The 7 Copywriting Fails (and Fixes) for Women Entrepreneurs and Creatives
In the bustling marketplace of creativity and entrepreneurship, your words are your handshake, your bouquet, and your shopfront display all rolled into one. For women creatives, coaches, and small business owners, killer copywriting isn't just a nice-to-have skill—it's a key weapon for success. But hey, before you dive into that copywriting task, let me break down the '7 Fails' you might be making when crafting those convincing pieces. But don't worry, I'm here to help out; each 'fail' has a straightforward solution to level up your content creation game from novice to pro in no time.
Mistake 1: Overlooking the Audience
Creating content without knowing your audience is like making a cake without knowing who'll eat it. Just mixing eggs, flour, and milk won't guarantee if it's a birthday treat or a retirement miss.
Is your copy missing the mark because you haven't zeroed in on your audience? No worries, you're about to become an ace at the art of audience analysis. Ready?
Solution:
Know the tribe: Spend time gathering data and insights on your potential customers. Create personas, analyze demographics, and even peek at what your competitors are doing right (or wrong).
The Mirror Effect: Imagine your audience, their habits, their needs, and frame your message in a manner that reflects their reality and aspirations.
Question Machine: Pepper your content with rhetorical questions that your audience is dying to answer. It's a conversation starter that leads straight to engagement.
Mistake 2: Neglecting a Strong Headline
Imagine you're browsing a bookstore. A captivating book cover draws you in with its intriguing plot summary, while a dull cover leaves you uninterested in exploring further. That's how a headline works—it's the enticing cover of a book, not a list of contents.
Solution:
The Reflex Test: A good headline elicits an immediate reaction. Use 'how to' or '10 ways' to provide solutions, or evoke curiosity with a 'What if?'
The Emotional Tug: Leverage powerful, emotion-stirring words that strike a chord. Relate a headline to an emotional need or a burning desire, and you've called out to your audience.
K.I.S.S. (Keep It Short and Simple): Conciseness is the soul of a good headline. Avoid jargon and keep it to the point. Remember, you're inviting, not narrating.
Mistake 3: Lack of Clarity and Conciseness
Ever read copy that takes you on a long road trip of ideas, only to end up at a destination so hidden, you missed the exit? Keeping it short and sweet isn't just nice to have; it's a must in the world of copywriting.
Solution:
The Power of One: Focus on one key message per piece of content. Don't crowd your copy with multiple ideas; it dilutes the impact.
Simplify the Jargon: Believe me, simplicity isn't your enemy. Eliminate the jargon and break sentences into smaller, understandable segments. Make it a joy to read, not a slog.
Cut the 'Fluff': Every word should earn its place. If it doesn't add to the story, slash it. Your audience's time is precious; they don't want to wade through a copy swamp.
Mistake 4: Focusing on Features Over Benefits
A typical mistake in copywriting is lingering too much on Features, while neglecting Benefits, who end up feeling left out in the corner.
Solution:
The Customer's Playlist: Imagine your customer scrolling through a personalized playlist. Be the artist that crafts tunes that resonate with how your product or service enhances their daily experience with convenience, enjoyment, or success.
Feature + Benefit = Aha Moment: For every feature mentioned, add the corresponding benefit. It's an equation that leads directly to your customer's aha moment.
Shine the spotlight on those benefits! Let them take the lead, not just a supporting role. Incorporate them in headlines, bullet points, or any eye-catching format in your content.
Mistake 5: Not Using Social Proof
Here's the deal: We all desire what others have, or at least seek assurance that others appreciate people, products, or services like we do. Social proof is the trusty guide in the whirlwind of copywriting.
Solution:
Collect Your Reviews and Testimonials: Collect glowing testimonials from your satisfied customers. It's not bragging; it's just giving props where they're truly deserved.
Show and Tell: Use case studies to illustrate in detail how your offerings have solved real problems or provided genuine value.
Numbers don't lie: If you have a massive following or an impressive track record, flaunt it.
Mistake 6: Ignoring Calls to Action (CTAs)
You've shared a captivating story, your benefits shine, but then it falters at the end. It lacks clear direction, no follow-up. Leaves the reader hanging without a hint of what's next.
Solution:
CTA for Every Stage: Whether it's to subscribe, download, buy now, or just learn more, make sure there's a CTA that guides your reader seamlessly to the next stage of their customer's journey.
Be Direct: CTAs should be simple, clear, and actionable. Don't hide them behind layers of "creative marketing" jargon. Say what you mean, and you're more likely to receive what you want.
Urgency and Scarcity: Use language that urges immediate action. 'Hurry, offer ends soon,' or 'Limited stock available' creates a sense of now-or-never excitement.
Mistake 7: Forgetting to Edit and Proofread
Consider typos, grammar mistakes, and confusing sentences as speed bumps on a smooth road trip. They slow you down and disrupt the journey, even if the scenery is breathtaking.
Solution:
Take a Break and Come Back: After writing your copy, take a break before editing. You'll have a fresh perspective and be more likely to catch errors.
The Buddy System: Sometimes, two sets of eyes are better than one. Get a colleague or friend to proofread your work.
Read Aloud: It's amazing how many errors reveal themselves when you read your copy out loud. The rhythm and flow of speech can uncover mistakes that slip through silent reading.
Crafting great copy is like an art, a bit like sculpting. Each edit and tweak reveals the beauty of the message. Now that we've uncovered the copywriting secrets, it's time to write with finesse and power.
Struggling to find the right words to convey who your brand is and why your service/product is important? Apply to work with us and we’ll craft the words that authentically represents your brand as you’ve envisioned it.
