NOT SURE WHAT A COPYWRITER DOES? WATCH THIS SHORT VIDEO FIRST.
Now that you know what a copywriter does, if you want to learn or improve your copywriting skills, it is best to learn common copywriting mistakes people make so that you can avoid them.
If you master copywriting skills, you have won much of the battle when it comes to product sales. You may have the greatest product ever created, but if your sales copy is bad, it is not likely to sell well. It is true that to have a successful product launch you also need to have a good product. However, a mediocre product with a killer sales page is more likely to sell better than a great product with a poor sales page.
Master copywriters can earn a nice income writing sales copy for others, so if you become great at it, this will open up an opportunity for you to make TONS of cash as you can position yourself to be in high demand! You can also SAVE TONS OF CASH by learning copywriting skills. So, pay attention and learn what NOT to do!
The Value in Copywriting
The ONE thing you must constantly focus on in your sales copy if you truly want to be successful is value.
Value is ultimately what you are trying to offer your customers. This is not necessarily monetary value, but some kind of benefit. You know the value of your product but your potential customers don’t know the value of your product so it is the job your sales copy to constantly let them know the value of your product or service throughout the page.
Below you will learn how failing to concentrate on value is part of several of the big mistakes you can make, and how you can make sure that you are demonstrating the value of your product during each step of the copywriting process.
Mistake #1: Headline Lacks Value
Your headline is unquestionably the most important part of your sales copy. If you get the headline wrong, and you will lose at least 75-80% of your traffic right from the beginning. (That is a real statistic. Around 5 times as many people read the headline than the body of a sales letter!)
Your headline should tell people exactly what the product can do for them immediately. It should NOT, contrary to popular opinion, pose any kind of question – at least not without a reciprocal answer included in the headline. Rather, it should tell someone exactly what they will get right away.
BAD – What Would You Do If Someone Robbed Your Home?
GOOD – Get Our Free Report And Learn How To Stop A Robber Dead In His Tracks!
BAD – Do You Want To Lose Weight Fast?
GOOD – Lose 10 Pounds In 10 Days Using Our Breakthrough System!
These GOOD headlines let people know right away what results they can expect to get from your product. If there is not a good question asked that makes your reader think, it can result in them leaving the page. Instead, make sure that there is a clear and precise result provided that lets a reader know whether or not the product has the benefits they are looking for. Also, these headlines entice a user to keep reading out of sheer curiosity. Now that they know what they can achieve with your product, they want to know more about how they can achieve it. Ultimately, the purpose of the headline is to persuade people to read the rest of the copy (or at least skip right down to the call-to-action where they can take the desired action.)
Mistake #2: Focusing on “Action Words” in the Call-to-Action Section
Many copywriters have learned that it is important to use “action words” to get people to act upon your desired action. However, too many people have taken “action word” too far and used them in their calls-to-action as their main focus.
You must not forget that we are focusing on value. We want to let people know what they can GET in every step of our sales copy. Instead of focusing on action words, you should be focusing on value words.
Value words let people know that they can GET something. Note that GET is one of THE most powerful value words!
Instead of saying “Join Now”you can say “Get Your Report Now”. Instead of saying “Buy It Now” you can say “Get Free Access Now”.
By focusing on value words, your conversions will increase significantly, and more people will respond to your copy with the action that you want them to take if you avoid using“action words”.
Mistake #3: Not Knowing Your Audience
Market research is crucial. There’s a good reason why big corporations spend large sums of money within their marketing budgets on research. They perform many types of research, including discovering their market demographics and focus groups that actually test their individual products. for them
Knowing your target market inside and out will not only ensure that you’re writing the right things but to also ensure you’re NOT writing the WRONG things.
For instance, if your market is mostly females, but by mistake, you believe it is mostly males. You write your copy to target men specifically, joking “make sure your wife doesn’t know you are buying this!” If your market is mainly made up of women, they’ve probably just been offended and also feel like your product isn’t for them since it’s obviously targeting men.
You should never assume to know your audience. Make sure you know it by doing market research first!
Mistake #4: Hard To Read Bland Copy
This is not about boring copy, although that would be a big mistake. I mean copy that is just a bunch of monochromatic words on a page. Have you ever read copy like this? If so, you know how hard it is on the eyes, and how frustrating it is to try to read a running wall of words with little to nothing breaking it up.
Make sure you make your sales copy look as interesting as possible by adding unique elements to the text. Using elements such as bold, color, underline, italics, etc are very effective.
Bullets are an excellent way to break up large chunks of text into parts that are easy to digest:
- Use bullets to list features
- Use bullets to list benefits
- Use bullets to make important text stand out on the page
You can also use bold, underlines, etc. to make text stand out within your bullet points as demonstrated above!
Mistake #5: Irrelevant Images
Images are incredibly useful in copy when they are laser targeted to the topic and make sense. However, if you choose to use random images simply because they were all you could find online that would fit with your topic, you are hurting your sales copy more than you are helping it.
Out of pace images only serve to confuse your potential customers. They will see an image and wonder what it means. Just because you understand how an image fits in with your message doesn’t mean your reader will understand it.
If you are in doubt about an image, it is better to leave it out of your copy! It is not better to fill space by using an image that your reader may not understand.
Mistake #6: Using Too Many Or Too Few Words
A lot of people seem to think that longer copy is always better to use, but in many cases, a longer sales copy can really kill your conversions depending on what you are selling. I’m not sure where the trend started that longer copy is always better than shorter.
Sometimes longer copy does works. Some products need more copy to sell well than others. A product that costs over $1000 is probably going to need a lot more convincing than a product that costs $19.97. However, that isn’t necessarily always the case either!
You probably don’t need a whole page of copy to sell a $1.00 eBook. You probably do need more than a half page to sell a $1,997 video course or course. However, that may not always be true either. Some markets respond better to one type of copy than another and some products need more copy than others. Remember, mistake #3? Don’t forget to do market research even if you think you know your market. You may be sadly mistaken. Speaking of this, that brings me to mistake #7…
Mistake #7: Failing to Test Your Copy
One of the most important elements of copywriting is testing. It could be said that testing is even more important than the headline. Why? Because without testing, you can’t be sure your headline is adequate.
You can use split-testing software to make your testing easier, but it’s not completely necessary. If you have a fair amount of traffic, you can test two versions manually and compare the results. Split-testing just makes the process a lot easier to track, allows you to test more versions and track your results accurately.
You will need a fairly large sample to ensure an accurate test. At a minimum, you should not make a decision regarding your copy until at least 1,000 or more people have viewed each version. Any smaller sample size than that would likely cause inaccurate results, and even this small of a sample size could lead to some inaccuracies. Still, it’s better than not testing your sales copy at all!
You should be testing various elements of your sales copy such as your headline, call-to-action, graphics, and bullet points. Even your guarantee should be tested to see how it performs. Once you have hit a conversion ratio you’re satisfied with, you could stop testing. However, it is to your advantage to continue testing because you never know when you might exceed your goals with just one small tweak to your sales page.
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