Great copywriting isn’t just about words – it’s about connection. The best copy is meant to inspire action, build trust, and convert your target audience.
But after years of crafting and editing copy for all types of organizations, I’ve seen some mistakes pop up again and again. The good news? With a little awareness, they’re easily avoidable.
Let’s break down 10 common copywriting mistakes – and how to fix them.
1. Writing for Yourself – Not Your Audience
Many copywriters fall into the trap of writing copy that sounds impressive to them – whether it’s through a tone that sounds “on-brand” to them, clever wordplay or industry jargon. But here’s the mistake: Great copy isn’t about you. It’s about your reader.
When you focus on what you want to say instead of what your audience needs to hear, your message becomes:
- Irrelevant – It doesn’t address their struggles or desires.
- Confusing – They might not understand your terminology or why they should care.
- Forgettable – If it doesn’t resonate emotionally, it won’t stick.
For example, “Our revolutionary, AI-driven SaaS platform leverages cutting edge machine learning to optimize workflows” sounds impressive. But does your customer really care about ‘cutting edge machine learning or do they just want to save time?
So how do you fix this?
Step 1: Know Your Audience
- What keeps them up at night? (Frustrations, fears, unmet needs)
- What do they secretly want? (Dream outcomes, aspirations, “if only” wishes)
- How do they talk? (Formal? Casual? Do they say “I need help” or “This is driving me nuts”?)
Step 2: Speak Their Language
- Use their words, not yours (Read customer reviews, social media comments, Reddit Threads, etc)
- Address them directly (don’t say ‘users’ say ‘you’)
- Lead with benefits, not features
Better Copy: “Tired of wasting hours on busywork? Our tool automates the boring stuff – so you can focus on what actually grows your business.”
2. Weak Headlines
A headline is your first (and sometimes only) chance to hook your audience. A strong headline will make your audience stop scrolling and think, “I need to read this.”
But most headlines fail because they’re:
- Too vague – “Improve Your Marketing Strategy” could mean anything.
- Too generic – “Tips for Better Results” sounds like every other article.
- Too passive – No urgency, curiosity, or emotional pull.
So how do we fix this? Use power words/emotional triggers, questions, or bold statements.
For example:
- Bold Question: “Why Are Your Competitors Getting All the Clients?”
- Power Words/Emotional Triggers: “The Hidden Mistake 90% of Marketers Make” (triggers curiosity)
- Bold Statements: “The 5-Second Trick That Burns Fat Faster”
Tip: A/B test your headlines to see which version resonates with your audience better.
3. Too Much Jargon and Complex Language
Many businesses (especially in tech and finance ????) are guilty of using:
- Industry buzzwords (‘leverage synergistic paradigms’)
- Technical jargon (‘multi tiered blockchain solutions’)
- Corporate speak (‘let’s not boil the ocean’)
Unless your copywriting specifically targets industry peers, and technical language will add authority and reliability to your brand, jargon and technical language should be avoided.
Why?
You risk making your audience feel stupid and confused (and nobody likes those feelings).
As a general rule, anything you write should be at the 8th grade reading level. Write like you’re explaining something to a friend.
Simplicity = clarity = trust.
4. Focusing on Features Instead of Benefits
Most businesses proudly list their product’s features (technical specs, etc) but fail to answer the only question customers care about….
“What’s in it for ME?”
People buy based on emotions, then justify the purchase with logic. Benefits tap into:
- Fear (of missing out, losing money, falling behind)
- Desire (for status, love, security, convenience)
- Pain relief (solving frustrations they experience daily)
So how can you turn this around?
Use the ‘so what’ test on your copy. For every feature, ask:
- “So what does this actually DO for the customer?”
- “How does this make their life better/easier/safer/etc?”
Example:
| Features (Facts) | Benefits (Emotional Payoff) |
|---|---|
| “500GB storage” | “Never worry about running out of space for family photos” |
| “4K resolution” | “Feel like you’re right there in the moment” |
| “24/7 support” | “Get help the second you need it – no frustrating waits” |
Features tell, benefits sell.
5. No Clear Call to Action (CTA)
Imagine crafting the perfect sales message (compelling headlines, irresistible benefits, flawless storytelling), then ending it with, “Think about it.”
Insane right?
Well, that’s what your copy sounds like if you assume that your audience will know what to do next.
Here are 5 CTA sins. Are you committing any of them?
- The ‘Implied Action’ Sin
Example: “Our product speaks for itself.” Even amazing products need to ask for the sale. - The ‘Multiple Choice’ Sin
Example: “Buy now, learn more, or contact us” The general rule of thumb is that there should only be one primary Call to Action per copy. Anything more triggers analysis paralysis – which results in no action. - The ‘Passive Voice’ Sin
Example: “You might want to consider…” This CTA sounds like a suggestion – not a directive. Highly converting CTAs use action verbs. For example: “Start Your Free Trial” vs. “Try it out”. - Vague Directions
For instance, “Click here” doesn’t give any justification on the value of ‘clicking’ for your audience. - The ‘Hidden CTA’ Sin
Burying the CTA in tiny text or neutral colours hurts your conversions. Ensure that the visual design around your Call to Action draws attention. For example, a red ‘Get Instant Access’ button converts significantly better than a green one.
CTA Makeover Examples:
| Weak CTA | Strong CTA | Why It Works |
|---|---|---|
| “Submit” | “Get Instant Access” | Explains what happens next |
| “Learn more” | *”Show Me How to Save 10 Hours/Week”* | Specific benefit |
| “Contact us” | “Book Your Free Strategy Call” | Sounds exclusive |
6. No Storytelling
Did you know that the human brain is wired to connect more with stories than facts? According to Stanford University research, people remember stories 22x better than facts.
Here are 4 story telling frameworks that convert:
1. The Hero’s Journey
Challenge: “I was struggling with (pain point)”
Discovery: “Then I found (your solution)”
Transformation: “Now I (better reality)”
Example: “Tom’s sales team was losing out on 40% of their leads. After implementing (Product), they closed 22% more deals in 90 days – while working fewer hours.”
2. Before After Bridge
Before: The current painful state (Wasting hours on manual reports)
Bridge: Your product as the solution (Our AI tool does the work for you)
After: The desired future state (Automated dashboards that update instantly)
3. The “Day in the Life” Scenario
In the ‘Day in the life’ story telling framework, you walk your audience through a relatable situation.
For example: “It’s 4:45 PM. You’ve got 15 minutes to submit the proposal, but your software keeps crashing. With (our software), you’d have already hit ‘send’ – and would currently be on your way to pick up your son from daycare.”
4. The David vs. Goliath Story
Position your customer as the hero overcoming a challenge.
For example: “How a 3 person startup challenged industry giants using our (tool).”
Remember – dry, factual writing that doesn’t engage emotions. Use storytelling to make your message memorable.
7. Overwriting
The best copywriting is concise.
Why?
Because it is:
- Skimmable (Connects with how people actually read online)
- Memorable (Sharp points stick; rambling fades)
- Actionable (Clear next steps emerge)
While editing, ask yourself the following questions:
- Does this sentence enhance the reader’s understanding?
- Does it drive them toward action?
- Would the message suffer if I deleted it?
For example, “We help you outsmart competitors with better tech.” is punchier than “We’re passionate about delivering high quality solutions that leverage innovative technologies to help your business succeed in today’s competitive landscape.”
8. No Social Proof or Credibility
Do not make bold claims without backing them up. You can do this by adding testimonials, case studies, or data.
For example, “Over 2,000 entrepreneurs used our system to 2X their revenue – see how Mary did it in 3 months.” demonstrates more social proof than “Our course will help you grow your business.”
9. Grammatical Errors
In copywriting, perfect grammar isn’t about elitism – it’s about eliminating friction between your offer and your customer’s trust.
Here are some common grammatical errors that could be holding your conversions back:
- Your/You’re | There/Their/They’re – instant perception of amateurism
- Misplaced Apostrophes – “Get our best selling product’s” → “products”
- Subject-Verb Disagreement – “Our team of experts are” → “is”
- Dangling Modifiers – “After reading this, the offer will expire” → “After you read this, the offer expires”
- Comma Splices – “We’re excited, our new launch is here” → “We’re excited – our new launch is here”
Tip: Have someone else review your content to catch any errors in punctuation, grammar, repetition of words, etc.
10. Not Testing or Optimizing Your Copywriting
Writing once then never refining your copy could be costing you money.
The difference between a good and great performing ad could be a few words.
For instance, replacing ‘Buy Now’ with ‘Get My Discount’ is likelier to increase sales because it emphasizes savings.
Tip: Use Google Optimize or Facebook A/B Tests to see how two versions of your copy perform, then go with the better performing one.
Conclusion
Great copywriting is a process. Keep refining your copy until every word earns its place.
Ready to revisit your copy and boost your conversions? Let’s talk!