Writing incredible copy can sometimes seem like a sort of elusive, arcane art – a mysterious wordy alchemy. When copy feels like it is written just for you; when the campaign hits you at just the right time and in the right way; that’s when copy can be truly magical.
Other copy and campaigns on the other hand just feel totally phoned in.
For as long as I’ve been exposed to marketing, I’ve seen some great work, and some not-so-great work. I’ve noticed that much of the not-so-great work – especially web copy, tends to fall into one or more of the following traps that wither the copy’s persuasiveness and practicality.
So let’s explore how, when it comes to copywriting, the devil is most definitely in the details.
Sin #1: No Value Proposition, No Call-to-Action
This is fundamental. Remember why the reader is reading your copy to begin with, and what you ideally want them to do once they’ve finished. What do they want to see from you? And what action do you want from them? Top and tail your copy with a strong value proposition out of the gate, and a clear call-to-action at the end.
If you’re unsure of your precise “value-add” for a given service, then a little market research and even some outreach to previous clients or current users can go a long way. You may need to do a bit of business soul-searching to uncover (or rediscover) your true unique selling points.
And when your copy comes to a close, don’t forget a concise call to action (CTA) that directly tells the reader what to do next. Commands like “Click here” and “Buy Now” may be functional but they are a little uninspired nowadays. Some better examples include “Start scheduling”, “Claim your 10% Off”, and “Supercharge your website traffic”; which you may notice all mention a practical outcome.
And another quick tip: if a webpage is quite long because it is packed with text or graphics, you may want to pop a quick CTA in at any natural break points so those who are ready to proceed early can do so without hunting for the CTA!
Sin #2: Not Focusing on The Prospect’s Concerns
People are looking to buy from you for a reason. They have a need, a concern, or a problem that they can’t fully address on their own. Never forget this, often quite uneasy, headspace that your reader may be in when you address them with your copy.
Additionally, if they’ve never sought your kind of help before, they may be apprehensive as they might not know what to expect (as we’ll discuss in the next sin).
So reassure your readers that you are capable by showing them the results you’ve achieved for others, let them know what to expect when working with you, and directly address any known points of buyer resistance. Really try to paint a picture of how their problem is impacting them and how much better they will feel in working with you to overcome it.
Though that said, never market to people by playing on insecurities, and avoid condescension at all costs.
Sin #3: Not Communicating What Happens Next
Whether you’re trying to persuade your reader to make a purchase, download a lead magnet, sign up to an e-course, or something else entirely, make it crystal clear what the reader should expect to happen next.
Will they receive an immediate, automated response? Will they receive an email with further instructions? Should they expect a wait while you manually process or respond to their query?
Not knowing what will happen next can really put off some buyers. We want them to feel as confident as possible that by converting, they are making the right decision – no matter how small it might seem in the grand scheme of things. So aim to remove the mystery from the process wherever possible.
Sin #4: Not Using Formatting to Keep the Reader’s Interest
Unless they’re reading a novel, most people are put off by huge swathes of text. This is doubly true if that text is on a computer or device screen, and triply so if they’re being sold something.
I understand that there are topics out there that need a bit more explanation when writing copy (especially in tech) but fight the temptation to slap it all in a long, dry, unformatted paragraph.
- Cut explanations down into subheaded sections
- Use bulleted or numbered lists to add visual interest to lists or processes
- Add emphasis to important sections with bold or italicised text.
Sin #5: Rambling Without Relevance
If you’re writing copy, you need a clear idea of what needs saying and who to. Always focus on the problems you solve, the benefits you provide, and the relevance of what you’re saying.
The trick here is to keep a laser-like focus on the issues that you solve for your audience and the reasons your clients appreciate you the most.
If you find yourself the rambling kind, you may find it useful to try staying within the confines of copywriting formulae like AIDA or PAS. Each of these formulae provide a handy framework to fit into – a set of milestones to keep your copywriting process on track.
Oh, and edit with a hatchet rather than a butter knife.
Sin #6: Not Fitting Your Text Around Design or Function
This one seems a bit nebulous but it’s surprisingly simple. Always remember the practicalities surrounding the copy you are writing.
Is there a design element at play where the copy needs to fit within a certain space? Then an essay just won’t do.
Are you writing about a serious, sensitive subject; or for an audience who may be in panic or distress? Leave humour at the door and write with directness and sincerity.
Is the job of this particular piece of text to persuade or to inform? Different functions require different functional tone.
A spot of writers’ situational awareness can go a long way!
Sin #7: Ignoring What Drives Your Buyer
No matter how much we like to think we’re these logically absolute beings, we really aren’t. Marketing psychology is a particular interest of mine and our evolutionary psychology has a large part to play in “marketing to the mind” and appealing to others.
When embarking on a copywriting project, part of your market research needs to touch on what drives your buyer. What mental state are they likely to be in when reading your copy? And what is likely to spur them into action?
Some buyers react well to a spot of well-placed social proof. Others may be urged to convert by a sense of loss-aversion or a fear of missing out. Others may simply need the answer to “what’s in it for me?” spelling out for them in black and white.
By knowing what kind of communication drives our audience, we can better create the kind of arcane copy magic that grows both your brand’s appeal and your bottom line.
Avoiding these 7 nasties will surely set your copy on the right track to avoid the marketing nether-realms. Want me to help you avoid these pitfalls? Read more about how I help my clients with IT-savvy web copy and online visibility support.
Note: This post was first published on the 20th June 2016 and has since been edited.
