5 Copywriting Mistakes You’re Probably Making Right Now (+ How to Fix Them)

If you run a business, you’re using copywriting. You might not be aware of it, but every single word you use for your brand falls under either copywriting or content writing. And, because you’ve not been trained, you’re likely making some pretty big copywriting mistakes.

Sometimes – especially in the startup days – you haven’t enough capital to invest in a copywriter. I totally get it. As a bunch, we’re a pretty hefty investment to make.

But why are copywriters so expensive?

Simply put: your brand’s growth depends on (amongst other things, of course) the impact of your copy.

But, as I said, many business owners can’t fund a copywriter. Especially at the beginning of their journey. So, they make do and write everything themselves.

The problem, of course, is that a copywriter understands the inner mechanics of the human brain. Specifically when it revolves around buying behaviour. Non-copywriters, however, write the way they were trained to write in school, college, and university.

And they are bound to make copywriting mistakes. Ones that can have a tremendously big impact on your business and its growth.

So, are you ready? Red pen in hand? Let’s cross out some copywriting mistakes, shall we?

Copywriting mistake 1: You’re focusing on features instead of benefits

Are the words “features” and “benefits” new to you? Or are you under the impression that we can use the terms interchangeably – as synonyms?

The truth is: features and benefits are two very different things.

And, if you’re new to this, it’s likely you’ve been placing all your emphasis on your offer’s features rather than its benefits. The impact it can create is why it’s placed as number 1 on my list of common copywriting mistakes.

So, what’s the difference between features and benefits?

In simple terms, a benefit answers the question “what’s in it for me?”. It’s how it evolves or changes someone’s life.

A feature, on the other hand, is more about the cool add-ons your offer has.

So, take an iPhone, for example.

Let’s say that the iPhone has a new battery with a life of 15 hours.

The statement “longer battery life” is a feature.

However, you can turn it into a benefit by asking yourself how longer battery life will transform life for the user.

So, depending on who you’re targeting, you can go in a few different directions.

If, for example, you’re targeting content creators and social media influencers, your benefit could be that you’ve got hours of recording and streaming time without your creativity being interrupted by the red bar of doom.

Features tell. Benefits sell.

But some copywriters and marketers will tell you not to include features at all. I completely disagree. You need both, with a heavier emphasis on your benefits.

Copywriting mistake 2: You’re writing in a super formal, complicated way

Here’s the thing:

We have been taught – ever since we started school – to strive for big words, complicated punctuation, (semi-colons anyone?), and that complex vocabulary = how smart we are.

Think about it. In English class, you’ll have been pushed to use conjunctions like “nonetheless”, “thus”, and “furthermore” in place of “and” or “but”, right?

We’re assessed on our vocabulary skills by the length and obscurity of our word choice.

And that travels outside of school, too.

Once you’ve graduated and you’re in the big, wide world, you start applying for jobs. And what’dya do? Big words, complicated sentences, and jargon to prove you know what you’re talking about.

The thing is, you’re not applying for a job anymore. You’re running a business. You’re selling your offers. And now, everything you’ve learned about how to gain respect and trust from others with your words doesn’t work. In fact, it does the complete opposite.

When you’re running a business, big words, complicated sentence structures, and jargon actually isolate you. It puts out a message that you’re cold, corporate, and “too clever” for those you’re selling to.

You’ll have, no doubt, heard of the know-like-trust factor.

Put it this way: formal tones and job application language does the complete opposite. That’s why formal, complicated language that attempts to show your subject knowledge is a hell of a copywriting mistake.

Copywriting mistake 3 – You’re free-writing and not planning before you start typing

Do you write your copy or content directly onto the platform you’re using to publish the words? As in, if you’re writing your website copy, are you writing it directly on WordPress, Squarespace, or Wix (or any other website-building platform)? If you’re writing your email copy, are you writing it straight into your email marketing platform, like MailChimp or Flodesk?

Big mistake.

You need to carefully plan your copywriting before you start typing. You need to anticipate and understand how the reader will read and interact with your writing.

For example, it’s been proven that people read in an “F” shape on a screen. That’s just how we do it.

So, you need to think carefully about your structure and ensure your main points are going to be picked up on when skim-reading.

Plus, free writing usually results in a piece of writing with no purpose or intention. It’s just drivel.

The best copywriting is laser-focused on a goal, so work backward. Set your goal for the piece you’re writing, and plan how to get there. Then, write your copy on a document (I use Notion, but you can use Microsoft Word, Google Docs, and so on) so you always have a hard copy that you can edit and adjust with time.

Plan first, write second, edit third.

Copywriting mistake 4 – You’re ignoring SEO

… Probably because it’s so overwhelming. And I don’t blame you. SEO (Search Engine Optimisation) is a complicated, overbearing component of digital marketing. And I’ve found that business owners do one of two things:

a.) Ignore it completely and cross their fingers, hoping for the best.

b.) Make it their whole life (as big a copywriting mistake as ignoring it entirely).

The best businesses understand that there needs to be a fine, trapeze-like balance between the 2. It’s about optimising what you have and having a content marketing strategy in place that appeals to search engines, but knowing – fundamentally – that the human beings behind those devices are the most important.

Not optimising your website or blog articles mean that they’re highly unlikely to be found. You might as well write your website URL on a piece of paper, scrunch it up, shred it, and scatter the pieces around the country. The reality is, you’ve just got your fingers crossed that someone will land on it one day.

It’s crucial that you acknowledge search engine optimisation when writing your copy.

Copywriting mistake 5 – You’ve outsourced to a cheap copywriter

Outsourcing your copy to a copywriter deserves kudos.

It’s a nerve-wracking concept – handing over your brand’s words to someone who doesn’t know as much as you about the business. Words are intimate. Your words are an extension of who you are, and when done properly, they do your job for you: capturing leads and converting people to the next phase of the buyer’s journey.

Here’s the kicker:

Anyone can claim to be a great copywriter.

And if you don’t do your research, there’s a possibility that the copywriter you’ve selected can’t do what they claim they can do. They, themselves, might make the same copywriting mistakes that are on this list.

Copywriting is – in my humble opinion – the best job in the world. There are a load of reasons why being a copywriter is so great, which explains why there are so many people who choose to pursue it.

That said, having the best job in the world doesn’t come easy. Not if you want to succeed at it.

Using freelancing sites like Fiverr and Upwork is like gambling the success of your brand. I’m not going to sit here and say “every writer on Fiverr and Upwork sucks”, because it’s simply not true.

If you’re digging for diamonds, there’s a very slim chance – but a chance, nonetheless – that you’ll find one if you dig for long enough.

But the reality is: there’s no way of vetting the good from the bad. Anyone can set up a Fiverr account. And anyone can claim to be a good copywriter.

Unlike professions like Doctors or teachers, where a qualification is necessary, copywriters don’t strictly need an accredited degree.

Some copywriters, like myself, will have a University degree in English, Creative Writing, Marketing, and so on. But it’s not necessary to become a copywriter.

That’s fantastic news for people who want to go for it and truly make it work. But it’s an unnerving concept for those who aren’t willing to put the work in and learn how to write copy that genuinely converts.

There are people who wake up one day and say “okay, I’m going to become a copywriter” and don’t make an effort to learn how to write words that lead to results. And those are the copywriters that generally charge by the word or by the hour. You can find them outside of Fiverr, of course, but there’s a whole pool of them on the platform.

If you’re happy to bargain hunt for something as crucial as the words your brand uses, then that’s your decision. But I guarantee that you’ll regret it.

A copywriter – if you’ve found the right one – will revolutionise your business. It’s not just about sounding good. It’s about words that sell for you so that you don’t have to be present and kill yourself over making as many sales as you can in a day.

The reality is: you get what you pay for.

Do your research, and do it properly. Take a look at different copywriting portfolios. Learn how to find a good copywriter, and – if you are ready to invest – do it properly. Cheap words will be more expensive than you can possibly imagine.

Your words stay with your brand. Always.

Search engine optimisation, social media marketing strategies – they’re incredibly important for your business’s growth. However, they are applicable to certain areas of your marketing. Social media strategies, for example, are used for social media. Shock, huh?

Your words, on the other hand, are assets that are used across everything. You can’t run a business without words. We rely on them for everything.

That’s why writing them yourself is often a mistake that many small businesses pay the price for.

The 5 copywriting mistakes I’ve outlined in today’s post present only 5 of many. But, if you’re spotting any of these errors in your copy, I implore you to make a change.

Start by creating a swipe file. This is a practice that any decent copywriter is loyal to, and it helps them stay on top of the game.

Plus, if you’re stuck, you can always book a free Discovery Call with me. We can chat through your struggles, and I’ll help you get back on track.