Copywriting Guide - Why Copywriting Matters

Copywriting Mistakes
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Introduction
Copywriting is undoubtedly one of the most vital skills one can possess in
the business world. Not only is it useful for crafting sales letters, which is
what people typically think of when they hear the word copywriting , but
it is also invaluable for crafting emails for email marketing, for writing
effective calls to action on websites, blogs, and social media, and many
other uses.
The trouble is that a lot of newbie copywriters (and even seasoned
veterans) seem to make the same few mistakes over and over, and these
mistakes can absolutely destroy otherwise effective copy.
In this report, we’re going to take a look at the 7 Killer Copywriting
Mistakes, and how you can avoid making these disastrous mistakes in
your own copy.
Once you learn these big mistakes and how to avoid them, you’ll be on
your way to crafting the most effective sales copy you’ve ever written!
Hint: Most mistakes center around the lack of value. We’ll discuss this
more in just a minute.
So let’s get started.

Value in Copywriting
The first thing we absolutely must discuss is value. Value is the one thing
you must constantly focus on in your sales copy if you want to be truly
successful at the craft.
Value is what you are ultimately trying to offer your customers. Not
necessarily monetary value, but some sort of benefit. The thing is, you
know the value of your product. After all, you probably created it. At the
very least, if it’s your primary product, you should know it inside and out.
(If you don’t, you’d better learn it, and FAST!)
But your potential customers don’t know your product’s value. It’s up to
your copy to constantly let them know the value of your product.
You’ll soon learn how failing to concentrate on value is involved in several
of the big mistakes, and how you can be sure you’re demonstrating value
during every step of the copywriting process.
Remember, from start to finish, you must concentrate on what your
product can do for the reader.

Mistake #1
Lack of Value in the Headline
Everyone who knows anything at all about copywriting knows that the
headline is absolutely the most important part of your sales copy. Get the
headline wrong, and you’ll lose 75-80% of your traffic right off the bat.
(Yes, that’s a real statistic. About 5 times as many people read a sales
letter’s headline as read the body!)
Your headline should tell someone exactly what the product can do for
them right off the bat. It should not, contrary to popular opinion, pose a
question – at least not without a corresponding answer included in the
headline itself. Rather, it should tell someone exactly what they will get
right off the bat.
Examples:
BAD – What Would You Do If Someone Broke Into Your House?
GOOD – Get Our Free Report And Learn How To Stop A Burglar Dead In
His Tracks!
BAD – Do You Want To Lose Weight Quickly?
GOOD – Lose 10 Pounds In 10 Days With Our Breakthrough System!

These headlines (the GOOD headlines) let people immediately know what
results they can expect upon use of the product. There’s no question
posed that makes the reader think, which can result in the reader leaving.
Instead, there’s a clear, definitive result posed that lets a reader know
whether or not the product is what they are looking for.
Not only that but these headlines get a user to keep reading out of
curiosity. Now that they know what they can achieve, they want to know
more about how they can achieve it.
Ultimately, the job of the headline is to get people to read the rest of the
copy (or at least skip right to the call-to-action where they can take that
desired action.) If your headline successfully does its job of conveying
value,

Mistake #2
Focusing on Action Words in the
Call-to-Action
Many copywriters have read about the importance of using action
words to get people to take a desired action, such as buying a product,
adding an item to their shopping cart, or subscribing to an email
newsletter. And using those words is a good idea in some areas of your
copy.
However, too many people have taken the action word thing too far and
are using them in their calls-to-action as their primary focus.
Remember, we’re focusing on value. We want to let people know what
they can GET at every step of the process in our copy. So instead of
focusing on action words, focus on value words.
Value words let people know they can GET something. In fact, GET is one
of the most powerful value words there is!
Instead of saying Click Here say Get Your Report Now . Instead of
saying Join Now say Get Free Access Now .
By focusing on your value words, you will find your conversions increase
significantly, and more people will respond to your copy in the way you
want them to than if you use those oft-touted action words .

Mistake #3
Not Knowing Your Audience
A lot of people are certain they know their market inside and out. They’re
so sure, in fact, that they do little to no research and instead write copy
based on what they believe their audience thinks and feels. The trouble
is… hat if you do this a d you’re wrong?
Market research is vital. There’s a reason why mega corporations spend
huge amounts of their marketing budgets on research. They do all types of
research, including uncovering their market demographics and focus
groups that test individual products.
You need to know your market inside and out not only to make sure
you’re writing the right stuff, but to make sure you’re NOT writing the
WRONG stuff.
Think of it this way. Let’s say your market happens to be mostly females,
but you erroneously believe it is mostly males. You write your copy
specifically to target men, and you throw a minor joke about make sure
your wife doesn’t know you’re buying this! If your market is mostly
women, they’ve probably just been insulted and also feel like your
product isn’t for them since it’s obviously targeting men.
Never assume to know your audience. Make sure you know it!

Mistake #4
Bland Copy That Is Hard To Read
I’m not talking about boring copy here, although that would certainly be a
big mistake. I’m talking about copy that is nothing but a bunch of
monochromatic words bunched up together on a page.
If you’ve ever read sales copy like this, you’ll understand how hard it is on
the eyes, and how frustrating it is to try to read a solid wall of text with
little to nothing to break it up.
Make sure you are making your copy look as interesting as possible by
adding interesting elements to the text. Use elements such as bold, color,
underline, italics, etc.
Bullets are a great way to break up large chunks of text into parts that are
easier to digest:
 Use bullets to list various features
 Use bullets to list benefits
 Use bullets to make important text stand out
Don’t forget that you can also use bold, underlines, etc. to make text
stand out within those bullet points!!!

Mistake #5
Useless Images
Images are incredibly useful in copy when they are highly targeted to the
topic and make sense. However, if you use random images simply because
they were all you could find that would fit with your topic, you’re actually
hurting your sales copy more than you’re helping it.
Disjointed images only serve to confuse potential customers. They see an
image and wonder, What does this mean? Just because you understand
how a particular image fits in with your message doesn’t mean your
reader will.
Imagine, for a moment, that you see this image:

Do you immediately recognize what this image is supposed to symbolize?
Would it help you better understand a piece of copy, or would it simply
distract you while you try to figure out what in the heck its supposed to
say?
I mean, this could mean anything, right? It could be about blogging, it
could be about video marketing, or it could be about online educatio …
you just can’t tell without a bit of thought. Even then, are you sure?
Maybe you’d just ig ore it… skip right o er it. E e the , that ould ea
the image was pretty much useless, wouldn’t it?
Yes, images do help convey messages. But only if those images are easy to
recognize in concept and truly support the message you’re trying to
convey. Simply inserting images for the sake of having those all-important
images in your copy is not helpful.
Be sure that the images you use help convey your message. Make sure
those images are immediately recognizable, and that almost everyone you
encounter would immediately understand what that image was meant to
say.

Mistake #6
Using Too Many (Or Too Few) Words
Everyone seems to think that longer copy is always better, but in many
cases longer copy can absolutely kill conversions.
I’m not sure where the trend started – the belief that longer copy is
always better than shorter. Maybe it started because all those copywriters
who charge per page tend to craft longer copy to justify their inflated
prices or make more per client. Who knows?
Sometimes longer copy works. Some products take more copy to sell than
others. A product that costs $1,997 is probably going to take a lot more
convincing than a product that costs $19.97. (Although that isn’t always
the case!)
You probably don’t need 30 pages of copy to sell a $0.99 eBook, and you
probably need more than a half page to sell a $1,997 video course with
coaching. But that many not always be true. Some markets respond better
to one type of copy than another, and some products need more copy
than others.
This brings us to our 7th
a d fi al istake…

Mistake #7
Failing to Test
Testing is one of the most important elements of copywriting. In fact, it
could be said that testing is even more important than the headline,
because if you don’t test, how can you even be certain your headline is up
to par?
You can use split-testing software to make your testing easier, but it’s not
absolutely necessary. If you have a decent amount of traffic, you can test
one version, and then test a second version manually and compare
results. Split-testing just makes the process a lot easier to track and allows
you to test more versions and track results accurately.
Remember, you’ll need a fairly large sample size to really ensure an
accurate test. At a bare minimum, you shouldn’t make a decision
regarding your copy until at least 1,000 people have viewed each version.
Any smaller sample size would likely result in inaccurate results, and even
this small a sample size could lead to some inaccuracies. Still, it’s better
than not testing at all!
Test various elements such as your headline, call-to-action, graphics, and
bullet points. Even your guarantee should be tested. Once you’ve hit a
conversion ratio you’re happy with, you could stop testing, but you never
know when you might exceed your goals with one small tweak!

Conclusion
Copywriting isn’t as cut-and-dry as you might think. The fact is, there are a
lot of mistakes one can make when creating any type of copy, and these
little mistakes could mean BIG losses in terms of profit or conversions.
It’s actually incredibly easy to make these killer mistakes, because so
many people have read misleading or incorrect information, or they’ve
misunderstood the information they’ve read.
When you’re crafting any kind of copy, the primary thing you need to
remember is that you must concentrate on value. Everything you say
should point to the value of your product or service. Not on what you
want the reader to do. Not on what you think they want to hear. Not on
what someone else has told you to say. But on the immediate value the
reader will receive when they take the action you want them to take.
Remember to use words like GET in your copy. This immediately conveys
value, because it reminds them they will GET something if they take the
desired action.
Value, value, value. Concentrate on this, and your sales copy will shine,
leading to increased conversions and ultimately increased profits.

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Tools for Writers
Trello
Trello is a kind of project management tool that takes the
place of Post-it Notes and highlighters or scraps of paper or
my pocket lists.
===
Google trends
Google Trends is a public web facility of Google Inc., based
on Google Search, that shows how often a particular search-
term is entered relative to the total search-volume across
various regions of the world, and in various languages.
===
Daily Page
Daily Page emails you a writing prompt every morning, and
you have the rest of the day to write your response.
===
750 Words
Another way to practice your writing is to do a "brain dump"
exercise using a tool like 750 Words.

===
Twords
Twords calls itself "the app that nudges you to write." It
notifies you when you haven't written in a while so you can
keep yourself accountable -- and even gives you the option
to connect with others who will help keep you accountable.
===
Quora
Quora is a great place to go for crowdsourced answers if you
want to reach outside your network.
===
Inbound.org
Inbound.org is a great place to source answers from
professionals
===
oTranscribe
oTranscribe is a great tool that'll make the transcription
process much less painful -- allowing more time for your own
writing and analysis.
===
ZenPen
ZenPen is a web app that gives you a "minimalist writing
zone."
===

Power Thesaurus
Power Thesaurus isn't just any thesaurus: It's a
crowdsourced thesaurus that provides alternative word
choices from a community of writers.
===
OneLook Thesaurus
OneLook Thesaurus also has a "reverse dictionary": users
can type in a definition or group of words related to the word
they're searching for and find the right word for their piece.
===
Twinword Writer
Twinword Writer automatically sense if you pause because
you're stuck on a word. Then, it'll analyze the context of your
writing and open a box suggesting alternate words you can
use.
===
Prompts
Prompts uses an algorithm to make suggestions for what
you should write next.
===
BrainyQuote
BrainyQuote is a library filled with millions of interesting
quips that you can search by speaker (from Aristotle to Dr.
Seuss to Audrey Hepburn) or by topic (like peace, success,
leadership, and more).

===
Hemingway App
Hemingway App assess your writing and identify
opportunities to make it simpler.
===
ProWritingAid
ProWritingAid another tool that evaluates your writing, but it
boasts some unique features that differentiate it from the
tools above.
===
Grammarly
Grammarly check for grammatical errors -- and Grammarly
even checks for plagiarism.
===
Correctica
Correctica is a great tool for triple-checking before you press
"publish" or "send."
===
Draft
Draft lets you call on a staff of reviewers to get suggested
edits, for a price.
===
Listly

With Listly, you can invite your audience to contribute to your
list. The Listly community can then vote on list items to move
them up the list.
===
NewNovelist
The NewNovelist program comes with a variety of tools to
help you research, create, organise, analyse, review, and
prepare your novel for publishing.
===
Bibisco
Bibisco is comprehensive novel-writing programme created
with love by book lovers to inspire writers to create
“beautiful” work.
===
yWriter
yWriter tracks your chapters and scenes but provides less
creative guidance than some more comprehensive
programs.
===
Storyist
Storyist gives you an overview of your writing, tracks
important elements such as characters and plot, organises
your information, and provides you with templates and
formatting tools for your manuscript or screenplay.
===

Plotbot
Plotbot gives screenwriters the option of collaborating with
others on their project.
===
Clean Writer Pro
Clean Writer Pro is a minimalist text editor for those wanting
to focus on their writing without distraction.
===
WriteRoom
WriteRoom is a bare-bones text editor that lets you focus on
your words and nothing else.
===
Dark Room
Dark Room is a similar text editor designed for Windows. It
gives you the same clutter-free environment so that you can
focus on your words.
===
OmmWriter
OmmWriter’s goal is to create a clutter-free environment
where you can focus on your writing in peace.
===
Q10

Q10 has a variety of features to help you focus on your
writing and meet your goals, including live statistics,
portability, customizable appearance, a timer, writing target
percentages, autosaving and autocorrection.
===
Write or Die
Write or Die is good for those who want to achieve a
minimum word count within a given period of time.
===
Dragon Dictation
Dragon Dictation lets you dictate your words and then
transcribes them for you.
===
MarkMyWords
MarkMyWord comes with a variety of features, including
compatibility with different mark-up languages, the ability to
preview your work, highlighted mark-up code, a
customizable interface for maximum comfort and focus, easy
formatting options, and article templates.
===
Protagonize
Protaganize is a global, award-winning online community of
writers. Members can explore other authors’ work, write new
material, join existing groups or create new ones, critique
each other’s creations, collaborate, and promote
themselves.

===
GoodNotes
The GoodNotes app lets you take handwritten notes and
annotate pdfs with digital vector ink. GoodNotes documents
on your iPad and iPhone will synchronize automatically with
iCloud sync.
===
Mindmup
Mindmup is an open-source, online mind mapping tool with
collaboration, publishing, and export capabilities as well as
the ability to change the look.
===
Mindmeister
Mindmeister is another collaborative online tool for mind
mapping, brainstorming, planning and more.
===
Bubbl.us
Bubbl.us uses comment-like bubbles to help you brainstorm,
organise and plan.
===
Scappl

Scapple is described as a free-form text editor that mimics
mind mapping software without imposing any hierarchy or
the need to link your notes.
===
SimpleMind
SimpleMind is a mind mapping tool that allows you to gather,
organise, analyse and share your thoughts.
===
Tomboy
Tomboy is a note-taking app that also allows you to format,
organise your work into different notebooks, automatically
link your notes and create lists. Useful for research as well
as to-do lists.
===
Zim
Zim is a text editor that also functions as a desktop wiki, a
place to gather Wikipedia files as well as take notes,
brainstorm, organise, and create emails and blogs.
===
Creative Writing Solutions
Creative Writing Solutions is a website that offers a variety of
ways to help writers get past the different causes of writer’s
block, such as fear, lack of ideas or lack of motivation. The
site offers prompts, challenges, advice on specific issues,
lesson plans for kids, mentorship and more.
===

Writing Toolkit
Writing Toolkit, is a mobile app that’s useful for all kinds of
writers – fiction and non-fiction, veteran and novice. In
addition to help with the mechanics of writing, its toolbox
shows not only different aids for developing your fiction story
but also tips for journalists, bloggers, technical writers and
more.
===
The Story Starter
The Story Starter is a fun tool that generates random lines to
give you ideas for starting your story.
===
Evernote
Evernote is a note-taking and sharing app that can be used
across devices. A note can be in many forms, from an image
to a handwritten note, web page, voice memo or video file.
===
Diigo
Diigo’s original main purpose was to provide users with a
way to store, organise and annotate their web content.
===
Feedly

Feedly lets you put all your content in one place. Content
includes your publications, YouTube channels, blogs,
collections and even keyword alerts.
===
Readability
Readability allows you to adjust and save web pages for
greater readability, enjoyability and convenience.
===
Anti-Social
Anti-Social is a timed Chrome plug-in that allows you block
the social media features on websites, such as comments as
well as Facebook, Twitter and other icons.
===
StayFocused
A Chrome extension that lets you block those distracting
websites that keep you from making progress with your
work, especially handy if you’re slaving away on a thesis.
Cold Turkey
Cold Turkey helps you improve your productivity by blocking
websites, preventing you from becoming distracted and
forcing you to concentrate on your work.
===
EssentialPIM

EssentialPIM (PIM stands for “personal information
manager”) is an organisational tool that allows you to
manage your personal information such as notes,
appointments, contacts, tasks, mail, and passwords.
===
LeechBlock
LeechBlock is a Mozilla add-on that lets you choose when
and which sites to block in order to eliminate distractions and
maximize your productivity.
===
Keybr.com
Keybr.com keeps track of your speed, number of errors, and
other stats while teaching you to touch type by focusing on
similar though randomly generated sets of letters.
===
APAStyle
APA style is the writing and reference style devised by the
American Psychological Association and used in the social
sciences.
===
LanguageTool
LanguageTool is an open-source proofreading tool for over
twenty languages, including all different versions of English.

===
WordWeb
WordWeb is a customizable, downloadable dictionary and
thesaurus as well as a word and term finder.
===
OneLook
OneLook automatically searches multiple dictionaries for the
word in question and provides you with links.
===
Acronym Finder
Acronym Finder allows you plug in acronyms and
abbreviations to discover their meaning.
===
MediLexicon
MediLexicon provides users with links to a medical
dictionary, medical abbreviations, information on drugs,
medical news, medical and surgical equipment, and
miscellaneous medical information on such categories as
hospitals, medical associations and pharmaceutical firms.
===
RhymeZone
RhymeZone lets you plug in a word and then provides you
with a list of rhyming options.

===
Visuwords
Visuwords creates diagrams around a word using different
types of colored lines to connect it to related words and
phrases.
===
Word Counter
Word Counter allows you to track the number of words and
characters of your text, either as you type or by cutting and
pasting.
===
Copyscape
Copyscape is a plagiarism tool with different levels of
checks. The free version lets you compare content from
different articles or web pages.
===
FastPencil
FastPencil is a self-publishing platform that helps authors
through the various stages of book creation, publishing and
selling.
PenFlip
With PenFlip, you enter your text into either your own text
editor or an online markdown editor. You then submit it for
public or private feedback that you reject or accept, and

finally you publish it as an e-book or on the web. Works with
both short and longer works.
===
Calibre
Calibre is an open-source e-book tool that includes library
management, e-book conversion, e-book reader syncing, an
e-book viewer, an e-book editor, online library access, and
news-to-ebook conversion.
===
To ePub
To ePub converts your pdf files to different e-book formats,
including epub and mobi.
===
Sigil
Sigil is a simple, easy-to-use, open-source e-book creator
and editor that lets you edit e-books and convert them to
.EPUB format.
===
CreateSpace
CreateSpace is Amazon’s online publishing platform for
hard-copy and e-book self-publishers.
===
Cliche Finder

Cliche Finder will find and uncover hidden clichés in your
writing — phrases that have been used so much by so many
people that they’ve lost their original punch.
===
Zen Writer
Zen Writer minimizes distractions (like checking your email
or Facebook) by encompassing the entire width and height
of your screen and making you devote it solely to writing.
===
Byword
Byword is a neat app available on both Windows and Mac
App stores that lets you write something (whether it’s a new
chapter, a blog post or any type of written content) on one
device and share it with others.
===
Synchroedit
Synchroedit is a collaborative writing software that lets
multiple users in different locations work simultaneously on
the same document.
===
Clippings.me
Clippings.me allows you to create an online writer’s portfolio
where you can display your work proudly.
===

Pear Note
PearNote records a conversation and syncs it with your
notes.
===
Scrivener
Writers across the web swear by this software and claim that
‘all-in-one writing tool’ doesn’t do it justice.
===
Ulysses
This program is highly regarded for its ability to transfer plain
text into beautiful content.
===
Ted Talks
Ted Talks is for inspiration and information, look to experts
and innovators in every subject under the sun.
===

Work Smarter
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