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The Biggest Mistake Copywriters Make

by Shishay Wubshet
26 replies
Hi Warriors ,

What I am about to share is the two most common mistakes that should be avoided at any cost when creating your sales letter :

These are :

1.Failing To identify who your audiences are and your audiences Problems, Desires and Wants?

As a smart copywriter you must collect enough information about your audience before they start to write their ad copy.

2.Failing to Know the uniqueness of your products and in what way will help your prospects

You need to clearly know how your product is differs from your competitor's products or services and how it will solve your prospects problem.

These are the two common mistakes .

What is your comment on this.

What do you think are the biggest mistakes Copywriters make ?

Shishay
#biggest #copywriters #make #mistake
  • Profile picture of the author Stephen Dean
    I think that's exactly right. Well done.

    Michel Fortin told me that whenever his copy has not performed it was because he didn't research the market enough. Many beginning copywriters hardly research the market at all...

    Cheers,
    Stephen
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    • Profile picture of the author warriorkevin
      Shishay
      I agree. and those points are also what makes copywriting so difficult.

      Ask any new product developer, or business starter in general to answer these same 2 questions and you will get 'deer in the headlights'.

      I used to be a business broker and just about every business owner I talked with couldn't answer those questions. That's half of why you are flailing.

      I've helped hundreds - maybe more, customers directly when I developed some store software. Most everyone I spoke with couldn't answer those questions.

      It is not just copywriting, but business in general.
      If you do not know who your customer is or what sets you apart, no one is going to go out of their way to tell you or find out.

      And you will be out of business.

      As a product developer myself, I find that when I don't research my market well or define my product benefits and differences, I dont do well.

      As a product developer, one of the best things I learned was finding the hungry market first. When yuo do that, it becomes much more easy to define my market and the uniqueness of my product. They did it practically for me already.

      Someone needs to make a nice card or something that has these two points on in and get it into more peoples hands anyone

      K_
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      • Profile picture of the author Shishay Wubshet
        Originally Posted by warriorkevin View Post

        Shishay
        I agree.

        As a product developer, one of the best things I learned was finding the hungry market first. When you do that, it becomes much more easy to define my market and the uniqueness of my product. They did it practically for me already.

        K_
        nice point warriorkevin .
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    • Profile picture of the author Shishay Wubshet
      Originally Posted by Stephen Dean View Post

      I think that's exactly right. Well done.

      Michel Fortin told me that whenever his copy has not performed it was because he didn't research the market enough. Many beginning copywriters hardly research the market at all...

      Cheers,
      Stephen
      As you said , With out research , every thing is a wastage of time and resource .

      Shishay
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    • Profile picture of the author RareGoodStuff
      There many pieces to a great copy. Knowing your market and researching your market needs is not enough.
      Most people don't necessarily buy stuff because they need it. They buy because they want it. If people bought stuff because they only need it, the whole economy would collapse.
      A lot of things we buy, are actually not needed. How many books on internet marketing do you really need? How many audio and video series do you really need?

      People buy stuff because it makes them feel good. People feel good when they are respected, appreciated and thanked. In a simple word, show humility when asking people to part away their money.
      Most big internet marketers like Matt Bacak, Ryan Deiss, Telman Knudson and a few others are a far cry from their past. If you can compare the structure of their present copies to their past ones, you will see how miserable they have sunk.
      In their past copies, you will see a real desire to share their knowledge, improve the lives of their readers. Today in an epidemic race to make millions with recycled materials they appear dishonest and contemptuous to their readers.
      A great copy has to enlist the respect of it reader. If the materials I read appear recycled with the only intention to make me part with my own money, I will sooner than later catch the trick and hold tight to my wallet.
      Respect the intelligence of your target and you will find the market not needing your product but wanting it.
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      • Profile picture of the author Mark McClure
        @RareGoodStuff - re: the Big Dogs copy standards - maybe testing with their most responsive target market showed that the 'caring and sharing' copy didn't pull as well as pressing hot button?
        Must be a fine line walked between contempt and respect...

        These are all great comments - I did like Bruce's #5. Copy flowing smoothly is a sight to behold.
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        • Profile picture of the author RareGoodStuff
          Hot buttons are great when cobbled with other pieces of the puzzle. Hot buttons may snare first time buyers but you wont retain them for too long. The sizzle will soon wear of, when the meat heats the fire.
          Great marketers find it rewarding to retain a string of loyal customers than a litany of disgruntled buyers. Copywriting is not a WHAM BAM thank you MAM thing. It is always evolving.
          If hot button is all that is needed, how come these marketers are still banging on our doors without success. It use to be a copy and paste thing for most of them. A Pavlovian thing. Draw people to a teleconference, drive them to a sales page and laugh all the way to the bank. Now, it is a steep climb. They are not finding it easy like before. Not because people don't buy stuff any more. The charm has lost its hook!
          I buy stuff from big time marketers not because I need it, but because I want to. Take a look at Armand Morin, Jay Abraham. You will see a common feature. They both cherish their customers. On the other hand look at Matt Bacak, Telman Knudson and others and you will smell arrogance from 10,000 feet above sea level.
          So, if you need to retain a good customer base, add humility to hot buttons. They are not mutually exclusive.
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        • Profile picture of the author mr.steve
          Originally Posted by justfiverules View Post

          @RareGoodStuff - re: the Big Dogs copy standards - maybe testing with their most responsive target market showed that the 'caring and sharing' copy didn't pull as well as pressing hot button?
          Must be a fine line walked between contempt and respect...
          Good point.

          But I've found that "caring and sharing" copy can push the hot buttons too... It's just one of the various types of copy. Some types of copy (such as "caring" copy) are better for some markets, while other markets demand different types of copy. It's usually a good idea to use several different types of copy (or appeal to various types of prospect) within the same sales letter so that you have a better chance of hitting the hot buttons with different types of reader...

          Interesting debate

          --Steve

          PS
          By the way dude, how did you end up in Japan? I spent time there, and at the moment am splitting time between the UK and Japan as I prepare for a move back to the UK...
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  • Profile picture of the author DynamicMentalFitness
    Indeed!

    One has to know one's 'perfect customer' as though one is their own brother or sister.

    The prospective client/customer has to know with CERTAINTY that you (the provider) understand their need/problem/issue and have their best interest in mind and will solve the matter to their complete satisfaction!

    Great post!
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  • Profile picture of the author Jenniferlinn
    Banned
    Yes I agree with you, i think your post will help a lot to those who never consider these points before, keep posting
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  • Profile picture of the author lakshaybehl
    An Ideal Copy is like a glass wall... If it attracts attention towards itself, its not been done properly. Ideal piece of copy totally displays the product and the end results of using it...
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    • Profile picture of the author Bruce Wedding
      The hungry market is essential, but not having one is seldom the copywriter's mistake, which is the subject matter. On that same line, we could talk about weak offers and failing to target the traffic.

      But we're talking copy writing here...

      I agree with Shishay's points as being huge copywriter mistakes. IMHO, the next biggest mistakes are

      3. Failing to have a hook or even know what one is.

      4. Failing to spend the time to write a compelling, pithy headline.

      5. Failing to write pithy, benefit-rich, reason-why, conversational copy linked with "bucket brigade" phrases, so that it flows smoothly from top to bottom.
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      • Profile picture of the author Shishay Wubshet
        [quote=Bruce Wedding;359984] 5. Failing to write benefit-rich

        Yes , visitors are interested on getting benefits that solves their problem . So, every copy should be well written taking into consideration the benefits that the subscribers get . Shishay
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        • Profile picture of the author zapseo
          [quote=Shishay Wubshet;361519]
          Originally Posted by Bruce Wedding View Post

          5. Failing to write benefit-rich

          Yes , visitors are interested on getting benefits that solves their problem . So, every copy should be well written taking into consideration the benefits that the subscribers get . Shishay
          That doesn't say it strongly enough. Benefits shouldn't just be taken into consideration -- benefits are what will sell. Why else do I need whatever you are selling except for what it will do for me, in some shape or form.

          Whether it's
          • direct, tangible benefits I get from using the product
          • association with the seller in some way
          • indirect, intangible benefits I get from owning the product
          My contribution to big mistakes that copywriters make:

          They make mistakes in being less than honest...

          This is either the result of a poor copywriter, a shoddy product or a scamster.

          Yup -- definitely push limits to show how the product shines -- but if you break trust with the user -- you will not only lose their purchase, you stand a good chance of ever gaining their business.

          It doesn't take much for people to take their business elsewhere.

          People want to relax and trust you and feel that they will be well-taken care of.

          I was the loyal customer of a mechanic at one point until I felt he was jacking up prices on me -- and that I could no longer trust him. I left, and never went back.

          If a customer catches a merchant in a lie -- it creates uncountable damage to the merchant. Rather than building a loyal base of customers from whom they can sell to over & over again -- the customer not only leaves, asks for a refund, but also tells all their friends.

          A recent client -- honest, respectable, decent -- has had great results and the product shares how to achieve those results (but not overnight!) We both felt badly because a refund request said that they felt the copy was "very misleading" (never mind that we've sold a LOT of product and no one else has said anything like this).

          Neither the client nor I want people to think what we are saying is misleading (although it's also true that there will always be people who read into your copy what they want to read.)

          On Michel Fortin's old board there was a salesletter that had dramatic success. A forum for the product, however, indicated that the product features and benefits simply weren't delivered (though some were still starry-eyed and believing). And my point is -- you can write copy and sell a ton of product if you are willing to lie. (Of course, it also means you are willing to risk, not just the client's business, but the wrath of the ftc.)

          Live JoyFully!

          Judy Kettenhofen, Profit Strategist/Copywriter
          NextDay Copy
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          • Profile picture of the author Shishay Wubshet
            Originally Posted by zapseo View Post


            They make mistakes in being less than honest...

            Live JoyFully!

            Judy Kettenhofen, Profit Strategist/Copywriter
            NextDay Copy
            This is one of the most common problems that we see online and the worst thing I hate .

            And , the big problem with this is that ...the majority of marketers practice it .

            Best Regards ,

            Shishay
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            • Profile picture of the author mr.steve
              Exactly right, Zapseo!
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              • Profile picture of the author CassieT
                Copywriter Mistakes:

                (1) Being a lousy writer, unable to put words together in a meaningful, attractive, and grammatically correct way.

                (2) Not proofreading (or seeking the help of a copyeditor).
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  • Profile picture of the author Stephen Dean
    "Cuz that's what cowards do! And that ain't you!"

    Nice quote, Bruce.

    Cheers,
    Stephen
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  • Profile picture of the author Christie Love
    One copywriting mistake is not knowing how to get into the mind of the customer. As a copywriter, you may know what a customer likes or whats but you need to be able to feel what the customer is feeling and know what's going in their mind before they make their purchase.Being able to step into the customers' mind will ensure that you write copy that speaks the language of the buyer to get more sales.
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    • Profile picture of the author Shishay Wubshet
      Originally Posted by Christie Love View Post

      One copywriting mistake is not knowing how to get into the mind of the customer.
      To Get into your minds , first and foremost , you need to clearly know your prospects problems , needs and wants .

      If you know these key points , you would be easy to persuade your prospects .

      Shishay
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  • Profile picture of the author Arine Mark
    My most frequent mistake is showing off what i have, rather than what they get. I guess it's combination of both.
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  • Profile picture of the author RareGoodStuff
    Amen! Zapseo.

    Well said. Sometimes, I run into people, copywriters from a bunker mentality that only 'sells the sizzle and not the steak'. Politely, I disagree. YOU SELL BOTH!

    Three years ago, I was a client of a powerful internet marketer. I bought from him once and never went back. I still receive his email just to laugh and he hasn't changed a bit. He was so dishonest in his previous business with me that when see him coming in one direction, I take the opposite route.

    Again, business success is a mutual interest and nothing less.
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    • Profile picture of the author maximus242
      Originally Posted by RareGoodStuff View Post

      Amen! Zapseo.

      Well said. Sometimes, I run into people, copywriters from a bunker mentality that only 'sells the sizzle and not the steak'. Politely, I disagree. YOU SELL BOTH!

      Three years ago, I was a client of a powerful internet marketer. I bought from him once and never went back. I still receive his email just to laugh and he hasn't changed a bit. He was so dishonest in his previous business with me that when see him coming in one direction, I take the opposite route.

      Again, business success is a mutual interest and nothing less.
      Selling the sizzle and not the steak is about selling benefits not facts. It has nothing to do with lying. Its about the sizzle of the steak, the taste of it melting in your mouth, the way the extra hundred thousand is going to give you the freedom to travel the world.

      Steak is things like SEO, Copywriting, Marketing
      Sizzle is stuff like Money, Freedom, Happiness, Sex, etc.
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  • Profile picture of the author maximus242
    Originally Posted by Shishay Wubshet View Post

    Hi Warriors ,

    What I am about to share is the two most common mistakes that should be avoided at any cost when creating your sales letter :

    These are :

    1.Failing To identify who your audiences are and your audiences Problems, Desires and Wants?

    As a smart copywriter you must collect enough information about your audience before they start to write their ad copy.

    2.Failing to Know the uniqueness of your products and in what way will help your prospects

    You need to clearly know how your product is differs from your competitor's products or services and how it will solve your prospects problem.

    These are the two common mistakes .

    What is your comment on this.

    What do you think are the biggest mistakes Copywriters make ?

    Shishay
    Biggest mistake copywriters make is not knowing their prospect and not getting inside their prospects head.
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    xResponsive Advertising Agency | Direct Marketing | Online Advertising | Create Breakthrough Campaigns for Your Business http://xresponsive.com

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    • Profile picture of the author Shishay Wubshet
      Originally Posted by maximus242 View Post

      Biggest mistake copywriters make is not knowing their prospect and not getting inside their prospects head.
      If not , why do you think is the biggest problem ?

      Waiting for your response.

      Shishay
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      • Profile picture of the author elsiedixon
        I think one big mistake copywriters sometimes make is making it difficult to find out how to contact the seller. Some ads have great headlines and are wonderfully worded.....but trying to find a website or phone number so you can purchase takes five minutes and a magnifing glass!!!
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