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4 Frequent Copywriting Mistakes and How to Avoid Them
Whether online or offline, when your marketing materials aren’t generating the results you’d hoped for, take a closer look at them. Sit down and read your copy carefully because it’s possible you’re making one (or several) of these 4 common copywriting mistakes.
 
Mistake #1. You’ve written copy that starts with the product instead of with the prospect. Customers don’t buy products, they buy what the products do for them (i.e. benefits).
 
DO: Begin with the concerns of your reader. Tell him/her “what’s in it for me?” As a writer, create a picture in your mind of your ideal customer – their lifestyle, their wants/needs, their pains or frustrations. Then, identify with your customer, put yourself in his or her shoes and write.
 
Mistake #2. Where’s the big idea? The mistake is the absence of a big idea also known as a unique selling proposition (USP). Direct marketing pro Bob Stone says that people respond to any given proposition for one of 2 reasons: to gain something they do not have or to avoid losing something they now possess.
 
DO: Write about something specific or inherent to your product (i.e its unique difference). Do your best to express the big idea in a single sentence. For ... more

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