CTA should be specific, urgent, and easy to follow.

Conclusion

The speaker concludes by summarizing the five common mistakes that many copywriters make when writing sales copy and encourages viewers to learn from these mistakes in order to become better writers.

Key Takeaways

• Copywriters should not be afraid to polarize their audience.

• Benefits are more important than features when creating effective sales copy.

• Understanding the customer is crucial for creating targeted messaging.

• Creating urgency and having a clear call-to-action are essential for driving sales.

• Learning from mistakes is an important part of becoming a great copywriter.

Turning Features into Benefits

In this section, the speaker explains how to turn product features into benefits that answer the question "What's in it for me?" She provides examples of how to do this effectively.

Examples of Turning Features into Benefits

• Batteries Included

• Benefit: Ready to use! No disappointed child on Christmas morning.

• A complete list of 5 minute core exercises

• Benefit: Get that tummy bikini ready in just 5 minutes a day just in time for your vacation.

Mistake #3: Not Thinking Mobile First

The speaker discusses the importance of optimizing copy and websites for mobile devices. She shares statistics about web traffic and bounce rates on mobile devices and provides tips for creating mobile-friendly content.

Importance of Mobile Optimization

• In 2019, up to 80% of all web traffic will be mobile.

• Bounce rates are significantly higher on mobile devices than desktop computers.

Tips for Creating Mobile-Friendly Content

• Test shorter headlines and larger font.

• 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.

Avoiding Complexity in Copywriting

The speaker emphasizes the importance of simplicity in copywriting. She explains why complex language can be detrimental to effective communication with readers.

Why Simplicity is Important

• The average American reads at the 7th-grade level.

• Our brains love cognitive fluency, which means we prefer things that are easy to understand.

• Complex language can break our connection with readers and make us seem less intelligent.

Tips for Simplifying Copy

• Use simple language that a pre-teen would find easy to read.

• Restate important benefits and calls to action to add redundancy.

• Avoid using unnecessary fluff or unrecognized idioms.

Mistake #5: Not Providing a "Reason Why"

The speaker discusses the importance of providing a "reason why" in marketing. She explains how this can help address potential objections from customers.

Importance of Providing a "Reason Why"

• A "reason why" can help address objections from customers, especially for things they might not like or understand.

• In a study, researchers found that people were more likely to let someone cut in line if they provided a reason why.

Tips for Providing a "Reason Why"

• Include reasons for limiting sales or having no refund policies.

• Use the word "because" to provide an explanation.

• Address potential objections before they arise.

The Power of "Because" in Marketing

In this section, the speaker discusses a study that shows how using the word "because" can be powerful in marketing. They explain how frequently using the word "because" in your marketing copy can help improve conversions.

Using "Because" in Marketing

• A study showed that when people asked to use a Xerox machine and gave a reason starting with "because," 93% of people said yes.

• Using the word "because" in marketing can be powerful.

• It's important to give reasons for things like offering discounts or having limited-time offers.

• Frequently using the word "because" in your marketing copy can help improve conversions.

The 5 Biggest Copywriting Mistakes That Could Be Cutting Your Conversions In Half

In this section, the speaker discusses five common copywriting mistakes that could be hurting your conversions.

Common Copywriting Mistakes

• Focusing too much on features instead of benefits.

• Not understanding your audience and their pain points.

• Writing weak headlines that don't grab attention.

• Not providing enough social proof or testimonials.

• Being too vague or not specific enough about what you're offering.

How To Find A Hot Niche

In this section, the speaker provides tips on how to find a hot niche for your business.

Tips for Finding a Hot Niche

• Define your audience and understand their needs and pain points.

• Look for underserved markets where there is demand but not enough supply.

• Research competitors and see what they're doing well and where they're falling short.

• Consider niches within niches to find areas where you can stand out from competitors.