The Biggest Copywriting Mistakes (Part 1)

Jul 02, 2018
Copywriting is one of the most essential skills you need to be successful.

Yet many women entrepreneurs struggle with this skill. They end up frustrated and confused because even after hours of writing, their copy doesn’t inspire their ideal clients to take action.

I get it. It sucks when you’re repelling your ideal clients with your writing, and you don’t even know it!

The good news: copywriting is a learnable skill.

The first step is to learn the mistakes you’re making, and what to do instead. This way, you stop repelling your ideal clients and start captivating them (so they say YES to working with you).

Mistake #1: Talking to Everyone

When you talk to everyone, you end up being broad and vague in your message. As a result, you appeal to nobody. Your words don’t inspire action and nobody signs up for your offer.

So what do you do instead?

Know Your Audience!

Specifically, you need to know these 3 things:

  • Who are they?
  • What are they struggling with?
  • What do they want instead?

When you know the answers to these questions, your message becomes clear and specific, and as a result, more captivating.

Mistake #2: Using Academic, Philosophical, or Technical Language

You can know your audience yet still not use their language. The problem with this is that your ideal clients don’t realize you can help them and don’t spend time checking out your offer.

It’s like, you’re talking about the neuroscience of the fight or flight response and they’re talking about being so stressed out they yell at their kids and colleagues…

See the gap in language?

What you need to do instead is learn “Client-Speak” and use the words your clients use. When you talk their language, they get excited because they know you get them. Yet, now they’re wondering if you can help them…

Mistake #3: Sharing Your Process

Truth: your clients don’t care how you do what you do. They care if you can help them get what they want.

Imagine an esthetician telling you she’s going to squeeze your pores and put all kinds of things on your face – yuck! Yet if she tells you she’s going to help you have vibrant, healthy, radiant skin – yeah! That’s the result you want.

So use “Client-Speak” to describe the results your ideal clients want. Now they’ll know you get them and can help them get what they want.

Mistake #4: Writing In Thick Bricks

You know what I’m talking about…

It’s the nightmare email made up of 2 inch paragraphs and run-on sentences. Chances are, there are many of these in your inbox right now. (And, truth be told, you’ve written some of these, too!)

The problem with writing in “thick bricks” is that your reader never makes it past the first few words. As a result, your message gets lost, along with your offer. Yikes!

So what do you do instead?

Keep them captivated with short bursts of information they care about. Two of your biggest friends that can help you fight the “thick brick” syndrome:

  • Bullet point lists
  • Bolded words

Click here to discover more copywriting mistakes in Part 2.


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