Writing engaging articles and energizing ad copy takes more than just typing out what you want to say. By correcting these major mistakes, your copy will soar to newfound heights. While there are many common mistakes made by copywriters, seven in particular are deadly. Mistake One: Don’t take that tone with me!
Many writers fail to write to their intended audience by writing in a general or wrong tone. Either way is costly. It is important to identify and write to
intended audience. Review following two statements to see how same information differs based on intended audience.
Audience One is comprised of computer neophytes.
Move your mouse pointer over to START icon, which is located in lower left area of your computer screen. Next, click your left mouse button one time. Your start menu should now be displayed.
Audience Two is comprised of knowledgeable computer users.
Open up your START menu.
Notice stark contrast between two examples. If we continued with examples, “Audience Two” would be spoken to in more technical terms whereas “Audience One” would be spoken to in very simple terms with every action described in full detail.
Mistake Two: Welcome to claims department.
Most non-fiction writing, especially ad copy, makes a claim of some sort. Hard to believe claims destroy credibility. The golden rule of claims: Always support your claims fully.
I can’t believe it!
When a claim sounds too good to be true, credibility is lost. Perhaps ad copy is claiming that a person can lose up to 300 pounds in 30 days on a certain type of program. The more substantial claim, more support required. Still, if claim is hard to believe, all support in world won’t help much.
4 out of 5 dentists agree.
A claim made must be supported. An article reporting that 4 out of 5 dentists agree about using a certain product must include supporting evidence. Never expect people to take your word for it, because they won’t.
Mistake Three: So enough about you, what about me?
Have you ever visited a website or heard an ad that chimed in with “we here at [insert company name] believe…?” The majority of people will react by simply ignoring copy all together. It is important to build up a rapport with reader before talking about yourself—if possible. The reader must first be given a reason as to why he or she should care. This mistake is most common in ad copy. Focus on reader first and foremost.
Mistake Four: Could you repeat that?
Repetitious wording occurs when a word is used that was previously written in close proximity. Try to keep sentences fresh and flowing with new words. This is a great reason to pick up a thesaurus and learn some word alternatives. In ad copy it is sometimes necessary to use a word more than once for effect. An example of this would be: Excellent service. Excellent selection. Excellent prices.
Don’t do this
I really like quality of shoes and overall quality of store. Store X is an all around high-quality establishment.
Notice word “quality” was used three times quickly. These two sentences should be rewritten with world quality being used only once.
Mistake Five: At this present time, fact of matter is, you are reading this article.
