4 Copywriting Mistakes to Avoid!



When it comes to building a decent website, content really is still king. The key to creating decent copy that not only draws readers to your site, but also gets your brand message across, is to make it compelling. You want to create something that’s actually worth reading – not just a scrambled up splurge of information that’s there just for the sake of being there.

So how can you get the most from your copywriting? Well, I’m sorry to admit that there’s no set of magic rules that will ensure your copy hits the spot every single time. However, there are some common copywriting mistakes that, if you avoid, can set you on the right path to copywriting greatness (or something like that). Let’s get stuck in.

Not doing enough research

When writing copy, it’s essential to understand the type of person you’ll be writing for, so just going straight in without doing any sort of research is not recommended. No-one is saying you have to perform hours upon hours of research for a single blog post (although, by all means go for it), and when deadlines are looming it can be a challenge to spend more than a little time on in-depth research. However, just setting aside a bit of research time prior to putting pen to paper means your content will be more in touch with what the brand is trying to say – you’ll also learn something in the process so win win!

Not using tools

Did you know that there are a variety of tools out there specifically designed to help copywriters like you and me? Here are a few of my personal favourites:

 

Copyscape

This is a great tool for checking duplicate external content. Simply copy the address of the page you want to check and it will come back with anything that duplicates in on the web.

 

Un Suck It

If you’ve been given some words in your brief that don’t flow well with the rest of your copy (business jargon, we’re looking at you!), Un Suck It will give you the definition of the word(s), and offer some fun alternatives.

Read-Able

Your copy should usually be at a 7th-8th grade reading level. Read-Able accurately tests the reading level of your copy, allowing you to test the readability of your work.

 

Answer the Public

The holy grail of copywriting ideas. ATP takes your subject and shows you relevant questions people have been asking about it. Perfect for thinking of blog post titles!

 

Writing for a wide audience

This one is especially relevant if you’re writing for a small business. You want to avoid writing copy that you think will attract everyone. The key to writing for a small business is to attract a certain type of person – the sort of person that will become a good customer. Tailor your copy to them, and avoid writing wishy-washy articles that will do nothing but alienate everyone.

Avoiding the specifics

One of the major aspects of being a copywriter is writing about subjects that, quite frankly, you don’t know anything about \ have any interest in whatsoever. Whilst this is challenging, don’t fall into the trap of writing long paragraphs of grammatically correct copy, and avoiding getting into the specifics of a topic. For example, look at these two sentences:

 

We cater to all your paper shredding needs, contact us for more information.

 

Or

 

We offer a variety of paper shredding services, including onsite / offsite paper shredding, file management services and digital document management. Contact us for more information.

 

Whilst both are acceptable, the second one offers more information. Don’t skip the detail, put in a plethora of information and earn the reader’s trust.

 


Want to know even more?

Give your content marketing another boost by getting our four free digital marketing ebooks and our weekly content marketing newsletter.

You’ll immediately receive 123 pages of expert insight straight to your inbox.

Yes! Get My Four Free Ebooks Now…


 


 



If you enjoyed that article, here are some more you might like:

Tecmark Author Rebecca Beale

About the Author

Rebecca Beale:

Rebecca Beale joined Tecmark in January 2016 after working in copywriting. She is part of the copy team who create online content for our list of clients.

Visit Rebecca's Page
  • Copywriting Clichés: are you a serial offender?
  • The three steps to creating effective seasonal content
  • 3 Key Points of Blogging for SMEs

  • Latest from Tecmark


    Happy New Year everyone! As we all know the transition into the new year is a time for reflection, hope and new beginnings. However, it often brings with it a descent into copywriting madness, with god-awful clichés often popping up out of nowhere – yes we’re looking at you #NewYearNewMe crowd.


    When it comes to building a decent website, content really is still king. The key to creating decent copy that not only draws readers to your site, but also gets your brand message across, is to make it compelling. You want to create something that’s actually worth reading – not just a scrambled up splurge […]


    While it’s good to have words on your site, but copywriting isn’t just about filling up the page with words and moving on to the next task. There’s so much more to copywriting than hammering the keyboard for eight hours a day. Fulfilling the task requires a lot more than hitting the word count.