You will find a lot of information online about copywriting. The line to be considered as an “expert copywriter” is quite low and some of those crossing that line are wrong when they give advice.
There are some great copywriters, no doubt. The weird thing is most internet marketers wouldn’t claim to be one of them. What they lack in copywriting prowess, they gain in numerous research on copy that works and doesn’t work. Of course, through consistent research, we’ve come up with some common mistakes that copywriters usually make.
Here is a list of common mistakes marketers make when they’re writing copy.
Mistake #1: Empty Headlines or With Zero Value
Whenever someone makes a headline, many over this quote from David Ogilvy:
“On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.”
Cichés get to be clichés because they’re true. When it comes to grabbing your reader’s attention, nothing works better than a solid value-based headline. Your headline should offer the reader a reason to read that first paragraph in your body copy.
Mistake #2: Saying Too Much
Many people who have been married, know exactly how saying too much can hurt. Online it can hurt conversion. Assuming conversion means getting to sleep in your bed rather than the couch, saying too much can take you from a 99.9% to somewhere around a .01% conversion rate.
The same is true for your copy. Depending on where your reader is in their thought process, you could be saying way too much when all they want to do is take action. That’s exactly what we found was the case in this experiment…
Mistake #3: Saying Too Little
If you thought you were safe on that last one, try this one on for size. Again, depending on where the reader is in their thought process, saying too little is just as bad as saying too much. Your reader needs exactly the right amount of copy to get them to make the decision on the page.
Sometimes that takes 30 pages of long copy, sometimes it takes a few words. In the following experiment, we found that we weren’t giving the visitor enough information to make a decision. Because they were in a different place in the thought process, they needed longer copy.
Mistake # 4: Not Testing Your Copy
The biggest error you could ever make in your copy is not testing. You can read all the blog posts you want or strategies to consider, or phrases that sell, but until you’ve tested it for your own audience, you’ll never know for sure how your copy is actually doing.
If you would like to learn more about writing headlines go to http://www.writegreatads.com and sign up for my newsletter.