3 Mistakes To Avoid When Writing Copy
Copywriting probably seems hard and complicated but when applied the right way it can do wonders for your business. This will only be possible when you are sure that you are not making the easy to avoid mistakes we are about to discuss.
Every well-trained copywriter knows that good copy talks about benefits rather than features. While it’s not possible to always exclude features 100% of the time, but you still absolutely must quickly turn those features into great benefits. The reason concerns human nature, and it’s completely natural for people to experience a stronger effect when they read how they will benefits from the product/service. So before a copywriter can effectively convey the benefits, it’s necessary to have a full understanding of the product and the overall offer. A good way to tackle this problem is to write a feature and immediately follow it with a benefit. Doing that will eliminate one great problem area that so many copywriters have difficulty with. A lot of times good benefit bullets can tip the scales in your favor.
Remember… paragraphs are not to be more than 5 sentences, but it’s ok if they’re shorter than that. You never want your readers to be annoyed or irritated, so you can help prevent that by generous use of white space coming through in your copy – but don’t overdo it. Your prospects will feel suffocated and simply leave if they feel that the copy isn’t that readable. Another important point about paragraphs is they should only be about one single point you’re making and not more than that. Keep you copy “tight” and don’t run off into tangents about anything for any reason. Stories have been used with deadly effectiveness for tens of thousands of years, so that is one device you can use in any of your copy. This will not only grab the attention of the reader but will also make it easy for you to explain your points. And yes, the rules for writing paragraphs still holds for stories because they break up the text black, etc.
Always avoid what’s called the “wall of text” effect by writing long paragraphs, make them no more than 4-5 sentences. For sales letter and other copy, in general, it’s good and highly recommended to keep a normal yet generous amount of white space in your sales copy because it helps prevent the reader from feeling overwhelmed and then leaving. Readers of sales copy can be picky, and if you can discomfort or annoy them in any way they’ll turn around and be gone. Always make sure your copy is well-organized, so one thing that means is your paragraphs only support one idea or point. Keep on topic and on target with your copy, and that means you never stray from it for any reason at all. Don’t overlook the power of story telling in your copy because it’s very powerful and highly effective for a number of reasons. You can open your copy with a story, but don’t make it too long and keep referring back to it in your copy. And yes, the rules for writing paragraphs still holds for stories because they break up the text black, etc.
Copywriting is not like the writing you did in English class, anywhere in your life. You must make your sales copy very easy to digest and absorb without all the polysyllabic words hardly anyone knows. Always use benefit bullets in your copy after you introduce your product, and that’s why we talked about benefits vs. features. Your bullet points make your sales letter a lot more effective and make it easy for you to mention all the important points without actually confusing the prospect. Apart from that, your sales copy looks more professional and has more white space when you have bullet points. There’s an expression in copywriting called, “the black wall of text” effect, and so white space helps reduce that. Yes, it’s not all that easy to become good at copywriting, but you have to start somewhere and just avoiding mistakes in copy will help a lot. Always focus on your practice, and soon you’ll realize that you’re making fewer mistakes.