The working process of a copywriter is full of challenges. The research is always tricky, even if you perform it within your area. But if you want to give a try to something new, the situation becomes even more complicated: you need to spend hours discovering principles and secrets of a new area, finding proper information and figuring out the way to introduce it to the readers. The process of writing is rarely easy. You need to choose a proper tone of voice, pick the strongest and the most influential words, and create the text that will capture the minds and the emotions of your readers. And, at last, you need to satisfy your clients – the people who order your texts. Sometimes, this is the most difficult part of the job.
The challenges are multiple. But some of them are easy to avoid. These challenges are connected with the mistakes that all copywriters make from time to time. Of course, in the ideal world, everyone’s perfect, but in reality, everyone makes mistakes. Here, we collected 7 mistakes that can spoil your copywriting experience and even ruin your career.
Some copywriters use multiple excuses not to be responsible for the mistakes they make. They insist that copywriter is not actually a writer and not a proofreader or an editor. Copywriting is about creation and representation of ideas, and the spelling mistakes should be fixed by someone else. However, a good doctor always knows the symptoms and the basic treatment for the diseases. So, a good copywriter also needs to know all the symptoms of mistakes and how to cure them.
If a copywriter feels that they have some problems with spelling and grammar, they have two basic ways of working on it. First, they may start with refreshing their knowledge of the language by revising school and college materials or just give a try to spell checkers –special apps and websites that provide users with the possibility to check texts for mistakes and fix them.
Overuse of keywords
A few years ago, SEO tools were annoying. The keywords had to be introduced to the text directly and without any changes. Thus, the texts were almost unreadable. Any piece of useful information was destroyed and the visitors of the website were dissatisfied with the absence of the possibility to enjoy the reading.
Today, SEO tools have changed, but we still need keywords. We may introduce them into the text logically, changing them if we need it.SEO-oriented text becomes smoother and easier to read. Besides, we don't need to use many keywords. It is enough to introduce them to the metatags and mention them a couple of times in the text itself.
Forgetting about headlines
Why do people skip your articles? Because the headline is not thrilling and does not attract their attention. Pay attention to the covers of the magazines – all titles make you feel the desire to open this magazine and read the article, even if you know that this content is not of much interest for you. Your headline is the main weapon to attract the readers. You need to create powerful headlines for every article that you write.
The double meaning is great for jokes, but it is a disaster for serious texts. You need to write in a clear way so that your readers do not need to think over what exactly you wanted to tell. Use words with clear meanings that don’t make your sentences vague. The easiest way to do that is to follow grammar rules and edit texts before you post them.
Copywriters who do not format their texts don't deserve the right to be called writers. Just imagine that you are listening to a monotonous speech of a politician who does not make pauses and does not change the tone and the volume of their voice. Perhaps, they have a speechwriter who does not know that the ideas should be divided into the paragraphs.So when you are busy writing a kick-ass speech you always remember about principles: the ideas should be clearly separated, you may use bullet points and enumerations, and you can highlight pieces of text with bold or italics.
Forgetting the audience
Create the avatar of a person who represents your target audience.Copywriters frequently think that their texts are read by everyone.In reality, every web portal has a certain audience. This audience will determine the choice of the subject, a tone of voice, and general approach to creating content. Always remember about your TA, and your texts will improve.
Copywriters have one common quality – they hate to proofread their pieces of writing. This creates multiple problems with misspells, losses in meaning, double meanings, weak headlines, etc. If you do not have a proofreader or an editor, you need to learn how to edit the texts yourself. This is a skill that will come in handy in any situation.
If you write texts keeping in mind these 7 common mistakes, your writing skills will enhance. Soon, you will notice that the quality of your posts increased and the readers’ engagement rose. Of course, avoiding these mistakes is not enough for professional writing, but this can really help you make a step forward in your copywriting activities.