Even the best writers can sometimes fall prey to mistakes in their copywriting. So we put together this list to help you dodge problem areas before you send your content out into the world.
- Don’t use jargon. While reading about how your “synergistic strategies across departments will lead to a better customer journey through the funnel” might make perfect sense to your colleague in the next department, your prospects don’t need to hear this. It’s best to avoid tricky acronyms as well – even if you use ESP’s every day, your audience won’t thank you if they have to turn to Google to figure out your marketing lingo.
- Avoid distractions. Have you ever heard of Occam’s razor? It’s a philosophy, the backbone of which is this: the simplest solution is often the best. Along the lines of taking out jargon, it’s best to use short, simple phrases to establish trust and help your readers identify the action you want them to take. Don’t cloud your writing with unnecessary phrases or flowery descriptors.
- Don’t bury your information. Instead, try using the pyramid scheme. No, I don’t mean start your own business venture hiring friends who need to hire their friends in order to sell the next great thing. Structure your writing like a pyramid, with the most important information right at the top, “above the fold”. It’s important to lead off with the action you want people to take or the information you wish to give since keeping a reader’s attention is more difficult than ever before.
- No guesswork allowed. If you’re sending me something, what do you want me to do with it? There’s nothing worse than realizing there’s no point to something you’ve received or that the point is really unclear. Recently, I received a magnet in the mail and I’m still not sure why. When the call-to-action isn’t clear, your prospects won’t create one for you, so you’d better tell them what you want them to do.
- Don’t miss prospects. One last thing to be careful of is making sure that you know your offer is going where you want it to go – whether it’s to someone’s mail box or someone’s email inbox. If your information is out-of-date, making sure everything else is perfect still might not get you the results you’re looking for with your offer. It’s best to ensure your marketing list has everything you need before sending.
What other mistakes are critical to avoid in marketing? Share your tips below!