CAREER ADVANCEMENT / JUN. 23, 2014
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Top Copywriting Blunders to Avoid

Content marketing has become an increasingly popular way to promote products and services online. Well-written copy can be very effective in converting web visitors into actual buyers. However, online marketers are prone to making some mistakes when writing copy, thus minimizing effectiveness. The following are some of the major copywriting mistakes you need to avoid.

1. Focusing on yourself

Relentlessly talking about yourself, your business, or your brand, is one sure way of putting off your readers. The truth is that people are not really concerned about you or what you have to offer. Their main concern is what is in it for them. Therefore, make sure your copy has an empathetic tone. Let people know that you understand their problems and how they feel. Once you have identified with their pain, it will then be easier to present them with a solution. One of the best ways to write using an empathetic tone is by reading and including the sentiments of others online. Take note of the expressions and words they use to describe their problems. You could then pick out several terms to use in your copy.

2. Writing long copy

Most people like scanning through copy to find what is important to them. Therefore, writing long blocks of text can easily put off your readers. To make your text more reader-friendly, you could break it down into different sections using sub-headings or bullets. Make sure the main points appear at the beginning of your paragraphs. You could also consider using images to break the flow of your text, and make your copy more engaging.

3. Writing for search engines

Don’t make the mistake of stuffing your copy with keywords in an attempt to enhance your search engine ranking. Though your rankings might improve temporarily, you will eventually get penalized by search engines. In addition, keyword stuffing will make your text unintelligible and thus annoying to read. Therefore, you need to ensure that your copy is written for people. Communicate as naturally as possible and avoid getting obsessed with keywords.

4. Ignoring social media

Nowadays, many people use social media to share information with their networks. Therefore, failing to incorporate social media in your copy could cost you the chance of reaching a wider audience. You can encourage people to share your content by adding share buttons for social media networks such as Google+, Pinterest, Facebook, StumbleUpon, LinkedIn and Twitter.

5. Not responding to comments

When you share information, you are likely to get varied reactions from your target audience. Any time you get positive or negative feedback, you need to respond immediately. At times, people might have a complaint about your products or services. Addressing their concerns right away could help you win or retain their loyalty, as well as protect your reputation. Similarly, when people offer compliments, acknowledge them immediately.

6. Not monitoring your statistics

There are many tools out there that can help you monitor the performance of your copy. You can keep track of statistics such as number of visitors, bounce rate and conversion rate. This information can give you an idea of how to improve your copy.

No matter how well your content is written, it is useless if it does not have a valid motive; you need to show your audience what you want them to action or learn, after reading your copy. Whether it is following you on Twitter, joining a mailing list or buying something, your call to action should outline this very clearly.

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