Oh. My. Word. 6 Copywriting Mistakes You Need to Fix ASAP


Today we have a guest post from a phenomenal copywriter Natalia Sylvester. Effective marketing involves strong copy. Unfortunately too many businesses do it wrong so we asked Natalia to give us some expert tips on the top 6 mistakes people make. Thanks Natalia!

I’m a copywriter and word nerd. This means that I cringe when I see words being mistreated. The misspelling of the word “misspelling,” the wrong usage of peak when it should be pique, are perfect examples of my word nerd tendencies because they don’t seem to make much of a difference to anyone but other word nerds.

But my copywriting pet peeves? They’re kind of a huge deal. They should matter to every business owner because they stand in the way of the most basic marketing goal: reaching your audience.

Here are my top 6 copywriting mistakes every business needs to avoid or fix ASAP.

1. Using too many buzz words: Words like innovative, solutions, leader, integrated, commitment, and quality are what I like to call empty words. They take up space but say very little. They’ve been used so many times by so many different companies that they’ve lost their meanings. Instead of saying you’re an “industry-leader” tell us what unique qualities make you different from all the other companies making a similar claim. Eliminate buzz words and get to the specifics.

2. Using too many words: Having a lot to say doesn’t mean you have to say a lot. Some of the most powerful messages in history are packed into just a few words. “Just Do It.” “Got Milk?” and “Think different.” come to mind.

3. Lacking personality and voice: Brands are a lot like characters in a book: they need to come alive for people to take interest in them. Great copy gives brands a distinct voice so they can stand out in a crowded market; it shows a company’s unique personality and culture. If your copy sounds like any one of your competitors could have written it, you’re missing out on a huge branding opportunity.

4. Getting too creative: It’s hard to resist the urge to be clever and witty when writing great marketing copy. But humor shouldn’t be treated as the goal because it’s a mechanism. The goal is to communicate something in a clear, concise way so that your audience takes action and remembers you next time. If humor or wordplay helps you do that, great. Just remember that the most effective funny copy has a solid message behind it. Even jokes need some substance to last.

5. Forgetting about your audience. A website that goes on and on about the company’s awards, their staff, their philosophy and their excellent quality of work is a lot like a date who won’t shut up about himself. He might think he’s impressing someone, while the poor soul on the other side of the table is just counting the minutes till the night’s over. So how do you avoid crashing and burning when you’re trying to charm your audience? Turn the attention back to them. Think about who they are, what they need, and how you can help them. Basically, make it clear that you’re there for them, not you.

6. Not realizing what copywriting is: Clients usually come to me to write copy for their big projects, like their website, ads, or product packaging. But building a strong brand requires consistency. This means that the little things count, too. Copywriting–the careful act of crafting words to promote a product, service, or message–is necessary whether you’re sending a short newsletter or writing two sentences of instructions on how to use a product. Whether you hire a copywriter or DIY, remember that words are the tools you’re using to communicate with your customers. They deserve more time and consideration than a quick scribble on a notepad.

Natalia Sylvester is the owner of Inky Clean, a copywriting and editing company helping businesses find their voice. She blogs about why business writing should never be boring at The Copywriter’s Soapbox and is @InkyClean on Twitter.