From Drab to Fab: 10 Copywriting Mistakes To Avoid

Many writers struggle with creating engaging copy that pushes readers to click. If you can relate, you’re probably making a bunch of copywriting mistakes that you must dodge from now.

In this blog post, we'll discuss 10 copywriting mistakes that you should avoid like the plague (or a bad haircut).

If you want your copy to convert, if you want your readers screaming, “Take my money!”, consider pushing these mistakes away as far as you can.

Because let's face it, nobody wants to be caught wearing socks with sandals, or worse, committing a copywriting faux pas. So, if you want to go from drab to fab in the world of copywriting, keep reading!

Get a glass of wine, put on your thinking glasses, and shift your entire focus to my words. I promise you’ll thank me by the end of this post.

1. Using Jargon and Fluff

Jargon and fluff (the unnecessary stuff) are the dynamic duo of confusing copywriting. They're like the Batman and Robin of writing, but instead of fighting crime, they fight against clarity and understanding.

The unnecessary and repetitive stuff might look impressive, but it lacks substance. There’s no literal meaning to it. Especially in direct response copywriting, avoiding unnecessary stuff can prove extremely helpful!

So, let's avoid using them and instead focus on writing copy that's clear, concise, and easy to understand. Become the hero that your reader deserves, not the one they dread.

2. Writing From the Wrong Perspective

The wrong perspective is the copywriting equivalent of putting your shoes on the wrong feet:

• It's uncomfortable.

• Awkward.

• And just doesn't feel right.

To avoid this mistake, you need to identify who your audience is and what their needs and desires are. Put yourself in their shoes and imagine what they're thinking and feeling. Once you have a clear understanding of your audience, you can start writing copy tailored FOR them.

Think of it like a magic trick. You're not just writing words on a page, you're creating an illusion that makes your readers believe that you understand them on a deep level. And when you can do that, you'll have their attention, their trust, and their loyalty.

Essentially, if you get the perspective right, you’re not just writing copy, you’re creating magic.

3. Using the Wrong Tone

Depending on the product or service you’re writing the copy for, its audience will have a tone that appeals to them.

Using the wrong tone is like sending mixed signals to your audience. So, how do you find the right tone?

First, you need to identify what tone is appropriate for your audience and your message. Are you writing to inform, persuade, or entertain? Once you have a clear understanding of your purpose, you can start thinking about the tone that best fits your message.

Here’s an interesting tip for you. AI, specifically ChatGPT, does a really good job at these things. So if you harness the power of AI for copywriting, you can write copy, put it into an AI tool, and ask it to rewrite it in a specific tone, and it will do a pretty good job.

4. Not Using Active Voice

Active voice is direct and energetic. Not using it for copywriting would be a crime.

You need to identify the subject of your sentence and make it the focus of your message. When you use active voice, you're not just telling a story, you're putting your reader in the driver's seat.

But don’t get me wrong. This doesn’t mean you should dump passive voice altogether. There are instances where the passive voice can shine. For instance, when writing copy that focuses heavily on storytelling, the passive voice might be the better choice.

But it’s your best judgment to identify what works that makes you a good copywriter.

5. Not Writing the CTA

Every copy has a goal. I mean, you’d never write copy for nothing, would you?

And CTA is one of the most important aspects of any copy with a goal. Do you want your copy to make sales? Build awareness? Or inform? There may be different types of copywriting, but CTA is one of the common factors that you shouldn't miss out.

Toward the end of the copy, people should know its purpose. And that’s what CTA is. Something as simple as “Click to learn more about this app” would be enough frosting on the cake.

6. Lengthy Sentences and Paragraphs

Anything that’s too long is like a maze that your readers have to navigate. It's like saying, "Hey, I have something important to say, but you're going to have to work hard to find it." Don’t you think that’s a bit rude?

And while it's important to provide valuable information, it's equally important to do it in a way that's easy to digest.

So, how do you write shorter sentences and paragraphs? You need to identify the main point of your message and focus on that. Instead of trying to say everything at once, break it up into smaller pieces and make it easy for your readers to follow along.

Think of it like a sprint. You're not just running a marathon, you're running a short race that's focused and powerful.

7. Weak Formatting

If your copywriting is a piece of art, then formatting is the frame that holds it all together. Weak formatting is like a flimsy, unimpressive frame that does nothing to enhance your masterpiece.

Formatting is essential for good copywriting, but it's not just about making it look pretty. The right formatting can make your work more accessible, easier to read, and increase its impact.

To create strong formatting, you need to break up your content into smaller, easily-digestible chunks. Use:

• Headings.

• Subheadings.

• Bullet points.

And other formatting tools to create a visual hierarchy and guide the reader's eye through your message.

8. Using Too Many Features Over Benefits

If you’re writing copy for a product or service, you might be tempted to list down all the features it offers. The truth is, your audience doesn’t always want to read this grocery list.

Instead, try listing down the benefits. Using too many features over benefits is like telling your audience what your product or service does, but not why it matters to them. And while features can be impressive, it's the benefits that really sell your message.

To use benefits in your copy:

• First, identify the pain points and desires of your audience.

• Identify what problem they’re trying to solve and what they’re trying to achieve.

• Then create copy by addressing how your product or service helps them solve these problems.

9. Relying Too Much on Copywriting Formulas

How boring is it to eat the same meal every day? At some point, you’ll crave something new and exciting. That’s what these formulas are like.

AIDA, PAS, PPPP, and whatnot! There are just too many of these formulas that too many copywriters rely too much on!

The problem is, relying too much on these formulas can be limiting. It significantly limits your creativity.

It’s important that you snap out of these formulas, take risks, and try new things. Experimenting is key in the marketing realm, so get your creative juices flowing, try something new on your own, and see how that treats you.

10. Sounding Too Salesy

Sure, you might have something great to offer, but if you come across as too pushy or insincere, you'll lose your audience in a heartbeat.

To prevent your copy from being too salesy:

• Understand your target audience's needs, wants, and pain points, and tailor your copy to address them. Empathize with your reader and make your copy about solving their problems, rather than pushing your product or service.

• Be genuine in your writing and avoid over-the-top claims or exaggerations.

• Use a conversational tone that reflects your brand's personality and makes the reader feel comfortable, etc.

Conclusion

And there you have it, the ultimate guide to avoiding 10 copywriting mistakes that could turn your masterpiece into a forgettable flop.

By dodging these blunders, you'll create copy that dazzles, delights, and most importantly, converts. So go ahead, swap those socks and sandals for a more fabulous approach, and watch your words leap off the page, captivating your readers and urging them to exclaim, "Yes, take my money!"

Embrace the art of powerful communication, and let your words spark a connection that leaves your audience craving more. Happy writing, and here's to transforming your copy from drab to fab!