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  • Writer's pictureClickInsights

3 Major Copywriting Errors Every Marketer Should Look to Avoid

When it comes to sales, your messaging is one of the most critical components. The quality and quantity of spelling and grammatical problems are important to 74% of readers. However, too many business owners make copywriting mistakes that turn off potential buyers and hurt their bottom line. By identifying and avoiding these common errors, you can craft persuasive copies that sell.

So, without any further ado, let’s get into it.

Failing to Understand Your Audience

To increase sales, it is critical to understand your target audience. Failing to do adequate research into your customers' needs, desires, and pain points will severely limit the effectiveness of your copy.

Define your audience

First, determine who your ideal customers are. Are they businesses or individuals? What industry or niche are they in? What are their key characteristics? Consider age, gender, income level, etc. The more specific you can get, the better.

Do your research

Once defined, conduct research to gain insight into their challenges, priorities, and language. Read reviews they've left for similar products. Analyze social media posts and comments. See what kinds of content and messaging they engage with. This will help ensure your copy resonates.

Focus your message

Use what you've learned to focus your copy on the benefits and solutions that matter most to your audience. For example, if reducing costs is a high priority, focus on how your product maximizes value and efficiency. If status or prestige is important, focus on enhancing those attributes.

Match your tone

Mirror the tone and language your audience uses. If they prefer a casual, conversational style, adopt that. If a more formal tone is typical, match that. Use the actual words and phrases they use to describe their needs. This helps build credibility and rapport.

Using Jargon and Complex Language

To increase sales, avoid using jargon and complex language in your copy that confuses readers or makes your content difficult to understand.

Simplify your writing

Aim for an 8th to 12th grade reading level. Keep sentences and sections concise while still being descriptive. Find the right balance between simple and sophisticated. Be sure to write in your own words, in a professional yet accessible way.

Avoid industry lingo

Unless writing for a highly technical audience, exclude acronyms, insider abbreviations and other terminology unfamiliar to most readers. Explain any industry-specific phrases in a straightforward manner. The goal is for anyone to grasp your key messages, not just experts.

Reduce wordiness

Cut unnecessary words and be concise. “In order to” becomes “to.” “At this point in time” is just “now.” Tighten your copy by removing redundancies and word stuffing. Each sentence should be impactful.

Define terms where needed

If certain words or expressions are important to convey your points but may be unfamiliar to some, define them briefly in parentheses or in a separate sentence. Provide context so readers understand why that vocabulary matters and how it relates to them.

Forgetting to Highlight Benefits

If you want your product or service to sell, it's necessary to make the positive aspects readily apparent to prospective clients. One of the biggest copywriting errors you could make is highlighting features too much and benefits too little.

Highlight the benefits:

  • Lead with the benefits, not the features. Put the benefits in the headline and opening paragraph.

  • Use benefit-rich words like improve, enhance, increase, save, grow, boost, maximize, etc.

  • Explain how the features translate into benefits for the customer. For example, “The high-performance engine provides a visceral thrill when accelerating and passing other vehicles.”

  • Use stats and data to quantify the benefits. For example, “Save up to 50 hours a month on administrative tasks.”

  • Include testimonials and case studies from happy customers sharing the meaningful benefits they experienced.

  • Repeat the benefits frequently throughout your copy with different words and examples. Repetition reinforces your key message in the minds of readers.

  • Close your copy by revisiting the most compelling benefits. End with a call-to-action to drive the sale. Your content will be 220% more effective if it includes a unique call to action.

Final Thoughts

By polishing your copy and steering clear of errors, you'll keep readers engaged and inspire them to take action. You owe it to your business and customers to communicate as clearly and compellingly as possible. So, sharpen your copywriting skills with the help of Clickacademy Asia and you'll gain a valuable tool for growing your business.


Join our class in Singapore and enjoy up to 70% government funding. Our courses are also Skills Future Credit Claimable and UTAP, PSEA, and SFEC approved. Find out more information and sign up here


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