It’s time to check those errors that hurt our brand when we advertise our offers. Not a fun assignment, but one that must be done.
And I promise to entertain you along the way to make it less painful (or at least try).
Before We Embark on This Magic Journey…
I feel the need to tell you that B2B copywriting should be candid, conversational and engaging (not too casual though). And breaking away from the traditional grammatical and spelling rules can often be a good thing.
Every time I hear an entrepreneur or B2B marketer complai about something like… oh, I don’t know… the improper use of an ellipsis or the placement of a one-sentence paragraph, I just shake my head with utter sadness.
They just don’t get it.
Excluding some specific academic contexts, writing in a style that makes it easier for the reader to understand your message is more important than pleasing the Grammar Gods.
With that out of the way, I also believe you must know the rules of grammar and spelling in order to bend them. Also, there are some errors that you’ll never convince anyone that you did intentionally in the name of style (outside of a joke). And even then, some people will still assume you’re just a stupid idiot.
So, let’s look at some more of those types of copywriting errors that you never want to make. Therefore, forget about what the Grammar Gods think. Here are seven common copywriting mistakes that can diminish the shine and credibility of your advertising.
Focusing on You Instead of Your Market
One of the biggest mistakes non-professionals make when writing copy is confusing marketing copy with product descriptions. And that’s a later stage in the customer journey.
Your copywriting must hook the reader into (at least) considering buying your offer. It must address a market’s problem or unpleasant tasks first. Forget about how awesome your offer is. First, make your offer seem very valuable.
How does your offer make the reader’s life easier or better? What unexpected issue can it solve? How is it better than anything else on the market?
Writing to the Wrong Buyer
Sometimes you’re just preparing copy for the wrong person.
This happens a lot in B2B marketing. You may think you’re selling to the CEO, but it’s the CFO who has the final say. Or maybe the decision goes to the board of directors. Who knows!
The point being is that you can’t write good sales copy if you’re writing it to the wrong person. So do your research to identify your true prospect and attend to their needs or concerns with your writing.
Not Being Specific
I mentioned before how Claude Hopkins goes on his book about the importance of being specific with your advertising. But there will always be work put out there by amateurs who hurt themselves with their “beating around the bush” approach to copywriting.
But I understand this is an easy mistake to make. You try your best to look sophisticated, so you end up producing grammatically correct sentences that don’t convey any meaning.
As a business owner or marketer, this is where you have a solid advantage over any copywriter: you know your offer inside out. And you should know your clients better than me or anyone else ever would. So, review your sales copy, and ask yourself: Is this specific or generic? Can I visualize what I’m writing?
Saying More Than You Should
I’m not trying to debate long copy vs short copy here. Because long copy can and will work very well… when the situation calls for it.
This is about more rambling. About why you should say as much as you need to say to lay out your complete and compelling sales pitch. And that’s it.
Don’t be that salesperson who doesn’t know when to shut up. If you ramble, your prospects will disappear fast. Just state you case, present your offer, and let the buyer decide. It’ll work wonders for your presentation.It’s time to check those errors that hurt our brand when we advertise our offers. Not a fun assignment, but one that must be done. Click To Tweet
Confusing Your Presentation with Twitter’s, Facebook’s, or LinkedIn’s
One of the biggest mistakes B2B marketers make is not understanding circumstances.
Many people believe that because Facebook is successful, that their marketing materials have excellent design and copy. Every so often, people ask me to write a landing page like Twitter or Facebook’s. and that is a very, very bad idea.
The copy of these brands is not as effective as you think. They rely more on brand recognition, and not on the direct-response philosophy of marketing. I mean… you can always try that style of copy, but make sure you’re testing other copy on the side, just to be safe.
Hiring a Commodity Copywriter
In short, a commodity copywriter will simply write words for you. While a professional copywriter will produce sales and marketing copy that… well… sells.
While copywriting may seem like a simple concept on its surface, it’s truly a complex, in-depth process. Whether you’re investing on your personal branding or promoting your firm, hiring the services of a professional copywriter is not an inexpensive process. Don’t make the mistake of thinking that it is.
Avoid places like Fiverr and other commodity sites. You will get what you pay for when you receive your copy. Instead, surf around the internet for a professional, affordable services. Your price range should start at $250 per hour for professional service. If you need help, I have written an article giving you step-by-step instructions on how to hire the right copywriter for your campaigns. Have fun!
BONUS: Forgetting About Elements Outside of Copywriting
The more copy you present online, the more you should remember the importance of search engine optimization (SEO) when crafting your landing page.
This might just mean a slight tweak to how you phrase a paragraph. But using search terms for how your market looks for your offer can help you generate more leads and sales. As opposed to missing out if you don’t understand how your prospects look for your services online.
And there are so many search tools for free out there, there’s no excuse for you not to do the proper research. Other than utter laziness, of course.
And that’s it! Wasn’t that fun?
Make sure to keep the pain going by suggesting more copywriting mistakes.