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Copywriting Common Mistakes

By Expert Author: Ralph Adams

Here's a list of the most common mistakes that copywriters make today.
Are you making any of these mistakes in your copywriting?
Focusing on features not benefits: The product or service that you are promoting may have many excellent features which you can discuss at certain points in your writing: but don't make them your main focal point. Instead highlight the benefits that your product offers the readers. How does it make their lives easier? What's in it for them? Answer these questions then discuss the features.
Headlines that fail: Your headline is the message that entices the reader to learn more about what you are saying. You have about three seconds to convince your audience that what you are offering is interesting, unique and beneficial. Give your readers a reason to devote time and energy to your message with a headline that compels them.
Confusing copy: Many writers fail to focus on the main idea and get sidetracked discussing details that only serve to confuse the reader. Be clear and concise in what you are communicating. Avoid trailing off on tangents. Keep your writing and your reader focused.
Failing to focus on the reader: Use "you" in your writing rather than "I" or "we." "You" is one of the most powerful words in advertising and you should use it when you want to connect to your readers and involve them n what you are discussing.
Cliches: Copywriting is full of tired, boring cliches that every single person on the planet has heard ten billion times before. Try "thinking outside of the box", maybe even "push the envelope" with your writing. Be unique, be original. Using cliches in your writing is a sure sign that you're padding your content with "low hanging fruit." And everyone will know it.
Overhype: Don't promise what you can't deliver. You are not a used car salesman so don't write like one. Be authentic, be genuine. If you don't believe in your product strongly enough to feel that it stands on its own merits without the need for unnecessary hype, how do you expect anyone else to?
Forgetting to test and revise: If you don't test your writing before and after publishing it on the web you are missing the opportunity to increase your effectiveness. Testing prior to publishing can be as simple as offering your material for review and critique to friends. The internet allows you to track how often your material is viewed and acted upon, use this information to make revisions.
Spelling and grammar mistakes: With spell check and grammar checking features available on all word processor software there really is no excuse for spelling and grammar mistakes. A page of copy full of spelling and grammar mistakes gives the reader the impression that you are uneducated, lazy and careless. Why would they buy anything you are selling?
Weak or Non-existent call to action: Quite often creators of sales pages and offers forget to sell what they are selling. Sounds strange doesn't it? Believe me it happens. The entire structure of a sales page is designed to entice the reader to take an action. Don't forget to pay close attention to your call to action. Make it obvious, make it easy to find. Allow your readers to know that they have an option to enjoy the benefits of your offer.

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