Copywriting is more than simply putting the perfect words together to sell a product; it is also, about how your messaging interacts with users. Your text may be improved by changing a few words to persuade them to become customers. We have helped thousands of entrepreneurs get traction with their initial clients and scale their growth at Demand Curve.
We have identified a few typical conversion problems on landing pages, advertisements, emails, and other places that make your text less appealing along the route. Here are 10 typical copywriting errors to avoid, as well as how to remedy them, for better outcomes. Write in the active voice wherever feasible. It highlights a sentence’s subject and, in general, makes your writing shorter and simpler to read. Look at the differences in the following two sentences:
- With our product, you can address all of your pressing problems. (Active)
- With our product, you can address all of your pressing problems. (Passive)
Active voice is very crucial in marketing text when explaining product benefits. Write them in the form of action statements, using your consumer as the protagonist. It is simpler to imagine your product advantages when they are framed in this way rather than as goods or experiences, people get. Listed below are a few examples:
- Netflix allows you to watch from any location. You have the option to cancel at any time. (Not “Content may be seen from any location.”) You can cancel your membership at any time.”)
- Meet your next favorite book on Goodreads. (Not “Your next favorite book is just around the corner.”)
- Mint: Eliminate late fines. (Not “Late fines will be discontinued.”)
- Use vivid and descriptive verbs for added emphasis.
F. L. Lucas, a writer, and literary critic, famously said, “Writing should assist people rather than impress them.” Many copywriters, however, utilize generic terms like software,” “the greatest platform,” and other similar phrases to dazzle readers without really offering useful information. As Lucas points out, your material should be useful to readers. Adding detail is the greatest way to do this. Instead of utilizing general language, such as bombastic assertions, appeal directly to your readers’ specific requirements.
Address the objection that your target persona is most concerned with. Anticipate and then respond to how potential customers may react to your offer. For example, Audible offers, “A polite email reminder before your trial finishes,” giving users peace of mind about unexpected membership payments.
Make use of the second-person perspective. Make direct connections between items and your target market. On the about page of the wedding planning website Zola, for example, it reads, “We’re always chatting to couples like you.” “Everything we do revolves around you two.” This makes Zola’s content feel more intimate than if it were to refer to brides and grooms in the third person more widely.
Make use of examples. Consider scenarios in which your product may use, as well as how real consumers have profited from it. The examples in the last two-bullet points give a thorough point of reference for how to implement our suggestions, which will assist your prospect to comprehend how your product fits into their universe.
