If you’re a new copywriter, or would like to be, you’re at the start of a wonderful career. Copywriters make lucrative incomes, and have a lot of fun too. Let’s look at common mistakes you should avoid.
You’ll be amazed when you discover that not only do new copywriters make these mistakes, but experienced professionals also make them.
Mistake #1. Depending on Tricks, Rather Than Psychology
When you get a new project, what’s the first thing you do? If you’re a newbie, chances are that you’ll start writing immediately. You’ll think of a tagline, or a cute way to sell.
That way lies disaster. Your success as a copywriter depends on your clients’ success. If your clients make sales from your work, they’ll hire you again. Indeed, they’ll be willing to pay you whatever fees you ask.
You can’t sell using tricks. You need to understand the audience for the product you’re promoting, as well as the product itself.
Therefore, when you get a new gig, do some research before you start writing. Professionals spend 90% of their time on a project researching; then they start writing.
Mistake #2. Forgetting “What’s in It for Me”? (WIIFM)
Every piece of copy you write must tell the prospect precisely what he gets out of making a purchase. Forget that, and you won’t make sales.
The next time you’re at the bookstore, leaf through some magazines. Choose mass-market magazines, with lots of advertising. You’ll see that some of the biggest companies hire agencies and writers who make fundamental mistakes. It seems that these companies are making so much money that they’re only interested in the branding opportunities of appearing in a prestigious magazine, rather than in direct sales.
However most of your clients want sales. If you forget WIIFM, sales will be low — and they’ll blame you.
Before you start writing, get clear in your own mind on the benefits the product gives to the person who buys it. Make a list of the benefits, and emphasize them in your copy.
Mistake #3. Shyly Whispering the “Call to Action”
When you’re writing copy, you need to tell people what to do. Your call to action might be: “call now to order”, or “visit our showroom”, or “visit our website to buy”.
These days everyone is busy and distracted. You’ve got to grab their attention and tell them exactly what to do.
If you’re a new copywriter, avoiding the above three mistakes will lead to sales. Your clients will love you, and they’ll hire you again.
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