1. Over-Explaining
I can't tell you how many times I've been asked to rewrite web pages and other marketing pieces that read like user guides or industry manuals. I ended up hacking away paragraph after paragraph of detail that held more potential to confuse or intimidate than to build excitement or sell. If you had to study a wiring diagram to turn your lights on, you'd probably elect to spend a lot of time in the dark. Don't give us that diagram; show us the switch, describe the wonderful light we'll enjoy, and let the perceived benefit do the rest.
2. Under-Explaining
Even though brevity is a must in copywriting (especially for online consumption), saying too little can be just as self-sabotaging as saying too much. Are you assuming industry or product knowledge that your target audience isn't likely to have? If so, you may skip from one point to the next while your reader is still stuck on "I wonder what they meant by that?" Your prospective customers can't get excited over what they don't understand. Make sure the basic bottom-line benefit statements are all in place, and invite your audience to contact you with any questions. (More on that in a moment.)
3. Writing to Impress
Trying too hard in your marketing content can backfire on you. One of the most common mistakes I've encountered is lathering the text with impressive-sounding buzzwords and industry-speak. Many of these terms either reek of cliche due to overuse or simply don't mean much to Joe Q. Public. Showing off your vocabulary with lots of five-dollar words is another surefire way to turn off your audience; even if they know what you're talking about, they'll dismiss you as pretentious. Last but not least, avoid phony enthusiasm. Dozens of exclamation marks don't make your content more exciting -- they just paint you as excitable.
4. Neglecting the Final Action Items
You might be surprised at how many marketing content pieces lay out their pain statement, features and benefits, then simply come to a stop. If they do include a call to action, the call to action is too vague to really compel. ("Discover our product's benefits for yourself!") Give your audience concrete, specific action items such as "Call us at this phone number today," or "Fill out the online appointment maker on this page." You've brought your readers this far, so why not take them the rest of the way?
It's easy to fall into old habits in your marketing content creation, even once you know better. Contact me for professional copywriting services if you want to make sure your content is doing all the right things -- and none of the wrong ones.
