|5 MORE COPYWRITING ERRORS TO AVOID
Writing websites, brochures, direct mail and other marketing pieces isn’t easy. To be successful, your writing needs to capture the prospect’s attention (often in the first three seconds or so), sell him on the benefits of your products or services, and then motivate him to take action.
I’m frequently asked to review a company’s “home grown” marketing materials and make suggestions for improvement. I often find the same errors.
If you’re taking the do-it-yourself approach to marketing writing, be sure to avoid:
- Keeping Your Product a Secret – Many website home pages, for example, don’t clearly announce what they’re selling. If your company name is “ABC Marketing” and your headline is “Increase Your Sales!” it’s hard to guess exactly what you do. Are you a marketing consultant, copywriter, SEO specialist, website developer, sales trainer, or what?
- Burying Key Information – The key benefits and facts about your products and services should be front and center in your marketing materials. Don’t expect potential customers to hunt for this information. Chances are they won’t bother.
- Using Inappropriate Vocabulary – Words matter, and it’s important to match your vocabulary to the marketing piece’s audience and purpose. For example, avoid using technical jargon for a non-technical audience, words like existentialism for a mass market audience, and lots of contractions for a more formal piece.
- Repeating Words in Close Range – Avoid writing sentences like “These delicious candies come in a delicious assortment of six delicious flavors.” Check for unnecessary repetition in sentences that are in close proximity to each other, too.
- Going On and On and On – Your marketing materials should not look like short novels! Get to the point as quickly as possible. If you tend to be wordy, write the first draft and then edit out at least 25% of it to create draft two.