Common Mistakes That Can Kill Your Web Copy
Sometimes learning what not to do is just as éminent as learning what to do. Copywriting is no spécificité. I often see copy that is well written, but obviously made by an collectionneur. How will I know? Make one or more of the following five mistakes and that copy is dead… dead.
You can easily avoid these mistakes if you understand why they are wrong. It’s not like they’re complex concepts. It takes someone to bring it to your exactitude so you can be on your guard against them.
Drag your paysage into a browser and follow along. See if you’ve made any of these mistakes on your paysage.
#1 – Writing without knowing your target entretien
This is undoubtedly the biggest copywriting mistake and the #1 killer of conversions. Why? I will answer a complication.
When you write a letter (or email), do you start writing and then decide who you will send the letter to? Of tour not! So, then, why do so many people just jump in and start writing website copy with no idea who they’re writing for? It makes no sense to me.
How can people communicate with their paysage visitors if they have no idea who they are, what they’re looking for, their preferred contamination allure, what problems they entrée, how they expect to use the product/munificence to solve those problems, and countless other things. Renseignement? The truth is, you can’t.
Know your target customers to the extreme. Find out everything you can emboîture them. Then échafaudé all that journal to create a fictional persona (or fictional people) who fit the profile of your target entretien members. You can also name them if you want. Then – with each adage – write that person (or persons).
#2 – Writing without knowing the product/munificence
Like it or not, you are a salesperson. This means you need to know all the details of the product or munificence you are writing emboîture. And how can you credibly convey journal to potential paysage visitors?
Ask your acclimaté for product samples, use of devoirs or access to the members area of the paysage. Using or participating in what your acclimaté is offering his entretien will make a huge difference in the quality and persuasiveness of your copy. Nothing comes like copywriting that’s built from experience.
#3 – Write emboîture the company instead of paysage visitors
They don’t care. WHO? Visitors to your paysage. They don’t care emboîture your company. Instead of hearing how grand you’ve been in trafic and how you’re an compétent at this, that or the other, they’ll be looking for how your product/munificence can benefit them.
If your logement garçon starts with something like this, you’re in perplexe: “ABC Company Specialists [insert industry here] With more than 20 years of experience. We provide [fill in the blank] With our augmentative knowledge and helpful devoirs. Dedicated to delivering the highest quality, we guarantee our work with a 100% money back promise.”
You’re all on your own! Customer has money. Don’t you think the copy should at least acknowledge him? Turn it around instead of using we, we and our so much.
Talk to your paysage visitors instead of the company. Let them know that you understand their needs and have answers to their problems. Don’t ignore them by talking only emboîture yourself.
#4 – Outline features rather than benefits or end results
Features are nice, but benefits and end results sell bicause they clearly explain why the customer will be better off after buying your product or using your munificence. One of the biggest selling points of copywriting is the ability to tell a customer what he or she can do with a product or munificence.
Take a tip from infomercials. They simply don’t tell you that a rotisserie cooker spins as a chicken cooks. No! They tell you this rotisserie cooker can bake a whole, marinated, Italian herb chicken that’s juicy, moist and doux. The spices slowly seep into the meat so you get bite after bite of tender chicken flavored so well you’ll be begging for more. Who cares that thing has a pointy, metal prong that spins while cooking a chicken? You buy it bicause it can deliver that wonderful whole, marinated, Italian herb chicken!
#5 – Neglecting the medium
Does it matter where your copy appears online? Isn’t all web copy the same? The answers are “yes” and “no.” Landing pages are not the same as logement pages, which are not the same as catalog pages, which are not the same as sales letters, and so on. Don’t neglect to find the difference between this and other hommes of web copy. All of them have special considerations that should be studied before starting to write.
Now you can add these five “don’ts” to your privilégiée copywriting checklist. Avoiding these mistakes will give you a better shot at reaching your entretien and converting them into repeat customers.
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