Common Mistakes That Can Kill Your Web Copy

Sometimes learning what not to do is as important as learning what to do. Copywriting is no exception. I oftentimes see copy that is well written, but obviously created by an amateur. How do I know? One or more of the following five mistakes was made and that killed the copy? dead.

Once you understand why these mistakes are, in fact, mistakes, you can easily avoid them. It isn't like they are complicated concepts. It just takes someone to bring them to your attention so you can guard against them.

Pull up your site in a browser and follow along. See if you've made any of these mistakes on your site.

#1 - Writing Without Knowing Your Target Audience

This is, without a doubt, the biggest mistake of copywriting and the #1 killer of conversions. Why? I'll answer with a question.

When you write a letter (or email), do you just start writing and decide afterwards who you're going to send the letter to? Of course not! So why, then, do so many people just jump in and start writing website copy without having a clue about who they are writing to? It makes no sense to me.

How can people possibly communicate with their site visitors if they have no idea who they are, what they are looking for, their preferred communication style, what problems they face, how they hope to use the product/service to solve those problems and countless other information? Truth is, you can't.

Take knowing your target customers to the extreme. Find out everything you can about them. Then combine all that info to create an imaginary person (or imaginary people) who fit the profile of your target audience members. You can even name them if you want to. Then - with every sentence - write to that person (or persons).

#2 - Writing Without Knowing the Product/Service

Like it or not, you're a salesperson. That means you have to know all the details of the product or service you're writing about. How else can you convincingly convey the information to prospects who visit the site?

Ask your client for samples of products, use of the services or access to member areas of a site. Using or taking part in what your client is offering to his/her visitors will make a huge difference in the quality and persuasiveness of your copy. Nothing comes across as well as copywriting that has been created from experience.

#3 - Writing About the Company Instead of To the Site Visitor

They don't care. Who? Your site visitors. They don't care about your company. Rather than hear about how long you've been in business and that you're the specialists in this, that or the other thing, they'd rather find out how your product/service can benefit them.

If your home page starts with something like this, you're in trouble: "ABC Company is the specialist in [insert industry here] with over 20 years experience. We provide [fill in the blank] with our extensive knowledge and helpful service. Dedicated to providing the highest quality, we guarantee our work with a 100% money-back promise."

You're we-ing all over yourself! The customer has the money. Don't you think the copy should at least acknowledge him/her at some point? Rather than using we, us and our so much, turn it around.

Talk to your site visitors instead of about the company. Let them know you understand their needs and have answers to their problems. Don't ignore them by talking only about yourself.

#4 - Outlining Features Instead of Benefits or End Results

Features are nice, but benefits and end results make the sale because they clearly explain why the customer will be better off after buying your product or using your service. One of the biggest selling factors in copywriting is the ability to tell the customer what he/she can do with a product or service.

Take a tip from the infomercials. They don't simply tell you that a rotisserie cooker rotates as it cooks a chicken. No! They tell you that this rotisserie cooker can bake a whole, marinated, Italian herb chicken that's juicy, moist and succulent. That the seasonings slowly seep into the meat so you get bite after tender bite of flavorful chicken so good you'll beg for more. Who cares that the thing has a pointed, metal prong that rotates a chicken while it cooks? You're buying it because it can deliver that wonderful whole, marinated, Italian herb chicken!

#5 - Neglecting the Medium

Does it make a difference as to where your copy appears online? Isn't all Web copy the same? The answers are "Yes" and "No." Landing pages are not the same as home pages, which are not the same as catalog pages, which are not the same as sales letters, and so on and so on. Don't neglect to find out the differences between these and the other types of Web copy. They all have special considerations that should be studied before you begin writing.

Now you can add these five "don'ts" to your favorite copywriting checklist. Avoiding these mistakes will give you a better shot at reaching your visitors on their level and converting them into repeat customers.

© 2005 http://www.copywritingcourse.com

Copy not getting results? Let Karon teach you how to write SEO copy that impresses the engines and your visitors at http://www.copywritingcourse.com Having trouble working keyphrases into your copy? Check out "How To Increase Keyword Saturation (Without Destroying the Flow of Your Copy)" at http://www.copywritingcourse.com/keyword

---

The Lead: Sinking The Hook Into Your Prospect

You only have an instant to capture your prospect's attention.... Read More

Should You Use Testimonials When You Create A Web Site?

You've probably seen web sites with testimonials - they can... Read More

Long Copy versus Short Copy

When I show some people my advertisements, I sometimes get... Read More

Some Copy Tips From An Old Hand

I have been in the ad game for a long,... Read More

How to Write Profitable Ads

Regardless of how you look at it, the most important... Read More

Welcome Informed Criticism of Your Work

When you come to 'know' something, there is a temptation... Read More

Touching the Prospect?s Emotions in Your Sales Letter

Your prospect has emotions? and you MUST touch these emotions... Read More

A Writers Secrets

Every person has secrets that only he or she knows,... Read More

Professional Writing: Six Great Reasons to Hire a Writer

Most people can write. Some can even write well. But... Read More

SEO Copywriting: 7 Tips

So you finally built a website for your home-based business.... Read More

Art Of Writing Profitable Classified Ads

The art of writing profitable classified adsEverybody wants to make... Read More

The Biggest Mistake Copywriters Make

Most of the sales pieces people ask me to rewrite... Read More

Top 8 Techniques - Secrets - Create Ad Copy For Your Business To Sky Rocket

Perhaps the most important benefit in the material that follows... Read More

Want to Make More Money as a Freelance Writer? Here are 10 Reasons To Consider Copywriting

Looking to chuck that full-time job for a life of... Read More

How to Hold Peoples Interest throughout those Long Copy Sales Letters

People tend to read your ads and sales letters in... Read More

How to Make the Most of Your Website Copywriter

Many people feel uncertain when dealing with copywriters. Like any... Read More

Lapsed Donors: How to Write a Fundraising Letter That Wins Them Back

Your definition may differ, but I define a lapsed donor... Read More

3 Reasons why Content is Still King

Back in the late nineties, the phrase 'Content is King'... Read More

11 Ways to Get an Editors Attention

I worked as a business magazine editor for about 20... Read More

Knowing Copywriting Basics - How To Get Ahead In Your Copy Writing Business

In order to get ahead in your copy writing business,... Read More

How To Make A Career Out Of Copyediting And Proofreading

Do you possess the qualities of a good proof reader?... Read More

Power Keys To Writing Power-Packed Marketing Copy

In order to maximize your sales efforts and fully seize... Read More

Boost Your Conversion Rate In Three Steps

When I critique, edit or rewrite sales copy, I discover... Read More

3 Steps to Great Copy

Nothing irritates me more than being told that there are... Read More

Advice for Copywriters: How to Win the Freelance Bidding War

Are you a freelance copywriter working from home? If so,... Read More

Want a Sticky Site That Sells? Forget Content!

An interesting debate is currently raging among copywriters, web designers... Read More

Direct Mail Sales Letters Flow Better With Subheads

A subscriber to my newsletter asks: "Got any good pointers... Read More

Be Contagious... Spread The Word!

"Melissa" invaded our computers in late 1999, then "I Love... Read More

Its Not What You Say But How You Say It

Copy is all about words. Or is it?Copy is about... Read More

Buy My Book for $27 and Ill Give You Bonuses Worth a Gazillion Dollars!

Subhead..How to bundle for valuable results without devaluing your productI... Read More

10 Eye Popping, Jaw Dropping Ad Copy Secrets

1. Use a hand written letter on your ad copy... Read More

Real Estate Professionals Need You to Write for Them!

Ask yourself these questions:Are you an experienced writer?Do you want... Read More

What Is Persuasive Copywriting And How Can It Help Your Business?

Persuasive copywriting is what draws the attention of prospective customers.... Read More