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Two Errors of Copywriting which You Must Avoid

Published June 5, 2010 | By Catherine

There are formats to follow for whatever form your writing takes, be it movie scripts, advertising or books, and there is also a proper way to write effective sales copy. There is more to copywriting than just giving out a long string of information though, as you need to include a sales message that intrigues your audience. Your message to the prospective customer is not only why they should choose you to buy from, but how they will benefit from doing so.

It’s no surprise that copywriting is the most sure-fire way to turn sales into a real profit-maker. But as is true in any field, there are mistakes in copywriting which must be avoided. In fact, committing these errors not only drives your conversion ratio down, it causes your sales to plummet; this is no understatement. If you write a piece of content that looks like a copy but has many mistakes, then you can surely expect to see your sales going down, day after day. The following is some “no nonsense” advice to help you avoid writing bad copy.
The first thing to remember is the importance of split testing. Failure to do this with your copy is one of the most common mistakes made.

As an extremely effective way of seeing what does and doesn’t work, split testing will help you write successful copy. As a result of not split testing their articles, many copywriters will fail to see any great results. They just write one version of a sales copy and put it out, that’s about it. These individuals put all of their eggs into one basket and then cannot understand why it is that they are not succeeding. By making even the most minute of changes in your sales copy, the conversion rate on the web can fluctuate greatly. One of the best methods for altering your conversion rate is to upgrade the quality of the headline on the copy.

But there are still many copywriters out there who put all their hopes on one version, inviting disappointment if results are lower than expected. As a result, many opportunities can be lost.

Another issue many young copywriters have is that they do not value “white space” as a tool that can ultimately improve their copy. Instead of breaking their article into smaller pieces that make it easier for the reader, they write one long article. They just write their copy one huge never ending block, which goes on forever. As a result, the reader will tire of the piece and move on. Of course you hope to make your copy as clear and concise as possible so as not to confuse your prospect. By breaking your article into pieces and spacing them a bit, you make it easier for your reader to understand your product. Subheadings, screen shots and testimonials in separate boxes may be added to break up the copy more attractively. These elements break the copy so that anyone reading it doesn’t feel overwhelmed. So if you want to make sure to engage your reader, present your copy in smaller sections. You will be sure to get a better response to your article.

When all is said and done, copywriting is an art form which is perfected only over time. As with most skills, patience with yourself and practice are required. If you listen to the tips in this article, practice, and learn from your mistakes soon you will learn just how powerful your words can be.

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