{"id":8071,"date":"2016-06-05T09:05:39","date_gmt":"2016-06-05T07:05:39","guid":{"rendered":"http:\/\/www.bestprofitsonline.com\/myblog\/?p=8071"},"modified":"2016-06-05T09:05:39","modified_gmt":"2016-06-05T07:05:39","slug":"5-common-mistakes-that-will-kill-your-web-copy","status":"publish","type":"post","link":"https:\/\/www.bestprofitsonline.com\/myblog\/5-common-mistakes-that-will-kill-your-web-copy\/","title":{"rendered":"5 Common Mistakes That Will Kill Your Web Copy"},"content":{"rendered":"

\"5<\/a><\/p>\n

Learning what not to do is as important as learning what to do. Copywriting is no exception. You have to learn the right way to create your copy and how to avoid the common mistakes that will kill your web copy.<\/p>\n

You must plan before you write copy. Most of these mistakes came about because a newbie put fingers to keyboard and started rambling. But once you understand why these mistakes are so deadly you can easily avoid them and overcome them before you ever write the first word.
\n#1 \u2013 Writing Without Knowing Your Target Audience<\/p>\n

This is, without a doubt, the biggest mistake of copywriting and the #1 killer of conversions. Why? I\u2019ll answer with a question.<\/p>\n

When you write a letter (or email), do you just start writing and decide afterwards who you\u2019re going to send the letter to? Of course not. So why, then, do so many people just jump in and start writing website copy without having a clue about who they are writing to?<\/p>\n

How can people communicate with their site visitors if they have no idea who they are, what they are looking for, their preferred communication style, what problems they face, how they hope to use the product\/service to solve those problems and countless other information? Truth is, you can\u2019t.<\/p>\n

Take knowing your target customers to the extreme. Find out everything you can about them. Then combine all that info to create an imaginary person (or imaginary people) who fit the profile of your target audience members. You can even name them if you want to. Then \u2013 with every sentence \u2013 write to that person (or persons).<\/p>\n

#2 \u2013 Writing Without Knowing the Product\/Service<\/p>\n

Like it or not, copywriters have to be salespeople. That means you have to know all the details of the product or service you\u2019re writing about. How else can you convincingly convey the information to prospects who visit the site?<\/p>\n

Ask your client for samples of products, use of the services or access to member areas of a site before you begin writing. Using or taking part in what your client is offering to his\/her visitors will make a huge difference in the quality and persuasiveness of your copy. Nothing comes across as well as copywriting that has been created from experience.<\/p>\n

#3 \u2013 Writing About the Company Instead of To the Site Visitor<\/p>\n

For the most part \u2013 at least in the beginning \u2013 your site visitors don\u2019t care about your company. Rather than hear about how long you\u2019ve been in business and that you\u2019re specialists in this, that or the other thing, customers would rather find out how your product\/service can benefit them.<\/p>\n

If your home page starts with something like this, you\u2019re in trouble: \u201cABC Company is the specialist in [insert industry here] with over 20 years experience. We provide [fill in the blank] with our extensive knowledge and helpful service. Dedicated to providing the highest quality, we guarantee our work with a 100% money-back promise.\u201d<\/p>\n

You\u2019re we-ing all over yourself. The customer has the money. Don\u2019t you think the copy should at least acknowledge him\/her at some point? Rather than using \u201cwe,\u201d \u201cus\u201d and \u201cour\u201d so much, turn it around.<\/p>\n

Talk to your site visitors instead of about the company. Let them know you understand their needs and have answers to their problems. Don\u2019t ignore them by talking only about yourself.<\/p>\n

#4 \u2013 Outlining Features Instead of Benefits or End Results<\/p>\n

Features are nice, but benefits and end results make the sale because they clearly explain why the customer will be better off after buying your product or using your service. One of the biggest selling factors in copywriting is the ability to tell the customer what he\/she can do with a product or service.<\/p>\n

Take a tip from the infomercials. They don\u2019t simply tell you that a rotisserie cooker rotates as it cooks a chicken. No! They tell you that this rotisserie cooker can bake a whole, marinated, Italian herb chicken that\u2019s juicy, moist and succulent. That the seasonings slowly seep into the meat so you get bite after tender bite of flavorful chicken so good you\u2019ll beg for more. Who cares that the thing has a pointed, metal prong that rotates a chicken while it cooks? You\u2019re buying it because it can deliver that wonderful whole, marinated, Italian herb chicken!<\/p>\n

#5 \u2013 Neglecting the Medium<\/p>\n

Does it make a difference as to where your copy appears online? Isn\u2019t all Web copy the same? The answers are \u201cYes\u201d and \u201cNo.\u201d Landing pages are not the same as home pages, which are not the same as catalog pages, which are not the same as sales letters, and so on and so on. Don\u2019t neglect to find out the differences between these and the other types of Web copy. They all have special considerations that should be studied before you begin writing.<\/p>\n

Now you can add these five \u201cdon\u2019ts\u201d to your favorite copywriting checklist. Avoiding these mistakes will give you a better shot at reaching your visitors on their level and converting them into repeat customers.<\/p>\n","protected":false},"excerpt":{"rendered":"

Learning what not to do is as important as learning what to do. Copywriting is no exception. You have to learn the right way to create your copy and how to avoid the common mistakes that will kill your web copy. You must plan before you write copy. Most of these mistakes came about because… Read More »5 Common Mistakes That Will Kill Your Web Copy<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"neve_meta_sidebar":"","neve_meta_container":"","neve_meta_enable_content_width":"","neve_meta_content_width":0,"neve_meta_title_alignment":"","neve_meta_author_avatar":"","neve_post_elements_order":"","neve_meta_disable_header":"","neve_meta_disable_footer":"","neve_meta_disable_title":"","footnotes":""},"categories":[22,519,1008,23,17,24,1037],"tags":[360,57,684,1865,58,478,243,284,35],"class_list":["post-8071","post","type-post","status-publish","format-standard","hentry","category-blogging","category-business","category-google","category-marketing","category-pinterest-com","category-profits","category-social-media","tag-360","tag-common","tag-copy","tag-kill","tag-mistakes","tag-that","tag-web","tag-will","tag-your"],"_links":{"self":[{"href":"https:\/\/www.bestprofitsonline.com\/myblog\/wp-json\/wp\/v2\/posts\/8071","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.bestprofitsonline.com\/myblog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.bestprofitsonline.com\/myblog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.bestprofitsonline.com\/myblog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.bestprofitsonline.com\/myblog\/wp-json\/wp\/v2\/comments?post=8071"}],"version-history":[{"count":0,"href":"https:\/\/www.bestprofitsonline.com\/myblog\/wp-json\/wp\/v2\/posts\/8071\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.bestprofitsonline.com\/myblog\/wp-json\/wp\/v2\/media?parent=8071"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.bestprofitsonline.com\/myblog\/wp-json\/wp\/v2\/categories?post=8071"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.bestprofitsonline.com\/myblog\/wp-json\/wp\/v2\/tags?post=8071"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}