& How To Avoid Them
As small business owners or representatives, we often choose to or need to write our own marketing copy. Here are the five biggest mistakes small business people make when they put on their “DIY Copywriting” hats:
1. They become far too clever for their — or anyone else’s — your own good.
Creativity is great and will go a long way in getting your words read and your message understood. But don’t go for the clever line at the expense of your real strengths – our message, the solution you are offering and your USP (Unique Selling Proposition). Focus on why you are offering and promising what you are offering and promising and less on being the cleverest wordsmith around.
2. They don’t clearly encourage prospects or audiences to take action.
Let’s say that you’ve already clearly communicated all the wonderful benefits of your product or service. What if you then neglect to invite your prospect to take that final, vitally important step of purchasing or subscribing or calling? We all think we would never be the ones to forget to encourage action, but it happens all the time! No matter what the goal of your marketing campaign, always very clearly express what you want your prospects to do through the all-important “call to action.”
3. They ignore current customers.
We all know that business growth is based on new customers as well as current and repeat business. But if you’re focusing solely on acquiring new customers, chances are you are making a mistake. Don’t forget proven buyers – our current and previous customers. They’re your biggest asset. You can keep them coming back by understanding that, once they have bought from you, it’s just the beginning a beautiful relationship.
4. They rely on extra, unfamiliar and strange words and formats.
You’ve heard it all: “Short copy won’t sell. Long copy loses readers.” So what’s the truth? Well-written copy in a good and readable format is the key. This means you should:
* Avoid jargon. Most people simply don’t understand corporate-ese or highly technical lingo. And if they have to look up a word or phrase, you’ll lose them.* Get rid of unnecessary words, because each word either carries its own weight or drags the rest of your brilliant copy down with it.
* Use short sentences and paragraphs. A sea of black is hard on the eyes and even harder on your reader’s attention span.
* Use subheads and bullet points to break up copy and make your words and sections easily scan-able by today’s hurried and short-attention-spanned readers.
5. They sell, sell, sell.
If your marketing copy focuses totally on sales, your readers may tune out or leave altogether. Showcase your expertise or the superiority of your product/service by showing, explaining and informing. Leave the hard-core sales pitches for late-night infomercials.
