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Copywriting Guide - Why Copywriting Matters

You may ask this: 1 do copywriting 2 do it yourself copywriting 3 do's and don'ts of copywriting 4 how can i get into copywriting 5 how do i get into copywriting 6 how do i learn copywriting 7 how do you spell copywriting 8 how much can you make copywriting 9 how much does copywriting cost 10 how much freelance copywriting 11 how much should i charge for copywriting 12 how much should i pay for copywriting 13 how much to charge for copywriting 14 how much to charge for copywriting a website 15 how to break into copywriting 16 how to build a copywriting portfolio 17 how to do copywriting 18 how to do copywriting in advertising 19 how to do freelance copywriting 20 how to do seo copywriting 21 how to get a copywriting job 22 how to get copywriting experience 23 how to get into copywriting 24 how to improve copywriting skills 25 how to learn copywriting 26 how to start a copywriting business 27 how to start copywriting 28 should i do copywriting 29 what do you mean by copywriting 30 what is copywriting example 31 what is copywriting in advertising 32 what is copywriting job 33 what is copywriting skills 34 what is creative copywriting 35 what is direct response copywriting 36 what is freelance copywriting 37 what is seo copywriting 38 what is web copywriting 39 what is website copywriting 40 what should a copywriting portfolio look like 41 what should i charge for copywriting 42 where to find copywriting clients 43 where to find copywriting jobs 44 where to get copywriting jobs 45 where to learn copywriting 46 where to start copywriting 47 where to study copywriting 48 why copywriting 49 why copywriting is important in an advertisement 50 why copywriting matters 51 why is copywriting bad 52 why is copywriting important 53 why is it called copywriting 54 why learn copywriting

You may ask this:
1 do copywriting
2 do it yourself copywriting
3 do's and don'ts of copywriting
4 how can i get into copywriting
5 how do i get into copywriting
6 how do i learn copywriting
7 how do you spell copywriting
8 how much can you make copywriting
9 how much does copywriting cost
10 how much freelance copywriting
11 how much should i charge for copywriting
12 how much should i pay for copywriting
13 how much to charge for copywriting
14 how much to charge for copywriting a website
15 how to break into copywriting
16 how to build a copywriting portfolio
17 how to do copywriting
18 how to do copywriting in advertising
19 how to do freelance copywriting
20 how to do seo copywriting
21 how to get a copywriting job
22 how to get copywriting experience
23 how to get into copywriting
24 how to improve copywriting skills
25 how to learn copywriting
26 how to start a copywriting business
27 how to start copywriting
28 should i do copywriting
29 what do you mean by copywriting
30 what is copywriting example
31 what is copywriting in advertising
32 what is copywriting job
33 what is copywriting skills
34 what is creative copywriting
35 what is direct response copywriting
36 what is freelance copywriting
37 what is seo copywriting
38 what is web copywriting
39 what is website copywriting
40 what should a copywriting portfolio look like
41 what should i charge for copywriting
42 where to find copywriting clients
43 where to find copywriting jobs
44 where to get copywriting jobs
45 where to learn copywriting
46 where to start copywriting
47 where to study copywriting
48 why copywriting
49 why copywriting is important in an advertisement
50 why copywriting matters
51 why is copywriting bad
52 why is copywriting important
53 why is it called copywriting
54 why learn copywriting

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Copyright © All rights reserved worldwide.

YOUR RIGHTS: This book is restricted to your personal use only. It does not come with any

other rights.

LEGAL DISCLAIMER: This book is protected by international copyright law and may not be

copied, reproduced, given away, or used to create derivative works without the

publisher’s expressed permission. The publisher retains full copyrights to this book.

The author has made every reasonable effort to be as accurate and complete as

possible in the creation of this book and to ensure that the information provided is free from

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or contrary interpretation of the subject matter herein and does not warrant or represent

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results implied. The publisher/author/reseller can therefore not be held accountable for

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guidelines set out for you in this book.

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Copywriting Mistakes


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Copywriting Mistakes


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.

Copywriting Mistakes


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.

Copywriting Mistakes


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!

Copywriting Mistakes


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,

Copywriting Mistakes


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.

Copywriting Mistakes


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 ad 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!

Copywriting Mistakes


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!!!

Copywriting Mistakes


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:

Copywriting Mistakes


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 igore it… skip right oer it. Ee 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.

Copywriting Mistakes


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 7 th ad fial istake…

Copywriting Mistakes


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!

Copywriting Mistakes


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.

Copywriting Mistakes


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Copywriting Mistakes


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Copywriting Mistakes


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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 searchterm

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.

Copywriting Mistakes


===

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."

===

Copywriting Mistakes


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).

Copywriting Mistakes


===

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

Copywriting Mistakes


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.

===

Copywriting Mistakes


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

Copywriting Mistakes


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.

Copywriting Mistakes


===

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

Copywriting Mistakes


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.

===

Copywriting Mistakes


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

Copywriting Mistakes


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

Copywriting Mistakes


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.

Copywriting Mistakes


===

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.

Copywriting Mistakes


===

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

Copywriting Mistakes


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

Copywriting Mistakes


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.

===

Copywriting Mistakes


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.

===

Copywriting Mistakes


Work Smarter

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Screen Capture Video Audio Tools

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Url Shortener Tools

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Form Builders

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Image And Cliparts Sites

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Surveys

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Top Heatmaps Tools

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Cloud File Storage

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Internet Marketing Top Forums

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Internet Marketing Newsfeeds

Internet Marketing Top Sites

Copywriting Mistakes

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