5
Copywriting Mistakes
Copywriters Often Make
By Mike Jezek Copyright
2007 Mike Jezek. All rights reserved.
Working with
copywriters, I tend to see common mistakes that they
repeatedly make. Business owners trying to
write their copy make these same mistakes too.
What follows is a quick primer on what those
mistakes are and how to avoid them.
1) To Much Windup.
Get to the point right away in your sales letter.
Don't drone on for pages trying to set up the
backdrop or the context for your offer. Trim excess
copy and concept and make it a lean and mean selling
machine. Once you do introduce your offer, make it
crystal clear.
2) Wordy Sentence
Structure. It's critical your readers not only
immediately understand the point you're trying to
make, but they must also feel the impact of your
copy. Wordy, verbose copy neutralizes this
impact. Short sentences with one-syllable
words are proven time and time again to be your best
tools for selling. Sure, you'll have a few run-on
sentences and use multi-syllable words in headlines,
pre-heads, sub-heads and in the lead-in from time to
time but make that the exception, not the constant.
Eliminating words such as "That" go a long way
toward giving your copy more punch. Creating
short sentences that begin with verbs creates a flow
... a movement in your copy that wordy sentences
cannot.
3) Inappropriate Use
Of "Advertising Words". We've
all seen common advertising words such as "amazing
... stunning ... astonishing ... mysterious ...
miracle ... instant ... kick-start ... head-turning
... etc." These types of words are proven to
work. However, I see many copywriters and
business owners overdue it. Using the word "amazing"
every paragraph dilutes the power of that word.
Overuse of one of these words is also akin to ending
every third sentence with a "!". It detracts
from the credibility of your message.
4) Inappropriate use
of NLP or Hypnotic Sales Techniques. Recently
there has been a lot of buzz about inserting NLP
into copywriting. Now here's where this goes
wrong. Some copywriters (who know these
techniques) overdo it, thus making the flow of the
copy come across awkward. Remember, you need
movement in your copy to get them from point A to
point B. Another issue is that some of these
NLP techniques when put in print stand out as odd
and some keen readers will see through what you're
doing. So just as in direct sales, you have to
be subtle with using NLP embedded commands and the
like in your copy.
5) An Unbalanced
Sales Letter. Many people saturate their sales
letters with too many exclamation points, bolding,
underlining and to many font colors and they make
outrageous benefit-laden claims. On the other
hand you see copywriters who try to write stoic
prose. These are two extremes. You have
to create a balanced sales letter that marries some
of the font-enhancing characteristics and sometimes
gimmicky themes and offers with salient, serious,
left brain copy. Every time I wrote copy that
was stoic and mostly left brain oriented (at the
request of an insistent client) sales conversions
were pitiful.
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Copyright 2007
- 2008. Mike Jezek
All rights reserved. Psychologically
Enhanced™ Copywriter