Ernest Hemingway famously stated, “There is nothing to writing. All you do is sit down at a typewriter and bleed.” However, I doubt copywriters would share this sentiment. Crafting compelling and successful copy involves considering numerous factors and remembering a multitude of details.

Image source Fortunately, I’ve compiled a list of 21 common copywriting errors that even seasoned professionals occasionally make. Keep this checklist handy whenever you’re writing or reviewing copy.

21 Copywriting Errors to Avoid for Improved Marketing Outcomes

The following list highlights common copywriting mistakes that are often easy to make or tempting to overlook. While some are minor, others can significantly impact your marketing results.

1. Misunderstanding the Copy’s Target Audience

One of the most evident yet frequently overlooked mistakes some writers make is crafting content that resonates with them rather than the intended audience. While understanding your product or service is crucial, there’s a distinction between what you want to convey and what the reader wants to know. Ensure you have a thorough understanding of your buyer persona. Effective copywriters grasp their audience’s needs, pain points, motivations, frustrations, and potential objections, enabling them to create persuasive and impactful content.

2. Failing to Address a Problem

Copywriting aims to persuade the audience to take action. However, for them to act, they need to recognize the problem that this action will help solve. Assuming the reader already knows this is a mistake. Clearly outline the problem in your content. Remember the crucial question: “What’s in it for me?” Readers constantly seek a clear answer to this question while engaging with your content. Example:

• Download our marketing guide! This lacks a defined problem; the reader is unclear why they need this guide.
• Download our content guide to write persuasive marketing copy! This clearly conveys the value proposition and what the reader will gain. Here’s another Google Ad example that effectively incorporates the problem within the copy:

3. Using the Incorrect Tone

The fundamental rule of copywriting is to maintain consistency with the brand’s tone of voice across all copy. Failure to capture and consistently maintain that tone will result in missing the target market. The tone of voice reflects a brand’s values, philosophy, and attitude towards its audience. It dictates the vocabulary and sentence structure used to communicate the message effectively. It enables you to connect with the audience using their language, making them receptive to your message.

Image source If your client lacks a brand book or style guide outlining their tone of voice, reviewing their previously published content is crucial to mirror their communication style in your writing.

4. Beginning with Dull Generalizations

Frequently, writers commence blog posts or marketing emails with generic absolutes or uninspiring generalizations, such as:

• It’s no secret that sugar is detrimental to our health.
• Everyone knows that smoking is harmful. Such statements lack meaning and value. Why write something that offers no new insights? Anyone can generate generic content online. To create compelling marketing copy, incorporate intriguing information supported by statistics and research, quotes from influential figures in the field, or customer testimonials. Instead of the aforementioned examples, consider alternatives like:
• Discovering that the sugar in chocolate can improve thinking skills truly amazed me…
• Did you know that smoking is responsible for [nine](https://www.cdc.gov/tobacco/data_statistics/fact_sheets/health_effects/effects_cig_smoking/index.htm#:~:text=Smoking%20causes%20about%2090%25%20(or,of%20all%20lung%20cancer%20deaths.&text=More%20women%20die%20from%20lung%20cancer%20each%20year%20than%20from%20breast%20cancer.&text=Smoking%20causes%20about%2080%25%20(or,obstructive%20pulmonary%20disease%20(COPD) of all lung cancer deaths?

Image source For more guidance on crafting engaging introductions, refer to our resources.

5. Disregarding the Audience’s Motivation Level

This mistake involves overlooking the sales funnel stage of your target reader. Before creating impactful ad copy, you must determine their position:

• Are they familiar with your brand or product?
• Are they prepared to make a purchase?
• Do they have any remaining questions, doubts, or concerns that might hinder their purchasing decision? Here’s an excellent illustration of emotionally resonant ad copy that effectively addresses the target audience’s doubts:

In essence, understanding your reader’s level of awareness, skepticism, and motivation is crucial. This understanding guides your choice of copywriting techniques and the selection of appropriate calls to action for your copy.

6. Ineffective Headlines and Subheadings

Online reading is inherently 25% than print, and users often scan web copy rather than reading it word for word. Headlines and subheadings serve as guides through the content, helping readers determine if it’s worth their time. Therefore, skilled copywriters prioritize these two copy elements. Exceptional headlines and subheadings are concise, specific, and directly relevant to the content. Incorporating elements of emotional writing can also be effective in capturing attention, sparking curiosity or a fear of missing out (FOMO), and encouraging users to continue reading.

Consider these headline examples for content about writing headlines…

• Weak headline: Headlines to Use in Blog Posts, Ads, Emails, and More
• Strong headline: 88 Headline Examples That Guarantee Clicks

7. Excessively Long Sentences

Quick question: Can you locate a period in this sentence?

Unless you’re emulating Oksana Zabuzhko, a Ukrainian novelist known for her use of exceptionally long sentences (the text above is from her work The Museum of Abandoned Secrets), it’s best to avoid this practice. Long sentences negatively impact content usability and readability. Remember that online users typically read only 20-28% of your text, so brevity is key.

8. Excessive Formality

Copywriters recognize the importance of conversational writing for web content, using language that resonates with the audience to effectively engage them. However, striking a balance between conversational and overly casual can be challenging. Fearful of disrupting this balance, some writers may adopt an excessively formal tone, employing complex sentences and academic language as if composing college essays. This approach is detrimental as it alienates readers. A simple solution is incorporating conversational phrases like “you see” or “can’t” instead of “cannot” in your copy.

Ideally, understanding and adhering to your brand’s tone of voice is paramount.

9. Overusing Jargon and Buzzwords

Despite 21% of U.S. adults experiencing literacy challenges, even highly literate individuals won’t waste time deciphering unnecessarily complex text. Niche jargon and buzzwords are detrimental to effective copywriting. If readers require a dictionary to comprehend your writing, they’re unlikely to enjoy or engage with your message. Readability testing tools can help identify if your marketing materials are overloaded with overly complicated words.

While this copy targets Harvard graduate school applicants, it avoids using pretentious language.

10. Neglecting Mobile Copywriting

It’s common for content requests to focus on web-based copywriting. However, it’s crucial to consider the 4.32 billion internet users who access your message on mobile devices. When writing and formatting content, keep this vast audience in mind. Design for thumb-stopping visuals, employ short sentences, and choose easily readable font sizes for headlines. Eliminate unnecessary words, write concise subheadings, and consider shorter paragraph lengths.

11. Underusing or Overusing SEO

When crafting marketing copy, consider how people will find it online. Incorporating SEO writing elements helps search engines grasp the context and rank your pages accordingly. However, balance is key. Excessively optimizing copy for keywords is counterproductive. To Google, it appears spammy; to users, it sounds forced and unnatural.

12. Excessive Modifiers

While adverbs and adjectives, particularly those highlighting benefits, are valuable copywriting tools, moderation is crucial. Every modifier in your content should serve a specific purpose. Overusing them leads to wordiness, potentially obscuring the core message.

• Too many: Add this beautiful and comfortable leather couch to your bedroom to give yourself a cozy corner to sit with a neutral yet stylish look that matches your room design. (six modifiers)
• Just right: “This comfortable leather couch has a neutral color to match your room’s design. (three modifiers)

13. Excessive Intensifiers

Intensifiers emphasize adverbs. While not inherently problematic, they become redundant and weaken your copy when overused. Excessive intensifiers become mere fillers, reminiscent of Stephen King’s observation, “The road to hell is paved with adverbs.” Most are adverbs ending in -ly:

Image source Minimize their use in your writing. Often, a stronger alternative word exists. For instance, “critical” or “essential” conveys a more confident tone than “very important.”

14. Repetitive Word Choices

Writers often overuse certain words or phrases. (For me, it’s “here,” “professional,” and “when it comes to.”) Overuse makes copy monotonous and dull. Consciously avoid overusing specific words. Analyze your copy, identify repeated phrases, and consult a thesaurus for alternatives to enhance engagement.

15. Weak Formatting

Copywriters typically focus on content rather than presentation. While they adhere to web writing basics, they often overlook content usability blunders that can alienate readers. Common formatting blunders include:

• Right alignment
• Indistinct subheadings
• Inappropriate font sizes
• Complex text structure
• Excessively large text fields
• Poor color contrast ratio
• Lack of paragraphs When writing, envision how your text will appear online. Ideally, know the destination platform beforehand. Having the page layout helps visualize the website’s typography and format your text accordingly.

Font readability directly impacts copy effectiveness! Learn more in our copywriting psychology post. Formatting influences the reading experience and communication with your audience. Don’t lose readers due to poor visual presentation.

16. Misusing Emotional Triggers

Effective copywriting evokes emotional responses, fostering brand loyalty and motivating action. Some writers exploit this by manipulating fear, uncertainty, and doubt (FUD) in their copy. While such tactics can drive sales, overuse damages long-term customer relationships.

17. Ineffective, Multiple, or Absent CTAs

While copywriters understand the necessity of calls to action (CTAs), creating effective ones can be challenging. A strong CTA:

• Creates a sense of urgency
• Clearly instructs the user on the next step
• Provides a compelling reason to act

Avoid multiple CTAs on a single page, especially if they lead to different pages or request multiple actions, as this confuses readers. Provide a clear path to the next step. Don’t limit yourself to generic CTAs like “Buy now” or “Click here.” Be creative and consider using “I” and “me” pronouns for a more genuine and personalized feel.

Image source

18. Excessive Colloquialisms or Idioms

While colloquialisms (regional phrases) and idioms add color and personality to writing, overusing them in business copywriting can be distracting. Use phrases like “cold cucumbers” or “raining cats and dogs” sparingly, as they might not resonate with all readers and could obscure your intended message.

19. Highlighting Features Over Benefits

This common mistake plagues novice copywriters and those lacking insight into the buyer persona’s needs and pain points. They focus on product features without explaining how those features benefit the audience, a crucial aspect of marketing messaging. Provide readers with a compelling reason to buy. Embrace feature-benefit writing:

1. Prioritize benefits. Address the “So what?” question by explaining how your product or service improves the reader’s life.
2. Support benefits with the features that make them possible, putting the customer first and enhancing credibility.

20. Over-Reliance on Copywriting Formulas

Numerous copywriting best practices are readily available online. These tips, based on other writers’ experiences, serve as useful guidelines or starting points. However, remember that copywriting formulas are essentially prevalent practices that have worked for others. There’s no guarantee they’ll resonate with your audience. Examples:

• While odd numbers are thought to capture more attention, True. Even numbers won’t necessarily hinder your copy’s effectiveness.
• The word “free” is often considered a surefire attention-grabber. However, some may perceive it as spam.
• Certain headline formulas are touted as effective. However, their effectiveness depends on your audience and content strategy. Don’t blindly follow all copywriting formulas. Test them with your audience instead of assuming they’ll work for you because they worked for someone else.

21. Being Excessively Salesy

Online users are discerning and recognize sales tactics. Overtly aggressive, direct selling messages backfire and lead to rejection. Instead, tell a story about your product, incorporate testimonials from satisfied customers, and focus on appealing language to make your audience desire what you offer. A compelling call to action at the end of your content is sufficient to encourage action.

Use our elevator pitch templates to craft persuasive yet non-salesy content!

Maintain High-Quality Copywriting

You now have a comprehensive list of copywriting mistakes to avoid. Integrate these checkpoints into your editing process. Ensure all words, tone, and writing formulas in your copy are meaningful, purposeful, aligned with your target audience, and drive your goals forward. Your audience and business will reap the rewards.