Copywriting is used just about everywhere. You can find it not just in your inbox but in landing pages of brand websites, blogs, and even guest post articles. It is because copywriting is a high-demand skill that businesses need to gain more share of the market.
As a sales copywriter, you should know not only how to write compelling copy, but also avoid the common errors that come along with it. Mistakes, when not corrected early, may affect the way you write for the long-term.
You may not notice it, but you may be committing a lot of copywriting errors already. Some of these, as pointed out by seasoned sales copywriters, include the following:
- You write about yourself.
Writing about yourself, or focusing the attention to your brand alone, is an issue a lot of copywriters face, and many of them often fail to address it. However, you are not writing a press release or an article for public relations; you are writing to persuade an audience to bite into your product or service.
Hence, you may want to tweak the way you write by shifting the attention to your audience and not about yourself. Write about their pain, their fears, their joys. Get them engaged. Once they find themselves comfortable with your writing, the more inclined they are to say yes to your call-to-action.
- Using company jargon.
Another common mistake that copywriters make when drafting a sales pitch is using too much company jargon. While technical/industry terms can make your copy more in-depth or knowledgeable of your niche, readers don’t need them. They shun the words that they don’t understand.
People feel alienated when they are served with jargon. How are they supposed to connect to what you are saying if you feed them with words they don’t know about. They not only feel uncomfortable; they also feel like they are being sold. This isn’t something you want your audience to think about your sales copy, as they won’t only refuse your offer; they’ll also start avoiding you.
So yes, write in a language your audience speaks.
- You forget about SEO.
Search engine optimisation plays a significant role in copywriting these days. You use SEO to widen the scope of your audience reach and to target specific readers under your niche. Not optimising your site may not only leave your copy unattended but your whole marketing campaign a flop.
SEO is not only about using keywords and links; you may also want to optimise your headline by using targeted key phrases that attract more viewers. You should also take into consideration the value of cross-platform postings, such as that in social media, blogs, and web 2.0s sites. By utilising their functions, you can reach out to wider audiences and at the same time build credibility for your business due to the more prominent exposure.
Investing in SEO allows you to create a level of online relevance, which helps a lot in the long-term. In the eyes of search engines and of your target audience, you are not just a one-trick pony, but a brand and business that they can trust.