3 most common copywriting mistakes (and how to avoid them)

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The fastest way to improve your copywriting skills is not by chasing perfection.

It’s by avoiding common mistakes.

The fewer unforced errors you make, the better your copy will perform.

So today, I’m revealing the 3 most common copywriting mistakes and how to avoid them.

Let’s dive in.

Reading time: 2 minutes and 42 seconds

MISTAKE #1: Not understanding the ideal customer

High-converting copy is always written to a single person.

So if you don’t understand the deep emotional drivers leading this person to buy, your copy is almost guaranteed to fall flat.

For example:

There’s a big difference between someone who buys a “do it yourself” information product (like a PDF or video course) and someone who hires a “done for you” service provider (like a ghostwriter or video editor).

Both may respond to a similar promise…

(such as “How to Write LinkedIn Posts That Sell Even If You’re Not an Expert”)

But one is looking to invest time to save money, while the other is looking to invest money to save time.

These two people have very different motivations.

How to avoid it:

Map out the psychographics of your ideal customer before you write a word of copy:

• Pains

• Fears

• Limiting beliefs

• Trigger moments

I’ve written more about this here.

If you don’t have enough information, conduct research, surveys & interviews until you do.

Ultimately, the more you know, the better your copy will perform.

And if you do have all the info but your copy still falls flat, then revisit the avatar itself.

Sometimes the people who buy aren’t who you think they are.

MISTAKE #2: Overcomplicating the message

If you’re highly knowledgeable about a product or service, it’s easy to lose touch with those who don’t know anything about it.

But for copy to convert… 

Readers need to quickly grasp key elements of your message:

• What your product or service is

• Who it’s for

• What it does

• How it works

• How much it costs

• How to take the next step

• Etc

If they get bogged down trying to understand any of these things, they’ll move on.

How to avoid it:

Use a readability tool like Hemingway to audit your copy.

• Use the active voice

• Aim for 5th-grade reading level or below

• Avoid big words (more than 4 syllables)

• Emphasize short and medium sentences

• Use analogies & metaphors to make concepts easier to grasp

• Use transitions like “In other words” to re-explain new ideas in simple terms

Don’t make assumptions about what your reader already knows.

And remember: clear writing beats clever writing every time.

MISTAKE #3: Finishing with a weak call-to-action

Copywriting’s #1 job is to get the reader to take the next step.

But if you finish with a weakly worded call-to-action…

Or fail to tell them exactly what to do next…

(like what phrase to DM you or what button to click)

Then many won’t take action.

How to avoid it:

Use strong language and be painfully explicit.

Tell the reader exactly how to take the next step.

For example:

• Enter your email then hit the big orange button to subscribe

• If you need help with content, then DM me the word “LEADS”

• Just click the link below, then pick a date & time on the next page

Make it easy for them.

And paint a picture of what will happen after they take action.

Putting It All Together

3 most common copywriting mistakes:

• Not understanding the ideal customer

• Overcomplicating the message

• Finishing with a weak call-to-action

Avoid these if you want your copy to convert.

That’s it.

Thanks for reading!

See you next time.

Jim Hamilton