I’m sitting in the coffee house again (go figure).
As most people who read my blogs, poetry and even some of my copy know, I am obsessed with the coffee house.
People tend to be my inspiration for most of what I write. They should be. As a professional copywriter it is my (and possibly your) job to understand what people are looking for and put those needs and desires into words.
Words that sell.
Brew on that (see how I did that?) for a while. “Words that sell.”
There is a young couple sitting at a table next to me as I write this. It could be their first date – could be their 40th. Either way, judging by the way the conversation is going it is probably their last.
This poor chap is having a lot of trouble selling him self. I mean a LOT. (It always amazes me that people in coffee houses seem to forget that although the atmosphere is cozy and designed for intimate conversations there are still people listening right next to them. But, that is why I love them. Humanity)
Okay. Words that sell.
Let’s get back to that.
Just like this poor fellow, many copywriters make mistakes that lose readers quickly. When writing content – whether it is for the web or print- you need to think about your audience like a girl (or guy – don’t want to be called a sexist here) that you are trying to impress.
Here are some of the biggest dating…er…copywriting mistakes people make.
- Mistake #1 – Size doesn’t matter. Now that the groaning has ceased we can move on. This is one of the biggest mistakes made by newbie and seasoned copywriters alike. So, if it you feel like you’ve heard it before get over it. When you worry too much about the length (hee) of your copy you are more likely to stuff (man, this is too easy) it with unnecessary filler. All that fluff is just going to disappoint your audience (whoa!) when they would have been just as happy with a nice, succinct version. The basics – stop worrying about whether your copy is 250, 500 or 1,000 words and just make sure the readers get the information they need.
- Mistake #2 – Not focusing on the readers needs. Man, I hate Dr. Phil but that guy has it right. You need to focus on the reader’s needs and wants. We all like to talk about ourselves. Hell, I’m doing it right now. But just like a man or woman you are dating, a reader wants to know what’s in it for them. Why is this relationship (yes, when you engage a reader and they read your copy it is a relationship) worth their time? Do some research and find out what your partner in this relationship is looking for. When you really listen to what they need you can provide it with great copywriting and get what you need – a conversion (is that what they’re calling it now?) – in return.
- Mistake #3 – Asking Yes/No questions. Could you imagine a conversation with a person that required only Yes/No responses? It would not only be the shortest date ever, it would feel like a tax audit. Yes/No questions work the same when writing headlines for your content and are a huge copywriting mistake. Basically what you’re providing for the reader is a way out of the relationship without an explanation. If you’re going to ask questions, ask questions that make the readers wonder. To simply ask “Do You Make Copywriting Mistakes?” lets most readers off the hook. I mean, who makes copywriting mistakes? I know I don’t. If you are going to ask questions, ask open ended questions like “Did You Know You Are Probably Making These Copywriting Mistakes?” I know I would want to know that.
- Mistake #4 – Not being clear with your intentions. Maybe I’m the only one in history who thought a relationship I was in was more than the other person did, but I doubt it. Don’t be the guy (or girl – yes, I am still with it) who is always “just a friend”. Just like in dating, one of the biggest mistakes copywriters make is not being clear in their intention. Sometimes we focus so intently on the soft sell that we forget the “sell” part of the equation all together. If you are selling widgets you definitely want to let the other person know how great those widgets are and that no other widget will ever treat them better. Just make sure that you let that person know that you want to be that person’s exclusive widget and not a widget that listens to them complain about how the other widgets treat them badly.
Sorry. - Mistake #5 – Be a closer. So, you have captured the attention of the object of your desires with a great headline and let them know that you are open to an exclusive relationship only. Sadly, like many people out there you just couldn’t seal the deal. What happened? You made your intentions clear. They knew that you are the proud owner of a desirable widget (man, I am on a roll!). The problem? You couldn’t close, man. Just because you have something beneficial for the other person doesn’t mean they are going to take advantage of it without a little coercion. Before you get up from that table at the coffee house let her/him know that what you have is available for them to use and enjoy. And maybe it’s only for a limited time. Maybe they could lose the widget to someone else if they don’t act fast.
Unfortunately, the guy at the coffee house didn’t know how to be a closer. Hell, I don’t think he understood any of these copywriting mistakes…because he made them all.
Maybe he should have read this blog.