How To Write Copy That Sells: What You Shouldn’t Do

How To Write Copy That Sells: What You Shouldn't Do

Ever wonder why some ads grab your attention while others fall flat? The secret lies in how you write copy that sells.

But here’s the twist – it’s not just about what you should do. It’s also about what you shouldn’t do.

In this post, you’ll discover the don’ts of copywriting.

We’ll show you how to avoid common pitfalls that can turn potential customers away. By the end, you’ll know how to write copy that sells without making all these rookie mistakes.

What is Copywriting?

Copywriting is the art of persuasion through words. It’s about crafting messages that move people to act.

Good copy can make someone click a button, buy a product, or sign up for a service. It’s the voice of your brand, speaking directly to your customers.

For example, think about the last ad that made you want to buy something. Maybe it was for a cool gadget or a tasty snack.

The words in that ad? That’s copywriting in action. It’s everywhere – from billboards to emails, websites to social media posts. When done right, it can turn a browser into a buyer.

Why Learning How to Write Copy That Sells Matters

Learning how to write copy that sells is crucial in today’s digital world. With so much content out there, your words need to stand out.

Good copy can be the difference between a thriving business and one that struggles to get noticed. It’s not just about selling products – it’s about connecting with people.

Think about your favorite brands. Chances are, they’ve mastered the art of copywriting. They know how to speak your language, address your needs, and make you feel understood.

That’s the power of good copy. It builds trust, creates desire, and prompts action.

10 Things to Avoid When Writing Copy That Sells

Now, here are 10 things you must avoid when trying to write copy for your business or your client:

1. Don’t Ignore Your Audience

Understanding your audience is key to write copy that sells. Many copywriters make the mistake of writing for themselves, not their readers. This can lead to copy that misses the mark and fails to connect.

To avoid this, start by creating detailed buyer personas. These are fictional representations of your ideal customers. Include details like age, job, interests, and pain points. This will help you tailor your message to their specific needs and wants.

For example, if you’re selling running shoes, your copy will be different for a seasoned marathoner versus a beginner jogger. The marathoner might care about advanced features, while the beginner may be more interested in comfort and affordability.

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2. Don’t Use Jargon

To write copy that sells, keep it simple. Using too much technical jargon or industry-specific terms can confuse and alienate your readers. Remember, your goal is to communicate, not to impress with big words.

Instead, use clear, everyday language that anyone can understand. If you must use a technical term, explain it in simple words. Think of how you’d explain your product to a friend over coffee.

For instance, instead of saying “Our product utilizes advanced proprietary algorithms,” you could say “Our tool uses smart tech to make your job easier.” The second version is clearer and more appealing to most readers.

3. Don’t Focus on Features Instead of Benefits

When you write copy that sells, focus on benefits, not just features. Many copywriters fall into the trap of listing product features without explaining why they matter. But customers don’t buy features – they buy outcomes.

To avoid this, for every feature you want to mention, ask yourself “So what?” This will help you uncover the real benefit to the customer. Then, lead with that benefit in your copy.

For example, don’t just say “Our mattress has memory foam.” Instead, say “Wake up refreshed and pain-free with our memory foam mattress.” The first tells what the product has, the second tells what it does for the customer.

4. Don’t Forget a Call to Action

A clear call to action (CTA) is crucial when you write copy that sells. Some copywriters create great content but forget to tell the reader what to do next. This can leave potential customers confused and less likely to take the desired action.

To fix this, always include a clear, compelling CTA in your copy. Use action words and create a sense of urgency. Make it obvious what you want the reader to do and why they should do it now.

For instance, instead of a vague “Learn More,” try “Start Your Free Trial Today” or “Get 50% Off – Limited Time Only!” These CTAs are clear about the action and the benefit, encouraging immediate response.

5. Don’t Make It All About You

To write copy that sells, focus on the customer, not yourself. A common mistake is to talk too much about how great your company is, instead of how you can help the customer. This can come across as boastful and turn readers off.

Instead, make your customer the hero of the story. Talk about their problems and how your product or service can solve them. Use “you” more than “we” or “I” in your copy.

For example, instead of “We’re the leading provider of lawn care services,” try “Get the lush, green lawn you’ve always wanted.” The first is about the company, the second is about what the customer gets.

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6. Don’t Neglect Headlines

Crafting compelling headlines is key to write copy that sells. Some copywriters put all their effort into the body copy and neglect the headline. But if your headline doesn’t grab attention, people won’t read the rest.

To create strong headlines, focus on the main benefit or problem you’re solving. Use power words, numbers, or ask intriguing questions. Test different versions to see what works best.

For instance, “How to Lose Weight” is okay, but “5 Unusual Tricks to Melt Belly Fat Fast” is more likely to get clicks. The second headline is specific, promises quick results, and hints at insider knowledge.

7. Don’t Be Vague

When you write copy that sells, be specific and concrete. Vague claims and generalities don’t convince anyone. They can make your copy feel empty and untrustworthy.

Instead, use specific numbers, facts, and details to back up your claims. This makes your copy more credible and compelling. It gives the reader solid reasons to believe and act.

For example, don’t say “Our software saves you time.” Instead, say “Our customers save an average of 5 hours per week using our software.” The second version is more powerful because it’s specific and measurable.

8. Don’t Ignore SEO

To write copy that sells online, you need to consider SEO. Some copywriters focus solely on persuasion and forget about search engines. But if people can’t find your copy, it won’t matter how persuasive it is.

To improve SEO, do keyword research to find out what terms your audience is searching for. Then, naturally include these keywords in your copy, especially in headlines, subheadings, and early paragraphs.

For instance, if you’re selling running shoes, you might find that people often search for “best running shoes for beginners.” You could then create a blog post with that exact title, naturally using the phrase throughout the content.

9. Don’t Overdo Superlatives

To write copy that sells, use superlatives sparingly. Some copywriters go overboard with words like “best,” “amazing,” or “revolutionary.” This can make your copy sound like hype and decrease credibility.

Instead, prove your worth with facts, testimonials, or specific benefits. Let your product’s qualities speak for themselves. Use superlatives only when you can back them up.

For example, instead of saying “Our amazing product is the best solution for all your problems,” try “Our product has helped over 10,000 customers increase productivity by 25%.” The second version is more believable and impressive.

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10. Don’t Forget to Proofread

Proofreading is crucial when you write copy that sells. Some copywriters rush to publish without thoroughly checking their work. But typos and grammatical errors can hurt your credibility and professionalism.

To avoid this, always proofread your copy carefully. Read it out loud to catch awkward phrases. Use tools like Grammarly, but don’t rely on them entirely. If possible, have someone else review your work too.

For instance, a single misplaced letter can change “public relations” to “pubic relations” – a mistake that could seriously damage your brand image. Taking the time to proofread can save you from embarrassing and costly errors.

Your Path to Copywriting Success

Now you know the key things to avoid when writing copy that sells. If you steer clear of these common pitfalls, you’re well on your way to creating compelling, effective copy. Remember, great copywriting is about connecting with your audience, clearly communicating benefits, and prompting action.

Keep practicing and refining your skills. Over time, you’ll develop a keen sense for what works and what doesn’t. And don’t be afraid to break the rules sometimes – as long as it serves your message and resonates with your audience.

Frequently Asked Questions (FAQ)

What is the most important element to write copy that sells?

The most important element is understanding your audience and their needs. This allows you to craft messages that truly resonate.

How long should my copy be?

It depends on your product and platform. Generally, use as many words as needed to convey your message clearly, but no more.

Should I use humor in my copy?

Humor can be effective if it fits your brand voice and audience. However, use it carefully as it can sometimes miss the mark.

How often should I use my keywords for SEO?

Aim for a natural keyword density of about 1-2%. Overusing keywords can hurt readability and SEO rankings.

How can I measure the effectiveness of my copy?

Track metrics like click-through rates, conversion rates, and sales. A/B testing different versions can also help you see what works best.

Ready to Supercharge Your Sales?

Want to write copy that sells like hotcakes? Looking to boost your online sales without breaking the bank on ads? We’ve got you covered! Click the link below to access our exclusive copywriting masterclass. You’ll learn insider tricks to craft irresistible copy that turns browsers into buyers. Don’t let weak copy hold your business back. Take action now and watch your sales soar!