Copywriting Blunders You must not Make
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by: RobinJahwa
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If you have a desire to write your own copy, would you be the slightest bit curious why so many copywriters fail miserably with their sales material? Part of the reason, and it's almost 100% avoidable, is they don't bother to learn the basics which would include the types of mistakes we're about to cover. Copywriting is a never-ending learning process, and the beginner copywriter always makes mistakes that can be avoided pretty easily. Subheadings are critical to sales copy, and beginners make a slew of mistakes in this area. The ad for the sales letter, or copy, is the headline, and you simply cannot leave it out. The paragraph is used in sales copy for the same reason it's used in any other form of writing. The subhead serves as the headline for the various sections within the main body of the sales copy. People love to scan and skim things online because it's faster, so the subheadings allow readers to quickly assess what it's about and whether or not they want to read it. There are many reasons why sales copy isn't completely read by those who come across it. But if it is not systematically divided into readable parts, then it would definitely be a turn off for the reader, especially when you have a long sales copy. The second most important function of your subheadings is to create curiosity to want to actually read your copy in a normal fashion which is not the usual behavior of online readers. All sales copy must have subheads, and ideally they are to be written so if you just them and nothing else you'll have a good idea about the flow of the copy. All you can do is write the best copy you can, and you just never know when a subheading will interest a reader and it leads to a conversion. So now you realize the important function sub-headlines have in your overall copy. Do not make the mistake of giving away too much for free to the client but still try to get all of the required information out there. If you don't know how to balance your information this can be tricky. You want to educate the potential buyer but at the same time your sales letter needs to create the urge to buy. The best way to achieve this is to include as many benefits as you can without being too hypey so that your customer knows exactly what he or she will be getting. Don't go too heavy on specific features or the other details won't really matter when it comes time for the customer to buy. You want to create the urge to buy from you in the customer but you do not want to rely on filler--details are good; fluff is bad. Plenty of copywriters forget that their copy is not for them but for other people--customers specifically. So keep the focus on your potential customers and make your sales copy really targeted. Sometimes it's the little details that can cause problems such as grammatical and spelling mistakes. It's just that things like this do not look good, they reflect poorly on you and people will judge you by it. You should always, always make sure that you're proof reading your sales letter before it goes live in front of your target audience. It's an easy thing to do so don't overlook it or ignore it unless your work is always perfect. One very good approach is to read it several times, and each time you'll be looking for different kinds of mistakes. It's easy to easily eliminate conversion killing mistakes simply by increasing your awareness of them. Also, get in the habit of editing your copy before you pronounce your final draft completed.
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