There are three common mistakes copywriters make which hurt sales and reduce the number of opt-ins. The aim of direct-response copywriters is to get a response, but these simple mistakes can render your written copy ineffective.
By correcting these three specific problems, you can instantly increase sales and opt-ins.
Today’s resource comes from my own site. You can download free copywriting videos by visiting this site: www.WebCopyWritingExplained.com
What are the three most common mistakes made by copywriters? They’re not grammar or syntax errors. They are rather errors in approach or mindset. While these may seem to be “soft” topics, they directly affect your results.
Here are three common mistakes you should avoid:
Not Writing to the Reader. Direct response great Robert Collier says that you must join the conversation that is already taking place in the mind of the reader. In my experience, most copywriters - especially online copywriters - do not do this. They don’t take the time to understand what is going on in the mind of their prospective reader. Get to know your audience and learn to write words that echo the thoughts, feelings and dominant emotions that they have. That’s the only way you can hope to influence their behavior. Eugene Schwartz in his landmark book, Breakthrough Advertising, says “You cannot, with your copy, create desire. You can only channel desire that already exists.”
Copy that sounds like advertising. Many copywriters are guilty of this - they see truly inspiring copy, and want to follow the same style. But is that style appropriate for the product you are selling, and the readers to whom you are selling it? There’s nothing wrong with finding inspiration, but you must write to your reader. Writing to impress other copywriters won’t sell products or services. It’s a sure promotion-killer!
Not Taking the Time to Know Their Product. When Eugene Schwartz wrote a promotion for a book, he read the book. Not oncebut three or four times! He would have 60 pages or more of notes before writing the sales copy. Many copywriters I encounter today are writing copy for a product they’ve never used or never read even once. This is a terrible mistake. It is a horrible disservice to your client as well as to your readers. Get to know your product intimately. You’ll get better copy and, as a result, better sales.
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